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研究生:戴麗紅
研究生(外文):Li-Hong Tai
論文名稱:運用結構方程模式探討品牌權益、服務品質、關係品質、知覺風險與顧客忠誠度之關係—以台灣證券業為例
論文名稱(外文):Applying Structural Equation Model to Study the Influence of Brand Equity, Service Quality, Relationship Quality, Perceived Risk and Customer Loyalty— An Empirical Study of Security Industry in Taiwan.
指導教授:池文海池文海引用關係
指導教授(外文):Wen-Hai Chih
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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:160
中文關鍵詞:顧客忠誠度知覺風險服務品質品牌權益結構方程模式關係品質
外文關鍵詞:Brand EquityStructural Equation ModelService QualityRelationship QualityPerceived RiskCustomer Loyalty
相關次數:
  • 被引用被引用:35
  • 點閱點閱:630
  • 評分評分:
  • 下載下載:249
  • 收藏至我的研究室書目清單書目收藏:10
中文摘要
論文名稱:運用結構方程模式探討品牌權益、服務品質、關係品質、知覺風險與顧客忠誠度之關係—以台灣證券業為例
頁數:160
校(院)所別:國立東華大學企業管理研究所
畢業時間及提要:九十四學年度第二學期碩士學位論文提要
研究生:戴麗紅 指導教授:池文海教授
論文提要:
本研究透過結構方程模式的運用,探討台灣證券業之品牌權益、服務品質、關係品質、知覺風險與顧客忠誠度之因果影響,並從中瞭解其管理意涵與擬訂對應的行銷策略。綜合實證分析結果,本研究之主要發現及其重要涵義,分別為:
一、研究理論模式配置之發現
經由結構方程模式的配適度檢定,顯示本研究整體理論模式配適符合可接受的適合度檢定水準,表示本研究的理論模型可獲得支持,故本研究結論認為這五個構念間確實存在著影響關係。
二、品牌權益、服務品質、關係品質、知覺風險與顧客忠誠度之影響關係
在整體模式的研究發現,品牌權益為影響顧客忠誠度之最重要因素,其次為服務品質。而知覺風險會負向影響顧客忠誠度,但效果較小。
三、不同人口分群差異
透過不同人口統計變數與生活型態分群的研究,有助於瞭解不同客戶的需求與顧客忠誠度的影響差異,進而瞭解不同需求與提高營業績效。
關鍵詞:結構方程模式、品牌權益、服務品質、關係品質、知覺風險、顧客忠誠度
Abstract
Title of Thesis: Applying Structural Equation Model to Study the Influence of Brand Equity, Service Quality, Relationship Quality, Perceived Risk and Customer Loyalty— An Empirical Study of Security Industry in Taiwan.
Number of Pages: 160
Graduate School and University: Graduate School of Business Administration, National Dong-Hwa University
Category of Abstract and Graduation Time: Thesis for Master Degree, The Second Semester, and 2005 Academic Year.
Name of Student:
Adviser: Dr. Chih, Wen-Hai
The major purpose of this research executes statistics analysis by using structural equation model(SEM), and focus on the different effects of Taiwan security industry’ brand equity, service quality, relationship quality, perceived risk and customer loyalty. In order to make the business strategy on security industry and have close look on customer needs is essential.
Depending on the analysis of real evidences, this research results to three main implications:
1. Research Theory Model Fit Discovery
According to the fit test of Structural Equation Model, it is pointed that the whole theory model of this study completes the standard of the fit test. Moreover, it evidences that this model can be supported. To sum up, the result shows the indeed influential relationship among the five concepts.
2. The Influential Relationship among Brand Equity, Service Quality, Relationship Quality and Perceived Risk on Customer Loyalty
The brand equity is most important factor that positive effect customer loyalty in the entire model. The second factor is service quality. And perceived risk lead a negative effect on customer loyalty. However, the effect is very small.
3. The Differences Population Statistics Variable among Individual Clusters
Customers can be divided into different clusters for their variety in life styles and population statistic variables. Hence, each cluster has different needs. By the researches on unique clusters, it could be helpful for understanding separate needs from individual clusters and customer loyalty. Moreover, to complete different requires from customers can promote higher sales performance.
