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研究生:劉嘉莉
研究生(外文):LIU, CHIA-LI
論文名稱:顧客價值對顧客滿意、顧客忠誠與顧客保留相關之研究:以某美語補習班為例
論文名稱(外文):A Study of the Relationships Between Customer Perceptions of Value and Customer Satisfaction,Loyalty and Retention Using an Example of One Language School
指導教授:鄭華清鄭華清引用關係
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所碩士在職專班
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:2004
畢業學年度:95
語文別:中文
論文頁數:154
中文關鍵詞:顧客價值顧客滿意顧客忠誠顧客保留美語學校美語補習班補習班
外文關鍵詞:customer valuecustomer satisfactioncustomer loyaltycustomer retentioncram schoollanguage school
相關次數:
  • 被引用被引用:13
  • 點閱點閱:475
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:8
如何創造顧客價值使顧客滿意進而培養顧客對企業或產品產生忠誠度而留住舊顧客,是所有經營市場、扛負業績的經理人想要探究與達成的目標。
本研究主要目的在同時檢視關於顧客價值、顧客滿意、顧客忠誠與顧客保留構念間的相互關係,來探討當顧客感受到產品所帶給他的價值時,是否會增加其滿意度,使顧客對產品或企業產生忠誠度,進而留住舊顧客。
實證上,本研究以科見美語臺中中正校之學生為研究對象,採問卷的方式蒐集樣本,共蒐集241份有效樣本,來驗證各變項間的影響關係,實證結果發現如下:
(1) 顧客感受到產品的價值愈高時,滿意度也愈高;
(2) 顧客感覺到的滿意度愈高時,顧客的忠誠度也愈高;
(3) 當顧客的忠誠度愈高,則顧客保留的情形也將愈高;
(4) 顧客滿意度愈高時,顧客保留愈高;
(5) 顧客忠誠度與顧客保留呈正相關
本研究欲以學理為立論基礎,建立起補教業檢視業務問題時,可以依據顧客價值、顧客滿意度、顧客忠誠度與顧客保留的衡量指標,逐一檢測找出癥結,並加以改善的方法。
ABSTRACT

The marketing managers' mission is creating customers' perceived value of the company's products, building customers' perceived satisfaction and loyalty to the company, then keeping customers so they buy more products from the company.
This research aims at discussing the effects of customers' perceived value of the company's products on customer satisfaction and customer retention and customer loyalty through an empirical study of the Kojen Language School in Taichung.
A questionnaire survey was used as a major research method. 241 valid samples were obtained by stratified sampling. Data were analyzed by descriptive statistics, T-test, Factor analysis, Reliability, and one-way ANOVA.
Five major findings came from the analysis:
(1)the greater the degree of a customer's perceived value, the greater is that customer's satisfaction;
(2)the greater the degree of a customer's satisfaction, the greater is the degree of a customer's retention;
(3)the greater the degree of a customer's satisfaction, the greater are the chances of customer loyalty;
(4)the greater the degree of a customer's perceived value, the greater is that customer's loyalty; and
(5)customer loyalty does directly affect customer retention.
目錄

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 viii
圖目錄 xi
表目錄 xii

第一章 緒論
第一節 研究的背景 1
第二節 研究的動機 3
第三節 研究目的 4
第四節 研究的範圍、對象與限制 4
第五節 研究的步驟與流程 5
第二章 文獻探討
第一節 顧客價值之相關文獻 7
第二節 顧客滿意度之相關文獻 13
第三節 顧客保留之相關理論 27
第四節 顧客忠誠度之相關文獻 34
第五節 顧客價值與顧客滿意度之相關文獻 41
第六節 顧客價值與顧客忠誠度之相關文獻 42
第七節 顧客滿意度與顧客保留之相關文獻 46
第八節 顧客滿意度與顧客忠誠度之相關文獻 48
第九節 顧客保留與顧客忠誠度之相關文獻 49
第三章 研究方法
第一節 研究架構 52
第二節 研究假說 53
第三節 變數之定義與衡量 54
第四節 問卷設計 56
第五節 界定研究範圍、對象以及抽樣方法 59
第六節 資料分析方法 60
第七節 前測 61
第八節 問卷正式施測後之信效度分析 65
第四章 資料分析
第一節 研究對象統計分析 68
第二節 顧客價值分析 91
第三節 顧客滿意度分析 96
第四節 顧客忠誠度分析 102
第五節 顧客保留分析 105
第六節 研究結果與討論 106
第五章 結論
第一節 研究結論 111
第二節 研究發現與實務上的建議 114
第三節 研究貢獻 117
第四節 後續研究建議 118
參考文獻 120
附錄一 前測問卷 134
附錄二 正式問卷 138
參考文獻

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