臺灣博碩士論文加值系統

研究旨在於探討「生活型態」是否會對買賣雙方間「商業友誼」的產生造成影響，以及其兩者對「顧客滿意度」及「顧客忠誠度」之影響關係。研究中以大台北地區汽車修護業消費者為調查對象，透過問卷方式進行調查發放500份問卷，回收之有效問卷共376份。並利用SPSS統計軟體進行資料分析，研究中運用迴歸分析及相關分析了解各構面之關聯性後，再藉由卡方檢定判斷人口統計變數對消費者的影響。並以生活型態進行因素分析及集群分析以將不同生活型態之消費者進行分群後，分析不同集群在各構面上的差異表現。
經由資料整理及分析後發現：(1)不同生活型態消費者對於商業友誼之認同度有明顯之差異，結果顯示教育程度較高之年輕族群較不認同商業友誼；(2)商業友誼會正向影響顧客滿意度以及顧客忠誠度，顯示汽車修護業者若能培養與消費者之間的商業友誼，將能有效提高顧客之滿意度及忠誠度；(3)生活型態會正向影響顧客滿意度及顧客忠誠度，其表示廠商如能掌握不同生活型態消費者之偏好，則能有效提昇顧客滿意度及顧客忠誠度；(4) 顧客滿意度會正向影響顧客忠誠度。

The purpose of this study was to realize both whether the “Life Style” affects the “Commercial Friendship” between seller and buyer and how did they influence “Customer Satisfaction” and “Customer loyalty”. We selected the customers of automobile repair industry in Taipei area as the investigation object and sent out 500 questionnaires with 376 valid returned. This study has adopted SPSS as the tool for analysis. At the first, we used the regression analysis and Pearson correlated analysis to carry out the relation between each section. After that, Chi-Square analysis was used to realize how the population statistic influences customer’s behavior. Factor analysis and cluster analysis were used to analyze how the preference in each section of different clusters.
The results indicated: (1) The customers who with the different life style have the obvious difference approval regarding commercial friendship, and demonstrated the young cluster with higher education level comparatively doesn’t approve the commercial friendship; (2) “Commercial Friendship” meets to affect both “Customer Satisfaction” and “Customer Loyalty” positively , and demonstrated the automobile repair industry if can raise commercial friendship with their customers will be able effectively to enhance satisfaction and loyalty of customer; (3) “Life Style” has affected “Customer Satisfaction” and “Customer Loyalty” positively , and demonstrated the automobile repair industry if can grasp what was the consumers different in their life style, will be able effectively to enhance satisfaction and loyalty of customer;(4) “Customer Satisfaction” has affected “Customer Loyalty” positively

目 錄
中文摘要 i
英文摘要 ii
致謝辭 iv
圖目錄 iii
表目錄 iv
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 3
1.3 研究範圍及限制 4
1.4 研究架構與流程 4
第二章 理論基礎和相關研究 6
2.1 商業友誼之內涵 6
2.1.1 交換理論 6
2.1.2 關係行銷 7
2.1.3 商業友誼 10
2.2 生活型態 12
2.2.1 生活型態介紹 12
2.2.3 生活型態相關研究 16
2.2.4 生活型態對消費者行為之影響 17
2.3 消費者行為 19
2.3.1 消費者行為之定義 19
2.3.2 消費者行為模式 19
2.4 顧客滿意度 22
2.4.1 顧客滿意度的定義 22
2.4.3 顧客滿意度衡量 26
2.5 顧客忠誠度 27
2.5.1 顧客忠誠度的定義 27
第三章 研究方法 30
3.1 研究架構 30
3.2 研究變數之操作型定義 30
3.3 研究假說 31
3.4 問卷設計 31
3.5 資料分析方法 33
第四章 資料分析 35
4.1 人口統計變數 35
4.2 信度與效度分析 39
4.3 T檢定及單因子變異數分析 40
4.4 迴歸分析 43
4.5 相關分析 45
4.6 卡方檢定 50
4.7 生活型態因素分析 65
4.8 生活型態集群分析 68
4.9 假說驗證 74
第五章 結論與建議 76
5.1 結論 76
5.2 建議 77

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