臺灣博碩士論文加值系統

本研究主要在探討信用卡發卡銀行所推行的各種關係行銷手法和顧客滿意下，分別對顧客忠誠度之影響。其中，並以承諾作為兩者間的干擾變數，目的是想了解消費者在使用信用卡時，承諾是否能強化顧客滿意對忠誠度之影響；以及關係行銷手法是否反而對低承諾者特別有作用。此外，本研究亦進一步探究顧客忠誠度態度對顧客之荷包佔有率（share of wallet）行為的影響程度。

摘 要 I
目 錄 Ⅱ
表目錄 III
圖目錄 IⅤ

第一章 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

第二章 文獻探討 5
第一節 顧客忠誠度 5
第二節 荷包佔有率 10
第三節 顧客滿意度 12
第四節 關係行銷 19
第五節 承諾 27

第三章 研究方法 33
第一節 研究架構 33
第二節 構面因素操作性定義 34
第三節 研究假設 40
第四節 抽樣設計 41
第五節 樣本的基本分析 42
第六節 資料分析方法 48

第四章 研究分析與結果 49
第一節 敘述性統計分析 49
第二節 各相關衡量構面間之因素分析與信度檢定 52
第三節 各相關衡量構面間之影響關係 63
第四節 研究結果彙總 74

第五章 結論與建議 75
第一節 研究結論 75
第二節 研究建議 77

參考文獻 79
　 ㄧ、中文文獻 79
　　 二、英文文獻 80

附錄 83
問卷一 83
問卷二 89

一、中文部份
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陳宜欣（2006），以資料探勘技術探討顧客忠誠方案－以某信用卡發卡銀行為例，國立中正大學行銷管理研究所碩士論文。
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闕山晴（2002），顧客滿意度與忠誠度之研究－以西式速食業為例，國立台灣科技大學管理研究所碩士論文。
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