跳到主要內容

臺灣博碩士論文加值系統

(18.97.14.86) 您好!臺灣時間:2025/02/12 22:08
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:許嘉惠
研究生(外文):Chia-Hui, Hsu
論文名稱:從關係行銷觀點研究影響顧客重購意願之因素-以信用卡為例
論文名稱(外文):In View of the Relationship Marketing here below is the Research for Finding the Factors Affecting Customer’s Future Intension-For Credit Card as Example.
指導教授:高義芳高義芳引用關係
指導教授(外文):Yie-Fang Kao
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2002
畢業學年度:90
語文別:中文
論文頁數:90
中文關鍵詞:關係行銷重購意願信用卡顧客價值整體滿意信任承諾
外文關鍵詞:Relationship MarketingFuture IntensionCredit CardCustomer ValueOverall SatisfactionTrustCommitment
相關次數:
  • 被引用被引用:33
  • 點閱點閱:441
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:10
過去傳統的觀念,攻擊性行銷策略強調廣告、促銷等活動以增加銷售量,但是忽略了顧客滿意與繼續往來的意願所帶來的利益。近幾年來,行銷的觀念深入各產業,無論是服務或產品的銷售,現在業者所注重的,除了在產品導入階段時,吸引消費者眼光駐足外,更加重視顧客的再購買行為。而顧客的整體滿意度已經被廣泛的討論而被認為是預測消費者行為的重要指標,在關係行銷的領域中漸漸將注意力轉移到另外一些可以預測消費者的重購意願的因素如信任與承諾等變數。而顧客價值乃是符合目標顧客的關鍵需求,比競爭對手表現優異,創造嶄新獨特利益。因此本文欲探討顧客價值與顧客的整體滿意、信任、承諾程度之間的關係是否會影響顧客的重購意願。
本研究以台北市持有信用卡的上班族為研究對象,由於信用卡業務利潤的主要來源之一為鼓勵持卡者刷卡消費,因此選定上班族較常逛街消費的五個主要購物商圈為抽樣地區,採取配額抽樣的方式,共發放200份問卷,回收191份問卷。資料分析方法採用敘述統計分析、信度及效度分析、因素分析、複迴歸分析、及LISREL線性結構模式分析。
研究結果如下:1.顧客價值對整體滿意具有正向的影響。2.顧客價值對承諾具有正向的影響。3.顧客價值對信任沒有顯著的影響。4.整體滿意對信任具有正向的影響。5.整體滿意對承諾具有正向的影響。6.信任對承諾具有正向的影響。7.承諾對重購意願具有正向的影響。8.整體滿意對重購意願具有正向的影響。9.信任對重購意願沒有顯著的影響。10.在低顧客關係中,整體滿意是影響重購意願主要中介變數;在高顧客關係中,承諾及整體滿意是影響重購意願的主要中介變數。
在管理實務的意涵與建議方面:1.重視目標顧客的關鍵需求價值:持有信用卡的上班族較為重視的顧客價值依序為「形象優惠」、「關懷效率」、及「便利可靠」因素。2.加強持卡者的整體滿意及承諾:加強對接觸人員、核心服務及發卡銀行的滿意,培養持卡者認同該發卡銀行,甚至以身為該發卡銀行為榮,願意繼續保持與發卡銀行維繫緊密互動的往來關係。3.對不同關係的顧客,強化不同的中介變數,以增加信用卡重購意願:對刷卡頻率低的顧客來說,須加強顧客對發卡銀行所有服務、人員等最基本的整體滿意。而對刷卡頻率高的顧客,除了繼續加強對發卡銀行的整體滿意外,還必須強化顧客對發卡銀行的信賴、可靠,以增加長期性承諾。
In the traditional concept, active marketing strategies were emphasis on advertisement and promotion to increase sales. But it ignores the profit that come from customers satisfy and repurchasing. In recent years, marketing concept in each industrial was much important, no matters services or products selling. Now, the corporate consider at the first period of new products, they are not only want to attract the customers to know them, but also they are more serious on the customers repurchasing behavior. The customer’s overall satisfaction now is an important index to forecasting the customers behavioral. In the customers relationship marketing there are some important indexes, like ‘trust’, ‘commitment’ these variables maybe could forecast customers’ behavior. The customers’ value is to fit the target customers’ crucial needs, and to perform better than the competitors, created unique advantage to the customers. This paper is trying to investigate the customers value between the customers’ overall satisfaction, trust and commitment degree relationship would affect the customers’ future intention.