Keywords: Structural Equation Model, Brand Equity, Service Quality, Relationship Quality, Perceived Risk, Customer Loyalty
目錄 頁次
誌謝 ii
中文摘要 iii
英文摘要 iv
目錄 vi
圖目錄 viii
表目錄 x
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻回顧 4
第一節 品牌權益 4
第二節 服務品質 8
第三節 關係品質 15
第四節 知覺風險 19
第五節 顧客忠誠度 22
第六節 生活型態 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究變數與操作性定義 33
第四節 問卷設計 36
第五節 問卷前測 37
第六節 資料蒐集方法 38
第七節 資料分析方法 40
第四章 資料分析與結果 44
第一節 樣本結構敘述性分析 44
第二節 各構念特性分析/變異數分析 46
第三節 信效度分析 64
第四節 整體模式衡量分析 75
第五節 生活型態之因素分析、集群分析與區別分析 86
第六節 多變量變異數分析 92
第七節 各人口統計變數與生活型態集群對整體模式差異分析 94
第五章 結論 143
第一節 結論與討論 143
第二節 管理意涵 146
第三節 研究限制與後續研究建議 147
參考文獻 149
附錄、問卷 158

圖目錄 頁次
圖1-1 研究流程 3
圖2-1 PZB服務品質觀念性模式 10
圖2-2 服務品質決定因素 12
圖3-1 研究架構 27
圖4-1 理論模式與參數結構 77
圖4-2 未修正整體模式 84
圖4-3 修正後整體模式 84
圖4-4 兩階段集群分析流程圖 89
圖4-5 各生活型態群組區別分佈圖 92
圖4-6 男性修正後整體模式 96
圖4-7 女性修正後整體模式 97
圖4-8 26~35歲修正後整體模式 99
圖4-9 36~45歲修正後整體模式 100
圖4-10 46歲以上修正後整體模式 101
圖4-11 高中職及以下修正後整體模式 103
圖4-12 專科修正後整體模式 104
圖4-13 大學及以上修正後整體模式 105
圖4-14 服務業修正後整體模式 107
圖4-15 軍公教修正後整體模式 108
圖4-16 製造業修正後整體模式 109
圖4-17 未婚修正後整體模式 111
圖4-18 已婚且無小孩修正後整體模式 112
圖4-19 已婚且已有小孩修正後整體模式 113
圖4-20 40000元以下修正後整體模式 115
圖4-21 40001~55000元修正後整體模式 116
圖4-22 55001~70000元修正後整體模式 117
圖4-23 70001~85000元修正後整體模式 118
圖4-24 股票修正後整體模式 120
圖4-25 基金修正後整體模式 121
圖4-26 期貨與選擇權修正後整體模式 122
圖4-27 元大京華證券修正後整體模式 124
圖4-28 富邦證券修正後整體模式 125
圖4-29 台証證券修正後整體模式 126
圖4-30 建華證券修正後整體模式 128
圖4-31 中信證券修正後整體模式 129
圖4-32 寶來證券修正後整體模式 130
圖4-33 日盛證券修正後整體模式 131
圖4-34 復華證券修正後整體模式 132
圖4-35 一般消費型修正後整體模式 134
圖4-36 務實經濟型修正後整體模式 135
圖4-37 全面重視型修正後整體模式 136

表目錄 頁次
表2-1 品牌權益衡量指標 7
表2-2 服務品質衡量構面彙整表 12
表2-3 關係品質定義 16
表2-4 關係品質衡量構面 17
表2-5 滿意度定義 17
表2-6 信任定義 18
表2-7 承諾定義 19
表2-8 顧客忠誠度衡量構面彙整表 23
表3-1 品牌權益構面定義與衡量 34
表3-2 服務品質構面定義與衡量 34
表3-3 關係品質構面定義與衡量 35
表3-4 知覺風險構面定義與衡量 36
表3-5 顧客忠誠度構面定義與衡量 36
表3-6 本研究問卷 37
表3-7 前測信度與問卷修正 38
表3-8 八大證券業者市佔率 39
表3-9 樣本結構 39
表3-10 SEM模式評鑑指標總表 43
表4-1 樣本分佈情形 45
表4-2 品牌權益敘述統計分析 47
表4-3 品牌權益多變量變異數分析 48
表4-4 各人口統計變數對品牌權益之SCHEFFÉ事後檢定 48
表4-5 服務品質敘述統計分析 50
表4-6 服務品質多變量變異數分析 51
