(3.239.33.139) 您好!臺灣時間:2021/03/05 18:13
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:李育娟
研究生(外文):Yu-Chuan Li
論文名稱:關係結合策略與顧客利益及忠誠度關聯性之研究-固有型與轉換型之分析
論文名稱(外文):The Relationship between Relational Marketing Bonds,Customer Benefits and Loyalty--A Study of the Differences Between Switchers and Stayers
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Hung-Chang Chiu
學位類別:碩士
校院名稱:銘傳大學
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:2002
畢業學年度:90
語文別:中文
論文頁數:66
中文關鍵詞:關係行銷關係結合功利性快樂性固有型轉換型
外文關鍵詞:relationship marketingrelation bondsutilitarian benefithedonic benefitstayersswitchers
相關次數:
  • 被引用被引用:9
  • 點閱點閱:224
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
行銷重點正逐漸轉移,企業除了吸收新顧客之外,更重要的是積極保有目前的顧客,而如何保有顧客並使顧客忠誠是現今企業關係行銷的主要目標。另外,顧客所注重的利益不只是實質上的經濟利益,還包括了心中情感的部份,並進而影響到顧客的忠誠度。
本研究以消費者的觀點,探討顧客的知覺以及行為意向,並將顧客分為三群(固有型、不滿意轉換型、滿意轉換型),以銀行業為調查對象。主要研究結果如下:
1. 此三群顧客面對公司提供關係行銷結合策略(財務性、社會性、結構性結合),對顧客所知覺的利益(功利性利益及快樂性利益)與忠誠度之影響效果有明顯差異。表示顧客類型具有干擾效果。
2. 對於固有型顧客而言,各種關係結合策略對顧客利益皆有提升的作用,並進而增強顧客的忠誠度。
3. 對不滿意轉換型顧客而言,提供結構性結合是最能夠影響此群顧客的功利性利益之關係結合策略。另外,不滿意轉換型顧客認知到功利性利益之後,會進而增強顧客之忠誠度。
4. 對滿意轉換型顧客而言,社會性結合能使顧客感受到快樂性利益;結構性結合能使顧客功利性利益獲得滿足,所知覺到的利益會進一步增強顧客的忠誠度。
As competition increases, one of the most important business tenets is to manage the customer relationship. Relationship marketing, which focuses on how to build, develop and maintain successful relational exchanges, has therefore emerged over recent years as an important topic in both academic and practical discourse.
This research attempts to identify the relationship among relational bonds, customer benefits, and customer loyalty in three different groups of customers (stayers, dissatisfied switchers, and satisfied switchers) in the banking industry. The findings of this research are as fourfold. First, The relationship among relational bonds, customer benefits, and customer loyalty are significantly different under the groups of stayers, dissatisfied switchers, and satisfied switchers. Second, for the first group of stayers, three types of financial, social and structural bonds are helpful to improve customer utilitarian and hedonic benefits, which will lead to enhancing customers’ loyalty. Third, for the second group of dissatisfied switchers, only structural bonds are helpful to improve customer utilitarian benefits. Furthermore, this utilitarian benefits are also helpful to improve customers’ loyalty. Finally, for the last group of satisfied switchers, only social bonds are helpful to enhance hedonic benefits and only structural bonds are helpful to enhance utilitarian benefits, however, these two types of benefits can both improve customers’ loyalty.