This paper object of study is who had credit card and lives at Taipei. Because the credit card business one of the main profit comes from encourage people use credit card shopping, so I choose five important shopping districts that to get the samples, use quota sampling, send 200 questionnaires and recycled 191 questionnaires. The datas analysis method use normal statistics analysis,reliability and validity analysis, fact analysis, multiple regression, and lisrel model.
There are my research results: first, the customers’ value has positive influence to the overall satisfaction. Second, the customers’ value has positive influence to the commitment. Third, the customers’ value hasn’t obvious influence to the trust. Forth, the overall satisfaction has positive influence to the trust. Fifth, the overall satisfaction has positive influence to the commitment. Sixth, the trust has positive influence to the commitment. Seventh, the commitment has positive influence to the future intention. Eighth, the overall satisfaction has positive influence to the future intention. Ninth, the trust hasn’t obvious influence to the future intention.Tenth, in the low customers relationship, the overall satisfaction is the main intermediary variable to influence the future intention; in the high customers relationship, commitment and overall satisfaction is the main intermediary variables to influence the future intention.
At the management suggestions, first, pay much attention to fit the target customers’ crucial needs: that people is on the working with credit cards, they attach important the customers’ value in turns are, ‘good image’, ‘efficiency care’ and ‘convenient and safe’. Second, to enhance the overall satisfaction and commitment the credit card users: to enhance the contact people, core services and credit cards’ banks’ satisfy, and make the credit cards users like the credit card banks, and even be proud of them, still keep interaction to the credit card banks. Third, enhance different intermediary variables to different customers with different relationship to increase future intention: the low credit cards users, they must enhance the basic overall satisfaction. But to the credit card high users, they were already had overall satisfaction of the credit card bank, so they must enhance more trust and safe to the credit card bank that increase commitment in the long time.
第壹章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第貳章、文獻探討 5
第一節、關係行銷 5
第二節、顧客價值 14
第三節、整體滿意 19
第四節、信任 22
第五節、承諾 26
第六節、顧客價值、整體滿意、信任、承諾與重購意願的關係 29
第七節、信用卡 33
第參章、研究設計 36
第一節、研究架構 36
第二節、研究假設 37
第三節、變數定義與衡量 40
第四節、研究對象及抽樣方法 44
第五節、資料分析工具 45
第肆章、實證分析 46
第一節、問卷回收 46
第二節、敘述統計分析 47
第三節、信度與效度分析 50
第四節、因素分析 54
第五節、迴歸分析 57
第六節、LISREL線性結構關係 66
第伍章、結論與建議 75
第一節、實證結論 75
第二節、管理實務的意涵與建議 78
第三節、研究貢獻 80
第四節、研究限制 80
第五節、未來研究方向 81
參考文獻 82
附錄-問卷 88
參考文獻
一、中文部分
1.呂春榮,「信用卡使用動機之研究」,成功大學企業管理研究所碩士論文,1992。
2.林星聖,「壽險產業關係行銷之研究-『承諾-信任』理論之應用」,交通大學管科所碩士論文,2001。
3.陳炳良,“信用卡的風險管理”,金融財務,第3期,1999年。
4.黃宏鈞,「企業形象與服務品質對消費者再購行為之影響:顧客關係的中介效果」,台大心理學研究所碩士論文,2001。
5.黃俊英,「多變量分析」,華泰文化事業,2000。
6.馮鎮邦,「建立顧客信任的服務行銷策略」,政大企業管理研究所碩士論文,2000。
7.翁金湯,「利益區隔之實證研究」,台灣大學商學研究所碩士論文,1991。
8.董景福,「國際運輸服務業關係品質-服務構面與服務價值關係之研究」,中山大學企管所碩士論文,2001。
9.廖啟文,「消費者服務品質認知差距的研究--以國內信用卡市場為實證研究對象」,台灣大學商學研究所碩士論文,1994。
10.賴昭伶,「航空客運業者關係行銷與行銷績效相關之研究」,海大航運管理系碩士論文,2000。
11.謝財源,“突破創新價值”,品質管制月刊,1997年,pp.16-19。
12.蘇俊雄,「信用卡持卡人的滿意程度與抱怨行為之研究」,淡江大學國際企業研究所碩士論文,1993。
13.顧正懿,「關係行銷與顧客滿意度、顧客忠誠度關係之研究-以台灣地區汽車經銷商為例」,中正大學企業管理所碩士論文,1995。
二、英文部分
1.Anderson, J. and Narus, J.,“A Model of Distributor Firm and Manufacturer Firm Working Partnerships,”Journal of Marketing, 54, January 1990, pp.42-58.
