臺灣博碩士論文加值系統

近年來，流通產業幾乎已經到達飽和，競爭越來越大的情況下，各家業者除了拉攏新顧客外也推出忠誠方案來鞏固現有客群，像是推出會員卡、累積點數、打卡、紅利等等，業者們也爭相比拚這些方案的最大優惠，由此可見顧客忠誠方案在流通業上有非常重要的地位。但是不難發現，流通業使用的方案大同小異，各家業者都有會員制度、紅利積點等，而這些做法的有效性以及未來的走向，以及如何將現有的方案做差異化，這些是本研究想探討的問題。
本研究以大型倉儲批發商會員卡為背景的問卷作為調查工具，樣本蒐集採隨機抽樣的方式，共蒐集到200份有效問卷，並以統計套裝軟體SPSS20.0分析驗證本研究提出之假設，分析方式包刮敘述性統計、信效度分析、因素分析、迴歸分析及MANOVA分析。研究結果如下：(1)知覺價值會正向影響顧客滿意度；(2)顧客滿意度會正向影響顧客忠誠度；(3)知覺價值會正向影響顧客忠誠度；(4)高年資針對低年資在知覺價值、顧客滿意度及顧客忠誠度因果關係上有顯著差異。本研究基於上述研究結果提出具體理論與管理意涵，並建議大型倉儲批發商增加其會員卡功能與人員服務，加強知覺價值與顧客滿意度，進而提升顧客忠誠度。

In recent years, the retail industry has almost reached saturation point, leading to increased competition. In addition to attracting new customers, loyalty programs are launched to retain the existing customers, offering benefits such as accumulation of bonus points etc.. Due to the widespread use of loyalty programs, however, the effectiveness of such programs must be put in question and the future development of loyalty programs needs to be discussed.

In this study, 200 questionnaires were collected from customers of a large warehouse retailer. The data was analyzed using the statistical software SPSS20.0, applying descriptive statistics, reliability and validity analysis, factor analysis, regression analysis and MANOVA analysis. The results show that: (1) perceived value will positively affect customer satisfaction; (2) customer satisfaction will positively affect customer loyalty; (3) perceived value will positively affect customer loyalty; (4) There is a significant difference among new and longtime members with respect to the perceived value, customer satisfaction and customer loyalty causal chain. Based on the above research results, managerial implications are discussed and suggestions provided to retailers as to how to enhance their membership card function in order to increase customer perceived value, create higher levels of customer satisfaction, and enhance customer loyalty.

摘要.....................i
Abstract.....................ii
致謝.....................iii
目錄.....................iv
表目錄.....................vi
圖目錄.....................vii
前言.....................1
第壹章 緒論.....................1
第一節 研究背景.....................1
第二節 研究動機.....................2
第三節 研究目的.....................2
第四節 研究流程.....................3
第貳章 文獻探討.....................4
第一節 流通現況.....................4
第二節 顧客忠誠方案.....................9
第三節 關係年資.....................11
第四節 知覺價值.....................12
第五節 顧客滿意度.....................14
第六節 顧客忠誠度.....................17
第參章 研究方法.....................19
第一節 研究架構.....................19
第二節 研究假設.....................20
一、知覺價值與顧客滿意度之關聯.....................20
二、顧客滿意度與顧客忠誠度之關聯.....................20
三、知覺價值對顧客忠誠度之關聯.....................21
四、關係年資與知覺價值對顧客滿意度，以及顧客滿意度對顧客忠誠度之關聯.....................21
第三節 變數之操作性定義.....................22
一、知覺價值.....................22
二、顧客滿意度.....................23
三、顧客忠誠度.....................24
第四節 問卷設計與前測分析.....................25
一、研究對象.....................25
二、問卷設計.....................25
三、前測執行.....................26
四、前測效度分析.....................26
五、前測信度分析.....................27
第五節 正式問卷分析工具.....................28
一、敘述統計分析(Descriptive Statistics).....................28
二、信度分析.....................28
三、迴歸分析.....................29
四、中介效果.....................29
五、MANOVA分析.....................29
第四章 資料分析.....................30
第一節 正式問卷回收與分析.....................30
一、受訪者樣本描述.....................30
二、各變數描述性統計分析.....................33
第二節 信效度分析.....................34
一、效度分析.....................34
二、信度分析.....................35
第三節 迴歸分析.....................36
一、簡單迴歸.....................36
二、複迴歸.....................37
第四節 中介效果.....................38
第五節 MANOVA分析.....................39
第五張 結論與建議.....................41
第一節 研究結果.....................41
第二節 實務意涵.....................42
一、知覺價值：提高賣場公益形象.....................42
二、知覺價值：增加會員卡功能.....................42
三、顧客滿意度：增加賣場服務人員所提供之服務.....................43
四、提高續卡誘因.....................43
第三節 研究限制與未來研究方向.....................44
一、研究限制.....................44
二、未來研究方向.....................44
（一）、地點.....................44
（二）、年齡.....................45
（三）、產業.....................45
參考文獻.....................46
英文文獻:.....................46
中文文獻.....................50
網路資料.....................51
附錄.....................52

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