臺灣博碩士論文加值系統

摘要：
資訊科技的發展使得企業可以迅速掌握顧客資訊、瞭解顧客需求並為顧客創造價值。顧客關係管理之顧客留存規畫乃透過作業流程改善、通路整合、員工權能提昇，及快速和彈性應變顧客需求、顧客區隔、價值分析與客製化服務等功能，留住舊有顧客、吸引潛在顧客並提昇顧客價值。本研究將顧客留存規畫區分為流程與通路功能及客製化功能，探討其對關係承諾與顧客忠誠度的影響。透過問卷調查蒐集金融業顧客意見，利用統計線性結構關係模式進行資料分析。研究結果發現客製化功能比流程與通路功能對顧客忠誠度有較顯著的影響；情感性承諾證實為客製化功能與顧客忠誠度之間的中介變項。透過情感性承諾的建立，實施顧客留存規畫對於顧客忠誠度方具影響力。研究也發現銀行提供顧客的利益性承諾並無法建立顧客的忠誠度。

Abstract：
Due to advances in information and communication technology, the promise of one-to-one relationship, customer-value analysis and customization are now possible. Through incorporating process improvement, channel management, quick and elastic response, and tailored service, customer retention programs are able to acquire new customers, retain existing ones, and create their lifetime value. This study categorized the customer retention programs of customer relationship management as process ＆ channel functions and customization functions, and investigated their effects on customer loyalty through the affective and calculative commitments. The data were collected by using questionnaires from customers of financial services and analyzed using Linear Structure Relation (LISREL). The results indicated that customization functions had stronger effects on customer loyalty than process ＆ channel functions. Calculative commitment was also found failing to create customer loyalty. Affective commitment was empirically confirmed to be the mediating variable between customization functions and customer loyalty.

目 錄
誌謝 ………………………………………………………………i
中文摘要 …………………………………………………………ii
英文摘要 …………………………………………………………iii
目錄 ………………………………………………………………iv
表目錄 ……………………………………………………………vii
圖目錄 ……………………………………………………………ix
第一章 緒論 …………………………………………………… 1
第一節　研究動機 ………………………………………………1
第二節 研究目的 ………………………………………………2
第三節 研究範圍 ………………………………………………2
第四節 研究程序 ………………………………………………4
第二章 文獻探討 ……………………………………………… 6
第一節 顧客關係管理 ………………………………………… 6
第二節 關係行銷 ………………………………………………13
第三節 顧客承諾 ………………………………………………15
第四節 顧客忠誠度 ……………………………………………16
第五節 顧客關係管理、關係承諾與顧客忠誠度之關係 ……19
第三章 個案探討 ………………………………………………21
第一節 個案研究方法 …………………………………………21
第二節 個案研究結果 …………………………………………22
第四章 研究方法 ………………………………………………31
第一節 研究架構 ………………………………………………31
第二節 研究假說 ………………………………………………32
第三節 研究設計 ………………………………………………33
第四節 問卷設計 ………………………………………………35
第五節 資料蒐集與樣本特徵 …………………………………38
第六節 資料分析方法 …………………………………………41
第五章 資料分析結果 …………………………………………43
第一節 各構面之因素、信度與效度分析 ……………………43
第二節 變數相關分析 …………………………………………45
第三節　結構方程式模式分析　…………………………………48
第六章 研究發現與討論 ………………………………………57
第一節 衡量模式分析 …………………………………………57
第二節 結構模式分析 …………………………………………57
第三節　路徑分析 ………………………………………………60
第七章 行銷建議與研究限制 …………………………………64
第一節 行銷建議 ………………………………………………64
第二節 研究限制 ………………………………………………67
參考文獻 …………………………………………………………68
附錄 研究問卷 ……………………………………………………74

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