2.Anderson, E., Fornell, C. and Lemann, D.,“Customer Satisfaction,Market Share, and Profitability:Findings from Sewden,”Journal of Marketing, 58, July 1994, pp.53-66.
3.Armstrong, G. and Kolter, P., Marketing, 5th ed., New Jersey, Prentice Hall, 2000.
4.Athanassopoulos, A. D.,“Customer Satisfaction and Client Type Differentials: Evidence from The Greek Banking Industry,”in the Proceedings of the 26th EMAC Conference , 1, 1997, pp.47-66.
5.Berkowitz, et al, Marketing, Prentice-Hall, 1995.
6.Birgelen, M. V., Martin, W. and Ruyter, K.,“Commitment in Service Relationships An Empirical Test of its Antecedents and Consequences,”in the Proceedings of the 26th EMAC Conference, 1997, pp.1255-1271.
7.Bolton, R., and Drew, J.,“A Logitudinal Analysis of the Impact of Service Changes on Customer Attitude,”Journal of Marketing, January 1991, pp.19-20.
8.Christopher, M., Adrian, P. and David, B., Relationship Marketing-Bringing Quality, Customer Service and Marketing Together, Butterworth-Heinemann, 1991.
9.Copulsky, J. R. and Wolf, M. J.,“Relationship Marketing: Position for the Future,”Journal of Business Strategy, July/August 1990, pp.16-20.
10.Crosby, L. and Stephens, N.,“A Meta-Analysis of Satisfaction in Marketing Channel Relationship,”Journal of Marketing Research, 24, July 1987, pp.404-411.
11.Crosby, L., Evans, K., and Cowles, D.,“Relationship Quality in Services Selling:An Interpersonal Influence Perspective,”Journal of Marketing, 54, July 1990, pp.68-81.
12.Czepiel, A., Competitive Marketing Strategy, Prentice-Hall, 1992.
13.Das, T. K. and Bing-Sheng Teng, “Between Trust and Control :Developing Confidence in Partner Cooperation in Alliances,” Academy of Management Review, 23(3), 1998, pp.491-512.
14. Doney, P. M. and Cannon, P. J., “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61, April 1997, pp.35-51.
15.Dwyer, F. R., Paul, H. S., and Sejo Oh, “Developing Buyer-Seller Relationships,” Journal of Marketing, 51, April 1987, pp.11-27.
16.Evans, J. R. and Laskin, R. L., “The Relationship Marketing Process: A Conceptualization and Application,”Industrial Marketing Management, May 1997, pp.439-452.
17.Fornell, C., “A Nation Customer Satisfaction Barometer: The Swedish Fornell, Claes,” A Nation Customer Satisfaction Barometer: The Swedish, 1992 .
18.Ganesan, S., “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, April 1994, pp.1-19.
19.Garbarino, E. and Johnson, M.,“The Different Roles of Satisfaction,Trust,and Commitment in Customer Relationship,”Journal of Marketing, 63, April 1999, pp.70-87.
20.Geyskens, I. ,Steenkamp, J.,and Kumar, N.,“A Meta-Analysis of Satisfaction in Marketing Channel Relationship,”Journal of Marketing Research, 36, May 1999, pp.223-238.
21.Gundlach, G. T., Ravi, S. A., and John, T. M., “The Structure of Commitment in Exchange,” Journal of Marketing, 59, January 1995, pp.78-92.
22.Hauser, J., and Urban, K.,“The Value Priority Hypotheses for Customer Budget Plans,”Journal of Customer Research, March 1986, pp.446-462.
23.Jones, T. O. and Sasser, W. E., “Why Satisfied Customers Defect”, Harvard Business Review, 73(6), 1995, pp.88-99.
24.Kelley, S. W., and Davis, M. A., “Antecedents to Customer Expectations for Service Recovery,”Journal of Academy of Marketing Science, 32, August 1995, pp.348-356.
