臺灣博碩士論文加值系統

本研究旨在探討顧客轉換成本是否會影響顧客忠誠或離開，可藉由檢驗如何維持顧客忠誠度，並吸引顧客轉換品牌，我們可以發現轉換成本與顧客經驗影響品牌忠誠度的構面，當這些發生改變時價值鏈也會有所影響並發生改變。為了驗證這些方法是可否應用在特定產業，以及使用這些方法可否測試與驗證模型，作者清楚地描述這些方法並運用在汽車產業上。研究資料來自於汽車市場，除了分析顧客特性之外，亦使用主成分分析與驗證式因素分析探究顧客關係。模型測試結果建議轉換成本與顧客體驗對顧客忠誠度有所助益。在本研究中，計算顧客未來的貢獻可從每年廠商的行銷活動，使用 RFM 分析法可以計算顧客
終身價值的總和。作者並建議未來管理者與行銷人員可以使用這些工具以增加廠商競爭勢。

This study investigates customer switching costs cause customers to transit from being loyal to switching. By examining what keeps customers’ brand loyalty, and then examining what provokes or attracts customers to switch, the findings which dimensions of switching costs and customer experience affect which dimensions of brand loyalty, as the above changes related to value chain, and it’s also necessary to produce change. To demonstrate how the approaches can be implemented in specific industry setting, and to show the
methods used to test and validate the model, the author illustrates a detailed application of the approaches using data from auto industry. Data are collected among customers in auto market, besides analyzing customer characteristic, principal component analysis and confirmatory factor analyses are undertaken to investigate customer relationships. The results of the consequences model suggest that switching costs type contribute significantly to brand loyalty, even in relatively low switching costs contexts. In this study, it is necessary to calculate the likely future contribution by a customer to each year’s marketing activities, the grand total is the customer
lifetime value of a given customer by using RFM analysis. The author suggests that managers or marketers use the tools to enhance their advantage.

ABSTRACT IN CHINESE Ⅰ
ABSTRACT IN ENGLISH Ⅱ
CONTENTS Ⅳ
LIST OF TABLES Ⅴ
LIST OF FIGURE Ⅴ
Chapter1. Introduction 1
1.1 Illustrating background and motivation 1
1.2 The Research objectives 2
1.3 The Research Process 3
Chapter2. Literature Review 7
2.1 Present Development Situation of Auto industry 7
2.2 Switching cost 10
2.3 Brand Loyalty 17
2.4 Customer Experience 19
2.5 Value Chain: Customer Lifetime Value & RFM 22
Chapter3. Hypotheses and Model design 29
3.1 Conceptual framework 29
3.2 Research Hypotheses 31
3.3 Mediating Factors 33
3.4 Research Methodology 35
Chapter4. Research Analysis
4.1 Analysis of data 41
4.2 Statistical Analysis of Reliability and Accuracy 43
Chapter5. Conclusion and Suggestion 63
5.1 Discussion and managerial implication 63
5.2 Limitations and future research directions 66
Reference 67
AppendixⅠ Questionnaire 82

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