第一章 緒論…………………………………………1
第一節 研究動機……………………………………1
第二節 研究目的……………………………………4
第三節 研究範圍……………………………………5
第四節 研究步驟……………………………………6
第二章 文獻探討……………………………………8
第一節 關係行銷結合策略…………………………8
第二節 顧客利益……………………………………11
第三節 顧客忠誠度…………………………………14
第四節 固有型與轉換型……………………………16
第三章 研究方法……………………………………18
第一節 研究架構……………………………………18
第二節 研究變數……………………………………19
第三節 研究假設……………………………………25
第四節 研究對象與研究過程………………………31
第五節 資料分析方法………………………………32
第四章 研究結果……………………………………33
第一節 樣本基本資料分析…………………………………33
第二節 敘述性統計分析……………………………………35
第三節 問卷之信度與效度分析……………………………36
第四節 研究假設之驗證……………………………………40
第五節 分析結果彙整………………………………………49
第五章 結論與建議…………………………………50
第一節 研究結論……………………………………………50
第二節 研究貢獻……………………………………………53
第三節 研究限制……………………………………………55
第四節 後續研究之建議……………………………………56
參考文獻……………………………………………………………57
附錄:研究問卷……………………………………………………63
1. 中央銀行網站,http://www.cbc.gov.tw
2. 簡茂發(民78),「信度與效度」載楊國樞、文崇一、吳聰賢、李亦園(主編): 社會及行為科學研究法(上),第13版,東華,台北頁323-351。
3. 張瑞玲(民84),「商業銀行零售金融關係行銷之研究」,國立政治大學企業管理研究所碩士論文。
4. 葛樹人(民85),心理測驗學,三版,桂冠,台北。
5. 王彩霞(民86 ),「我國銀行業關係行銷策略之研究」,國立中山大學企業管理研究所碩士論文。
6. 黃俊英、林震岩(民86),SAS精析與實例,初版,華泰書局。
7. 張麗娟(民86),「銀行的經營優勢與關係行銷」,台北銀行月刊27(7),民86,07,頁57-69。
8. 黃美卿(民87),「銀行業關係價值-忠誠度模式之實證研究」,國立雲林科技大學企業管理技術研究所碩士論文。
9. 陳正昌、程炳林(民87),SPSS、SAS、BMDP統計軟體在多變量統計上的應用,二版,台北五南圖書出版有限公司。
10. 簡志丞(民88),「銀行業關係品質模式之研究」,大葉大學事業經營研究所碩士論文。
11. 方世杰(民88),「產業研發聯盟之廠商特質、技術移轉特性、互動機制與績效之研究」,管理學報16(4),頁633-569。
12. 張麗娟(民88),「從顧客關係行銷探討銀行的深耕策略」,台北銀行月刊29(1),民88,01,頁57-69。
13. 徐堯年(民89),「銀行顧客類型、服務滿意度與關係導向之研究」,國立台灣大學商學研究所碩士論文。
14. 劉素琴(民89),「從關係價值與關係品質探討顧客忠誠度─銀行業之實證研究」,國立雲林科技大學企業管理技術研究所碩士論文。
15. 陳怡伶(民89),「電子商務關係行銷與顧客整體滿意度之研究」,銘傳大學國際企業管理研究所碩士論文。
16. 謝依靜(民89),「關係結合策略與關係績效關聯性之研究─以金融服務業為例」,國立台灣大學商學研究所博士論文。
17. 周庭銳(民89),「顧客價值管理與顧客忠誠度的建立」,電子化企業經理人報告7,民89,03,頁21-29。
18. 黃營杉、方文昌、汪志堅(2000),「網路上資訊搜尋衡量量表之發展」,2000 International conference on the theories and practices of electronic commerce,圓山,台北,民89年10月。頁1.1-1.31。
19. 徐士雯(民90),「關係行銷結合方式與顧客行為意向關聯性之研究─關係型與交易型傾向之分析」,銘傳大學國際企業管理研究所碩士論文。
20. 陳麗雅(民90),「關係結合方式與顧客忠誠度關聯性之研究─證券業服務接觸之分析」,銘傳大學國際企業管理研究所碩士論文。
21. 耿慶瑞、黃思明、洪順慶(民91),「WWW互動廣告效果之研究」,管理學報,19(1),民91,03,頁1-39
1. Adelman, M. B., A. Anuvia and C. Goodwin (1994),”Beyond Smiling: Social Support and Service Quality”, In R.T. Rust and R.L. Oliver(Eds.), Service Quality: New Directions in Theory and Practice. Thousand Oaks, CA: Sage Publications.
2. Armstrong, G. and P. Kolter (2000), Marketing: An Introduction, 5th ed., New-Jersey : Prentice Hall.
3. Barbin, B.J., W. R. Darden and M. Griffin (1994),”Work and/or Fun: Measuring Hedonic and utilitarian Shopping Value”, Journal of consumer research, 20(March), 644-656.
