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研究生:張正二
研究生(外文):Cheng-Er Chung
論文名稱:再購意願與前置構面間之關係研究-以通訊系統業者為例
論文名稱(外文):A Study of Leading Constructs on Re-purchase Intention—Mobile Telecom Services Provider is Example
指導教授:葉上葆葉上葆引用關係劉清和
指導教授(外文):Shang-Po YehChing- Ho Liu
學位類別:碩士
校院名稱:立德管理學院
系所名稱:國際企業管理研究所
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:66
中文關鍵詞:再購買意願顧客滿意度服務品質價格知覺
外文關鍵詞:RepurchasingPrice PerceptionService QualitySatisfaction
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Kolter(1999)認為,顧客在購買商品或接受服務後,心理會有某種程度上的滿意或不滿意;若顧客感到滿意,將會有較高的再購意願。特別是這三年來行動電話用戶成長趨緩,隱約透露著市場成熟的訊息,因此顧客消費時重視的不只是產品本身,從價格到提供服務的組織、人員、設施與設備等等,都是消費者考量之因素。有鑑於此,本研究主要研究目的在探討價格知覺、服務品質、顧客滿意度以及再購意願各構面間關係與差異性。
研究結果發現,在多元迴歸分析中,價格知覺之價格優惠與價格合理會影響並提升顧客滿意度之整體滿意度;價格優惠則會影響顧客滿意度之價格滿意度;服務品質之費率結構、顧客支援、流程方便性則會影響顧客滿意度之整體滿意度;價格知覺之價格優惠與價格接受度對再購買意願之口碑相傳有顯著影響;服務品質則對再購買意願之口碑相傳有顯著的影響效果;而顧客滿意度對再購買意願之口碑相傳亦有顯著的影響;而對於各構面間的差異性則是呈現部分顯著。最後,根據上述研究結果加進而提出研究結論、建議與限制。
Kolter(1999) thought that consumers would feel satisfied or unsatisfied after buying goods or accepting services. If they feel much satisfied, they will come for goods again. In these three years, especially, the growth of mobile phone has being soften, which imply the market growth is getting saturated. The message tells us that the goods isn’t not the only factor to make a decision when consumer purchases. Moreover, other factors such as price, staffs, service suppliers, facilities and devices become important considerations. From the illustration above, the research will focus on the relationship of price perception, service quality, and consumer’s satisfaction and repurchase intentions as well as their differences.
The findings of research which used multiple regressions showed that the overall satisfaction will rise when both preferential price and rational price of price perception affect consumer’s satisfaction. Refer to service quality such as fees, consumer supports; simple and direct purchasing procedure will also affect the overall satisfaction. Moreover, the relationship of preferential price and price acceptance to word-of-mouth repurchasing has significant influence. Meanwhile, the word-of-mouth repurchasing has also obvious affect in terms of service quality as well as consumer’s satisfaction. However, it showed little significance among each dimension. Finally, the conclusion, suggestion and constraint of the research are shown according to the consequence of the study.
中文摘要……………………………………i
英文摘要……………………………………ii
致謝詞………………………………………iii
目錄…………………………………………v
表目錄………………………………………vi
圖目錄………………………………………vii
第一章 緒論…………………………………1
第一節 研究動機………………………1
第二節 研究目的………………………8
第三節 研究流程………………………9
第二章 文顧回顧……………………………10
第一節 價格知覺………………………10
第二節 服務品質………………………15
第三節 顧客滿意度……………………19
第四節 再購買意願……………………22
第三章 研究方法……………………………25
第一節 研究架構………………………25
第二節 研究假設………………………26
第三節 變數的操作性定義……………29
第四節 前測分析………………………30
第五節 資料蒐集方法…………………30
第六節 資料分析方法…………………31
第四章 實證分析……………………………33
第一節 基本資料分析…………………33
第二節 因素分析………………………36
第三節 主要研究構面間之迴歸分析…43
第四節 各構面之變異數分析結果……53
第五章 結論與建議…………………………58
第一節 實證結果………………………58
第二節 結論與建議……………………59
第三節 行銷意涵及實務貢獻…………60
第四節 研究限制與未來研究…………61
參考文獻 ……………………………………63
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