(3.238.186.43) 您好!臺灣時間:2021/02/28 21:55
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:侯博仁
研究生(外文):Po-jen Hou
論文名稱:關係行銷、滿意度與再購意願之研究–以高科技產業為例
論文名稱(外文):Relationship Marketing, Customer Satisfaction and Repurchase Intention –Empirical Study of High Technology Industry in Taiwan
指導教授:佘溪水佘溪水引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2007
畢業學年度:95
語文別:中文
論文頁數:81
中文關鍵詞:關係行銷關係利益品牌形象滿意度忠誠度
外文關鍵詞:Relationship MarketingRelationship benefitsBrand ImageSatisfactionLoyalty
相關次數:
  • 被引用被引用:4
  • 點閱點閱:232
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
本研究的目的主要在探討台灣高科技產業市場關係行銷的影響變數,藉以瞭解關係行銷對滿意度的影響程度、客戶支持對滿意度的影響程度以及滿意度對忠誠度的影響程度;本研究又進一步探討產業上中下游的供應鏈廠商對關係行銷的各構面變數是否具有顯著差異。研究方法以問卷調查訪問台灣北中南科學園區的高科技廠商,藉由因素分析萃取關係行銷的各構面變數,以多元迴歸來分析各構面變數的影響性,以變異數分析探討產業上中下游對各構面的差異性。本研究結果如下: (1) 關係利益對知覺價格有顯著影響,產銷能耐對知覺價格不具有顯著影響。(2) 關係利益對能量服務有顯著影響,產銷能耐對能量服務不具有顯著影響。(3) 品牌形象、共識認同對知覺價格有顯著影響。(4) 品牌形象對能量服務有顯著影響,共識認同對能量服務不具有顯著影響。(5) 知覺價格、能量服務對再購意願有顯著影響。(6) 知覺價格、能量服務對態度忠誠有顯著影響。(7) 供應鏈上中下游對關係行銷、客戶支持、滿意度、忠誠度不具有顯著差異。
The major purpose of this thesis is to explore Taiwan’s high tech industry’s marketing relationship & its affected variables; consequently we can understand the level of influence on customer’s satisfaction through marketing relations, customer support as well as the relationship between loyalty & satisfaction. This research also examines whether upper, middle & lower part of this industry’s providers/vendors supplying chain would cause any significant difference on various variables within marketing. The methodology of this research used questionnaire & interview several high-tech industry vendors from science parks. We analyzed the influence on different variables by using Multiple Correlation through investigating the factors and causes to obtain marketing’s various variables. We also utilized MANOVA to explore the discrepancy on purchasing variable through industry’s vendors (upper, middle & lower part).
The findings are: 1) Beneficial relationship has significant impact on perceived price (conscious price?). Product and marketing ability has no significant impact on perceived price. 2) Beneficial relationship has significant influence on capability service. Product and marketing ability has no significant influence on capability service. 3) Product reputation/ image & common view has significant impact on perceived price. 4) Product reputation/ image has certain influence on capability service. However common view has no significant impact on capability service. 5) Both perceived price & capability service have significant impact on the willingness to purchase again from the same vendor. 6) perceived price & capability service have certain influence on customer’s loyalty. 7) Providers/ Vendors (upper, middle, lower) from the supplying chain has no significant impact on, marketing, customer support, satisfaction & loyalty.
