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研究生:劉居盈
研究生(外文):LIU CHU YING
論文名稱:涉入程度、顧客滿意度與品牌忠誠度之相關性研究--以空調冷氣機為例
論文名稱(外文):A Study of Relationship among Involvement、Customer atisfaction and Loyalty--Air conditioner Industry
指導教授:賴明材賴明材引用關係
學位類別:碩士
校院名稱:南台科技大學
系所名稱:高階主管企管碩士班
學門:商業及管理學門
學類:其他商業及管理學類
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:76
中文關鍵詞:涉入程度顧客滿意度品牌忠誠度冷氣機產業
外文關鍵詞:InvolvementCustomer satisfactionLoyalty of brand
相關次數:
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  • 下載下載:464
  • 收藏至我的研究室書目清單書目收藏:15
自從台灣於91年(2002年)正式加入國際世界貿易組織(WTO)以後,冷氣機市場重新洗牌,國產冷氣機面臨空前未有的競爭壓力。台灣的冷氣機市場相較於其他國家地區,市場規模小、品牌機種多、價格破壞嚴重、促銷活動多樣化。國產冷氣機廠商的經營原已十分艱困,又要面對平行輸入的競爭與壓力,真是雪上加霜。

然而,品牌忠誠度一直是品牌資產的核心價值;對企業而言,品牌價值的產生來自顧客對該品牌忠誠的表現;而建立品牌忠誠度,讓購買者喜愛、認同甚至忠於該品牌,一直是各企業行銷人員持續努力的目標;更重要的是,通常一個企業的主要利潤也都來自於對該品牌忠誠的顧客。所以,本研究之主要目的在於探討涉入程度、顧客滿意度與品牌忠誠度的關聯性,並以問卷之方式針對冷氣機者消費者來進行調查,收集資料進行證實研究。經由分析後得出下述結論:

一、顧客滿意度之製造品質與售後服務、售前服務及按裝時服務品質、產品性能與品牌忠誠度呈現高度正相關。
二、品牌形象與媒體傳播及相關知識之涉入度,在某一程度上還是會影響品牌忠誠度,可能會降低您(妳)的正面口碑以及推薦意願和再購意願。
三、顧客滿意度對品牌忠誠度之影響,高於涉入度對品牌忠誠度之影響。
Since Taiwan joined WTO in 2002, the markets of Air conditioners have been re-ranked, and domestic air conditioners are facing unexampled competition pressures. Comparing with markets in other countries, market of air conditioners in Taiwan has following characters: smaller market scale, great brand diversity, severe price war, and diversiform promotion activities. In addition to the tough condition mentioned above, the competition and pressure from imported air conditioners makes it even tougher for domestic air conditioner industry to survive.

Loyalty to brand is always of great account to brand value; that is, for companies, brand value is based on expression of customer’s brand loyalty. Moreover, establishing brand loyalty, making consumers love, agree with and loyal to the brand is the final goal that every salesman works for. Most important of all, the main profit of a company often comes from customers who are loyal to brand. Therefore, this research will probe into the correlation between involvement, customer satisfaction and brand loyalty. Questionnaires filled by air conditioner consumers will be collected as research data and analyzed.
After analyzing, we made the following conclusions,
1.It shows high degree of positive correlation between customer satisfaction of product quality and after-care service, the quality of sells service and installation service, product functions and brand loyalty.
2.Involvement of brand image, media, and relating knowledge will influence brand loyalty to some degree, and might decrease the reputation, introduction, and re-purchase wills.
3.Influence of customer satisfaction is higher than that of involvement to brand loyalty.
中文摘要…………………………………………….……………………..i
英文摘要………………………………………………..………..………...ii
誌謝詞………………………………………………….…………………iii
目錄………………………………….………………………..………………..v
表目錄………………………..………………………………………………... vi
圖目錄……………………………………………..……………………………... vii
第壹章 緒論….…………………………............……………………………….1
第一節 研究背景與動機…………….…………………………….………………1
第二節 研究目的…………………………..………...…………………………….3
第三節 研究流程………….…………………….…………………………….4
第貳章 文獻探討………………………………………….…………………………….6
第一節 涉入度………………………………….……………………………….6
第二節 顧客滿意度之相關文獻探討…………………………………………. ..13
第三節 顧客/品牌忠誠度之探討………….………………………………..…16
第四節 涉入程度、顧客滿意度與顧客忠誠度之關連性探討.............................19
第參章 研究方法……………………………………………………………………....25
第一節 研究架構及其假設……………………………….…………………....25
第二節 調查對象及其特性…………………….………….………………....27
第三節 問卷內容………………………………………….…………………....28
第四節 研究構面之因素分析……………………………...……….…………....31
第肆章 資料分析與結果……………………………………………………………37
第一節 各構面敘述性統計分析………………………………………………....37
第二節 基本資料對各構面之影響………………………………………………42
第三節 迴歸分析……………………………………….……………………....48
第四節 典型相關分析……………………………………………………………53
第五章 結論與建議……………………………………………………………....59
第一節 研究結果與理論發現之彙整…………………………………………....59
第二節 實務上之建議………………………………….……………………....62
第三節 研究限制與未來研究建議……………………….…..…………..……64
參考文獻………………………………………………………………..……………….66
中文部份……………………………….………………………………………...….66
英文部份…………………………..…………………………………………..….….68
附錄一:問卷調查資料…………………………….……………..………………….….74