4. Batra, R. and O.T. Ahtola (1991),”Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes”, Marketing Letters, 2(April),159-170
5. Beatty, S. E., M. L. Mayer, J. E. Coleman, K. E. Reynolds, and J. Lee (1996), “Customer-Sales Associate Retail Relationships”, Journal of Retailing, 72 (Fall), 223-247.
6. Bendapudi, Neeli and L. L. Berry (1997), “Customers’ Motivations for Maintaining Relationships With Service Providers,” Journal of Retailing, 73 (1), 15-37.
7. Bentler, P.M., and D.G. Bonett (1980),”Significance tests and goodness of fit in the analysis of covariance structures”, Psychological Bulletin, 88(3), 588-606
8. Berry, L. L. and A. Parasureman (1991), Marketing Service-Competing Through Quality, New York:The Free Press
9. Berry, L. L. (1995), Relationship marketing of Services- Growing Interest, Emerging Perspectives, Journal of Academy of Marketing Science, 23(4), 236-245.
10. Bitner, M.J. (1995), “Building Service Relationships: It''s All About Promises,” Journal of Academy of Marketing Science, 23 (Fall), 246-252.
11. Bollen, K. A. (1989), Structural Equations With Latent Variables, New York: John Wiley.
12. Chandon, P., B. Wansink and G. Laurent(2000), “A benefit congruency framework of sales promotion effectiveness,” Journal of Marketing, 64(October),65-81
13. Chaudhuri, A. and M.B. Holbrook(2001),”The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, 65(April),81-93
14. Chiu, H. C. and H. C. Wu(2002),”Exploring the Cognitive and Affective Roles of Service Quality Attitude across Gender,” The Service Industries Journal, 23(3),forthcoming
15. Crosby, L. A., K. R. Evans, and D. Cowles (1990), “Relationship Quality in Service Selling: An Interpersonal Influence Perspective”, Journal of Marketing, 54(3), 68-81.
16. Crowley, A.E., E. R. Spangenberg and K. R. Hughes(1992), “Measuring the Hedonic and Utilitarian dimensions of Attitudes toward Product Categories,” Marketing Letters,3(3), 239-249.
17. Day, G. S. (2000), “Managing Market Relationships”, Academy of Marketing Science, 28(1), 24-30.
18. Espinoza, M. M., 1999, ‘Assessing the Cross-cultural Applicability of Service Quality Measure: A Comparative Study Between Quebec and Peru’, International Journal of Service Industry Management, 10(5), 449-468.
19. Fishbein, M. and Ajzen, I. (1975), Belief, attitude, intention, and behavior:an introduction to theory and research. Reading, MA: Addison-Wesley.
20. Fornell, C. and D. Larcker (1981), “Evaluating Structure Equations Models With Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (February), 39-50
21. Ganesh, J., M. J. Arnold, and K. E. Reynolds(2000),”Understanding the Customer Base of Service Providers : An Examination of the Differences Between Switchers and Stayers”, Journal of Marketing,64(July), 65-87.
22. Garbarino, E. and M. S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships”, Journal of Marketing, 63(April), 70-87.
23. Griffin, J. (1995), Customer Loyalty : How to Earn It , How to Keep It, Simmonand Schuster Inc., 王秀華譯,忠誠顧客─如何培養‧如何保持,朝陽堂文化,台北
24. Gwinner, K. P., D. D. Gremler, and M. J. Bitner (1998), “Relational Benefits in Service Industries: The Customer’s Perspective”, Journal of the Academy of Marketing Science, 26 (Spring), 101-114.
25. Hawkins, D.I., R.J. Best and K.A. Coney(1995),Consumer Behavior: Implications for Marketing Strategy,6thed. IRWIN.
26. Hair, J.F., R.E. Anderson, R. L. Tatham and W.C. Black (1992), Multivariate Data Analysis with Readings, Macmillan, New York.
27. Heskett, J. L., T. O. Jones, G. W. Loveman, W. Earl Sasser, Jr., and L.A. Schlesinger (1994), “Putting the Service Profit Chain to Work”, Harvard Business Review, 72(2), 164-174.
28. Hirschman, E. C. and M. B. Holbrook(1982), “ Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46(summer), 92-101.
29. Hsieh,Y.C., N.P. Lin and H.C. Chiu,(2000),”Virtual Factory and Relationship Marketing: A Case Study of Taiwan Semiconductor Manufacturing Company”, International Journal of Information Management, April, forthcoming.
