2007-08-012024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/695913摘要：面對顧客忠誠不斷流失的情況下，顧客關係管理被認為是企業與顧客之間關係行銷中最重要的議題。在高接觸度的服務產業中，顧客與服務人員雙方全程接觸密切，服務提供者與顧客間的互動，便成了企業實施顧客關係管理的重要關鍵因素。顧客與服務人員間的關係，不僅是經濟性的交換關係，常會發展出友誼，進而使顧客傾向於順從服務人員的建議與忠告，增進服務成果，是一種非常重要的行銷關係，亦是顧客關係管理的重要一環。由於現今行銷相關研究中，有關服務人員與顧客的友誼之相關研究相當有限，顧客順從的研究更是少見，亦無適當的一般化量表供研究者使用，因此本研究案擬探討高接觸服務業中，服務提供者與顧客間的友誼與順從關係，在顧客關係管理中所扮演的角色，發展適當量表，進而建立一研究架構，探究其前因後果。<br> Abstract: Relationship marketing has moved rapidly to the forefront of academic marketing research. An intense interest in customer relationship is also apparent in marketing practice and is most evident in firms’ significant investment in customer relationship management (CRM). As the trend toward building relationship with customers continue to grow, recent explorations have begun to call for insight into consumers’ valued relationships with service providers: friendship and compliance However, there has been very limited empirical research exploring such issues, and the topics remains to be examined. In this research proposal, we review related literature on customer friendship and compliance in order to provide in-depth insights, develop and refine appropriate scales as well as explore an empirical framework.高接觸服務業顧客關係友誼順從滿意度忠誠度High Contact ServicesCustomer RelationshipFriendshipComplianceSatisfactionLoyalty