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研究生:蕭語寒
研究生(外文):Yu-han Hsiao
論文名稱:顧客參與對顧客忠誠之影響
論文名稱(外文):The Impact of Customer Engagement on Customer Loyalty
指導教授:黃吉村黃吉村引用關係
指導教授(外文):Chi-tsun Huang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:54
中文關鍵詞:顧客參與商店愛慕認知價值忠誠
外文關鍵詞:customer engagementstore loveloyaltyperceived value
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體驗經濟時代,顧客在服務傳遞過程已轉為扮演主動參與的角色,以創造並競爭價值。服務業者不僅必須能夠創造環境引導顧客參與,並關心顧客參與行為之影響。
在研究中,我們探討了美髮產業中顧客參與共同創造經驗與價值,並提出顧客參與對認知價值、商店愛慕及商店忠誠之假設。在研究也探討了認知價值、商店愛慕是否扮演顧客參與及商店忠誠間中介之角色。使用455份有效問卷分析結果並顯示:顧客參與對認知價值、商店愛慕及商店忠誠有正向之影響;認知價值對商店愛慕,商店愛慕對商店忠誠皆有正向之影響。結果發現,商店愛慕在顧客參與對商店忠誠關係扮演中介角色;而認知價值透過商店愛慕影響商店忠誠。
In the experience economy era, customers play an active role in creating and competing for value in service process and delivery. Service providers need to develop the environment in enhancing customer engagement and concern with the influences of customer engagement.
In this study, we explore the customer engagement concept in co-creating customer experience and value in the context of hair salon. This study empirically tests hypotheses regarding the customer engagement effect on perceived value, store love and store loyalty. We also explore that if there is a mediate effect of perceived value, store love between customer engagement and store loyalty. Using data collection of 455 usable questionnaires, the result reveals that: customer engagement has a positive effect on perceived value, store love and store loyalty. Perceived value has an influence on store love. Store love positively influence on store loyalty. We find that store love has mediated the effect of customer engagement on store loyalty. Perceived value may influence store loyalty through store love.
中文摘要 I
Abstract II
Acknowledgment III
Contents IV
List of Tables VI
List of Figures VII
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objective 4
1.3 Research Procedure 5
Chapter 2 Literature Review 6
2.1 Relationship Marketing and Customer Engagement 6
2.2 Customer Engagement 6
2.3 Similar Constructs 8
2.4 Store loyalty 11
2.5 Perceived value 12
2.6 Store love 15


Chapter 3 Methodology 18
3.1 Conceptual Framework 18
3.2 Research Setting and Data Collection 19
3.3 Measures 22
Chapter 4 Results 26
Chapter 5 Conclusion and Suggestion 31
5.1 Conclusion 31
5.2 Implications 32
5.3 Limitations and Future Research Directions 33
Reference 34
Appendix 42
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