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研究生:李孟諴
研究生(外文):LEE, MENG-HSIEN
論文名稱:以MEC途徑探討顧客價值與顧客忠誠度之關係-以餐飲服務業為例
論文名稱(外文):A Study on The Relationship between A Means-End Chain Analysis of Consumers Value and Consumers loyalty. For Example:Food Service Industry.
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
學位類別:碩士
校院名稱:中國文化大學
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:2005
畢業學年度:93
語文別:中文
論文頁數:124
中文關鍵詞:顧客價值顧客忠誠度方法目的鏈
外文關鍵詞:Consumer ValueConsumer LoyaltyMeans-End Chain
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本研究之旨趣為運用方法目的鏈結模式探討影響消費者的顧客價值之因素構面與其與顧客忠誠度之關聯性,以八項顧客價值以及三項顧客忠誠度要素因素討論之。
本研究第一階段經由立意抽樣的四十位顧客,進行「軟式階梯」的調查,之後將所有受試者的答案進行「內容分析」,以形成顧客所知覺的「顧客價值」之衡量變數。第二階段則根據相關文獻整理所得到之變數與第一階段所得到之變數,加以合併並發展形成問卷, 並以在台北市接受西式排餐服務的顧客為受訪對象,採用便利抽樣方式在台北市餐廳發放問卷,得有效問卷278 份。本研究主要成果與結論如下:1.本研究以「內容分析」方法針對定性資料進行類目的建構,並獲得八類價值三個層級的衡量變數,對於「顧客價值」的「方法目標鏈結模式」提供初步之瞭解,並據之編成量化的問卷,作為實證的基礎。2.顧客價值與顧客忠誠度呈顯著正相關。3.主要行為與卓越價值、尊敬價值與心靈價值三種顧客價值呈顯著正相關但與效率價值呈負相關。4.次要行為與尊敬價值與心靈價值二種顧客價值呈顯著正相關。5.再購意願與效率價值呈顯著正相關但與遊戲價值呈現負相關。最後,本研究指出研究限制及提出對未來研究者及企業界之建議。
The purpose of the study is to examine the relationship between a means-end chain analysis of consumers value and consumer loyalty in the research context of chain restaurants. According to literature review, consumer value includes eight value components: efficiency, excellence, status, esteem, esthetics, play, ethics and spirituality values.
In order to find the variables for measuring customer value, at the first stage, this study adopts soft laddering technique to collect information from forty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. A sample, 278, is randomly obtained from the customers in Taipei restaurants. Data is collected through the method of survey questionnaire. The results show:
1. By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information.
2. Consumer value has an impact on consumer loyalty.
3. Significant differences exist in the consumer’s major behavior in terms of efficiency, excellence, esteem, and spirituality value, but the efficiency value is negative correlation.
4. Significant differences exist in the consumer’s minor behavior in terms of esteem, and spirituality value.
5. Significant differences exist in the consumer’s repurchase intention in terms of efficiency and play value, but the play value is negative correlation.
Finally, the limitations of the study and the recommendation for future research are discussed.
中文摘要 ..................... iii
英文摘要 ..................... iv

誌謝辭  ..................... vi

內容目錄 ..................... vii

表目錄  ..................... ix

圖目錄  ..................... xi

第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
  第三節  研究流程............... 5
  第四節  研究限制............... 7
第二章  文獻探討................. 8
  第一節  服務與服務業特性........... 8
  第二節  顧客價值............... 12
  第三節  顧客忠誠度.............. 24
第四節  顧客價值與顧客忠誠度之相關研究.... 29
第五節  方法目的鏈(Means-End Chain)... 32
第三章  研究設計................. 40
  第一節  研究架構............... 40
  第二節  方法目的鏈質性分析.......... 41
第三節 變數之操作型定義........... 48
第四節  研究假設............... 50
第五節  問卷設計............... 51
第六節  抽樣與分析方法.............. 52
第四章  研究分析................. 54
  第一節  信度與效度分析............ 54
  第二節  樣本資料分析............. 78
  第三節  顧客價值的連結模式.......... 80
第四節  顧客忠誠度與顧客價值之間的關係.... 94
第五章  結論與建議................ 99
  第一節  研究結論............... 99
  第二節  研究建議............... 102
第三節 研究貢獻............... 106
參考文獻...................... 107
附錄  研究問卷.................. 121
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