儘管過去文獻指出顧客關係會隨時間而成長、成熟與衰退，大多數實證研究仍採用單一時間點測量作法驗證理論模型，目前探討顧客關係隨時間變動的研究仍非常缺乏，特別是在服務業背景下。本研究整合承諾－信任理論與關係動態理論，提出信任與承諾變動速率概念，企圖驗證關係變動速率影響顧客忠誠度的效果，本研究以零售服務業為背景，蒐集三波零總計326筆重複測量資料，並透過結構方程模式之進階應用－潛在成長曲線模型，驗證研究假說，研究結果指出信任與承諾隨時間之變動速率皆正向影響顧客忠誠度，而關係投資能加速關係構念之成長，最後討論本研究之理論貢獻與管理意涵。

Although previous literature suggests that the relationship between a company and its customers should grow, mature, and decay over time, most empirical studies examine the theoretical model by using the level of relational constructs measured at a specific time point. Empirical research focusing on the changes of customer relationships over time remain scanty, particularly in the service contexts. By integrating commitment-trust theory and relationship dynamics theory, this study proposes the concepts of trust velocity and commitment velocity, and attempts to examine how relationship velocity influences customer loyalty. The totally three repeated measures were collected from the customers of a large retailing chain. Research hypotheses were tested by using latent growth curve model which is one of the advanced application of structural equation modeling. The findings indicated that both trust velocity and commitment velocity positively affect customer loyalty. Furthermore, relationship investment has a positive effect on the relationship velocity. Several theoretical contributions and managerial implications are discussed in the final section.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討與研究假說 5
2.1 概念性架構 5
2.2 承諾－信任理論 8
2.3 關係動態理論 12
2.4 信任變動與承諾變動 13
2.5 關係投資影響信任、承諾之短期及長期效果 13
2.6 信任影響承諾之短期與長期效果 15
2.7 信任影響顧客忠誠度之短期與長期效果 16
2.8 承諾影響顧客忠誠度之短期與長期效果 17
第三章 研究方法 19
3.1 樣本與資料蒐集 19
3.2 研究構念之操作型定義與衡量 21
3.3 前測與資料預檢 23
3.4 資料分析方法 24
第四章 分析結果與討論 31
4.1 樣本特徵 31
4.2 測量模型 33
4.3 非條件化潛在成長模型 37
4.4 條件化潛在成長模型 40
4.5 其他分析 43
4.6 結果討論 46
第五章 結論與建議 48
5.1 理論貢獻 48
5.2 實務意涵 50
5.3 研究限制與未來研究建議 51
參考文獻 53
附錄 問卷 60

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