表目錄

表2-1 涉入度的概念化定義………………………………..……………………………7
表2-2 各學者對顧客滿意之定義………………………….…………………….……..14
表2-3 各學者對顧客忠誠之定義…………….……………………………………...…18
表2-4 各學者對滿意度與忠誠度相關文獻摘要表…………………….………...……22
表3-1各項人口統計資料一覽表…….……………………….. …………..……...……28
表3-2顧客滿意度構面題目一覽表………………………….. …………..……...……29
表3-3涉入程度構面題目一覽表………………………..…………..…………..……30
表3-4品牌忠誠度構面題目一覽表….………………………..…………..………...…30
表3-5 顧客滿意度量表之因素分析………………………..…………..………..….33
表3-6 涉入程度量表之因素分析………………..…………..………………...……35
表3-7 忠誠度量表之因素分析…………………..…………..………………...……36
表4-1 人口敘述統計一覽表…………………..…………..………………………...39
表4-2 涉入程度之敘述統計一覽表……………..…………..…………………….…...40
表4-3 顧客滿意度之敘述統計一覽表……………………..…………..……………...41
表4-4 顧客忠誠度之敘述統計一覽表...……….. …………..…....................................42
表4-5性別對涉入程度、顧客滿意度、品牌忠誠度傾向之差異性分析....………....43
表4-6 年齡對涉入程度、顧客滿意度、品牌忠誠度傾向之差異性分析.......................44
表4-7 教育程度對涉入程度、顧客滿意度、品牌忠誠度傾向之差異性分析.....…...45
表4-8 每月所得對涉入程度、顧客滿意度、品牌忠誠度傾向之差異性分析...............46
表4-9 購買意願對涉入程度、顧客滿意度、品牌忠誠度傾向之差異性分析...............47
表4-10 顧客滿意度與品牌忠誠度之回歸分析.......…...………....................................49
表4-11 涉入程度與品牌忠誠度之回歸分析............…...……………...........................50
表4-12涉入程度與顧客滿意度之回歸分析………………....….………......................52
表4-13涉入程度、顧客滿意度與品牌忠誠度之回歸分析........…………............….....53
表4-14顧客滿意度與忠誠度之典型相關整體模式評估一覽表....…….…………......54
表4-15涉入程度與忠誠度之典型相關整體模式評估一覽表..….….......….................55
表4-16涉入度與顧客滿意度之典型相關整體模式評估一覽表..............….…............57
表5-1 研究假設驗證結果彙整......…………..................................................................61


圖目錄
圖1-1本研究之研究流程圖.........…………............................................ ... 5
圖2-1產品涉入程度對不同產品置入下記憶程度之影響……………………12
圖2-2 期望不一致理論…………………..……………………………..………………15
圖3-1 研究架構………………………..………………………………..………………26
圖4-1 顧客滿意度與品牌忠誠度之典型相關路徑圖…………………….....………55
圖4-2涉入程度與品牌忠誠度之典型相關路徑圖………….………….……..56
圖4-3涉入程度與顧客滿意度之典型相關路徑圖……………...……...58
中文部分
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2.蔡季綾【2005】,「產品置入型態與置入效果品牌態度堅關係之研究-以產品涉入度與年齡為干擾變數」,國立成功大學國際企業研究所碩士論文。
3.曹君逸【2005】,「雜誌置入式行銷效果研究-閱聽人涉入度和置入情境適切性之探討」,世新大學傳播研究所碩士論文。
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8 李榮華【2005】,「網咖消費者顧客滿意度、涉入程度與忠誠度關係之研究-國軍官士兵為例」大葉大學國際企業管理學系碩士在職專班論文。
9.黃紹甄【2004】,「顧客參與生產,歸因理論,涉入程度與顧客滿意相關之研究」,大葉大學事業經營研究所碩士論文。
10.林衢良【2004】,「大學生撞球參與者撞球場館滿意度'涉入程度與忠誠度之關係研究」,國立體育學院體育研究所碩士論文。
11.邱瑋俊【2004】,「產品涉入與品牌購買忠誠度之關聯性研究」,淡江大學管理科學研究所碩士論文。
12.涂靜婷【2004】,「磁光科爾效應對Ni(100)及Ni/Pt(111)薄膜的觀測」,國立臺灣師範大學物理學系研究所碩士論文。
13.王仁宏【2005】,「以體驗行銷與涉入程度探討顧客滿意度與顧客忠誠度-以台中市運動休閒健康俱樂部為例 」,嶺東科技大學/國際企業研究所碩士論文。
14.葉承澤【2005】,「產險業顧客滿意與忠誠度之研究-以汽車保險為例」,銘傳大學/風險管理與保險學系碩士在職專班論文。
15.魏信香【2006】,「兒童美語機構行銷滿意度對顧客忠誠度之研究」,國立台北大學企業管理學系研究所碩士論文。
16.李慧群【2006】,「關係行銷、顧客滿意與顧客忠誠度關係之研究-以資料庫軟體業為例」,樹德科技大學資訊管理研究所碩士論文。
17.胡雅斌【2006】,「產品品質/附加價值、顧客滿意度與顧客忠誠度對再購意願影響之研究 ─以行動電腦產品為例」,中原大學/企業管理研究所碩士論文。
18.王振明【2006】,「運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係-以桃園縣加油站為例」,國立東華大學企業管理學系研究所碩士論文。
19.江明樺【2005】,「旅行社從業人員涉入程度、滿意度與再購意願關係之研究 - 以旅遊網站為例」,朝陽科技大學休閒事業管理系研究所碩士論文。
20.鍾瑄容【2005】,「涉入程度、顧客滿意度與忠誠度關係之研究─以網路商店類型及顧客關係結合類型分析 」,中原大學企業管理研究所碩士論文。

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