表4-7 各人口統計變數對服務品質之SCHEFFÉ事後檢定 51
表4-8 關係品質敘述統計分析 55
表4-9 關係品質多變量變異數分析 56
表4-10 各人口統計變數對關係品質之SCHEFFÉ事後檢定 56
表4-11 知覺風險敘述統計分析 58
表4-12 知覺風險多變量變異數分析 60
表4-13 各人口統計變數對知覺風險之SCHEFFÉ事後檢定 60
表4-14 顧客忠誠度敘述統計分析 62
表4-15 顧客忠誠度多變量變異數分析 63
表4-16 各人口統計變數對顧客忠誠度之SCHEFFÉ事後檢定 63
表4-17 各構念量表信度分析 65
表4-18 品牌權益量表二階驗證性因素分析 68
表4-19 服務品質量表二階驗證性因素分析 69
表4-20 關係品質量表二階驗證性因素分析 70
表4-21 知覺風險量表二階驗證性因素分析 71
表4-22 顧客忠誠度量表二階驗證性因素分析 72
表4-23 品牌權益構面區別效度分析 74
表4-24 服務品質構面區別效度分析 74
表4-25 關係品質構面區別效度分析 74
表4-26 知覺風險構面區別效度分析 75
表4-27 顧客忠誠度構面區別效度分析 75
表4-28 樣本大小對配適度影響比較 78
表4-29 變數間相關係數分析 79
表4-30 整體理論模式衡量模式分析 81
表4-31 各構念對顧客忠誠度效果分析 85
表4-32 理論結構模式路徑係數與假設驗證 85
表4-33 巴氏球形檢定與KMO係數 86
表4-34 「生活型態」因素分析表 87
表4-35 「生活型態」因素信度、效度分析表 88
表4-36 集群凝聚係數增量表 90
表4-37 兩階層集群法最終解 90
表4-38 生活型態集群與生活型態因素多變量變異數分析表 91
表4-39 三群之區別分析表 92
表4-40 各變數對各構念MANOVA分析表 94
表4-41 男性修正模式各構念對顧客忠誠度效果分析 96
表4-42 女性修正模式各構念對顧客忠誠度效果分析 97
表4-43 26~35歲修正模式各構念對顧客忠誠度效果分析 99
表4-44 36~45歲修正模式各構念對顧客忠誠度效果分析 100
表4-45 46歲以上修正模式各構念對顧客忠誠度效果分析 101
表4-46 高中職及以下修正模式各構念對顧客忠誠度效果分析 103
表4-47 專科修正模式各構念對顧客忠誠度效果分析 104
表4-48 大學及以上修正模式各構念對顧客忠誠度效果分析 105
表4-49 服務業修正模式各構念對顧客忠誠度效果分析 107
表4-50 軍公教修正模式各構念對顧客忠誠度效果分析 108
表4-51 製造業修正模式各構念對顧客忠誠度效果分析 109
表4-52 未婚修正模式各構念對顧客忠誠度效果分析 111
表4-53 已婚且無小孩修正模式各構念對顧客忠誠度效果分析 112
表4-54 已婚且已有小孩修正模式各構念對顧客忠誠度效果分析 113
表4-55 40000元以下修正模式各構念對顧客忠誠度效果分析 115
表4-56 40001~55000元修正模式各構念對顧客忠誠度效果分析 116
表4-57 55001~70000元修正模式各構念對顧客忠誠度效果分析 117
表4-58 70001~85000元修正模式各構念對顧客忠誠度效果分析 118
表4-59 股票修正模式各構念對顧客忠誠度效果分析 120
表4-60 基金修正模式各構念對顧客忠誠度效果分析 121
表4-61 期貨與選擇權修正模式各構念對顧客忠誠度效果分析 122
表4-62 元大京華證券修正模式各構念對顧客忠誠度效果分析 124
表4-63 富邦證券修正模式各構念對顧客忠誠度效果分析 125
表4-64 台証證券修正模式各構念對顧客忠誠度效果分析 126
表4-65 建華證券修正模式各構念對顧客忠誠度效果分析 128
表4-66 中信證券修正模式各構念對顧客忠誠度效果分析 129
表4-67 寶來證券修正模式各構念對顧客忠誠度效果分析 130
表4-68 日盛證券修正模式各構念對顧客忠誠度效果分析 132
表4-69 復華證券修正模式各構念對顧客忠誠度的效果分析 133
表4-70 一般消費型修正模式各構念對顧客忠誠度效果分析 134
表4-71 務實經濟型修正模式各構念對顧客忠誠度效果分析 135
表4-72 全面重視型修正模式各構念對顧客忠誠度效果分析 136
表4-73 各人口統計變數與生活型態各群卡方表 138
表4-74 假說檢定整理 140
表4-75 各構念在各區隔下對顧客忠誠度總效果彙整表 142
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