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研究生:葉欣愷
研究生(外文):Yeh Hsin Kai
論文名稱:行銷知識管理能力、產品創新對顧客滿意度之影響-以知覺價值為中介變數
論文名稱(外文):The Impact of Marketing Knowledge Management Capability, Product Innovation to Customer Satisfaction– Perceived Value as Mediating Variable
指導教授:洪世雄洪世雄引用關係陳曉天陳曉天引用關係
指導教授(外文):Hung Shih HsiungChen Sheau Tien
口試委員:曾光榮李南賢洪世雄陳曉天
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:95
中文關鍵詞:行銷知識管理能力產品創新知覺價值顧客滿意度
外文關鍵詞:marketing knowledge management capabilityproduct innovationperceived valuecustomer satisfaction
相關次數:
  • 被引用被引用:1
  • 點閱點閱:550
  • 評分評分:
  • 下載下載:2
  • 收藏至我的研究室書目清單書目收藏:1
近年來,面對不斷改變的行銷環境與接踵而來的機會與威脅
下,對企業和公司而言,現今的行銷愈來愈重視顧客關係管理,
從顧客角度出發,致力維持與顧客之間的關係,提供良好的產品
創新和服務,使其心中產生價值。而藉由以知識管理為行銷基礎
的「行銷策略」,不斷收集相關資訊,提供顧客不同的行銷知識;
由於產品不斷推陳出新,製造者希望藉由產品創新喚起顧客參與
的熱情。因此,本研究以旅行社為研究對象,藉以探討在該產業
中業務人員提供不同的行銷知識管理及產品創新能力,所帶給顧
客的知覺價值能否奠定顧客的滿意度。
研究結果發現:
一、行銷知識管理能力對知覺價值具有顯著之正向影響。
二、產品創新對知覺價值具有顯著之正向影響。
三、知覺價值對顧客滿意度具有顯著之正向影響。


In recent years, with the development of technology and fierce market competition, enterprises and companies are now facing continuous changing marketing environment and the threats and opportunities resulted from these changes. As a result, customer re-lationship management has been valued more in terms of marketing. To create a sound value, companies need to think from customer’s perspective, maintain customer rela-tionships and provide innovative products and services. In the future market environ-ment, the fundamental marketing strategy will be based on knowledge management. This requires ongoing data collection of relevant market information in order to provide customers with various marketing knowledge. Furthermore, due to the new products continuously being introduced to the market, manufacturers wish to gain customers’ attention via product innovation. Hence, this research is conducted by adopting “travel agent” as an example to study the factors such as marketing knowledge management capability of the sales person and company product innovation which may affect the perceived value of customers and customer sanctification. (1) Marketing knowledge management capability has positive effect on the perceived value. (2) Product innovation has positive effect on the perceived value. (3) The perceived value has positive influence on customer satisfaction.

內容目錄
中文摘要 .....................iii
英文摘要 .....................iv
誌謝辭  .....................vi
內容目錄 .....................viii
表目錄  .....................x
圖目錄  .....................xi
第一章  緒論...................1
  第一節  研究背景...............1
  第二節  研究目的...............2
第三節 研究步驟與流程.............. 3
第二章 文獻探討................. 5
  第一節  行銷知識管理能力...........5
  第二節  產品創新...............8
  第三節  知覺價值...............13
  第四節 顧客滿意度..............21
第三章 研究方法.................27
  第一節 研究架構...............27
  第二節 研究變數操作性定義與衡量.......28
  第三節  研究假設...............37
  第四節  資料分析方法.............42
第四章  實證結果.................45
  第一節  研究樣本與資料蒐集..........45
第二節 敘述性統計與相關分析.........46
第三節 信度與效度分析............49
第四節 假設驗證...............59
第五節 知覺價值之中介效果驗證........63
第五章 結論與建議................66
第一節 研究結論...............66
第二節 管理之意涵..............69
第三節 研究限制與後續研究建議........70
參考文獻 .....................72
  中文部分....................72
英文部分....................75
附錄 研究問卷..................89


             表目錄
表 2- 1 知覺價值之文獻組成............. 19
表 3- 1 行銷知識管理能力衡量問項.......... 30
表 3- 2 產品創新衡量問項.............. 32
表 3- 3 知覺價值衡量問項.............. 34
表 3- 4 顧客滿意度衡量問項............. 36
表 3- 5 研究假說.................. 42
表 4- 1 樣本敘述性統計................47
表 4- 2 敘述性統計與相關分析.............49
表 4- 3 各變數量表之信度分析............ 50
表 4- 4 行銷知識管理能力之因素分析結果....... 52
表 4- 5 產品創新之因素分析結果............53
表 4- 6 知覺價值之因素分析結果........... 55
表 4- 7 顧客滿意度之因素分析結果.......... 57
表 4- 8 行銷知識管理能力、產品創新對知覺價值之層級迴歸分析............60
表 4- 9 行銷知識管理能力、產品創新對顧客滿意度之層級迴歸分析...........61
表 4-10 知覺價值對顧客滿意度之層級迴歸分析..... 62
表 4-11 路徑分析結果................ 64
表 5- 1 研究假說檢定結果.............. 66


圖目錄
圖 1- 1 研究流程圖................. 4
圖 2- 1 服務知覺價值之衡量............. 18
圖 2- 2 顧客滿意度的驅動與未來的意圖........ 23
圖 3- 1 研究架構圖................ 28
圖 4- 1 知覺價值對行銷知識管理能力、產品創新與顧客滿意度之中介關係之路徑分析....65

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