(3.237.97.64) 您好!臺灣時間:2021/03/05 02:22
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:鄭清智
研究生(外文):Cheng Ching-Chih
論文名稱:顧客形象與商品形象的一致性對顧客滿意度影響之研究
論文名稱(外文):The Research of the Consistency of Customer Imagination and Commodity Imagination Influence to the Customer Satisfaction
指導教授:洪朝陽洪朝陽引用關係
指導教授(外文):Hung Chao-Yang
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所碩士在職專班
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:2008
畢業學年度:96
語文別:中文
論文頁數:95
中文關鍵詞:顧客形象商品形象顧客滿意度
外文關鍵詞:customer imagemerchandise imagecustomer satisfaction
相關次數:
  • 被引用被引用:2
  • 點閱點閱:228
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
本研究主要是探討顧客形象、商品形象與顧客滿意度之影響,並且納入人口變數當作控制變數,進一步探討顧客形象、商品形象對顧客滿意度的影響關係。本研究有以下的結論:
一、對購買豪宅的消費者本身而言,他們很在意自我的形象與要求;並且當他們在購買商品的時候,相對的在商品形象的部分也是很在意。當他們對自我形象和商品形象給予很高的評價的時候,對購買該產品能得到不錯的顧客滿意度。當消費者對於自我的評價不高,並且在商品形象上也無法給予較高的肯定,此時消費者可能因為顧客形象低與商品形象低的影響,則對顧客滿意度相對的感受較低,這個族群的客層推測是比較具有挑剔心態。
二、在性別差異上,男性消費者比女性更在意顧客形象與商品形象;而在顧客滿意度方面,女性似乎比男性較容易擁有不錯的顧客滿意度。除此之外,學歷、家庭型態、家庭平均月收入等有顯著的差異關係。消費者的學歷是大學或研究所以上的消費者,擁有較高的顧客滿意度;薪資在10-15萬元的消費者,其對於顧客滿意度是比其他薪資的人要高。
The main topic of this research is to discuss the influence of customer image, commodity image, and customer satisfaction. It also involves the population change as controllable change, then discuss the influence between trust relationship and customer satisfaction.. After statistics analysis, we have discovered as below :
1. To who purchase luxury property, they are very care self image and standard.When they purchase commodity, they also care about commodity image as well.As they have good reputation to self image and commodity image, to purchase this product have high evaluation to customer satisfaction. When consumers of self evaluation are not high, it could not have positive to put commodity image for higher position. While consumers have influence of low customer satisfaction and commodity image, this group of customers are belonging who have critical attitude .
2. At gender discrepancy, male consumers are more concern about customer satisfaction and commodity image than female consumers. While customer satisfaction, female are more satisfied than male. Beside this, education, family style, family monthly income have obvious discrepancy. It shows consumers education are university, graduate or above who have higher customer satisfaction. The consumers salary at NT100,000-150,000/M are also have higher customer satisfaction than others.
中文摘要 ...................... iii
英文摘要 ...................... vi
誌謝辭  ...................... v
內容目錄 ...................... vi
表目錄  ...................... viii
圖目錄  ...................... ix
第一章  緒論.................... 1
  第一節  研究背景與動機............. 1
  第二節  研究目的................ 2
第二章  文獻探討.................. 4
  第一節  建築業之豪宅分析............ 4
  第二節  形象與定位............... 8
  第三節  一致性的意義.............. 25
  第四節  顧客滿意度............... 26
第三章  研究設計.................. 35
  第一節  研究架構................ 35
  第二節  變數之概念性定義............ 36
  第三節  問卷設計與結構............. 37
  第四節  研究母體與抽樣設計........... 41
  第五節  統計分析方法.............. 41
第四章  研究結果與分析............... 45
  第一節  描述性統計分析............. 45
  第二節  問卷效度分析.............. 48
  第三節  信度分析................ 54
  第四節  相關分析................ 54
  第五節  人口變數的t檢定與單因子變異數分析... 57
  第六節  交互作用迴歸分析............ 60
第五章  結論與建議.................. 62
第一節  結論.................. 62
第二節  研究建議................ 64
第三節  研究限制................ 65
參考文獻 ....................... 66
附錄A 問卷.................... 82
一、中文部份

