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研究生:黃進聰
研究生(外文):Huang, Jin-Cong
論文名稱:顧客關係管理對顧客保留與顧客佔有率影響之研究-以十大書坊為例
論文名稱(外文):Studying the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share- An Example of Star Bookstore
指導教授:蔡明達蔡明達引用關係
指導教授(外文):Tsai, Hector Ming-Ta
學位類別:碩士
校院名稱:佛光人文社會學院
系所名稱:管理學研究所
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:94
語文別:中文
論文頁數:103
中文關鍵詞:顧客關係管理關係行銷工具顧客關係知覺顧客保留顧客佔有率
外文關鍵詞:Customer relationship managementRelationship marketing instrumentsCustomer's relationship perceptionsCustomer retentionCustomer share
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台灣租書產業的起源很早,從民國四十年的流動租書攤發展到現今的連鎖租書店,在這之間歷經了許許多多的變化,而這些變化,也驗證了台灣這五十年來的經濟發展。
連鎖化經營是租書店業發展的一項重要里程碑,連鎖租書店挾其競爭優勢,九十年代起在租書業市場行銷通路具有相當大的影響力,一些老舊的傳統租書店漸漸沒落。不過如此一來,也產生了更多的連鎖競爭者,開始大量瓜分市場。至此開始,顧客從被動的接受者轉型成主動的參與者,連鎖經營管理者所要關心的議題,便從盲目的行銷轉移到顧客關係管理(customer relationship management;CRM)的這個區塊。
如何選擇客戶、獲得客戶、留住客戶,及顧客的成長是企業生存發展的不二法門。現在許多大型連鎖租書店都相當重視維持良好的顧客關係,也運用各種不同的關係行銷工具(relationship marketing instruments;RMIs)來建立與顧客之間的關係,藉此提高顧客保留與顧客佔有率。
經由實地訪談十大書坊行銷企畫部門後發現,十大書坊運用了許多關係行銷工具來增加顧客保留及顧客佔有率,不過其使用成效如何?或是會產生什麼問題?結果便不得而知,資提出下列三個具體的研究問題來探討:
一、在顧客關係管理中,顧客關係知覺(customer's relationship perceptions;
CRPs)對顧客保留與顧客佔有率有什麼影響?
二、關係行銷工具對顧客保留與顧客佔有率有什麼影響?
三、關係行銷工具對顧客關係知覺有什麼影響?
本研究在回顧與整理相關的文獻後,決定將探討關係行銷工具、顧客關係知覺、顧客保留與顧客佔有率之間的因果關係。為探討上述的問題,本研究利用結構方程模式(structural equation modeling; SEM)作為資料的分析方法,以驗證各項研究假設,最後,本研究所得之重要結論如下:
一、在連鎖租書店的顧客關係管理中,關係行銷工具直接影響到顧客關係知覺。
二、在連鎖租書店的顧客保留與顧客佔有率中,關係行銷工具直接影響到顧客保留,而對
顧客佔有率則沒有直接影響。
三、在連鎖租書店的顧客保留中,關係行銷工具可以透過顧客滿意度與顧客承諾來間接影
響顧客保留。
四、在連鎖租書店的顧客佔有率中,關係行銷工具可以透過顧客信任與顧客滿意度來間接
影響顧客佔有率。
五、在連鎖租書店的顧客關係知覺中,顧客滿意度影響顧客信任與顧客承諾。
六、在連鎖租書店的關係行銷工具中,相較於會員制度與電子郵件,員工與顧客關係、顧
客社群是很重要的關係行銷工具。
It has been a long story of rental bookstore in Taiwan. There are a lot of changes in the industry to date since the 1950s. These changes have followed the economic development of Taiwan over the past 50 years. Furthermore, the consumer converted to the active participant from the passive one. Customer relationship management has become the only effective way for enterprise to survive and develop. Nowadays, there are a lot of large-scale chain rental bookstores who pay much attention to keeping good customer’s relation. They use all kinds of relationship marketing instruments to establish the relationship with customer, especially for improving the customer retention and customer share.
In order to understand how the relationship marketing will influence the customer retention and customer share, the study addresses three specific problems to explore. As follows:
1. For customer relationship management, how customer's relationship
perceptions will influence the customer retention and customer
share.
2. How relationship marketing instruments will influence the
customer retention and customer share.
3. How relationship marketing instruments will influence the
customer's relationship perceptions.
After reviewed the relevant literature, the study identify relationship marketing instruments, customer's relationship perceptions, customer retention, and customer share used by the operators as the main constructs. In order to probe into the above-mentioned problems, the study used structural equation modeling analysis to examine the relationships among them. Finally, the findings indicate that:
1. Relationship marketing instruments have a significant impact on
customer's relationship perceptions in customer relationship
management of the chain bookstore.
2. Relationship marketing instruments influence customer retention
directly, but won’t influence customer share in customer
retention and customer share of the chain bookstore.
3. Relationship marketing instruments influence customer retention
through customer satisfaction and customer commitment in customer
retention of the chain bookstore.
4. Relationship marketing instruments influence customer share
through customer trust and customer satisfaction in customer
share of the chain bookstore.
5. In customer's relationship perceptions, customer satisfaction has
a significant impact on customer trust and customer commitment in
customer's relationship perceptions of the chain bookstore.
6. The relationship of employee and customer, customer’s community
are more important relationship marketing instruments than
membership level and e-mail in relationship marketing instruments
of the chain bookstore.
目 錄

