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研究生:張韶靖
研究生(外文):Chang Shao-ching
論文名稱:顧客知覺價值對顧客忠誠度之影響-以關係行銷方式為干擾變數
論文名稱(外文):The Effect of relationship marketing on customer perceived value and customer loyalty
指導教授:楊台寧康傳林康傳林引用關係
指導教授(外文):Yang TainingKang Chuanlin
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:96
中文關鍵詞:顧客知覺價值關係行銷顧客忠誠度網際網路提供者忠誠度獨特性消費者
外文關鍵詞:customer perceived valuerelationship marketingcustomer loyaltymarketing
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由於現今網際網路科技之發達與普遍性,改變了顧客的行為模式及價值觀,由傳統的行銷被動接受者,轉變為行銷主動提供者。客製化的服務滿足顧客追求個人品味及獨特性的要求,市場上以顧客為主要導向的關係行銷提供消費者更多樣化的選擇,期望能提升顧客的消費滿意度,以建立長期的互惠關係。本研究主要以教育產業為研究對象,藉以探討在該產業中不同的關係行銷結合方式,所帶給顧客的知覺價值是否能奠立並維持顧客的忠誠度。
研究結果發現
一、顧客知覺價值對顧客忠誠度具有顯著之正向影響。
二、顧客知覺價值、關係行銷與顧客忠誠度之間具有顯著之正向影響。
The popularity and development of the Internet science and technology has influ-enced the behavior and values of consumers. The role of consumers has been changed from a passive market accepter to an active market provider. Customerized service and customer-oriented relationship marketing provide the consumers’ demand of quality as well as diversified choices of which ensure the consumption satisfaction and long-term mutually beneficial relationship.
This research aims to discuss if the educational marketing ways which perceived value brought to the customer can establish the customer loyalty of customers. (1) Cus-tomer perceived value is positively related to customer loyalty. (2)Customer perceived value and relationship marketing is positively related to customer loyalty.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xii
第一章  序論...................... 1
  第一節  研究背景與動機............... 1
  第二節  研究目的................. 2
  第三節  研究範圍................. 3
  第四節  研究步驟................. 4
第二章  文獻探討................. 6
  第一節  顧客知覺價值............. 6
  第二節  顧客忠誠度............... 13
  第三節  關係行銷................ 22
第三章  研究方法................. 32
  第一節  研究架構................. 32
  第二節  研究假說................ 33
  第三節  研究變數的操作性定義與衡量....... 36
  第四節  問卷設計............... 44
  第五節  樣本與抽樣方法............. 45
  第六節  資料分析方法............. 45
第四章  分析結果................. 47
  第一節  樣本資料之敍述性分析.......... 47
  第二節  信度與效度分析............. 50
  第三節  Pearson積差相關分析............. 52
  第四節  假設驗證................ 53
第五章  結論與建議................. 73
  第一節  研究結論................ 73
  第二節  行銷建議................ 77
  第三節  研究限制與後續研究建議.......... 79
參考文獻 ..................... 81
附錄  研究問卷.................. 93

表目錄
表2- 1 顧客知覺價值之定義.............. 7
表2- 2 顧客忠誠度之定義.............. 14
表2- 3 顧客忠誠度之衡量.............. 16
表2- 4 顧客忠誠度發展階段.............. 20
表2- 5 關係行銷定義.................. 22
表3- 1 顧客知覺價值之操作性定義........... 37
表3- 2 顧客知覺價值之衡量問項............ 38
表3- 3 顧客忠誠度之操作性定義............ 40
表3- 4 顧客忠誠度之衡量問項............. 41
表3- 5 關係行銷之操作性定義............. 42
表3- 6 關係行銷之衡量問項.............. 43
表4- 1 顧客基本資料................. 48
表4- 2 顧客知覺價值、忠誠度與關係行銷之Cronbach’s α係數 50
表4- 3 各變數之Pearson相關係數矩陣.......... 52
表4- 4 顧客知覺價值與顧客忠誠度之關係.......... 53
表4- 5 獲得效用與行為忠誠度之關係........... 54
表4- 6 獲得效用與態度忠誠度之關係........... 55
表4- 7 交易效用與行為忠誠度之關係........... 55
表4- 8 交易效用與態度忠誠度之關係........... 56
表4- 9 獲得效用與財務性結合對行為忠誠度之迴歸分析.... 57
表4-10 獲得效用與財務性結合對態度忠誠度之迴歸分析.... 59
表4-11 獲得效用與社交性結合對行為忠誠度之迴歸分析.... 60
表4-12 獲得效用與社交性結合對態度忠誠度之迴歸分析.... 61
表4-13 獲得效用與結構性結合對行為忠誠度之迴歸分析.... 63
表4-14 獲得效用與結構性結合對態度忠誠度之迴歸分析.... 64
表4-15 交易效用與財務性結合對行為忠誠度之迴歸分析.... 65
表4-16 交易效用與財務性結合對態度忠誠度之迴歸分析.... 67
表4-17 交易效用與社交性結合對行為忠誠度之迴歸分析.... 68
表4-18 交易效用與社交性結合對態度忠誠度之迴歸分析.... 69
表4-19 交易效用與結構性結合對行為忠誠度之迴歸分析.... 71
表4-20 交易效用與結構性結合對態度忠誠度之迴歸分析.... 72
表5- 1 研究假說檢定結果................ 73

圖目錄
圖 1-1 研究流程圖................. 5
圖 3-1 研究架構圖................. 33
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江美儀(2001),關係結合類型對顧客承諾影響之研究-網際網路資訊不對稱屬性下之分析,銘傳大學企管研究所未出版碩士論文。
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