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研究生:柯雅娟
研究生(外文):Ke,Ya-Chuan
論文名稱:行動通信服務業關係結合對轉換成本與顧客忠誠影響之研究
論文名稱(外文):The Impact of Ralationship Bond on Switching Costs and Customer Loyalth in Moblie Telecommunication Service
指導教授:周文賢周文賢引用關係林婷鈴林婷鈴引用關係
指導教授(外文):Wayne S.ChowTing L. Lin
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:105
中文關鍵詞:關係行銷關係結合轉換成本顧客忠誠
外文關鍵詞:relationship marketingrelationship bondswitching costcustomer loyalty
相關次數:
  • 被引用被引用:7
  • 點閱點閱:184
  • 評分評分:
  • 下載下載:60
  • 收藏至我的研究室書目清單書目收藏:0
近年來台灣的行動電信服務產業已經達到飽和,且呈現競爭白熱化的現象。在這樣的市場特性下,關係行銷儼然已成為目前最成功的策略之一(Dibb and Meadows, 2001),廠商可藉由一種或數種連結,如財務性、社會性與結構性結合(Berry and Parasuraman, 1991),來建立其與顧客間的互動關係(Lin, Weng ,and Hsieh, 2003)。從過去的文獻中,可發現轉換成本會帶來顧客忠誠(如Ping, 1993; Feick, 2001; Jones, Mothersbaugh, and Beatty,2002…等),因為轉換成本的最大效益就是鎖住(lock in)效果,往往使得顧客不得不忠誠。但是轉換成本未必有益於顧客與企業之間的「長期」關係發展。

為了確保與顧客之間的長期關係發展,本研究從關係行銷的角度出發,企圖藉由關係行銷工具的運用,使顧客「自願地」增加轉換成本並使顧客產生依賴感;研究中企圖藉由關係行銷形成「具有期待性」的轉換成本,進而達到提升顧客忠誠的目的。所以,本研究以行動電信服務業為實證對象,來探討關係結合對轉換成本與顧客忠誠之影響效果。
Taiwan’s telecommunication service industry is saturated and fiercely competitive. Under this situation, relationship marketing has proven to be one of the most successful approaches (Dibb and Meadows, 2001). Business can build customer relationship by initiating one or several types of bonds, including financial, social and structural bonds (Berry and Parasuraman, 1991). In the switching costs literature, much has been written about switching costs have a positive impact on customer loyalty (Ping, 1993; Feick, 2001; Jones, Mothersbaugh, and Beatty, 2002).They believe that the beneficial result of switching cots is lock in effect which brings loyalty behavior. But the question is, is this good or bad for long-term relationship between customers and suppliers.
To ensure the long-term relationship development with customers, we turn to insights from relationship marketing. By making good use of relationship marketing tools, customers incrementally invest resources in the relationship and voluntarily increase its switching costs and dependence on the supplier. These anticipated high switching costs give raise to the customer loyalty. For this reason, this paper purposes to investigate mobile telephone market whether the use of relationship bonds influence various kinds of switching cost and the customer loyalty.
目次 i
表次 iii
圖次 vi
第一章 緒論 1
1.1研究背景 1
1.2研究動機 1
1.3研究目的 2
1.4研究範圍 3
1.5章節結構 3
第二章 文獻回顧 5
2.1顧客忠誠 5
2.2關係行銷 10
2.3 轉換成本 15
2.4 文獻彙整 23
第三章 研究方法 24
3.1研究架構 24
3.2變數定義 25
3.3研究假說 29
3.4問卷設計 33
3.5預試與問卷修正 35
3.6統計模式 41
3.7抽樣設計 49
第四章 實證分析 51
4.1樣本結構分析 51
4.2信度與效度分析 54
4.3模式檢定 55
4.4假說檢定 61
4.5總效果分析 62
4.6交叉分析 67
4.7小結 72
第五章 結論與建議 74
5.1研究發現 74
5.2策略意涵 75
5.3研究貢獻 76
5.4研究限制 77
5.5後續研究建議 77
參考文獻 79
中文部份 79
英文部分 80
網站部份 88
附錄A 90
附錄C 97
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