173 387-409: ::MA1B0107:

387388389393394400404

(1/2)()-

(2/2)PLS(Partial Least Squares)

(Customer Relationship management , CRM)

(Rust, Zahorik, & Keiningham, 1996)(Long-Life Customer)

(BellSouth)200129,000/200326,000/

(Thomas, Blattberg, & Fox, 2004)-

2000Marketing Metrics 60%-70% 20%-40% 5%-20%(Griffin & Lowenstein, 2001)

:1.2.3.4.(Reichheld, 1996Stauss & Friege, 1999)

(Hnt, 2002)(Price Benefits)(Service Benefits)(Tokman, davis, & Lemon, 2007)

-(Berry, 1995 Berry & Parasuraman, 1991Lin, Weng, & Hsieh, 2003 Peltier & Westfall, 2000Williams, Ham, & Qualls, 1998)(Chiu, Hsieh, Li, & Lee, 2005 Wang, Liang, & Wu, 2006)

(Fournier, Dobscha, & Mick, 1998 Jacoby & Chestnut, 1978 Reichheld, 1996)

(Fullerton, 2003 Garbarino & Johnson, 1999Verhoef, 2003)-()

(service failure)(service recovery)(Hoffman, Kelley, & Chung, 2003 Kelley, Hoffman, & Davis, 1993)(Gronroos, 1988)(Keaveney, 1995)

(Churn)(Customer Switching)-(Strouse, 1999)-(Stauss & Friege, 1999)(Thomas et al., 2004)

5 16(Kotler, 1994)23% 214%(Stauss & Friege, 1999)

-(Tokman et al., 2007)(Berry, 1995 Berry & Parasuraman, 1991Lin et al., 2003 Peltier & Westfall, 2000Williams et al., 1998)

1.-(Berry, 1995)2.()-(Berry, 1995 Wilson, 1995)(Smith, 1998 Turner, 1970)3.-(Berry, 1995)

-:H1a:H1b:H1c:

H1a-:1.(Thomas et al., 2004)2.(Tokman et al., 2007)3.(Chiu et al., 2005):

H1b-:1.(Self-disclosure)(Chiu, 2002)2.(Berry, 1995 Williams et al., 1998):

-:H1a:H1b:H1c:

H1c-:1.2.:

(Berry & Parasuraman, 1991 Peltier & Westfall, 2000): H2:

-(Anderson & Weitz, 1989) (trust in partners honesty)(trust in partners benevolence)(Ganesan, 1994; Kumar, Scheer, & Steenkamp, 1995)

-(Anderson & Narus, 1990; Ganesan, 1994; Kumar et al., 1995)-(welfare) (Kumar et al., 1995)

(Garbarino & Johnson, 1999)-(Pavlou, 2003)

(Fullerton, 2005)(Kumar et al., 1995) H3

(Bowlby, 1988; Thomson, MacInnis, & Park, 2005)(Baldwin, Keelan, Fehr, Enns, & Koh-Rangarajoo, 1996)

(love) (Kleine, Kleine, & Allen, 1995; Schultz, Kleine, & Kernan, 1989)(Belk, 1988; Kleine, Kleine, & Kernan, 1993; Mehta & Belk, 1991)(Burt, 1997)

(Tokman et al., 2007)(Tokman et al., 2007)

H4

(Morgan & Hunt,1994)(Fullerton, 2003; Gruen, Summers, & Acito, 2000)

--(Fullerton, 2003; Garbarino & Johnson, 1999; Verhoef,2003) H5

-(Oliver,1999)(Aaker, 1991; Day,1969; Jacoby & Chestnut, 1978; Oliver, 1999; Tucker, 1964)

(East, Gendall, Hammond, & Lomax,2005)(Fournier et al., 1998)

(Day,1969)(Day, 1969; Jacoby & Chestnut, 1978; Reichheld, 1996) H6

(Hazan & Shaver, 1994)(Dick & Basu, 1994)(Chaudhuri & Holbrook,2001)

-(Thomson et al., 2005) H7

(Cronin, Brady, & Hult, 2000; Grewal, Monroe, & Krishnan, 1998;Zeithaml, 1988)-(Tokman et al., 2007)

1

2011 3 1 1,975288 3.804.003.09

:1.:300-600 40 2.:100-200 ()-

-385 160 225 my3q IP IP-(2 = 61.38p =0.03)(1)

()-

1

(Likert scale)-0.870.800.790.840.870.820.72Cronbachs 0.80.7 (Nunnally, 1978)(1)

-PLS (partial least squares)PLS -LISRELAMOS 1.2.3.(reflective indicator)(formative indicator) (Petter, Straub, & Rai, 2007; Walczuch, Lemmink, & Streukens, 2007)PLS

(Structural Equation ModelSEM):1.-2.-

-bootstrap resampling500 (Chin,1998)(two-stage structural equation model)(confirmatory factor analysis, CFA)(construct validity)(convergent validity)(discriminate validity)

(exogenous)(endogenous)(manifest)(latent)

(measurement model)-()0.50 t (composite reliability,CR): 0.87

1.>0.5P0.052.CR0.83.AVE0.5-1997 P.337

2

-(average variance extracted, AVE)(Fornell & Larcker,1981)

3

2

4

5

:H1aH1b H1c

(Thomas et al.,2004; Tokman et al., 2007)

(H2 )(H3 )(H4 )(H5 )

H6 H7 (Chaudhuri & Holbrook, 2001; Oliver, 1999)

1.: 2.:

3.: 4.:

1. 2.

3. 4. (information and communication technologies, ICT)

(cross-section study)

SPSS