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研究生:蔡雅蕙
研究生(外文):Yia-Huei Tsai
論文名稱:關係行銷之社會性連結與顧客忠誠度關係之研究
論文名稱(外文):Social Bonds and Customer Loyalty
指導教授:周建亨周建亨引用關係
指導教授(外文):Chien-Heng Chou
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
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:關係行銷社會性連結
外文關鍵詞:relationship marketingsocial bonds
相關次數:
  • 被引用被引用:2
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  • 評分評分:
  • 下載下載:157
  • 收藏至我的研究室書目清單書目收藏:2
關係行銷是與顧客建立穩固且長期的交易關係,為企業創造競爭優勢的重要行銷策略之一,因此,近年來關係行銷的議題受到企業界與學術界的重視。由於關係行銷的核心目標是與顧客建立強而有力的連結,既有之文獻發現建立關係連結能夠提高顧客之忠誠度,而社會性連結是以個人化的服務傳遞方式與顧客建立社交關係的方法,經由顧客與公司的實際互動,顧客會對公司提供的服務會產生信任,進而提高顧客之忠誠度。本研究之研究目的即在探討,企業是否透過社會性連結策略的運用,能有效地提高顧客之忠誠度(認知忠誠、情感忠誠、意圖忠誠、行為忠誠),以維持顧客的長期關係,達成企業長期獲利的目標。
本研究所分析之資料,是以銀行之顧客為樣本來源,利用結構式問卷對中國文化大學進修推廣部在職生以及商學院之學生採便利抽樣。本研究共發出370份問卷,有效問卷共266份。
研究結果顯示,社會性連結和顧客忠誠度四個構面(即認知、情感、意圖及行為忠誠)之關係,在控制相關的控制變數之可能影響下,分別與認知、情感、意圖忠誠皆呈顯著的正相關,支持本研究之研究假設;而與行為忠誠呈顯著負相關,與本研究之研究假設不符。最後,根據本研究之結果提出實務策略涵義以及後續之研究建議。
關鍵字:關係行銷(relationship marketing),關係連結(relationship bonds),社會性連結(social bonds),顧客忠誠度(customer loyalty)。
The relationship marketing is one of the important marketing strategy of building a stable and long term relationship with customers. Therefore, relationship marketing has been gaining greater attention from marketing scholars and practitioners. A key objective of relationship marketing is building strong bonds with customers. Existing literature shows that customer relationship is positively correlated with customer loyalty to the service firm. The purpose of this study is to investigate whether or not we can increase the level of customer loylaty (cognitive loyalty, affective loyalty, conative loy-alty, and action loyalty) through social bonds, an importment approach to build cus-tomer relationship.
The data source of this study is the customers of banking industry. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed and valid questionnaires were returned.
The results show that social bonds is positively and significantly correlated with cognitive loyalty, affective loyalty, and conative loyalty, supporting our hypotheses. However, social bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. The theoretical and practical implications of this study and future research suggestions are discussed.
第一章 緒論...................
  第一節  研究背景與問題............
  第二節  研究目的...............
第三節 研究觀念性架構............
第四節 研究範圍與限制............
第二章  文獻探討.................
  第一節  顧客忠誠度...............
  第二節  關係連結...............
  第三節  研究假設...............
第三章  研究方法.................
  第一節  抽樣設計...............
  第二節  變數操作性定義與問卷設計.......
  第三節  樣本結構...............
  第四節  資料分析方法.............
第四章 資料分析.................
第一節 研究變數信度之分析..........
  第二節  研究變數之簡單相關係數分析......
第三節 假設檢定...............
第五章  結論與建議................
第一節 結論.................
第二節 策略涵意...............
  第三節  研究建議...............
參考文獻 .....................
附錄 問卷....................
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