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研究生:陳文怡
研究生(外文):Wen-Yi Chen
論文名稱:顧客滿意度、廣告與股東價值之關係
論文名稱(外文):Customer Satisfaction, Advertising Expenditure and Shareholder Value
指導教授:陳妙玲陳妙玲引用關係
指導教授(外文):Miao-Ling Chen
學位類別:碩士
校院名稱:國立中山大學
系所名稱:財務管理學系研究所
學門:商業及管理學門
學類:財務金融學類
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:72
中文關鍵詞:股東價值顧客滿意度零售業
外文關鍵詞:shareholder valuecustomer satisfactionretail
相關次數:
  • 被引用被引用:1
  • 點閱點閱:179
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
在現今充滿多元化及變遷快速的環境,市場競爭的規模、範圍和激烈程度前所未有的環境中,任何企業要想成為市場上的贏家,就不只是成功地追求利潤而已,同時更須能滿足顧客的需求才能達成雙贏局面。保持顧客滿意是企業經營活動的基本準則,顧客滿意戰略是現代企業制勝的關鍵。所以顧客滿意度是否能進一步提升股東價值是本研究的研究重心。

實證結果指出,顧客滿意度確實可以提高公司股東價值;且不論在當期模型或遞延模型之零售業及非零售業之顧客滿意度對股東價值皆呈現正向顯著之影響;除此之外,本研究亦進一步探討廣告支出是否會進一步影響顧客滿意度對股東價值之交互作用效用,結果指出,就全樣本而言,不論當期模型或是遞延模型,廣告支出皆會進一步對顧客滿意度與股東價值間間產生交互作用;就分產業結果顯示,零售業之遞延模型的廣告支出對顧客滿意度與股東價值間之交互作用具有正向影響,對非零售業之當期模型的廣告支出對顧客滿意度與股東價值間之交互作用具有負向影響,故對股東而言,顧客滿意度應搭配廣告支出才能使股東價值達到極大化。

對投資人而言,本篇研究可以帶給他們不同的觀念,了解到顧客滿意度對股東價值的影響後,讓行銷資訊也能成為投資人做決策時依據的指標之一;對管理者而言,本篇論文帶來的管理意涵,將有助經理人的決策,更清楚掌握行銷財務間的相互影響,以達到最大化股東價值的目標,這也是本篇論文最大的貢獻所在。
第一章 緒論 7
第一節 研究動機 7
第二節 研究目的 10
第三節 研究架構 12
第二章 文獻探討 14
第一節 顧客滿意度對公司之影響 14
第二節 廣告支出對公司之影響 22
第三章 研究模型 30
第一節 研究假說 30
第二節 變數定義與實證模型 34
第三節 資料來源與樣本選取 39
第四章 實證結果分析 40
第一節 敘述性統計 40
第二節 相關性分析 44
第三節 敘述性分析 45
第四節 全部樣本實證分析 52
第五節 零售業與非零售業樣本實證分析 57
第六節 非線性分析 60
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究限制 65
第三節 未來研究建議 65
參考文獻 67
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