直銷事業進入國內將近有三十年的時間，曾予以消費者有「老鼠會」的不良印象。隨著業者不斷地透過傳媒來塑造與改善其企業形象，並建立其事業的正當性與增進民眾的信任感。本研究擬針對直銷商關係品質、顧客滿意度及忠誠度，並以知名美商公司仙妮蕾德 (Sunrider) 的台北市消費者為例，研究人口統計變數對關係品質、顧客滿意度與忠誠度間之影響，及關係品質、顧客滿意度與忠誠度三者間之關係。 本研究首先針對關係品質部分討論，其中業務員關係品質的構面為信任與承諾，而公司關係品質的構面則為企業聲望與公司社會責任；其次是針對顧客滿意度及忠誠度研究，關於顧客對業務員與公司滿意度及忠誠度的衡量變項，本研究係參考並綜合1990年以後的國內外學者文獻，並依照直銷業務員的特性，修正為適合於本研究的衡量變項。研究結果如下: 一、在人口統計變數方面，性別、年齡、教育程度、婚姻狀況以及職業對於關係品質、顧客滿意度及忠誠度之影響是不顯著的；而居住地區、家庭結構與個人月收入則呈現顯著的。二、就相關係數而言，業務員構面間之相關係數是遠高於公司構面間之相關係數，源自於業務員層面顧客忠誠度的影響力，其較公司層面顧客忠誠度為高。 The network marketing business has entered Taiwan market about 30 years. I will analyze the network marketing firm's relationship quality, customer satisfaction and faithfulness using the USA distinguished company-Sunrider's Taipei city consumers as the example based on its demographic variables to work on the above-mentioned topics as the investigation and research in the study. I will analyze measurement variables for prelationship quality(trust and commitment are for the salesman, as well as business reputation and corporation social responsibility are for the corporation), customer satisfaction(come from the salesman or corporation) and faithfulness(to the salesman or corporation).The research results are shown below: Firstly, The differences among quality relationship, the customer's satisfaction and royalty in the demographic variables are shown below: sexes, ages, educational background, marriage status, and vocational condition are not significantly; but the residence areas, family structures, and personal monthly incomes are significantly. Finally, for the coefficients of determinant, the both of salesman level are much higher than those of the corporation level. The customers' faithfulness from the salesman is higher than that of the corporation.