中文摘要……………………………….…………………………….…..Ⅰ
英文摘要.…………………………………………………………....…...Ⅱ
目錄………………………………………………………….…..............Ⅳ
圖目錄.……………………………………………………………...…....Ⅵ
表目錄...…………………………………………………………...……..Ⅶ

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
第四節 研究範圍與研究限制………………………………….…….5
第貳章 文獻探討…………………………………….………………….6
第一節 關係行銷……………………………………….…………….6
第二節 客戶支持…………………………………….……………...22
第三節 滿意度……………………………………….……………...25
第四節 忠誠度………………………………………….…………...30
第叁章 研究方法…………………………………….………………...34
第一節 研究架構……………………………………………………34
第二節 研究假設………………………………….………………...35
第三節 操作性定義與研究設計…………………………………....39
第四節 資料分析方法……………………………….……………...42
第肆章 資料分析與實證………………………………………….…...44
第一節 基本資料分析…………………………………….………….44
第二節 因素分析及信效度檢定………………………………….….46
第三節 迴歸分析…………………………………….……………….52
第四節 線性結構方程分析………………………….……………...58
第五節 變異數分析……………………………….………………...61
第伍章 結論與建議……………………………….…………………...64
第一節 研究結論………………………………….………………...64
第二節 未來研究建議……………………………………….……...69

參考文獻…………………………………………………………………70
問卷設計…………………………………………………………………78
一、中文部分
1.方世榮(2002),「關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究」管理學報,第十九卷,第六期。
2.方世榮、江淑娟、方世杰合著(2002),夥伴關係整合模型的實證研究—以中小企業為對象,管理學報,第19卷,第4期,頁615-645。
3.經濟部(2000),是界高科技產業發展趨勢對我經貿之影響。取自網址:www.moea.gov.tw/~meco/cord/books/books5/bk005.htm
4.洪順慶(1995),「一對一獲取顧客終生價值」,工商時報,民國84 年12 月21 日,第33 版。
5.陳振燧與洪順慶(1999),「消費品品牌權益衡量量表之建構-顧客基礎觀點」。(陳安琳主編),中山管理評論,第7 卷第4 期,1175-1199 頁。
6.吳萬益、林清河(2001),企業研究方法,台北:華泰書局。
7.陳順宇(2000),多變量分析,台北:華泰書局。
8.張紹勳(2002),電子商店之關係品質模式,融合交易成本理論及科技接受模式的觀點,政治大學資訊管理研究所博士論文。
9.黃俊英(1994),企業研究方法,台北:東華書局。
10.陳中興、高崇恩、周雍強(1998),供應鏈彈性供需合約之生產規劃,中國工業工程學會八十七年度年會論文集。

二、英文部分
1.Armstrong, G. & Kolter, P.(2000), Marketing: An Introduction, 5th ed, Prentice-Hall, N.J.
2.Altman, I. & D. A. Taylor.(1973), Social penetration: The development of interpersonal relationships, N. Y. Rinehart & Winston.
3.Anderson, J. C. and J. A. Narus.(1990), A Model of Distributor Firm and Manufacturer Firm Working Partnerships, Journal of Marketing, Vol.54, pp.42-58.
4.Bagozzi, R. P. & Yi, Y.(1988), On the Evaluation of Structural Equation Models, Academy of Marketing Science, vol.16, pp.76-94.
5.Bagozzi, R. P.(1995), Reflections on Relationship Marketing in Consumer Markets, The Journal of the Academy of Marketing.
6.Bauer, H. H. M. Grether.& M, Leach.(2002), Building customer relations over the Internet, Industrial Marketing Management 31,pp. 155-163.
7.Berry, L.L.(1983), Relationship Marketing in Emerging Perspectives on Sorvices Markeing, American Marketing Association, pp.25-28.
8.Berry, Leonard L.(1995), Relationship Marketing of Service-Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing Science ,23(4), pp.236-245.
9.Berry, L. L. and Parasuraman, A.(1991), Marketing Service: Competing Through Quality, The Free Press, New York , NY.
10.Biel, A.(1992),How brand image drives brand equity, Journal of Advertising Reseach, Vol. 32, pp.6-12.
11.Bowen, J.T. & Chen, S.L.(2001), The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality, Vol. 13, pp.213-217.
12.Bowersox, D. J. & Bixby, C. M.(1992), Strategic Marketing Channel Management, McGraw-Hill Book Co.
13.Cardozo, R. N.(1965), An Experimental Study of Customer. Effort, Expectation and Satisfaction, Journal of Marketing Research, Vol.2, August, pp.244-249.
14.Christy, Oliver and Penn.(1996), Relationship marketing in consumer markets, Journal of Marketing Management, Vol. 12, pp.175-187.
15.Crosby, L.A. Kenneth R. Evans. and Deborah, Cowles.(1990), RelationshipQuality in Service Selling-An Interpersonal Influence Perspective, Journal of Marketing,Vol. 54,July , pp.68-81.
16.Churchill, G. A. & Surprenant C.(1982), An investigation into the determinants of customer satisfaction, Journal of marketing research,19 November,pp.491-504.