25.Kotler, P., Marketing Management:analysis,planning,implementation,and control, Prentice-Hall, 1994.
26.Kumar, M., Nirmalya, L. K., and Steenkamp, E. M. , “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, August 1995, pp.348-356.
27.Levitt, T., The Marketing Imagination, New York:The free Press, pp.23-31.
28.Madhok, A., “Opportunism and Trust in Joint Venture Relationships:an Exploratory Study and Model,” Scandinavian Journal of Management, 11(1), March 1995, pp.57-74.
29.Mathieu, E., John, E. and Dennis, M. Z., “A Review and Meta-Analysis of the Antecedents, Correlates, and Consequences of Organizational Commitment,” Psychological Bulletin, 108(2), 1990, pp.171-194.
30.Matthyssens, P. and Christophe, V. B., “Getting Closer and Nicer: Partnership in the Supply Chain,”Long Range Planning, 1994, pp.78.
31.Mayer, R. C., James H. D. and Schoorman, F. D., “An Integrative Model of Organizational Trust,” Academy of Management Review, 20(3), 1995 ,pp.709-734.
32.Mittal, V., Ross, W. T. and, Baldasare, P. M.,“The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions,”Journal of Marketing, 62, January 1998, pp.33-47.
33.Morgan, R., and Shelby, D. H.,“The Commitment-Trust Theory of Relationship Marketing,”Journal of Marketing, 62, July 1994, pp.20-38.
34.Moore, K. R., “Trust and Relationship Commitment in Logistics Alliances: A Buyer Perspective,” International Journal of Purchasing and Materials Management, Winter, 1998, pp.24-37.
35.Moorman, C., Rohit D., and Gerald, Z., “Factors Affecting Trust in Market Research Relationships,” Journal of Marketing Research, 29, August 1992, pp.314-329.
36.Oliver, R.,“A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,”Journal of Marketing Research, 17, Novermber 1980, pp.460-469.
37.Oliver, R.,“Cognitive,Affective,and Attribute Bases of the Satisfaction Response,”Journal of Customer Research, 20, December 1993, pp.418-430.
38.Olshavsky, R., “Perceived Quality in Consumer Decision Making:An Integrated Theoretical Perspective,”Perceived Quality, 1985, pp.3-29.
39.Robert, D., Schurr P., and Sejo Oh,“Developing Buyer-Seller Relationships,”Journal of Marketing, 51, April 1987, pp.11-27.
40.Rust, R. T.,Jeffrey, I. J., Jianmin, J., and Anthony, Z., ”What You Don’t Know About Customer Perceived Quality:The Role of Customer Expectation Distributions,” Marketing Science,18, 1999.
41.Sawer, A.,and Dickson, P.,“Psychological Perspectives on Customer Response to Sales Promotion,”Research on Sales Promotion Collected Papers, 1984.
42.Scheehter, L.,“A Normative Conception of Value,”Progressive Grocer, Exexutive Report, 1984, pp.12-14.
43.Shani, D. and Chalasani, S.,“Developing Buyer-Seller Relationships,”Journal of Comsumer Marketing, Summer 1992, pp.33-42.
44.Sheth, J. N. and Sharma, D., “Supplier Relationships-Emerging Issues and Challenges,”Industrial Marketing Management, March 1997, pp.91-100.
45.Sheth, J. N.et al., Customer Behavior, 1999.
46.Singh, J. and Sirdeshmukh, D.,“Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements,”Journal of Academy of Marketing Science , 2000, pp.150-167.
47.Thomas, W., John,O., and Frank, A., “Relationship Marketing Activities,Commitment,and Membership Behaviors in Professional Associations,”Journal of Marketing, 64, July 2000, pp.34-59.
48.Westbrook, R. A.,“Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, 24, August 1987, pp.258- 270.
49.Willson, D. T., “An Intergrated Model of Buyer-Seller Relationships,”Journal of the Academy of Marketing Science, Fall 1995, pp.335-345.
50.Zeithaml, V.,“Consumer Perceptions of Price,Quality, and Value:A Means-End Model and Synthesis of Evidence,”Journal of Marketing, 52, July 1988, pp.2-22.
51.Zeithaml, V., Berry, L., and Parasuraman, A.,“The Behavioral Consequences of Service Quality,”Journal of Marketing, 1996, pp.31-46.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top