The Relationship between Service Convenience and Customers' Cross Buying Intentions

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Project title

Code/計畫編號

NSC99-2410-H019-008

Translated Name/計畫中文名

服務便利性與顧客交叉購買意願關連性之探討

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=2142044

Year

2010

Start date/計畫起

01-08-2010

Expected Completion/計畫迄

31-07-2011

Bugetid/研究經費

444千元

ResearchField/研究領域

管理科學

"顧客交叉購買是指顧客從原公司購買更多的產品或服務。對銷售多種服務的服務業者，如保險、金融、航空運輸業等，了解顧客交叉購買的原因十分重要。本計畫為兩年的研究計畫，整體目標為深入探討顧客交叉購買的經濟性考量，以較完整的解釋顧客交叉購買的原因。第一年的研究目標，是探討服務便利性（交叉購買利得）與知覺風險（交叉購買成本）如何透過交叉購買之知覺價值，影響顧客交叉購買意願，並探討顧客時間意識的干擾效果。第二年的研究目標，是探討公司聲譽透過期望服務品質與知覺風險，進而影響交叉購買意願的效果，是否會受到其他選擇的吸引力與服務便利性之干擾。本計畫將以壽險服務業為實證對象，透過深度訪談業者和消費者與文獻探討，建立觀念架構和假設推導。本計畫預計透過調查法發放問卷蒐集資料，以結構方程模式與多群組分析檢驗假設和驗證模型。研究結論能補足文獻上對服務業交叉購買理論之不足，也可提供服務業者擬定合適的交叉銷售策略之參考依據，可望對銷售多種服務的服務業廠商提供重要的管理意涵。""Managers are seeking to enhance the value of their customers by expanding the range of products and services they buy from the company, i.e. cross buying. In this two-year project, we examine the antecedents of customer cross buying intentions by adopting an economic point of view. We first investigate how service convenience (benefit) and perceived risk (cost) influence a customer’s perceived value of cross buying, and in turn, influence his/her cross buying intention. We also examine the moderating influence of time consciousness. We then consider the effect of corporate reputation on cross buying intentions through expected service quality and perceived risk. We also investigate the moderating influences of service convenience and attractiveness of alternatives. We test the proposed model in the context of Taiwan’s life insurance industry. We use survey method and the structural model to collect information and evaluate the effects. Our results provide important theoretical implications on customers’ cross-buying decisions in the service industries. Our results also provide insights for service companies to cross selling services."

Keyword(s)

服務便利性
信任
時間意識
產品知識
交叉購買意願
convenience
trust
time consciousness
product knowledge
cross-buying intention

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The Relationship between Service Convenience and Customers' Cross Buying Intentions

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