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研究生:蕭詩翰
研究生(外文):Shihan Xiao
論文名稱:新竹市百貨業關係行銷之研究
論文名稱(外文):The Study of Relationship Marketing of Department Stores in Hsin-Chu City
指導教授:陳武正陳武正引用關係
指導教授(外文):Wucheng Chen
學位類別:碩士
校院名稱:中華大學
系所名稱:經營管理研究所
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:2006
畢業學年度:94
語文別:中文
論文頁數:80
中文關鍵詞:關係行銷忠誠度百貨公司
外文關鍵詞:relationship marketingloyaltydepartment stores
相關次數:
  • 被引用被引用:2
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
隨著台灣經濟不斷成長、人民所得提升下,消費能力與意願的提升促使國內百貨公司如雨後春筍般不斷出現。然而,在此同時台灣的大型購物中心不斷的出現,壓縮了百貨業者的成長空間;除此之外,卡債問題也降低了消費者的購物意願。如何維繫現有的顧客與在現有的客戶群中發現可獲利高的客戶群是企業現今最重要的課題,關係行銷策略的實施正是現今百貨業者用來增進顧客忠誠度與維持顧客關係所致。
本研究嘗試探討新竹市百貨業者所推行的關係行銷是否能正向影響顧客忠誠度,或是其行銷手法是否受商店印象、不同人口特徵等因素的影響。研究係採用問卷調查法,以新竹市百貨之消費顧客為研究對象,共取得共282份有效問卷,經由統計分析後,得到研究結論如下:
1.百貨業者關係行銷之財務性結合與結構性結合會顯著正向地影響顧客忠誠度,尤其是財務性結合方式。
2.商店印象會干擾百貨業者其關係行銷之財務性結合與社會性結合對顧客忠誠度的影響。
3.百貨公司消費者的個人特徵(性別、年齡、職業、學歷)以及平均月收入、平均每月到百貨公司的消費次數、平均每次到百貨公司的消費金額、不同百貨公司等變數在對關係行銷及顧客忠誠度的感受程度上有顯著差異。
In recent years, with the economic development and per capital income raise in Taiwan, the department stores increase constantly. However, shopping malls spread over in Hsin-Chu City at the same time. Besides this, the problem of credit cards affect people’s shopping wills. It is more and more important to keep the relation between customers and department stores. Thus , the policy of relationship marketing is used often most by the
operators of department stores.
This study investigates how relationship marketing works and its important related factors, such as the impression of the shop , different personal characteristics, etc .By using questionnaire survey, the customers of department stores in the Hsin-Chu city were to be asked.282 questionnaires were returned.
This findings are as follows:
1.Both financial and structual bonds have significant effects on customerloyalty, especially the financial bonds.
2.Store images have affected implementation of relationship marketing policy.
3.Personal characteristics of department stores’customers (i.e.gender,age,occupation, education level) and other valuables like average income per month ,average times per month, costs for the customers to shop in the department stores , and different department stores influence relationship marketing, and customer loyalty and cause obvious variations.
誌謝辭.............................................................i
摘要................................................................ii
目錄................................................................v
表目錄...........................................................vii
圖目錄...........................................................ix
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..................................................4
1.4 研究限制..................................................6
第二章 文獻探討............................................7
2.1 百貨公司..................................................7
2.2 關係行銷..................................................10
2.3 商店印象..................................................19
2.4 顧客忠誠度.............................................24
2.5 小結..........................................................30
第三章 研究方法............................................32
3.1 研究架構..................................................32
3.2 變數之操作性定義與衡量......................32
3.3 研究假說..................................................40
3.4 研究設計..................................................42
第四章 資料結果分析....................................45
4.1 問卷信度效度分析...................................45
4.2 樣本資料分析...........................................46
4.3 因素分析...................................................48
4.4 迴歸分析...................................................53
4.5 t檢定與單因子變異數分析......................55
第五章 結論與建議.........................................63
5.1 結論............................................................63
5.2 建議............................................................65
5.3 後續研究建議...........................................67
參考文獻.........................................................68
附錄 問卷........................................................78
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