臺灣博碩士論文加值系統

近年來關係行銷之議題受到企業界及學術界的廣泛討論，本研究基於關係利益動態典範的理論，試圖為企業尋找一個策略性的方法來提高顧客之忠誠度，以極大化企業利潤，達成與顧客長期關係之維持。由於關係行銷中一個核心的目標為關係連結(relationship bonds)，既有之文獻中發現關係連結之建立能夠提高顧客之忠誠度，而財務性連結策略在實務上被認為最普便使用、最簡單也最易模仿之連結方法，因而本研究之研究目的即在探討，企業是否透過財務性連結之策略運用，能有效地提高顧客之忠誠度。
本研究所分析之資料，是以銀行之顧客為樣本來源，利用結構式問卷對中國文化大學進修推廣部在職生以及商學院之學生採便利抽樣。本研究共發出370份問卷，有效問卷共266份。
研究結果顯示，財務性連結在控制了可靠性與重要性後，與認知忠誠並無顯著之關係，與本研究之假設不符。財務性連結與情感忠誠呈顯著正相關，與本研究之假設相符。財務性連結在控制了情感忠誠與期望後，與意圖忠誠並無顯著之關係，與本研究之假設不符。財務性連結與行為忠誠呈顯著負相關，與本研究之假設不符。最後，根據本研究之結果提出實務策略涵義以及後續之研究建議。

Relationship marketing has been gaining greater attention from marketing scholars and practitioners. On the basis of the theory of a relationship profitability model, the purpose of this study is to investigate whether or not we can increase the customer loyalty (cognitive loyalty, affective loyalty, conative loyalty, action loyalty)through financial bonds. An important part of relationship marketing is relationship bonds, existing literature shows that relationship bonds is positively correlated with customer loyalty, and financial bonds is a simple and common way to use by many companies, so based on these findings, this study purposes that financial bonds is positively correlated with customer loyalty.
The data source of this study is the customers of banks. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed questionnaires were returned.
The result show that while controlling for the effects of confidence and centrality, financial bonds is insignificantly correlated with cognitive loyalty, failing to support our hypothesis. Financial bonds is positively and significantly correlated with affective loyalty, supporting our hypothesis. While controlling for the effects of affective loyalty and expectations, financial bonds is insignificantly correlated with conative loyalty, failing to support our hypothesis. Financial bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. At last, the theoretical and practical implications of this study and future research suggestions are discussed.

中文摘要 ．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．． v
內容目錄 ．．．．．．．．．．．．．．．．．．．． vi
表目錄 ．．．．．．．．．．．．．．．．．．．． viii
圖目錄 ．．．．．．．．．．．．．．．．．．．． x
第一章 緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與問題．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．． 4
第三節 研究觀念性架構．．．．．．．．．．． 5
第四節 研究範圍與限制．．．．．．．．．．． 8
第二章　　文獻探討．．．．．．．．．．．．．．．． 9
　　第一節　　顧客忠誠度．．．．．．．．．．．．． 9
　　第二節　　關係連結．．．．．．．．．．．．．． 22
　　第三節　　研究假設．．．．．．．．．．．．．． 28
第三章　　研究方法．．．．．．．．．．．．．．．． 32
　　第一節　　抽樣設計．．．．．．．．．．．．．． 32
　　第二節　　變數操作性定義與問卷設計．．．．．． 34
　　第三節　　樣本結構．．．．．．．．．．．．．． 46
　　第四節　　資料分析方法．．．．．．．．．．．． 48
第四章 資料分析．．．．．．．．．．．．．．．． 50
第一節 研究變數信度之分析．．．．．．．．． 50
第二節 研究變數之簡單相關係數分析．．．．． 64
第三節 假設檢定．．．．．．．．．．．．．． 67
第五章 結論與建議．．．．．．．．．．．．．．． 73
第一節 研究結果．．．．．．．．．．．．．． 73
第二節 研究策略涵義．．．．．．．．．．．． 74
第三節 未來研究建議．．．．．．．．．．．． 76
參考文獻 ．．．．．．．．．．．．．．．．．．．． 78
附錄 問卷．．．．．．．．．．．．．．．．．． 93

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施清仁(1999)，資訊產業通路成員間關係經營、連結型式與品質知覺間關係之研究，國立中山大學企業管理研究所未出版之碩士論文。

陳怡伶(2000)，電子商務關係行銷與顧客整體滿意度之研究，私立銘傳大學國際企業管理研究所未出版之碩士論文。

吳勇德(2002)，關係行銷方式對於顧客忠誠度的影響-以資訊教育業為例，國立台灣科技大學企業管理研究所未出版之碩士論文。
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