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研究生:賴明昌
研究生(外文):Ming-Chang Lai
論文名稱:顧客維持策略對行為意向整合模式之研究-以國內某保全公司為例
論文名稱(外文):The Effects of Customer Retention Strategies on Integrated Model of Behavioral Intentions-AStudy of a Security in Taiwan
指導教授:廖森貴廖森貴引用關係
指導教授(外文):Sen-Kuei Liao
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:2003
畢業學年度:91
語文別:中文
論文頁數:108
中文關鍵詞:顧客維持策略關係品質顧客價值行為意向
外文關鍵詞:customer retention strategyrelationship qualitycustomer valuebehavioral intentions
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以往對於服務業行銷的研究,大多從消費面來從事研究,鮮有從產業面來進行探討,而且構面大多偏重在「服務品質」、「顧客滿意」或「價格」上,然而透過與保全業高層訪談得知,影響保全客戶留下的主要因素分別是「價格」、「服務品質」與「形象」,可見以往之研究所採行的因素仍有不足,Varki and Colgate(2001)根據前人研究之不足,把價格加入行為意向整合模式之探討,但是仍然欠缺「形象」這項因素;學者Grönroos(2000)提出「服務」、「核心產品」、「價格」與「形象」等四大顧客維持策略,所涵蓋的構念多且完整,不僅涵蓋保全業訪談的結果,也彌補Varki and Colgate(2001)研究模式之不足,更是促使本研究欲採用Grönroos(2000)的四大顧客維持策略結合Varki and Colgate(2001)所提出的行為意向整合模式,因此本研究決定以此四大策略透過中介變數關係品質與顧客價值來探討對行為意向整合模式之影響。
本研究以LISREL 8.51作為因果模式的探討工具,模式所得之信度、效度與各項模式品質指標也都相當良好,最後再以變異數分析針對客戶特性來進行分析,所得之結論如下:
1.服務與形象對關係品質與顧客價值有正向關係。
2.價格對顧客價值不具顯著正向關係。
3.關係品質與顧客價值對行為意向有正向關係。
4.價格是顧客最在乎的購買因素,但服務才是對顧客行為意向最具影響力的因素,證實價格不一定能獲得顧客忠誠。
5.客戶的產業類型、所在地區與決策者職位會影響客戶對保全服務與核心產品的整體評價。
Most of the past studies of service marketing take consumer view but less takes industrial view. Their constructs mostly adopt service quality, customer satisfaction, and price. From the industrial high-level interview, we know factors that affect customer retention are service quality, price, and image, so the constructs that the psat studies adopt are not enough. Varki and Colgate add price into their study of the integrated model of behavioral intentions according the lack of the past studies but their study still lack image. Grönroos proposes customer retention strategies that include service, core product, price, and image and the four customer retention strategies cover more and complete constructs. Grönroos’ customer retention strategies not only covers the outcomes of security interview but also fetch up the lack of Varki and Colgate’s model.What’s more, it causes this study to adopt Grönroos’ four customer retention strategies and Varki and Colgate’s integrated model of behavioral intentions. As a result, this study decides to use four strategies to discuss the effects on behavioral intention by the mediators relationship quality and customer value.
This study uses LIREL 8.51 as the tool to discuss causal model. The reliability, validity, and quality indexes of this model are very good. Finally, this study uses analysis of variance to proceed analysis according to customer characteristics. The conclusions are as follows:
First, service and image have positive effects on relationship quality and customer value. Second, price doesn’t have a positive effect on customer value. Third, relationship quality and customer value have positive effects on behavior intention. Fourth, price is the most minded factor by customers, but service has the most important effect on customer behavioral intentions. It demonstrates that price doesn’t necessarily win customer’s loyalty. Fifth, industry type, area, and position of decision maker affect the total evaluation of security service and core product.
摘要: II
ABSTRACT IV
誌謝 VI
目 次 VII
表目錄 X
圖目錄 XI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 5
2.1 顧客維持策略 5
2.1.1 顧客維持策略的定義 5
2.1.2 顧客維持策略的衡量 8
2.2 關係品質 11
2.2.1 關係品質的定義 11
2.2.2 關係品質的衡量 16
2.3 顧客價值 18
2.3.1 顧客價值的定義 19
2.3.2 顧客價值的衡量 24
2.4 行為意向 26
2.4.1 行為意向的定義 27
2.4.2 顧客忠誠度的衡量 30
2.5 保全業 31
2.5.1 保全的定義 31
2.5.2 保全業的特性與市場趨勢 32
第三章 研究方法 35
3.1 研究架構與研究假設 35
3.1.1 概念性架構 35
3.1.2 研究假設 36
3.2 研究變數定義與衡量 36
3.3 問卷與抽樣設計 39
3.3.1 研究對象 39
3.3.2 問卷設計 40
3.3.3 抽樣設計 41
3.4 資料分析方式 42
3.4.1 信度與效度分析 42
3.4.2 線性結構關係模式 46
3.4.3 LISREL架構分析 49
第四章 研究分析與結果 52
4.1 樣本結構分析 52
4.2 統計資料分析 54
4.3 相關分析 54
4.4 LISREL模式分析 55
4.4.1 基本模式適配度分析 58
4.4.2 整體模式適配度分析 60
4.4.3 模式內在結構適配度分析 62
4.4.4 假設驗證 64
4.4.5 路徑分析 66
4.5 客戶特性之差異比較 70
第五章 結論與建議 72
5.1 研究結論 72
5.2 研究貢獻 74
5.3 管理意涵 75
5.4 研究限制與未來方向 76
5.4.1 研究限制 76
5.4.2 未來方向 76
參考文獻 77
附錄A 台灣保全業的現況 87
附錄B 問卷 91
附錄C LISREL方程式模式 94
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