臺灣博碩士論文加值系統

本研究針對OEM代工廠進行關係利益、關係品質與顧客忠誠度之間的研究探討，主要目的在了解代工廠對顧客投資關係利益以提升顧客忠誠度的影響，以及關係品質在關係利益與顧客忠誠度間是否扮演中介效果。
本研究以便利取樣之方式將問卷發給熟識之代工廠，由代工廠再轉發其顧客填寫，填寫對象為與代工廠接洽往來之採購人員、訂單所經人員、主管及負責人等，共回收207份有效問卷進行研究分析。
研究分析結果顯示代工廠投資關係利益於提升顧客忠誠度受關係品質之中介影響效果顯著，代工廠與顧客間之關係品質程度越高，代工廠所投入的關係利益越能提高顧客忠誠度。
因此，代工廠應先對顧客投資關係利益用於提升關係品質後，顧客忠誠度才會隨之提升。且研究發現代工廠顧客最注重心理利益而非經濟利益，顯示代工廠應滿足顧客需求而非一味地削價競爭，如此加強顧客需求之滿足、提升顧客的信任與承諾，才能將顧客轉化為長期的忠誠顧客並持續獲利。

This research is focus on OEM factory for relationship benefits, relationship quality and customer loyalty. The main aim is to understand the effect of OEM factory to the customer invest relationship benefit to enhance customer loyalty, and whether relationship quality has mediating effect between relationship benefits and customer loyalty.
The familiar OEM factories and via them to sent to their customer questionnaires were issued, were issued by convenience sampling. The objects are those who are dealings and contact with purchasers, the one who response placing orders, managers and the persons in charge. I collected 207 effective questionnaires for study and analysis.
The result showed that the OEM factory invest in relationship benefits to increase customer loyalty is significantly affected by relationship quality mediating effect. That means if OEM factory has higher relationship quality the OEM factory invests will increase customer loyalty.
Therefore, OEM factory need to invest in customer relationship benefits to increase the relationship quality, then consequent promote customer loyalty. And this research discovered the customer of OEM factory is focus on psychology benefit but not on economics benefit. That shows OEM factory must to satisfy customer needs but not to cut price for competition. So that to increasing satisfied the customer needs, trust and promise is the way to keep for a long term customer loyalty and reap profit.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 代工 4
第二節 關係利益 5
第三節 關係品質 8
第四節 顧客忠誠度 10
第五節 關係利益、關係品質與顧客忠誠度的關連 13
第三章 研究方法 18
第一節 研究架構與假說 18
第二節 研究範圍與對象 18
第三節 變數定義與衡量 19
第四節 問卷設計 20
第五節 問卷前測分析 24
第六節 研究方法 25
第四章 研究結果 27
第一節 敘述性統計分析 27
第二節 信度分析 32
第三節 相關分析 33
第四節 驗證性因素分析與效度分析 34
第五節 結構方程式 41
第五章 結論與建議 46
第一節 結論 46
第二節 管理意涵 48
第三節 研究限制與未來研究建議 50
參考文獻: 52


圖目錄
圖2-1 關係行銷的KMV模式 9
圖2-2 顧客關係管理三階段 15
圖2-3 整合性顧客關係管理應用 15
圖3-1研究架構 18
圖4-1 關係利益驗證性因素分析圖 36
圖4-2 關係品質驗證性因素分析圖 37
圖4-3 顧客忠誠度驗證性因素分析圖 37
圖4-4 整體模型配適圖 43


表目錄
表2-1 關係利益的相關分類 7
表2-2 顧客忠誠度定義 11
表2-3 關係利益帶來的優點 13
表3-1 變數定義與衡量構面 19
表3-2 關係利益之問項 20
表3-3 關係品質之問項 22
表3-4 顧客忠誠度之問項 23
表3-5 顧客變數問項 24
表3-6 問卷前測各構面之Cronbach's α係數 25
表4-1 樣本基本資料 29
表4-2 顧客與代工廠洽談內容次數分配表 31
表4-3 複選題*職稱 交叉表列 32
表4-4 關係利益、關係品質、顧客忠誠度三構面之Cronbach's α係數 33
表4-5 各構面之相關分析 34
表4-6 刪除之題項 35
表4-7 測量模型配適度指標檢核表 38
表4-8 測量模型之組合信度與平均變異抽取量 39
表4-9 區別效度檢定表 40
表4-10 測量模型配適度指標檢核表 41
表4-11 整體模型參數估計表 42
表4-12 路徑關係檢定表 43
表4-13 關係利益各變項之因素負荷量 44
表4-14 不同產業關係利益各變項之因素負荷量排名 45

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