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研究生:陶瀅冰
研究生(外文):Tao Ying-Ping
論文名稱:顧客價值關係品質與忠誠度之關係探討-以報關公司為例
論文名稱(外文):The Relationship of Customer Value,Relationship Quality and Loyalty-Empirical Study of Custom Broker
指導教授:李俊彥李俊彥引用關係
指導教授(外文):Lee Jun Yen
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
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
中文關鍵詞:公司管理作為顧客價值關係品質忠誠度
外文關鍵詞:Customer brokerCustomer valueRelationship qualityCustomer loyalty
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摘要

本研究主要以218家台灣進出口製造業者為調查對象,探討報關公司與進出口製造業者關係行為。嘗試在關係行銷的領域中,探討公司管理作為對顧客價值、關係品質之影響;顧客價值,關係品質與顧客忠誠度彼此之間的關係。本研究特別將公司管理作為區分為經理人的管理作為與第一線業務人員的管理作為,用來瞭解公司的制度與業務人員的作為兩者相互間的關聯如何。
採用結構方程模式來驗證本研究模型與假說。利用比較模式來和研究模式比較以確認顧客價值、關係品質在公司管理作為與顧客忠誠度間是否有中介變數,研究結果發現,公司管理作為與顧客價值無法直接影響顧客忠誠度,只有關係品質提高才會影響顧客忠誠度,故關係品質為其中介變數;顧客忠誠度會受到顧客價值的影響,並透過關係品質來提高滿意與信任,促使顧客忠誠度提昇;顧客在衡量顧客價值時會考慮到經理人的管理作為與第一線業務人員的管理作為,證實其兩者間具有相關性存在。故,本研究所建構「公司管理作為-顧客價值-關係品質-顧客忠誠度」模式,在此驗證下是可以成立的。
本研究針對報關服務業找出其顧客共同重視的價值,給予未來研究者在此方面做參考。




關鍵詞:公司管理作為、顧客價值、關係品質、忠誠度
Abstract

The paper extends prior research by investigating the interrelationships of management, customer value, relationship quality, and customer loyalty in the business-to-business service setting. Structural equation modeling is used to explore the relationship dimensions. The model “Customer value-relationship quality-loyalty” is developed. A sample of Taiwanese export companies that does business with a leading custom brokers is used. The findings indicate that customer loyalty is significantly and directly affected by relationship quality. The direct effect of value on customer loyalty is insignificant. Value affects customers’ loyalty through relationship quality. Thus, relationship quality is the crucial construct for building loyal customers in the business-to-business service market.



Key Words:Customer broker、Customer value、Relationship quality、Customer loyalty
目次
第壹章 緒論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥1
第一節 研究背景與動機‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥1
第二節 研究目的‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥3
第三節 研究流程‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥4

第貳章 文獻探討‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥5
第一節 公司管理作為‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥6
第二節 顧客價值‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥7
第三節 關係品質‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥14
第四節 顧客忠誠度‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥19
第五節 公司管理作為對顧客價值、關係品質的影響‥‥‥‥‥‥‥27
第六節 顧客價值與關係品質、顧客忠誠度的關連性‥‥‥‥‥‥‥28

第參章 研究架構與研究方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥31
第一節 研究架構‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥31
第二節 研究對象與資料收集方式‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥31
第三節 問卷設計方式‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥32
第四節 SEM 假說模型的建立‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥36

第肆章 實證分析與討論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥37
第一節 基本資料分析‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥37
第二節 因素分析與信度檢定‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥39
第三節 理論模式適配分析與修正‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥46
第四節 研究假說結果說明‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥51

第伍章 結論與建議‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥55
第一節 結論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥56
第二節 行銷意涵‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥57
第三節 研究限制‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥60
第四節 後續研究建議‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥61






圖目錄

圖1:圖1-1研究流程圖‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥4
圖2:圖3-1研究觀念性架構圖‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥31
圖3:圖4-1模式一路徑係數圖‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥48
圖4:圖4-2模式二路徑係數圖‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥49
圖4:圖4-2模式三研究結果修正後之假說結果圖‥‥‥‥‥‥‥‥‥‥‥‥50














表目錄

表 1: 表2-1 顧客價值定義表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥9
表 2: 表2-2 顧客價值分類表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥13
表 3: 表2-3 關係品質定義表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥16
表 4: 表2-4 關係品質組成構面‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥18
表 5: 表2-5 關係品質衡量指標彙整比較表‥‥‥‥‥‥‥‥‥‥‥‥‥‥19
表 6: 表2-6 顧客忠誠度定義‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥21
表 7: 表2-7 顧客忠誠度衡量構面‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥24
表 8: 表2-8 顧客忠誠度衡量指標彙整比較表‥‥‥‥‥‥‥‥‥‥‥‥‥26
表 9: 表3-1 操作變項表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥35
表 10:表4-1 基本資料分析表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥38
表 11:表4-2 公司管理作為之因子關係‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥41
表 12:表4-3 顧客價值之因子關係‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥42
表 13:表4-4 關係品質之因子關係‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥42
表 14:表4-5 顧客忠誠度之因子關係‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥43
表 15:表4-6 因素分析與信度檢定表‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥44
表 16:表4-7模式一假說驗證與模式配適結果一覽表‥‥‥‥‥‥‥‥‥‥47
表 17:表4-8模式二假說驗證與模式配適結果一覽表‥‥‥‥‥‥‥‥‥‥48
表 18:表4-9模式三假說驗證與模式配適結果一覽表‥‥‥‥‥‥‥‥‥‥50
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