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研究生:張文邦
研究生(外文):Wen-Pang Chang
論文名稱:企業客戶資訊委外服務忠誠度之關鍵因素辨認
論文名稱(外文):Identify the Key Factor for Customer Loyalty of IT Outsourcing in existed Account
指導教授:周文賢周文賢引用關係
指導教授(外文):Wen-Shan Chou
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:93
中文關鍵詞:服務品質合夥關係創新價值顧客滿意顧客忠誠資訊委外服務
外文關鍵詞:Service QualityInnovation ValuePartnershipCustomer SatisfactionCustomer LoyaltyInformation Technology Outsourcing Services
相關次數:
  • 被引用被引用:4
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  • 收藏至我的研究室書目清單書目收藏:0
鑒於各行各業正面臨全球化與科技快速進步之競爭環境,所有產業都面臨空前的挑戰。同時隨著銷售環境的複雜,競爭日益激烈,企業想要在市場生存下來,就必須好好經營與顧客之間的關係行銷。所以,要如何與其企業客戶建立長期合夥關係,以確保其客戶之忠誠,進而創造企業長期穩固的業務發展,是企業在行銷策略上非常關鍵的成功要素。
資訊委外服務是必須建立在「合夥」、「信任」、「承諾」為主體的資訊服務產業,因此此研究乃以資訊委外服務為例,試圖從企業市場的客戶忠誠之關鍵因素辨認,來探究影響顧客滿意及忠誠的關鍵因素,並建立一種對企業客戶忠誠之關鍵因素辨認方法。
故有必要深入辨認企業客戶之忠誠,以確實掌握留住客戶;過去文獻多以探討消費市場之顧客忠誠為主,亦即重視的是消費性市場,而較少有探討辨認企業市場的客戶之忠誠關鍵因素,並以此辨認為依據,進一步確立行銷策略。
據此,本研究以台灣於資訊委外有豐富經驗的客戶為研究標的,探討企業客戶資訊委外忠誠之關鍵因素,並從「服務品質」、「創新價值」、「合夥關係」、「顧客滿意」以及「顧客忠誠」等五個構念描述影響忠誠的因素。
本研究將顧客忠誠做為顧客滿意建立之後的結果變數,並透過結構方程模式去找出「服務品質」、「創新價值」、「合夥關係」、「顧客滿意」以及「顧客忠誠」之間的關聯性,研究結果除了實證各假說之間的影響關係外,並進一步達成本研究之目的如下。
(1) 建立衡量既有企業客戶忠誠度之辨認模式。
(2) 找出客戶關係及忠誠的關鍵成功因素,以提出具體行銷策略。
In view of the fact that all the various trades and occupations are facing competition environment the globalization of and the technical fast progress, all industries all face the unprecedented challenge. Meanwhile along with sales environment complex, the competition is day by day intense, the enterprise wants in the market survival to get down, must manage and between customer's relational marketing well. Therefore, how has the business customer establishment to form a partnership to relate for a long time, guarantees loyalty its customer, then the creation business long-term stable service development, is the business in the marketing strategy the extremely essential successful factor.
The Information Outsourcing service is must establish in “partnership”, “the trust”, “promise” serves the industry. Therefore this research is take the information outsourcing service as an example, attempts from the business market customer loyal key aspect identification, inquired into affects the customer satisfactory and the loyal key aspect, and establishes one kind to the business customer loyal key aspect identification method.
Therefore has loyalty the necessity thorough identification business customer, by grasps truly retains the customer. In the past the literature many discussed customer of the consumer loyally primarily, i.e. takes is the consumption market, but little has the discussion identification business customer the loyal key aspect, and takes this identification as the basis, further establishes the marketing strategy.
According to the above, this research has the rich experience customer take the domestic market to the information outsourcing service as the research sign, to discussion business customer information outsourcing loyal key aspect, and from “the service quality”, “the innovation value”, “the partnership”, “the customer satisfaction” as well as “the customer loyalty” and so on five constructions to read the description influence loyal factor.
This research is loyally the customer satisfies after the customer the establishment the result variable, and penetrates the structure equation pattern to discover “the service quality”, “the innovation value”, “the partnership”, “the customer satisfaction” as well as “the customer loyalty” the between relatedness. The findings besides the real diagnosis various hypotheses between influence relations, and further reach goal of the research, as follows states.
(1) Establishes one kind of an existed business customer in the weight loyalty application of identification pattern.
(2) Discovers the customer relations and the loyal key success factor, proposes the concrete marketing strategy.
目次
目次..................................................Ⅰ
表次..................................................Ⅲ
圖次..................................................Ⅴ
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 2
1.4研究範圍 3
1.5研究流程 3
第二章 文獻回顧 5
2.1合夥關係 5
2.2 服務品質 11
2.3 創新價值 16
2.4 顧客滿意 20
2.5 顧客忠誠 23
2.6 資訊委外服務 27
2.7 文獻彙總 32
第三章 研究方法 34
3.1研究架構 34
3.2變數定義 36
3.3統計模式 38
3.4研究假說 53
3.5問卷設計 55
3.6抽樣設計 56
第四章 實證分析 58
4.1樣本結構 58
4.2信度與效度分析 60
4.3模式品質評估 62
4.4假說檢定 67

4.5效果分析 68
4.6顧客滿意與忠誠輪廓分析 70
4.7小結 71
第五章 結論與建議 72
5.1研究發現 72
5.2策略涵義 73
5.3研究貢獻 74
5.4研究限制 75
5.5後續研究建議 75
參考文獻 77
中文部份 77
英文部份 78
網路部份 90
附錄 91
客戶滿意度調查問卷 91
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