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研究生:劉信良
研究生(外文):Shinn Liang Liu
論文名稱:品牌轉換對行銷策略之影響:以信用卡市場為例
論文名稱(外文):Switching Behavior And Marketing Strategy in Credit Card Business
指導教授:曾柔鶯曾柔鶯引用關係
指導教授(外文):Jou Ying Tseng
學位類別:碩士
校院名稱:國立宜蘭大學
系所名稱:經營管理研究所碩士班
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:108
中文關鍵詞:品牌轉換顧客保留顧客爭取顧客流失率顧客權益
外文關鍵詞:brand switchingcustomer retentioncustomer acquisitioncustomer defection ratecustomer equity
相關次數:
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摘 要
隨著信用卡市場的競爭日趨激烈,持卡人擁有多元的選擇機會,考慮是否轉換品牌,亦或繼續使用既有品牌,若能瞭解持卡人進行品牌轉換時重視之因素,對發卡行而言,在顧客保留與顧客爭取之間,建立出成功且有效的行銷策略,可降低顧客流失率。本研究提供方法以建立顧客行為模式,敘述與分西顧客的品牌轉換行為,並找出對顧客影響較大的驅力,再以修正與調整企業的行銷策略,以獲取最大的顧客權益。本研究國內前十大信用卡發卡行為標的,並採橫斷面研究,探討信用卡顧客權益之衡量指標,並以探索式因素與驗證式因素分析,並檢定信度與效度,發展出信用卡顧客權益之態度量表。其中,探索性因素分析使用SPSS 來進行,驗證階段則應用LISREL測量模式分析之。研究結果顯示,發卡行若以顧客權益為基礎,建立行銷策略或是建立相關忠誠度計畫,可以減少顧客流失,並增加顧客忠誠度。
Abstract
Fierce competition in the credit card market, Cardholders also stand achance to switch or keep the existing card.If issuers understand the factors affecting brand switching and use that insight to create successful and effective strategies for customer acquisition and customer retention so that they could make a really successful strategy to reduce the customer defection rate. The author provides an approach to the subject through a behavioral model, analyzing and illustrating the switching behavior for cardholders and finding the important factors, adjusting strategy and tactics for maximizing customer equity. First, the author discuss the descriptive statistics on credit-card market structure analysis, its potential for extensions. The author next exploit exploratory factor analysis and confirmatory factor analysis for finding relative influence factors contributing brand switching in credit-card market. Through the application of empirical data, collected on the credit- card market data in Taiwan, the author envisage, is a potentially potent marketing management strategy.The results which states long-term growth is based on customer equity,making strategic marketing decisions or design loyalty Programs, alsocontribute to decrease of customer defection and increase customer loyalty.
目 錄
中文摘要 I
英文摘要 Ⅱ
目錄 III
表目錄 IV
圖目錄 Ⅴ
第一章 緒論 1
第一節. 研究背景與動機1
第二節. 研究目的 5
第三節. 研究流程 6
第二章 文獻探討 8
第一節. 信用卡市場分析 8
第二節. 品牌轉換 14
第三節. 顧客權益 18
第四節. 顧客爭取 22
第五節. 顧客保留 25
第六節. 文獻評析 29
第三章 研究設計 30
第一節. 研究架構 30
第二節. 研究變數之定義 32
第三節. 研究假設 38
第四節. 研究對象與範圍 40
第五節. 問卷設計 41
第六節. 分析方法 46
第四章 研究分析與結果 48
第一節. 樣本結構分析 48
第二節. 市場結構分析 54
第三節. 常態性檢定 62
第四節. 因素分析之探討 64
第五節. LISREL之測量模式 69
第六節. LISREL之模型結構分析 76
第五章 結論與建議 78
第一節. 結論 78
第二節. 行銷上的建議 80
第三節. 研究限制 82
第四節. 後續研究建議 83
參考文獻 84
附錄A 問卷 93
附錄B 統計交叉量表 98
參考文獻

中文參考文獻

1.財團法人聯合信用卡中心93年年報

2.曾柔鶯,現代行銷學,第五版,台北:華泰文化事業股份有限公司,民國87年,第67頁。

3.謝福樹,從關係行銷探討關係品質之模式-以我國銀行業為例,義守大學,管理研究所碩士論文,民國90年。

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網路資源

1. http://www.banking.gov.tw/ 行政院金融監督管理委員會,銀行局。

2. http://www.celent.com Celent Communications.

3.http://www.dgbas.gov.tw/mp.asp?mp=1 行政院主計處。
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