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研究生:施采君
研究生(外文):Cai-Jun Shi
論文名稱:不同使用年資對顧客忠誠意圖之影響—以中華電信公司為例
論文名稱(外文):The Loyalty Intentions in Different Use Age-The Case of Chunghwa Telecom Co., Ltd
指導教授:徐村和徐村和引用關係
指導教授(外文):Tsuen-Ho Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:108
中文關鍵詞:行動通訊計算性承諾情感性承諾規範性承諾忠誠意圖
外文關鍵詞:Loyalty IntentionsAffective CommitmentMobile TelecommunicationNormative CommitmentCalculative Commitment
相關次數:
  • 被引用被引用:3
  • 點閱點閱:172
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  • 收藏至我的研究室書目清單書目收藏:1
顧客忠誠意圖的驅動因子是變動性的,會隨著時間而改變。在不同的使用時間之下,顧客可能會透過三種承諾形式—情感性承諾、計算性承諾與規範性承諾直接影響忠誠意圖。本研究為能了解不同使用年資對中華電信行動通訊用戶忠誠意圖的影響,將依據門號使用的時間區分成使用「兩年之內」、「兩年至四年」與「四年以上」三個時期來進行探討,以期更明確的了解用戶忠誠意圖的改變過程,以及在三個不同的時間點下,以承諾當做中介變數,知覺服務品質、替代方案吸引力、廠商促銷活動對忠誠意圖之影響。
本研究對象選擇目前仍在使用中華電信行動通訊的用戶來進行問卷調查,研究結果發現:(1)不同使用年資對顧客忠誠意圖確實會產生不同的影響,隨著使用時間的增加,中華電信的促銷方案對承諾的影響力會隨之減少,在後期僅對規範性承諾產生作用。(2)在三個時期當中,替代方案吸引力對顧客忠誠意圖皆產生顯著的直接負向影響效果,是影響中華電信行動通訊用戶忠誠意圖的主要關鍵因素。(3)隨著使用時間的增加,知覺服務品質會正向影響情感性的承諾,而且影響的程度會逐漸增加。(4)無論使用年資的長短,廠商促銷活動對於規範性承諾皆具有正向的影響,且規範性承諾對於忠誠意圖亦有正向的影響,顯示當承諾扮演中介角色時,會透過規範性承諾間接影響用戶忠誠意圖。
The drivers of customer loyalty intentions are dynamic. It will be changed under the different time. Three customer commitment—affective commitment, calculation commitment and normative commitment—will influence the loyalty intentions directly. This study examines the users’ loyalty intentions in different use age of the Chunghwa Telecom mobile telecommunication. To understand the complexity of users’ change process, this study separate three use periods: less than two year, two year to four year and more than four years. Besides, the influence of perceived service quality, alternative attractiveness and promotion program to above three commitments the loyalty intentions relationship are also considered at three different stages.
The sample of this study chooses curent users of the Chunghwa Telecom mobile telecommunication on questionnaire investigation. Based on study results, there are four important finding: (1) The results support different effects of use age on loyalty intentions. Over time, the promotion program have less influence on commitment, and only the normative commitment has a positive effect on loyalty intentions on later stage. (2) During three periods, the alternative attractiveness has a significantly direct, negative effect on loyalty intentions, and it is the main key factor of influencing user''s loyalty intentions of the Chunghwa Telecom mobile telecommunication. (3) Over time, the perceived service quality has a direct, positive effect on affective commitment, and the effect will increase gradually. (4) No matter use age, the promotion program has a direct, positive effect on normative commitment, and normative commitment also has a direct, positive effect on loyalty intentions. The results find the normative commitment is mainly partial mediators of the promotion program-loyalty intentions relationship.
中文摘要..................................................i
Abstract.................................................ii
誌謝.....................................................iv
目錄......................................................v
表目錄..................................................vii
圖目錄.................................................viii
第一章 緒論..............................................1
第一節 研究背景........................................1
第二節 研究動機........................................2
第三節 研究目的........................................4
第四節 研究流程........................................4
第二章 文獻探討..........................................6
第一節 知覺服務品質....................................6
第二節 替代方案吸引力..................................7
第三節 廠商促銷活動....................................8
第四節 關係承諾........................................8
第五節 忠誠意圖.......................................12
第六節 知覺服務品質、替代方案吸引力、廠商促銷活動、關係承諾與忠誠意圖之關係...........................14
第七節 不同使用年資對忠誠意圖過程之影響...............21
第八節 中華電信公司現況...............................21
第三章 研究方法.........................................23
第一節 研究架構與假設.................................23
第二節 變數之操作與衡量...............................25
第三節 研究對象與抽樣方法.............................31
第四節 資料分析方法...................................32
第五節 前測問卷分析...................................37
第四章 實證分析與討論...................................45
第一節 中華電信公司訪談...............................45
第二節 樣本描述.......................................47
第三節 信度與效度分析.................................50
第四節 使用年資在兩年以內之結果分析...................57
第五節 使用年資在兩年至四年之結果分析.................62
第六節 使用年資在四年以上之結果分析...................65
第七節 使用年資在兩年以下模式、使用年資在兩年至四年模式與使用年資在四年以上模式之路徑分析比較.........68
第五章 結論與建議.......................................71
第一節 研究發現.......................................71
第二節 理論與實務意涵.................................74
第三節 研究限制與未來研究方向.........................78
參考文獻.................................................80
附件一 專家訪談內容.....................................90
附錄二 正式問卷.........................................95
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