王淑慧(1998),產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響,國立成功大學企業管理學系未出版之碩士論文。

王淑慧(2003),警察形象認知及行銷策略之研究,行政暨政策學報, 37(12),97-36。

李明奘,朱慧寬合編(1999),臺灣地區房地產產業年鑑,臺北:行義文化。

李采洪(2001),大直重劃區豪宅夢醒,商業周刊,731,37-41。

李宗勳(2002),社會資本與社區安全的關聯與發展,中央警察大學警政學報,39,13-44。

李定家(2000),網路購物之降低風險策略研究,國立中央大學資訊管理學系未出版之碩士論文。

吳蕙芬(1999),候選人形象研究:以83 年與87 年臺北市長候選人陳水扁為例,國立政治大學新聞研究所未出版之碩士論文。

沈益宏(2004),探索臺灣地區企業界服務顧客滿意度整合分析研究執行之問題,私立大葉大學事業經營研究所未出版之碩士論文。

林潤華(2003),象徵地景商品化過程中地方性之生產-以臺北市信義計畫區之豪宅為例,國立臺灣大學地理環境資源學系未出版之碩士論文。

林潤華,周素卿(2005),「臺北信義豪宅」及其生產集團-信義計畫區高級住宅社區之生產者分析,地理學報,40,17-43。

林叔娥(2003) ,顧客滿意度與忠誠度之關聯性研究-以某驗證公司為例,私立中原大學工業工程系碩士學位未出版之論文。

邵正明(1990),購後滿意程度與再購行為之研究-以彩色電視機為例,國立政治大學企業管理研究所未出版之碩士論文。

周素卿(1997),都市政治與都市發展政策:以臺北市信義計畫區和南港經貿園區的發展為例(都市政治與都市政策對都市空間之形塑,第一年計畫),國科會專題研究報告。

周素卿(2003),全球化與新都心的發展:曼哈頓意象下的信義計畫區,地理學報,34,41-60。

周文賢(2002),多變量統計分析,臺北:智勝出版社。

邱皓政(2007),化研究與統計分析-SPSS中文視窗版資料分析範例解析,臺北:五南出版社。
徐怡芬(2004),產品族群的探討-比較Alfa Romeo 車隊與Audi車隊,國立中央大學企業管理研究所未出版之碩士論文。

陳木聯(2004),電業服務品質、社會責任、企業形象與顧客滿意度之相關性研究,私立南華大學管理科學研究所未出版之碩士論文。

陳信助(2000),候選人形象研究:以兩千年總統大選候選人 連戰、宋楚瑜、陳水扁為例,私立淡江大學大眾傳播研究所未出版之碩士論文。

陳昱達(2006),消費者生活型態、產品涉入程度、品牌個性對知覺品牌奢侈之影響,國立成功大學企業管理研究所未出版之碩士論文。

張嘉健(2005),國軍主計部門顧客滿意度之研究,私立大葉大學國際企業管理學系碩士班未出版之碩士論文。

張煒嵩(2005),顧客滿意度分析決策支援系統建立之研究,私立大葉大學工業工程與科技管理學系碩士班未出版之碩士論文。

張銘純(2002),品牌策略、組織系絡性變數、組織設計策略與品牌權益關係之研究,私立中原大學企業管理學系未出版之碩士學位論文。

許藝靜(2000),國軍形象之研究—以九二一地震國軍協助救災為例,國立政治作戰學校新聞研究所未出版之碩士論文。

陽明山國家公園(2003)【線上資料】,來源:http://www.ymsnp.gov.tw [07 July 2003]。

黃俊英(1985),行銷研究-管理與技術,臺北:華泰書局。

黃錫源(2005),服務品質與品牌形象對顧客滿意度影響之研究-以大陸消費者為例,私立大葉大學國際企業管理學系碩士班未出版之碩士論文。

楊清編(1985),簡明心理學辭典,吉林:吉林人民出版社。

楊錦州(2001),顧客服務創新價值,臺北,中衛發展中心出版。

楊聰林(2005),顧客滿意與顧客忠誠之實證研究-以臺灣某一物流公司為例,私立朝陽科技大學工業工程與管理系未出版之碩士論文。

臺北市都市發展局(1980),臺北市都市計劃說明書,臺北:臺北市政府。

臺北市都市發展局(1994),修訂信義計畫地區細部計畫(通盤檢討)案,臺北:臺北市政府。

臺北市都市發展局(2000),臺北市都市計劃說明書:信義計劃區第二次通盤檢討,臺北:臺北市政府。
臺北市都市發展局(2004),臺北市產業軸帶規劃案-打造「臺北內湖科技園區」、「基隆河大小彎新生地」及「南港經貿園區」為產業發展軸心,臺北:臺北市政府。