30. Howard, J.A. and J.N. Sheth(1969),”The Theory of Buyer Behavior, New York: John Wiley and Sons.
31. Jackson, B.B.(1985), Winning and Keeping Industrial Customers, KY: Lexington Books.
32. Johnson, J. L.(1999),”Strategic Integration in Industrial Distribution Channels : Managing the Interfirm Relationship as a Strategic Asset”, Journal of the Academy of Marketing Science, 27(1),4-18.
33. Jöreskog, K. G. and Dag Sörbom(1993), LISERL 8 :Structural Equation Modeling with the Simplis Command Language, Chicago : SSI, Inc..
34. Judy, S. and R. Frost(2001),”E-Marketing”,2eded.,New Jersey, Prentice-Hall
35. Keaventy, S.M. (1995),” Customer Switching Behavior in Service Industries: An Exployatory Study”, Journal of Marketing ,59(April),71-82.
36. Keaveney S.M. and M. Parthasarathy, (2001), “Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioral, and Demographic Factors.” Journal of the Academy of Marketing Science, 29(4), 374-390.
37. Kempf, D. S. (1999), “Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products,” Psychology and Marketing, 16(1), 35-50
38. Kotler, P. (1992), “Marketing’s New Paradigm : What’s Really Happening Out There”, Planning Review, 20(September-October), pp.51-52.
39. Kotler, P. (1998), Marketing management an asian perspective., 謝文雀譯,行銷管理─亞洲實例,華泰書局
40. Kotler, P. and S.J. Levy(1969), “Broadening the Concept of Marketing,” journal of Marketing, 33( 2), 10-15.
41. LaTour, Stephen A. and Nancy C. Peat(1979),” Conceptual and Methodological issues in Consumer Satisfaction Reasearch, “ Advances in Consumer Research, Vol.6, William Filkie, ed. Ann Arbor, MI: Association for consumer Research, 431-437
42. Mandelbaum, M.(1978), “Flexibility in Decision Making: An Exploration and Unification”, Ph.D. Thesis, Dept. of Industrial Engineering, University of Toronto, Canada.
43. Mano, H. and R. L. Oliver (1993),”Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction,” Journal of Consumer Research,20(December),451-466.
44. Mark, P. Z. and K.R. John (1988), ” The social psychology of knowledge”, In D. Bar-Tal and A. W. Krugianski(eds.), New York: canbridge University Press,315-334
45. Marsh, H. W., J. R. Balla, and R.P. McDonald, (1988),”Goodness-of —fit indexes in confirmatory factor analysis: The effect of asmple size.” Psychological Bulletin, 103(3), 391-410
46. Marsh , H. W., and D.Hocevar (1985), “The application of confirmatory factor analysis to the study of self-concept: First and higer order factor structures and their invariance across age groups. “ Psychological Bulletin, 97(3), 562-582
47. Mazursky, David, Priscilla LaBarbera, and AI Aiello(1987),” When Consumers Switch Brands,” Psychology and Marketing, 4(Spring), 17-30.
48. Morgan, R. M. and S. D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58 (July), pp.20-38.
49. Morris, M. H., J. Brunyee, and M. Page (1998), “Relationship Marketing in Practice- Myths and Realities”, Industrial Marketing Management, 27(4), 359-371.
50. Peltier, J. W., T. Boyt, and J. E. Westfall (1997), “Building Relationships With Physicians: Internal Marketing Efforts Help Strengthen Organizational Bonds at a Rural Health Care Clinic,” Marketing Health Services, 17 (3), 12-18.
51. Peltier, J. W. and J. E. Westfall (2000), “Dissecting the HMO-Benefits Managers Relationship: What to Measure and Why”, Marketing Health Services, 20(2), 4-13.
52. Peppers, D., M. Rogers, and B. Dorf (1999),” Is your company ready for one-to-one marketing?” Harvard Business Review, Jan-Feb., 151-158
53. Ping, R.A.(1993), “The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect”, Journal of Retailing, 69(Fall),320-352.
