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研究生:賴文儀
研究生(外文):Wen-yi Lai
論文名稱:使用計畫型行為理論探討顧客轉換行為-以旅行社為例
論文名稱(外文):Using the Theory of Planned Behavior to Explain Customers Switch Behavior: A Case of Travel Agencies
指導教授:蘇宏仁蘇宏仁引用關係何雍慶何雍慶引用關係
指導教授(外文):Hung-jen SuYung-ching Ho
學位類別:博士
校院名稱:國立中正大學
系所名稱:企業管理所
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:2008
畢業學年度:96
語文別:英文
論文頁數:121
中文關鍵詞:旅行社服務提供者轉換計畫性行為理論
外文關鍵詞:travel agenciesservice provider switchingTheory of planned behavior
相關次數:
  • 被引用被引用:4
  • 點閱點閱:362
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
網路時代的來臨,顧客忠誠度常在顧客的滑鼠中滑過。顧客的轉換不論在市場佔有率或獲利上均有嚴重的影響。更糟的,不滿意的顧客更是經常散播負面的口碑。逐漸遞減的顧客忠誠度使得顧客維持成為非常重要的議題。為了維持目前的顧客,公司必須了解顧客為什麼轉換。
本研究的目的在探索影響顧客轉換旅行社的因素,包含了轉換成本、對轉換的態度、和主觀規範等。本文使用計畫型行為理論探討顧客轉換的原因。此研究另一研究目的是幫助學術界和實務界從顧客的觀點來了解服務的轉換。
透過文獻探討,產生三大類變數。其中,知覺行為控制包含了知覺轉換成本與顧客知識;服務品質是對轉換態度的前因;主觀規範包含了口碑與網路口碑。
實證研究發現知覺轉換成本、服務品質、口碑與網路口碑分別與轉換意圖呈現負相關;顧客知識、對轉換的態度與轉換意圖呈現正相關,轉換的意圖與轉換態度呈現正相關。
依據研究結果,服務品質、口碑、網路口碑、知覺轉換成本、顧客知識、與對轉換的態度,的確在顧客轉換意圖上扮演重要的角色;顧客知識與轉換意圖,在顧客轉換行為上扮演重要的角色。
In this study, perceived behavior control is made up of perceived switching costs and customer knowledge. Service quality is antecedent of the attitude toward the switching. Subjective norm is made up of word of mouth and word of web.
The empirical study found perceived switching cost is negatively to the switching intention; customer knowledge is positively to the switching intention; service quality is negatively to the attitude toward switching; subjective norm is negatively to the switching intention; switching intention is positively to the switching behaviors.
Abstract I
Table of Contents III
List of Tables IV
List of Figures VI
Chapter 1 Introduction 1
1.1 Motivation and Background 1
1.2 Purpose 5
1.3 Contribution 6
Chapter 2 Literature Review 8
2.1 The Theory of Planned Behavior (TPB) 8
2.2 Perceived Behavior Control 11
2.3 Attitude toward the Switching 16
2.4 Subjective Norms 18
2.5 Travel Agencies 23
Chapter 3 Methodology 28
3.1 The Subject of Study 28
3.2 Procedures for the Development of “Knowledge” Scale 29
3.3 Hypotheses 32
3.4 Research Framework 47
3.5 Measurement 48
3.6 The Summary of Hypotheses 61
3.7 Pretest 63
3.8 Sampling and Data Collection 63


Chapter 4 Results 65
4.1 Sample Characteristics 65
4.2 The Customer Knowledge Scores 67
4.3 Descriptive Statistics 69
4.4 Reliability Analysis 72
4.5 Validity Analysis 76
4.6 Correlation of Constructs 86
4.7 Path Analysis 86
4.8 Results of Hypotheses Testing 88
Chapter 5 Conclusions 91
5.1 Conclusions 91
5.2 Theoretical Implication 97
5.3 Managerial Implication 98
5.4 Limitation and Future Directions 99
References 101
Appendix 116
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