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研究生:戴莉晴
研究生(外文):Li-Ching Tai
論文名稱:顧客關係價值對信任與顧客忠誠度之影響-以海運承攬運送業為例
論文名稱(外文):The Effect of Customer Relationship Value on Trust and Customer Loyalty
指導教授:梁金樹梁金樹引用關係鍾政棋鍾政棋引用關係
指導教授(外文):Gin-Shuh LiangCheng-Chi Chung
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
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:79
中文關鍵詞:顧客關係價值信任顧客忠誠度
外文關鍵詞:Customer Relationship ValueTrustCustomer Loyalty
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近年來關係行銷被許多服務產業視為用來突破困境的一種策略活動。隨著行銷方式的改變,顧客關係價值與信任這兩個服務業者用來與顧客建立、發展與維持關係的重要構面越來越受企業所重視。
在運輸服務業中,海運承攬運送業正處在一個競爭激烈的市場中,此時顧客成為企業經營競賽間最後的裁判者,為了要維繫既有的顧客,業者透過各種方法來強化與顧客之間的關係,增加顧客對業者的信任程度,進而提升顧客忠誠度。
因此本文從海運承攬運送業之顧客的角度來了解其對於業者實施顧客關係價值的感受程度,並以信任為中介變項來探討顧客關係價值對顧客忠誠度的影響。經由實證結果可得知以下四點結論:
1.海運承攬運送業者可在產品、利益與時間價值方面加強,以增加顧客關係價值的感受程度,則可有效提高顧客對業者的信任程度。
2.顧客對海運承攬運送業者的信任程度對顧客忠誠度具有正向的影響。
3.海運承攬運送業者可藉由加強顧客關係價值的感受程度,以提高顧客忠誠度。
4.在顧客關係價值對顧客忠誠度的影響中,信任的中介效果是顯著的。
關鍵詞:顧客關係價值、信任、顧客忠誠度
Relationshiop marketing is an important strategic activeity for many service industries. With the change of marketing strategy, customer relationship value and trust, which were utilized to establish and maintain the relationship between firms and customers, become more and more important concepts for business.
Because of the ocean freight forwarders are in the violent competition of the ocean transportation industry, customers become the judgment in the race of the company operations. In order to sustain old customers, ocean freight forwarders have to strengthen the relationships of the customers through a variety of ways. They want customers to trust them and improve the customer loyalty.
Thus, this study will discuss the feeling of the customers when ocean freight forwarders execute the customer relationship value. And this study explores the impact of the trust, intermediary variable, on the customer loyalty. There are four conclusions as the following:
1.The ocean freight forwarder can effectively improve customer’s trust by enhancing produce value, benefit value and time value.
2.The customer’s trust in the ocean freight forwarders has positive influence on customer loyalty.
3.Ocean freight forwarders can enhance customer loyalty by improving customer relationship value.
4.In the influence of customer relationship value versus customer loyalty, the intermediary effect of trust is significant.
Keywords:Customer Relationship Value,Trust,Customer Loyalty
謝 辭............................................i
摘 要............................................ii
Abstract..........................................iii
目 錄............................................iv
表 目 錄........................................vi
圖 目 錄........................................vii
第一章 緒論.......................................1
1.1 研究動機......................................1
1.2 研究目的......................................3
1.3 研究流程......................................3
1.4 章節架構......................................5
第二章 文獻探討...................................6
2.1 顧客關係價值之相關文獻探討....................6
2.2 顧客關係品質之相關文獻探討....................10
2.2.1 顧客關係品質之定義..........................10
2.2.2 顧客關係品質之衡量構面......................12
2.3 顧客忠誠度之相關文獻探討......................15
2.4 顧客關係價值與顧客關係品質相關文獻探討........17
2.5 顧客關係價值與顧客忠誠度之相關文獻探討........19
2.6 顧客關係品質與顧客忠誠度之相關文獻探討........20
第三章 研究設計與方法.............................23
3.1 研究架構......................................23
3.2 研究變項之定義與衡量..........................23
3.3 研究假說......................................26
3.4 問卷設計與內容 ................................30
3.5 抽樣對象與方法 ................................32
3.6 資料分析方法..................................32
第四章 研究結果...................................34
4.1 信度與效度分析................................34
4.2 樣本基本資料結構..............................36
4.3 驗證結果與討論................................38
4.3.1 顧客關係價值與信任之探討....................39
4.3.2 信任與顧客忠誠度之探討......................43
4.3.3 顧客關係價值與顧客忠誠度之探討..............45
4.3.4 信任的中介效果之探討........................50
第五章 結論與建議.................................58
5.1 結論..........................................58
5.2 建議..........................................61
參考文獻..........................................63
一、中文部分......................................63
二、英文部分......................................64
附錄 研究問卷....................................67
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