54. Ravald, Annika and Christian Gronoroos(1996), “The Value concept and Relationship Marketing,” European Journal of Marketing, 30(2),19-30.
55. Reichheld, F. and W. E. Sasser, Jr. (1990), “Zero Defections: Quality Comes to Service,” Harvard Business Review, 68 (Sep-Oct), 105-111.
56. Reidenbach, R. E. and G. W. McClung (1999), “Managing Stakeholder Loyalty: When Satisfaction is Just Not Enough,” Marketing Health Services, Spring,22-29.
57. Reynolds, K. E. and S. E. Beatty (1999), “Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing”, Journal of Retailing, 75(1), 11-32.
58. Rust, R. T., A. J. Zahorik, and T. L. Keiningham (1995), “Return on quality (ROQ): Making Service Quality Financially Accountable”, Journal of Marketing, 59(2), 58-70.
59. Spangenberg, E. R., K.E. Voss and A.E. Crowley(1997),”Measuring the Hedonic and Utilitarian dimensions of Attitudes: A Generally Applicabel Scale.” In “Advances in comsumer Research. Vol.24,Merrie Brucks and Deborah J. M. (eds.) Provo, UT: Association for Consumer Research, 235-241.
60. Subhash Sharma (1996), Applied Multivariate Techniques, New York: John Wiley & Sons, Inc..
61. Sujan, Harish, B. Weitz, and N. Kumar (1994), ”Learning Orientation, Working Smart, and Effective Selling”, Journal of marketing 58(July), 39-52.
62. Tuner, R. H. (1970). Family Interaction, John Wiley, New York.
63. Williams, J. D., S. L. Han, and W. J. Qualls (1998), “A Conceptual Model and Study of Cross-Cultural Business Relationships”, Journal of Business Research, 42, 135-143.
64. Zeithaml, Valarie A., Leonard L. Berry and A. Parasuraman (1996),“The Behavioral Consequences of Service Quality,” Journal of marketing, 60 (April), 31-46.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 陳家駿。「薛爾曼反托拉斯法關於壟斷之分析」。法令月刊。第四十六卷第八期。民國八十四年八月。
2. 周育仁。「從反托拉斯政策看美國政府與企業之關係」。美國月刊。第七卷第十一期。民國八十一年十一月。
3. 藍科正。「美國反托拉斯法實施一世紀的啟示」。美國月刊。第六卷第十一期。民國八十年十一月。
4. 莊春發。「競爭概念的發展、演變與反托拉斯政策」。公平交易季刊。第六卷第七期。民國八十七年一月。
5. 黃美瑛。「市場範圍界定及測定方法評估:反托拉斯法執行關鍵之研究」。公平交易季刊。第一卷第一期。民國八十二年一月。
6. 陳子鈺。「微軟大審,全球關注」。遠見雜誌。第一百六十一期。民國八十八年十一月。
7. 謝柏宏。「敗訴為微軟霸權敲喪鐘」。新新聞雜誌。第六百八十三期。民國八十九年四月。
8. 邱垂泰,簡維能。「美國司法部控訴微軟反托拉斯案探析」。立法院院聞。第二十七卷第十二期。民國八十八年十二月。
9. 戴豪君。「微軟反托拉斯案風雲再起」。智慧財產權管理。第二十三期。民國八十八年十二月。
10. 戴豪君。「軟體世紀的反托拉斯案件-微軟所面對的挑戰」。智慧財產權管理。第十七期。民國八十七年四月。
11. 戴豪君。「瀏覽器的反托拉斯戰爭」。第三波雜誌。第一九一期。民國八十七年七月。
12. 田正人。「蘋果的滋味-蘋果公司控訴微軟公司乙案的故事」。資訊法務透析。民國八十五年八月。
13. 張向昕。「美國司法部與微軟公司之論戰」。公平交易季刊。第六卷第一期。民國八十七年一月。
14. 陳家駿,羅怡德。「著作權之行使與不公平競爭-以美國反托拉斯法及權力濫用為中心」。法學叢刊。第四十卷第四期。民國八十四年十月。
15. 11. 方世杰(民88),「產業研發聯盟之廠商特質、技術移轉特性、互動機制與績效之研究」,管理學報16(4),頁633-569。
 
系統版面圖檔 系統版面圖檔