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研究生:莊靜儒
研究生(外文):Chuang, Ching-Ju
論文名稱:顧客滿意度與顧客忠誠度:Meta分析
論文名稱(外文):Customer Satisfaction and Customer Loyalty: Meta-Analysis
指導教授:謝錦堂謝錦堂引用關係
指導教授(外文):Shieh, Jiin-Tarng
口試委員:謝錦堂詹毓玲吳克
口試委員(外文):Shieh, Jiin-TarngJan, Yuh-LingWu, Ko
口試日期:2015-06-10
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:59
中文關鍵詞:顧客滿意度顧客忠誠度
外文關鍵詞:Customer satisfactionCustomer loyalty
相關次數:
  • 被引用被引用:2
  • 點閱點閱:913
  • 評分評分:
  • 下載下載:201
  • 收藏至我的研究室書目清單書目收藏:1
本研究旨在探討顧客滿意度與顧客忠誠度之關聯性,以及關係是否會受到研究設計特徵的影響,並以Meta-analysis做驗證。本研究資料來源係利用電子資料庫EBSCOhost: Business Source Complete(BSC)、ProQuest: ABI/INFORM Complete及ScienceDirect Online (SDOL)搜尋分析樣本,蒐集到期刊之來源係以Hult, Neese, & Bashaw (1997)所列出之排名前40名行銷相關期刊,2000年至2014年內有關「顧客滿意度」分別與「顧客忠誠度」、「再購」、「推薦」、「口碑」的關係之量化研究。
分析結果顯示,顧客忠誠度會受到顧客滿意度影響,兩者有高度正相關係。而且研究設計特徵對顧客滿意度-顧客忠誠度之關係產生干擾效果;滿意度與忠誠度間的關係只會因為樣本規模大小和是否為學生樣本而有顯著影響,在其他方面則不顯著。整體而言,研究方法特徵是會影響顧客滿意度與顧客忠誠度的關係程度。

The purpose of this research is to investigate the relationship between customer satisfaction and customer loyalty. A meta-analysis of customer satisfaction-customer loyalty constructs was conducted to identify the strength of the relationship and the influence of moderating factors affecting those relationships.
By collecting articles from three databases (EBSCOhost: Business Source Complete, ProQuest: ABI/INFORM Complete and ScienceDirect Online, search the quantitative articles collected in the top 40 marketing journals, ranked by Hult, Neese, & Bashaw (1997), with keywords of: customer satisfaction to customer loyalty, repurchase, referral/ recommend and word-of mouth (WOM).
After meta and regression analysis, here are our conclusion, first of all, customer satisfaction and customer loyalty indicate strong positive relationships (0.52160), second, sample size and whether if it is student sample would effect the relationship between customer satisfaction and customer loyalty.
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
第三節 研究流程 2

第二章 文獻回顧 5
第一節 顧客滿意度 5
第二節 顧客忠誠度 8
第三節 顧客滿意度與顧客忠誠度的關係 10

第三章 研究方法 17
第一節 研究對象與範圍 17
第二節 研究架構與假說 20
第三節 研究變數定義 22
第四節 資料蒐集 24
第五節 資料分析方法 24

第四章 實證分析 27
第一節 描述性分析 27
第二節 迴歸分析 34
第三節 研究假說結果之彙整 39

第五章 結論與限制 43
第一節 結論 43
第二節 研究限制 44
第三節 未來研究方向 44

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以下為Meta-analysis分析之文獻:

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