臧家宜(2001),臺灣第三代豪宅大搜密【線上資料】,商業時代,33。 來源:http://magazines.sina.com.tw/businesstimes [01.April 2002]。

潘國華(1998),總統候選人形象研究:以1996 年總統直選為例,國立政治大學新聞研究所未出版之碩士論文。

羅燦煐(1982),記者形象及關聯因素之研究,國立政治大學新聞研究所未出版之碩士論文。

辭源修訂組編(1990),辭源,臺北:遠流出版社。

顧萱萱,郭建志(2001)譯,(Leon G.Schiffman.原著),消費者行為,臺北:學富文化事業有限公司。

二、英文部份

Assael, H. (1987). Consumer Behavior and Marketing Action. Boston, Massachusetts: PWS-KENT Publishing Company

Aaker, D. A., & Managing, B. E. (1991). A ivision of Simonand Schuster. N.Y. Free Press

Aaker, J. L. (1997). Dimension of brand personality. Journal of Marketing Research, 34(August), 347-356.

Aronson, E., & Merrill Carlsmith, J. (1963). Some hedonic consequences of the confirmation and disconfirmation of expectancies. Journal of Abnormal and Social Psychology, 66 (February), 151-156.

Parasurama, A., Valarie, A., Zeithaml, & Leonard L. B. (1996). Reassessment of expectation as a comparison standard in measuring service quality: Implications for future research. Journal of Marketing, 58, 111-124.

Boulding. K. E. (1956). The Image, Life And Society. Ann Arbor: University of Michigan Press.

Bassett, K., & Short, J. R. (1980). Housing and Residential Structure: Alternative Approaches. London: Routledge & Kegan Paul.

Bellizzi, J. A., Krueckeberg, H. F., Hamilton, J. R., & Martin, W. S. (1981). Consumer perceptions of national, private, and generic brands. Journal of Retailing, 57(4), 56-70.

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(September), 139-168.

Batra, R., Lehmann, D. R., & Singh, D. (1993). Brand Equity and Advertising, Hillsdale. NJ: Lawrence Erlbaum Associates.

Churchill, G. A., & Carol, S., (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.

Cardozo, R. M. (1965). An experimental study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2(3), 244-249.

Czepiel, P., & Rosenberg, J. E. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(2), 23-25.

Chernatony, L. D., & McWilliam, G. (1989). Branding terminology: The real debate. Marketing Intelligence and Planning, 7(Jul/Aug), 29-32.

Czepiel, J. A. (1974). Perspective on consumer satisfaction. AMA Conference Proceedings. 119-123.

Cambridge, H. K. H. (1977). MA: Marketing Science Institute. CS/D - Overview and Future Research Direction in Conceptualization and Measuring of Customer Satisfaction and Dissatisfaction.

Dodds, W. B., Monrose, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyer’s product evaluations. Journal of Marketing Research, 28(3), 307-319

Dowling, G. R. (1986). Managing your corporate image. Industrial Marketing Management, 15(2), 109-115

Day, R. L., (1984). Modeling choices among alternative responses to dissatisfaction. In Advances in Consumer Research, 11(1), 496-499.

Day, R. L. (1997). Extending the concept of consumer satisfaction. Atlanta: Association for Consumer Research, 4, 149-154.

Fainstein, S. (1994). The city builders: Property, Politics & Planning in London and New York. Oxford: Blackwell.

Festinger, L. (1957). A theory of cognition dissonance, stanford. Calif: Stanford University Press.

Fornell, Claes (1992). A national customer satisfaction barometer:The swedish experience. Journal of Marketing, 56(January), 6-21.

Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10(4), 398-409.

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.

Hahm, J., Chu, W., & Yoon, J. W. (1997). A strategic approach to customer satisfaction in the telecommunication service market. Computers Industrial Engineering, 33(3-4), 825-828.

Haila, A. (1997). The neglected builder of global cities. In: Källtorp, O. (ed.) Power Struggle in the City, Aldershot, UK: Ashgate, 51-64.

Harvey, D. (1989). The urban experience. Baltimore: Johns Hopkins University Press.

Helson, H. (1964). Adaptation-Level Theory. New York: Harper and Row.

Herbert, D. T., & Johnston, R. J. (eds.) (1978). Social Areas in Cities: Processes, Patterns, and Problems. New York: Wiley.

Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. The conceptualization and measurement of consumer satisfaction and dissatisfaction. H. Keith Hunt (ed.). Cambridge. MA: Marketing Science Institute, 7-9.

Heskett et al. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-172.

Hovland, C. I., Harvey, O. J., & Sherif, M. (1957). Assimilation and contrast effects in reactions to communication and attitude change. Journal of Abnormal and Social Psychology, 55(July), 244-252

Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15( May), 250-260.

Kolter, P. (2003). Marketing Management, 11th ed. Prentice-Hall Inc., Upper Saddle River, NJ.

Knox, P. (1987) Urban Social Geography: An Introduction, 2nd ed. Harlow, Essex, England: Longman Scientific & Technical.

Kotler, P., Haider, D., & Rein, I. (1994). There’s no place like our place! Public Management, 76(2), 15-21.

Keller, K. L. (1998), Strategic brand management: Building, measuring , and managing brand equity. Upper Saddle River. NJ: Prentice-Hall.

Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing, 57(January), 1-22.
Keegan W. J., Moriarty, S. E., & Duncan, T. R. (1991). Marketing. Prentice Hall, Inc., Englewood Cliffs, NJ, 226-660.

Kamins, M. A., & Marks, L. J. (1991). The perception of kosher as a third partycertification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19(3), 177-185

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), 1-22.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), 1-22.

Keaveney, S. M. (1995). Customer switching behavior in service. Industries: An exploratory study. Journal of Marketing, 59(April), 71-82

Merrill C. J. (1962). The image of the united states in ten mexican dailies. Journalism Quarterly, 39(spring), 203-209.

Miller, J. A. (1997). Exploring satisfaction, modifying models, elicing expectations, posing problems and making meaningful measurements, conceptualization and measurement of consumer satisfaction and dissatisfaction, H. Keith Hunt, ed., Cambridge, MA: Marketing Science Institute. 72-91.

Muller, W. (1991). Gaining competitive advantage through customer satisfaction. European Management Journal. 9(2), 201-221.

Nimmo, D., & Savage, R. L., (1976). Candidates and their images. California: Goodyear Publishing Co.

Nagashima, A. (1970). A comparison of japanese and U. S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74.

Oliver, R. L. (1993). Cognitive, Affective and Attribute Bases of the Satisfaction Response, Journal of Consumer Research, 20(December), 418-430

Onkvisit, S., & John S. (1987). Self concept and image congruence:: Some reseach and managerial implications. Journal of Consumer Marketing, 3(Winter), 13-24.

Oliver, R. L., & Desarbo, W. S. (1988). Response determinants in satisfaction judgment. Journal of Consumer Research, 14(March), 495-507.

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing research, 17(November), 460-469.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57(3), 25-48.

Ostrom, A., & Lacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 31-46.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail setting. Journal of Retailing, 57(3), 25-48.

Parasuraman, A., Zeithaml, Valarie. A., & Leonard, Berry. L. (1994). The behavioral consequences of service quality. Journal of Marketing, 58(1), 111-124.

Park, C. W., Millberg, S., & Lawson, R. (1991). Evaluation of brand extensions :The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(September), 185-193.

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept image management. Journal of Marketing, 50(October), 135-45.

Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(October), 145-165

Plummer, J. T. (1974). The concept and application of life style segmentation. Journal of Marketing, 38(1), 33.

Plummer, J. T. (1985). Brand personality: A strategic concept for multinational advertising, In Marketing Educators, Conference. New York: Young & Rubicam, 1-31.

