隨著國內金融市場的開放與業務型態的轉變，農會所面對之競爭愈趨劇烈。農會之存在對臺灣農業扮演著重要角色，如何與顧客維繫關係成為農會生死存亡的重要課題。「顧客」是農會的命脈，是農會利潤的來源，為了獲取顧客的付出，以維繫信用部的運轉，農會就必須使顧客不斷的感受到其所提供之產品與服務具有特殊價值，進而增加顧客的滿意度。而提昇顧客的滿意度後，還要促進顧客的重複購買。如何抓住顧客進行產品或服務的長期交換與建立顧客的忠誠度，進而創造長期利潤，是當今農會努力的目標。 本研究主要是以嘉義市農會做為研究的對象，運用結構方程模式進而探討農會之關係投資、服務品質、顧客滿意度與顧客忠誠度四者之間的關聯性。樣本資料問卷共計發放360份，平均發放於嘉義市農會所屬的六個分部中，合計共取得有效問卷303份，回收率為84%。 研究結果顯示，本研究之理論模式驗證關係投資對服務品質具有直接正向影響；關係投資對顧客滿意度具有直接正向影響；關係投資對顧客忠誠度具有直接正向影響；服務品質對顧客滿意度具有直接正向影響；服務品質對顧客忠誠度不具有直接正向影響；顧客滿意度對顧客忠誠度具有直接正向影響。 With the opening of domestic financial markets and changes in business patterns, Farmers’ Associations are faced with increasingly intense competitions. Farmers’ Associations play an important role in Taiwan’s agriculture. How to maintain the relationships with their customers has become an important issue of life and death for Farmers’ Associations. ＂Customers＂ are the lifeblood and the source of profits of Farmers’ Associations. In order to get the customers’ pay and to maintain the functioning of the credit department, Farmers’ Associations have to let their customers keep feeling the products and services provided are of particular value, thereby increasing customer satisfaction.After improving customer satisfaction, they still have to promote the customer's repeat purchase. Nowadays, the target of the efforts of Farmers’ Associations is to seize the hearts of the customers to conduct the long-term exchanges of products or service and establish customer loyalty, thus creating perennial profits. Chiayi City Farmers’ Association is taken as the main object of study in this research, by using structural equation modeling to further explore the connection among the four: relationship investment of Farmers’ Association, service quality, customer satisfaction and customer loyalty. A total of 360 questionnaires were equally distributed in six subsections belonging to Chiayi City Farmers’ Association. The recovery rate was 84%, with 303 valid questionnaires retrieved. The results show that a theoretical model of this study verify the relationship investment has a direct positive effect on service quality; relationship investment has a direct positive effect on customer satisfaction; relationship investment has a direct positive effect on customer loyalty; service quality has a direct positive effect on customer satisfaction; service quality has not a direct positive effect on customer loyalty; customer satisfaction has a direct positive effect on customer loyalty.