中文摘要............................................................Ⅰ
英文摘要............................................................Ⅲ
目錄................................................................Ⅴ
圖目................................................................Ⅶ
表目................................................................Ⅷ

第壹章 緒論.........................................................1
第一節 研究背景......................................................1
第二節 研究動機......................................................5
第三節 研究目的......................................................6
第四節 研究問題......................................................7
第五節 研究範圍......................................................9
第六節 研究流程.....................................................10
第七節 研究限制.....................................................11

第貳章 文獻探討.....................................................12
第一節 關係行銷的定義................................................12
第二節 顧客關係管理的起源背景.........................................14
第三節 顧客關係管理的定義.............................................15
第四節 顧客關係知覺的定義.............................................18
第五節 顧客保留的定義與重要性.........................................24
第六節 關係行銷對顧客關係知覺的影響....................................27
第七節 顧客信任、顧客滿意度與顧客承諾的關係.............................29
第八節 顧客關係知覺對顧客保留與顧客佔有率的影響.........................31
第九節 關係行銷對顧客保留與顧客佔有率的影響.............................36

第參章 研究方法.....................................................37
第一節 研究架構與研究假設.............................................37
第二節 研究變數之操作性定義...........................................40
第三節 問卷設計.....................................................45
第四節 抽樣設計與資料蒐集方法.........................................46
第五節 資料分析方法..................................................47

第肆章 資料分析.....................................................50
第一節 主要構面之信度分析.............................................50
第二節 主要構面之因素分析與檢驗.......................................51
第三節 LISREL分析與研究假設檢定.......................................67

第伍章 結論與建議....................................................83
第一節 研究結論.....................................................83
第二節 後續研究建議..................................................87

參考文獻............................................................89
附錄一 十大書坊公司簡介..............................................97
附錄二 研究問卷.....................................................98

圖 目

圖1-6-1 研究流程圖..................................................10
圖3-1-1 研究架構....................................................37
圖4-2-1 員工與顧客關係構念衡量模式....................................54
圖4-2-2 顧客社群構念衡量模式.........................................55
圖4-2-3 關係行銷工具構念衡量模式......................................57
圖4-2-4 顧客信任構念衡量模式.........................................59
圖4-2-5 顧客滿意度構念衡量模式.......................................61
圖4-2-6 顧客承諾構念衡量模式.........................................63
圖4-2-7 顧客保留構念衡量模式.........................................65
圖4-3-1 整體構念衡量模式.............................................70
圖4-3-2 研究假設模式圖..............................................73
圖4-3-3 模式之估計參數與路徑圖.......................................76

表 目

表1-1-1 連鎖租書店與傳統租書店的差異...................................2
表1-1-2 台灣租書產業發展概況..........................................4
表2-1-1 關係行銷的定義..............................................12
表2-3-1 顧客關係管理的定義...........................................16
表2-4-1 顧客信任的定義..............................................19
表2-4-2 關係承諾的定義..............................................22
表2-4-3 組織承諾的定義..............................................23
表2-5-1 顧客保留的定義..............................................24
表2-5-2 顧客保留的重要性............................................25
表2-6-1 關係行銷對顧客關係知覺的影響..................................27
表2-7-1 顧客滿意度對顧客信任的影響....................................29
表2-7-2 顧客滿意度對顧客承諾的影響....................................30
表2-8-1 顧客信任對顧客保留的影響......................................31
表2-8-2 顧客滿意度對顧客保留的影響....................................32
表2-8-3 顧客承諾對顧客保留的影響......................................33
表2-8-4 顧客承諾對顧客佔有率的影響....................................34
表2-9-1 關係行銷對顧客保留與顧客佔有率的影響...........................36
表4-1-1 主要構面之信度分析表.........................................50
表4-2-1 關係行銷工具第一次探索性因素分析...............................52
表4-2-2 關係行銷工具第二次探索性因素分析...............................53
表4-2-3 關係行銷工具二階因素衡量模式..................................56
表4-2-4 顧客信任之因素分析表.........................................58
表4-2-5 顧客信任一階因素衡量模式......................................59
表4-2-6 顧客滿意度之因素分析表.......................................60
表4-2-7 顧客滿意度一階因素衡量模式....................................61
表4-2-8 顧客承諾之因素分析表.........................................62
表4-2-9 顧客承諾一階因素衡量模式......................................63
表4-2-10 顧客保留之因素分析表.........................................64
表4-2-11 顧客保留一階因素衡量模式......................................65
表4-2-12 顧客佔有率之因素分析表.......................................66
表4-3-1 衡量模式之驗證式因素分析結果..................................68
表4-3-2 LISREL模式之變數名稱........................................72
表4-3-2 模式之參數估計表.............................................75
表4-3-4 研究假設檢定總表.............................................81
一、中文文獻部分

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例〉,國立成功大學管理學院高階管理碩士在職專班碩士論文。
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