Reynolds, W. H., (1965). The role of the consumer in image building. California Management Review, 7(3), 69-76.

Ranaweera, C., Prabhu J. (2003). Journal of Targeting. Measurement and analysis for marketing. London.

Richins, Marcia L. (1983). Negative word of mouth by dissatisfied consumers. Journal of Marketing, 47(Winter), 68-78.

Selnes, Fred (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.

Sirgy, Joseph (1982). Self conecpt in consumer behavior: A critical review. Journal of Consumer Research, 9(Dec), 287-300.

Thrift, N., & Williams, P., (eds.)(1987). Class and Space: The Making of Urban Society. London: Routledge & Kegan Paul.

Thakor M. V., & Katsanis, L. P. (1997). A model of brand and country effects on quality dimensions: Issues and implications. Journal of International Consumer Marketing, 9(3), 79-100.

Tse, D. K., & Wilton, P. C. (1988). Models of consumer datisfaction formation: An extension. Journal of Marketing Research, 25(May), 204-212.

Kinnear, T. C. (1984). ed. Provo, UT: Association for Consumer Research. 496-499.

Woodside, A. G. F., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Care Marketing, 9(4), 5-7.

Glenn, W. C. (1974). Consumer Behavior: Theory and Practice. Richard D. Irwin Inc.

Wells, W. D., & Tigert, D. J. (1971). Activities interest opinions. Journal of Advertising Research, 12(5), 27-35.

Wind, & Green, (1974). Some Conceptual, Measurement, and Analytical Problems in Life Style Research, Life Style and Psychographics, 122.

Wylie, R. C. (1961). The self concept: A Critical Survey of Pertinent Research Literature, University of Nebraska. Lincoln, NB.

Weiner, B., Ruaaell, D., & Lerman, D. (1978). The cognition-emotion process in achievement-related contexts, Journal of Personality and Social Psychology, 37(July), 1211-1220.

Zeithaml, Valarie A., & Mary Jo Bitner (1996). Service Marketing. Mcgraw Hill International Editions.

Zinkham, G. M., & Hong, J. W. (1991). Self concept and advertising effectiveness: A conceptual model of congruency, co nspicuousness, and response mode, in Holman, R. H. and Solomon, M. R. (Eds). Advances in Consumer Research, 18, 348-54. Association for Consumer Research, Provo, UT.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 黃台心(民86),「台灣地區本國銀行成本效率之實證研究-隨機邊界模型之研究」,人文及社會科學集刊,第9卷第1期,82-123頁。
2. 邱永和、陳玉涓(民93),「銀行效率與獨占力之評估」,亞太經濟管理評論,8:1,49-65頁。
3. 沈大白、黃追(民93),「簡介COSO之企業風險管理(草案)及BIS之作業風險管理暨監督準則」,管理會計,67,41-62頁
4. 鄭秀玲,周群新(民87),「調整風險後之銀行效率分析-台灣銀行業實證研 究」,經濟論文叢刊,26:3,337-366頁。
5. 鄭秀玲、劉育碩(民89),「銀行規模、多角化程度與經營效率分析:資料包絡法之應用」,人文及社會科學集刊,12:1,103-148頁。
6. 鄭政秉、莊桓勛(民94),「中國大陸銀行業經營績效之研究--隨機邊界分析法之應用」,遠景基金會季刊,6:3,137-174頁。
7. 歐陽遠芬、陳碧綉(民90),「銀行的購併與經營績效--規模經濟、範疇經濟與效率之分析」,臺灣銀行季刊,52:3,1-18頁。
8. 王淑慧(2003),警察形象認知及行銷策略之研究,行政暨政策學報, 37(12),97-36。
9. 李采洪(2001),大直重劃區豪宅夢醒,商業周刊,731,37-41。
10. 林潤華,周素卿(2005),「臺北信義豪宅」及其生產集團-信義計畫區高級住宅社區之生產者分析,地理學報,40,17-43。
11. 周素卿(2003),全球化與新都心的發展:曼哈頓意象下的信義計畫區,地理學報,34,41-60。
 
系統版面圖檔 系統版面圖檔