17.Day, Ralph L. Perreault & William, Jr.(1977), Extending the Concept of Consumer Satisfaction in Advance in Consumer Reseach, Association for Consumer Research, pp.149-154.
18.Dwyer, F.R.P. Schurr and S, Oh.(1987), Developing Buyer-Seller Relationships , Journal of Marketing.
19.Ellram, L. M.(1991), A Managerial Guideline for the Development and Implement of Purchasing Partnerships, International Journal of Purchasing and Materials Management, Summer, pp.2-6.
20.Ellram, L. M. & Edis, O. R.V.(1996), A Case Study of Successful Partnering Implementation , International Journal of Purchasing and Materials Management, pp.20-28.
21.Enz,Cathy.A.(1988), The Role of Value Congruity in Intraorganizational Power, Administrative Science Quarterly , 33 (June), pp.284-304.
22.Evans, James R. Lindsay, William.(1996) , The management and Control of quality.
23.Evans, Joel R. & Richard L. Laskin.(1994), The Relationship Marketing Process:A Conceptualization and Application , Industrial Marketing Management, Vol. 23, pp.439.
24.Frazier, G. L.(1983), Interorganizational exchange behavior in marketing channels: A broadened perspective, Journal of Marketing, 47 (Autumn) pp.68-78.
25.Frederick, N.(2000), Loyalty: Customer Relationship Management in the New Era of Internet Marketing, McGraw. Hill.
26.Fornell, C. Johnson, M.D. Anderson, E.W. Cha, J. & Bryant, B.E.(1996), The American customer satisfaction index: nature, purpose, and findings, Journal of Marketing, 60, pp.7-18.
27.Fornell, C.(1992), A National Customer Satisfaction Barometer The Swedish Experience, Journal of Marketing, 56, pp.6-21.
28.Gronroos, C.(1990), Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, January, pp.5-8.
29.Gummesson, Evert.(1987), Making Relationship Marketing Operational,International Journal of Service Industry Management, 1994, pp.5-20.
30.Griffin, J.(1996), Customer Loyalty, Simon & Schuster Inc.
31.Gronholdt, L. Maetensen, A. & Kristensen, K.(2000) , The relationship between customer satisfaction and loyalty: Cross-industry differences, Total Quality Management, Vol. 11, pp.509-516.
32.Houston, F. S. Gassenheimer, J. B. and Maskulka, J. M.(1992), Marketing Exchange Transaction and Relationship, Quolum Rooks.
33.Hunt, Shelby D. Van R. Wood, and Lawrence B. Chonko.(1989), Corporate Ethical Values and Organizational Commitment in Marketing, Journal of Marketing, 53, pp.79-90.
34.Jackson, Barbara Bund ,(1985), Winning and Keeping Industrial Customers: The Dynamic of Customer Relationships, Lexington Books, MA:D.C. Heath.
35.Jones, T.O. & Sasser, W.E.Jr.(1995), Why Satisfied Customer Defect, Harvard Business Review, Nov./ Dec, pp.88-99.
36.Kaiser, H. F.(1974), Little Jiffy, Mark IV. Educational and Psychology Measurement, Vol.34, pp.100-117.
37.Kapferer, Jean.(1992), Strategic Brand Management , New York: The Free Press.
38.Keller, Kevin Lane .(1993), Conceptualizing, measuring, and managing customer- based brand equity, Journal of Marketing,Vol. 57(January), pp.1-22.
39.Kotler, Philip.(2003), Marketing Management , 11th edition, Marketing, 49 (Fall), pp.41-50.
40.Kolter, P.(1994), Marketing Management : Analysis, Planning, Implementation and Control, 6th ed, Prentice-Hill, Englewood Cliff, N.J.
41.Kotler, Philip.(1992), Marketing’s New Paradigm:What’s Really Happening Out There , Planning Review, Vol.20, Sep/Oct, pp.51-52.
42.Kristensen, K. Martensen, A. & Gronholdt, L.(1999), Measuring the impact of buying behavior on customer satisfaction , Total Quality Management, 10 , pp.602-614.
43.Lambert, D.M. Emmelhainz, M.A. and Gardner, J.T.(1996), Developing and implementing supply chain partnerships, The International Journal of Logistics Management, 7(2), pp.1-19.
44.Lee, M. and Cunningham L.F.(2001), A cost/benefit approach to understanding service loyalty , Journal of services Marketing, Vol. 15, No.2, pp.113-130.
