臺灣博碩士論文加值系統

關係行銷近來已越來越受重視。行銷理論與實務已越來越顧客導向，且管理者由於顧客往來持久性與企業長期營收與獲利之關係，而亦越發重視與顧客之長期關係。過去研究指出關係行銷，顧客滿意度，信賴度及承諾為關係建構之基石。過去研究探討許多已開發國家不同服務間關係行銷之構面，包括顧客滿意度，顧客信賴度及顧客承諾等，然而有關合作組織關係行銷之構面之研究則付之闕如，特別是在本研究中之甘比亞。故本研究旨在探討甘比亞教師信用合作社(GTUCCU) 顧客滿意度，顧客信賴度及顧客承諾之關係。此外，本研究亦探討人口統計變數在顧客滿意度，顧客信賴度及顧客承諾間是否有顯著差異。本研究以自製問卷，在Greater Banjul區383位GTUCCU會員中，得到196份受訪者之問卷。本研究採用敘述統計，Spearson相關檢定， t檢定，以及ANOVA等統計分析方法。Spearson相關檢定結果顯示，顧客滿意度與顧客信賴度以及顧客滿意度與顧客承諾均呈現顯著相關。另外，顧客信賴度與承諾亦呈現顯著相關。迴歸分析顯示顧客滿意度與顧客信賴度對承諾有顯著影響。惟t檢定以及ANOVA均未發現人口統計變數在顧客滿意度，顧客信賴度及顧客承諾間存在顯著差異。本研究之發現可提供 GTUCCU 管理階層發展與客戶永續關係之有效洞見與觀察。
關鍵字: 甘比亞，信用合作社, 顧客滿意度，顧客信賴度，顧客承諾

Over the years marketing theories and practices has become increasingly customer centered and managers have increased emphases on long-term client relationships because the length of a customer’s tenure is assumed to be related to long-run company revenues and profitability. However, research has shown that in relationship marketing, customer satisfaction, trust and commitment are the key pillars of relationship building. Studies have empirically examined the dimensions of relationship marketing such as customer satisfaction, customer trust, and commitment in many developed countries testing them in difference service organisations. Nevertheless, empirical research on these key constructs in the context of Cooperative organizations are scanty and more especially in the case of the Gambia. Thus, this study seeks to examine the relationship between customer satisfaction, trust and commitment in the context of The Gambia Teachers’ Union Cooperative Credit Union (GTUCCU). Besides, the study examines the difference among demographic variables in relation to satisfaction, trust and commitment. However, the data were collected through a self-administered questionnaire survey and a total of 196 usable responses from customers or otherwise members of (GTUCCU) in the Greater Banjul Area were received out of 383. The data was analyzed using Pearson Correlation and Multiple Regression techniques, T-test, and ANOVA. Thus, the results from Pearson Correlation test shows significant relationship exists between satisfaction and trust. In addition, in testing the relationship between customer satisfaction and commitment, the result shows significant relationships. Moreover, relationship was also found to exist between trust and commitment. However, results from multiple regressions test shows that customer satisfaction and trust has significant influence on customer commitment. However, to test the difference among the demographic variables, the results from both the T-test and ANOVA do not show any significant difference in relation to the relational constructs. However, the findings from this research provides useful insight for the (GTUCCU) management to develop marketing strategies that may be useful to build sustain relationship with their customers.
Keywords: the gambia, credit union, customer satisfaction, customer trust, customer commitment

Table of Contents
摘要 I
Abstract III
Acknowledgement V
Table of Contents VI
List of Tables X
List of Figures XI
1 Introduction 1
1.1 Background Information 1
1.2 Problem Statement 4
1.3 Research Motivation 4
1.4 Importance of the Research 5
1.5 Research Questions 5
1.6 Research Objectives 6
1.7 Organization of the study 8
2 Literature Review 10
2.1 Concept and Principle of Cooperative 10
2.2 History of Cooperative Movement 13
2.3 Cooperative Movement in the Gambia 14
2.4 Overview of the Gambia Teachers’ Union Co-operative Credit Union 16
2.4.1 Customer Satisfaction 20
2.4.2 Importance of Satisfaction 21
2.4.3 Customer Trust 21
2.4.4 Importance of Trust 23
2.4.5 Customer Commitment 24
2.4.6 Importance of Commitment 25
2.4.7 Empirical Research related to this study 26
3 Research Methodology 33
3.1 Conceptual Framework 33
3.2 Hypothesis development 34
3.3 Satisfaction and Trust 34
3.4 Satisfaction and Commitment 34
3.5 Trust and Commitment 35
3.6 Demographic variables and Relationship Marketing 36
3.7 Research Design 37
3.8 Sampling Technique and Sample size 39
3.9 Pilot study 39
3.10 Research Instruments 40
3.11 Data Collection 44
3.12 Study Area 45
3.13 Ethical Considerations 46
3.14 Data Analysis 46
4 Results and Discussions 48
4.1 Reliability 48
4.2. Validity 50
4.2 Demographic profile of the Respondents 50
4.3 Hypothesis Testing 54
4.4 Regression Analysis 55
4.5 Gender differences in customer satisfaction, trust and commitment 57
4.6 Age differences in customer satisfaction, customer trust and customer commitment 58
4.7 Education differences in customer satisfaction, customer trust and customer commitment 59
4.8 Monthly income differences in customer satisfaction, customer trust and customer commitment 60
4.9 Discussion of the Findings 61
5 Conclusions and Recommendations 64
5.1 Conclusions 64
5.2 Recommendations 66
5.3 Limitations 68
References 69
Appendix 1: Interview with the General Manager of the Credit Union 80
Appendix 2: Questionnaire 89
Bio-sketch of the Author 95

List of Tables
Table 1.Variables and Measurement 41
Table 2. Guidelines for Assessing the Relationship 47
Table 3. Reliability Statistics Output 49
Table 4. Results of Demographic Profile of Respondents 52
Table 5. Descriptive and Correlation Matrix 54
Table 6. Regression coefficients of the relationship between Commitment and the four predictive variables 57
Table 7. Independent Samples T-Test examining Gender differences in Customer Satisfaction, Customer Trust, and Customer Commitment 58
Table 8. Analysis of Variance (ANOVA) examining differences Customer Satisfaction, Customer Trust and Customer Commitment in Age 59
Table 9. Analysis of Variance (ANOVA) Examining differences in Customer Satisfaction, Customer Trust and Customer commitment in Education 60
Table 10. Analysis of Variance (ANOVA) Examining differences in Customer Satisfaction, Customer Trust and Customer Commitment in Monthly Income 61
Table 11. Summary of Hypothesis Results 65

 
List of Figures
Figure 1. Research flow Chart. 9
Figure 2. Research Framework. 33
Figure 3. Map of the study Area. 45

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