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研究生:陳愉翔
研究生(外文):Yu-Hsiang Chen
論文名稱:關係傾向對顧客關係維續之影響-以社區寬頻網路用戶為例
論文名稱(外文):The impact of relationship proneness on the maintenance of customer relationships: A study of community broadband network users
指導教授:簡士超簡士超引用關係
指導教授(外文):Charles Chien
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
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:2003
畢業學年度:91
語文別:中文
論文頁數:149
中文關鍵詞:關係傾向關係利益互惠關係未來性預期
外文關鍵詞:relationship pronenessrelationship benefitreciprocityexpected future relationship
相關次數:
  • 被引用被引用:24
  • 點閱點閱:318
  • 評分評分:
  • 下載下載:65
  • 收藏至我的研究室書目清單書目收藏:1
本研究以個案研究的方式,針對社區寬頻網路服務供應商的服務對象-「社區住戶」為研究對象,從顧客的角度探討廠商與其顧客間的關係,並以「關係行銷」的理論為基礎,納入了動態的「關係未來性預期」變數,探討影響顧客處在與廠商現存的關係當中,對於未來的關係之預期因素,以及顧客在「關係利益」的認知下,對顧客的「關係傾向」及「關係未來性預期」的影響。
本研究的結果發現:在「關係利益」的認知中,顧客對「信賴利益」的認知未必會使得顧客對於廠商的「關係傾向」有正向的強化,但卻對「關係未來性預期」有顯著的正相關。而「社交利益」與「特殊待遇利益」對於顧客對廠商的「關係傾向」與「關係未來性預期」均有顯著的正向關係。「信任」與「關係承諾」對於顧客的「關係傾向」及「關係未來性預期」亦有顯著的正向關連,且顧客的「互惠」認知將會抵消顧客的「關係傾向」。此外;本研究之研究對象對「特殊待遇利益」的認知顯著的抱持接納與歡迎的態度。 在「關係光譜」的理論中,本研究以區別分析判定了決定顧客為「關係型」或「交易型」顧客的關鍵變數-「關係傾向」,藉由對顧客之「關係傾向」的測度,可以初步的判定顧客類型,並針對不同類型的顧客做相應而合宜的關係行銷策略。
本研究的另一個重要結論是對影響「關係未來性預期」之變數,做一階段性的條件假設,運用「路徑分析」作為分析工具,本研究發現「關係利益」是達到顧客對廠商正向的關係未來性預期結果的一階條件,「信任」與「承諾」是一階條件成立之後的結果及第二階條件,據此產生「互惠」認知的充足條件,上述的前提條件依序成立後即會使顧客對廠商產生「關係未來性預期」的正向強化。
關鍵字:關係利益、互惠、關係傾向、關係未來性預期
This study is researched by case study. It is base on the theory of relationship mar-keting, and the research units was focused on community residents whom adopt broadband network service, the goal of the research is to explore the impact on rela-tionship proneness and the expected future of relationship which was base on the re-lationship benefit perception of customer. This study introduced dynamic variable-”expected future of relationship” it aims to discuss the factors which will influence the expectation of future relationship based on existing relationship between customer and firm.
The results of this study showed that customers’ confidence benefit perception will not consequential intensify their relationship proneness, but impact the expected fu-ture of relationship positively in relationship benefit field. The social benefit and spe-cial treatment benefit perceptions of customers will significantly increase the inten-sity of their relationship proneness and expected future of relationship, and the per-ceptions of trust and commitment of customers will lead to the same results. Specially, this study shows an interesting result, too. First, the perception of reciprocity of cus-tomer will lead to neutralize their strength of relationship proneness. Second, cus-tomers exhibit their attitudes of acceptance and welcome to special treatment benefit.
This result shows important difference with pervious study result. The difference was discussed through the dimension of different culture and industrial context.
Based on the theory of relational spectrum, the relational and transactional customer was classified by cluster analysis. The “relationship proneness” is the critical key variable to discriminate whether relational or transactional customer. The other im-portant conclusion of this study is the construction of phase of customer’s “expected future relationship”. To reach positive customer’s “expected future relationship”, the relationship benefit is the first phase, and become the foundation of customer’s trust and commitment in the second phase. The third phase is reciprocity that driven from prior phase, and lead to positive customer’s expected future relationship ultimately.
Key words: relationship benefit, reciprocity, relationship proneness, expected future relationship
謝誌I
摘要II
AbstractIII
目錄IV
圖目錄VI
表目錄VII
表目錄VII
第一章 緒論1
第一節 研究背景5
第二節 研究動機8
第三節 研究目的10
第二章 文獻探討11
第一節 關係行銷之意涵11
第二節 關係行銷之研究16
第三節 研究變數與定義25
第三章 研究設計40
第一節 研究構念與架構40
第二節 研究假說41
第三節 研究對象46
第四節 問卷設計47
第五節 樣本與抽樣方式48
第六節 分析方式49
第四章 數據分析與研究結果50
第一節 樣本基本資料分析50
第二節 問卷信度檢測53
第三節 因素分析58
第四節 變異數分析74
第五節 路徑分析90
第六節 群集分析94
第七節 假說檢定結果98
第八節 線性結構關係模式驗證100
第五章 結論與建議105
第一節 研究結果與討論105
第二節 研究貢獻112
第三節 對行銷管理實務的建議114
第四節 研究限制116
第五節 未來研究方向117
附錄一 問卷118
附錄二 資料分析數據122
因素分析成分矩陣122
路徑分析路徑係數摘要124
參考文獻128
【中文部份】128
【英文部份】129
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