45.Leavy, B.(1994), Two strategic perspective on the buyer-supplier relationship , Production and Inventory management Journal, 35(2), pp.48.
46.Mohr, J. & Spekman, R.(1994), Characteristics of Partner Success: Partnership Attributes, Communication Behavior and Conflict Resolution Techniques , Strategic Management Journal, Vol.15 No.2, pp.135-152.
47.Moore, K. R.(1998), Trust and Relationship Commitment in Logistics Alliances: A Buyer Perspective, International Journal of Purchasing and Materials Management, pp.24-37.
48.Morgan, Robert M.& Shelby, D. Hunt.(1994), The Commitment-Trust Theory of Relationship Marketing , Journal of Marketing,Vol.58, pp.20-38.
49.Monroe, K. B.(1991), Pricing-Making Profitable Decisions, McGraw-Hill.
50.McDugall, H.G. Gordon. & Terrence Levesque.(2000), Customer satisfaction with services: putting perceived value into the equation, Journal of Services Marketing, Vol. 14, No.5, pp.392-410.
51.Newman, Joseph W. and Ricchard A, Webel.(1973), Multivariate Analysis of Brand Loyalty for Major Household Appliance, Journal of Marketing Research, vol.10,November , pp.404-409.
52.Oliver, R.(1981), Measurement and Evaluation of Satisfaction Processesin Retailing Setting, Journal of Retailing,Vol. 57, pp.25-48.
53.Oliver, R.L.(1999), Whence Consumer Loyalty, Journal of Marketing,Vol. 63, pp.33-34.
54.Ostrom, Amy. and Dawn, Iacobucci.(1995), Consummer Trade-Offs and the Evaluation of Services, Journal of Marketing, 59,January, pp.17-28.
55.Parasuraman A, V. A. Zeithaml and L. L. Berry.(1993), The Neture and Determinants of Customer Expectations of Service , Journal of the Academy of Marketing Science, Vol. 21, No. 1, Winter, pp.1-12.
56.Parasuraman, A. Zeithaml, V.A. & Berry, L.L.(1988), SERVQUAL : A Multiple-Item Scale for Measuring Customer Expectations of Service, Journal of Retailing, Vol.64, pp.12-40.
57.Patterson, P.G. and Smith, T.(2001), Relationship benefits in service industries: a replication in a southeast Asian context, Journal of Services Marketing, 15(6), pp.425-443.
58.Perrien, J. and Richard, L.(1995), The Meaning of a Marketing Relation- ship: A ,Pilot Study, Industrial Marketing Management, Vol.24, pp.37-43.
59.Schein, Edgar. H.(1990), Organizational Culture, American Psychologist, Vol. 45, No. 2, pp.109-129.
60.Selnes, Fred.(1993), An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing, Vol. 27, pp.19-35.
61.Shani, David & Sujana, Chalasani.(1992), Exploiting Niches Using Realationship Marketing, Journal of Consumer Marketing,Vol. 9 issue 3, pp.33-42.
62.Sheth, J.N. & Parvatiyar, A.(1995), Relationship Marketing in Consumer Markets: Antecedent and Consegueces, Journal of the Academy of Marketing Science, Vol.23, No.4, pp.255-271.
63.Smith, J.B.(1998), Buyer-Seller Relationships: Similarity, Relationship Management,and Quality, Psychology & Marketing, Vol. 15(1), pp. 3-21.
64.Stuart, F. I.(1993), Supplier Partnerships: Influencing Factors and Strategic Benefits , International Journal of Purchasing and Materials Management, pp.22-28.
65.Thomas o, Jones. and W, Earl Sasse.Jr.(1995), Why Satisfied Customers Defect ,Havard Business Review ,November-December.
66.Williams, J. D.S. L. Han.and W. J. Qualls (1998), A Conceptual Model and Study of Cross-Cultural Business Relationships, Journal of Business Research, 42, pp.135-143.
67.Zeithaml, V.A.(1988), Consumer Perceptions of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, July, pp.2-22
68.Zeithaml, Valarie A. L.L. Berry. and A, Parasuraman.(1996), The Behavioral Consequences of Service Quality, Journal of Marketing,Vol.60,Iss.4, pp.31-46.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