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研究生:劉松翰
研究生(外文):Sung-Han Liu
論文名稱:租賃業服務品質、企業形象、轉換障礙與顧客忠誠度關聯性之研究─以FCBL租賃公司為例
論文名稱(外文):The Study of Service Quality, Enterprise Image, Switch Barriers and Customer Loyalty -The Case Study in FCBL Leasing Company
指導教授:蔡義清蔡義清引用關係
指導教授(外文):Yi-Ching Tsai
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理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:84
中文關鍵詞:轉換障礙租賃業顧客忠誠度服務品質企業形象
外文關鍵詞:Customer loyaltyLeasing industrySwitch barriersEnterprise imageService quality
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環顧當前經濟金融環境丕變,在金融商品同質性高的時代,租賃業業務行銷被迫轉向非價格競爭,以商品與服務品質的提升來強化自身的競爭力,以達到顧客忠誠度的目的。
本研究採用PZB衡量服務品質的方式,修改成適合租賃業的問卷,並運用SPSS13.0版本進行統計資料分析。目的在以顧客的觀點探討租賃業服務品質、企業形象、轉換障礙與顧客忠誠度等變數之間的關聯性。除此之外,探討不同廠商特性之顧客對顧客忠誠度間的差異性。
本研究針對FCBL租賃公司顧客進行問卷抽樣調查,調查期間為96年9~10月,共計發放113份問卷,有效樣本計105份有效回收率為92.9%。本研究利用因素分析、皮爾森相關分析行資料分析。研究結果發現:服務品質中之「專業積極性」、「關懷性」以及企業形象與轉換障礙中之「慣性」對顧客忠誠度具有正向關係。最後依據本研究結果提出提升顧客忠誠度之可行建議。
In view of present enormous changes in the economic and financial environment, the era of comparatively high quality financial commodities has nevertheless increased competitiveness in leasing industry. Sales in leasing business are compelled to turn to non-price competitions improving products and service quality to strengthen competitive edge in order to achieve customer loyalty.
This research adopts the PZB service quality model and amend it to a questionnaire designed for leasing service. Also SPSS13.0 is used to perform data analysis. In concrete terms, the purpose of this research is to analyze the relationship between leasing company service quality, enterprise image, switch barriers and customer loyalty. Besides, it also aims to explore the differences in customer perspective toward leasing customer loyalty among different firm characterization. A questionnaire-survey is designed to target customers of FCBL leasing company and samples were taken from Sep. to Oct. 2007. This research delivered 113 questionnaires . There were 105 valid samples, and the effective rate of retrieve is 92.9%. Then we find these results as follow:
The findings discovered that the“Profession- Active”,“Care”of the service quality, enterprise image and“Habit”of the switch barriers to customer loyalty has positive bonding. Based on the result of this research, proposed the feasible suggestions to promote customer loyalty of the leasing industry.
目錄 Ⅰ
圖目錄 Ⅳ
表目錄 Ⅴ
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 4
第二章 文獻探討 5
2.1顧客忠誠度 5
2.1.1顧客忠誠度的意義 5
2.1.2顧客忠誠度的衡量 5
2.2服務品質 8
2.2.1服務品質的定義 9
2.2.2服務品質的衡量 12
2.2.3服務品質的衡量表 13
2.3企業形象 16
2.3.1企業形象的定義 17
2.3.2企業形象的衡量 18
2.4轉換障礙 20
2.4.1轉換障礙的定義 20
2.4.2轉換障礙的衡量 21
2.4.3轉換障礙相關研究 25
2.4.4慣性 27
2.5服務品質、企業形象、轉換障礙與顧客忠誠度之關係 28
2.5.1服務品質與顧客忠誠度之關係 28
2.2.2企業形象與顧客忠誠度之關係 29
2.2.3轉換障礙與顧客忠誠度之關係 29
第三章 研究方法 30
3.1研究架構 30
3.2各項變數的操作性定義 31
3.3研究假說 33
3.4問卷設計 34
3.5研究對象與抽樣方法 38
3.6資料分析方法 38
第四章 研究結果與分析 41
4.1敘述統計分析 41
4.1.1廠商特性變數之敘述統計分析 41
4.1.2服務品質構面之敘述統計分析 44
4.1.3企業形象構面之敘述統計分析 45
4.1.4轉換障礙構面之敘述統計分析 45
4.1.5顧客忠誠度構面之敘述統計分析 46
4.2信、效度分析 46
4.2.1建構效度之因素命名 47
4.2.2信度分析 52
4.3差異分析 53
4.3.1不同廠商特性與「顧客忠誠度」之差異關係 55
4.4假設驗證 58
4.4.1服務品質與顧客忠誠度之關係 58
4.4.2企業形象與顧客忠誠度之關係 59
4.4.3轉換障礙與顧客忠誠度之關係 60
4.4.4研究假設驗證彙整 61
第五章 結論與建議 62
5.1研究結論 62
5.2管理意涵與研究建議 64
5.3對後續研究之建議 65
參考文獻 66
附錄一問卷設計 70
一、英文部分
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2.Boulding, K. E., “The image.” The University of Michigan Press,22, 1959.
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4.Carrasco, R., José M. Labeaga and J. David López-Salido, “Consumpgion and Habits: Evidence form Panel Data,” The Economic Journal, Vol. 115, 2005, pp. 144-165.
5.Churchill, G. A. Jr. & C. Surprenant. “An Investigation Into the Determinants of Customer Satisfaction.” Journal of Marketing Research, 1982, pp. 91-504.
6.Colgate, M. and Lang, B.,“Switching Barriers in Consumer Markets: An Investigation of the Financial Services Industry,” Journal of Consumer, 2001.
7.Cronin, J., “Measuring Service Quality; A Reexamination and Extension,” Journal of Marketing, Vol. 56, No. 1, 1992, pp. 55-68.
8.Dick, A. S., and K. Basu, “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, Vol. 22, No. 2, 1994, pp. 99-113.
9.Dwyer, F. Robert, Paul H. Schurr and Sejo Oh, “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol. 52, No. 2, 1987, pp. 11-27.
10.Fornell, C., “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56, No. 1, 1992, pp. 6-22.
11.Frederick F. Reichheld., “Learning from Customer Defections,” Harvard Business Review, 1996, pp. 57-69.
12.Gärling, T. and J. Garvill, “Psychological Explanations of Particiation in Everyday Activities,”Behavior and Environment: Psychological and Geographical Approaches, 1993, pp. 270-297.
13.Gronholdt, L., Martensen, A. and Kristensen, K., “The Relationship between Customer Satisfaction and Loyalty : Cross-industry Differences,” Total Quality Management, 2000, pp. 509-516.
14.Gronroos, C., “An Applied Service Marketing Theory,” European Journal of Marketing, 1982, pp. 30-41.
15.Jones, T. O. and Sasser, E. T., “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 36, No. 6, 1995, pp. 36-40.
16.Jones, Michael A., David L. Mothersbaugh, and Sharon E. Beatty, “Switching Barrier and Repurchase Intention in Service,” Journal of Retailing, Vol. 76, No. 2, 2000, pp. 259-274.
17.Keaveney, Susan, “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, Vol. 59, 1995, pp.71-82.
18.Kotler, P., and J. Scheff, “Crisis in the Arts: The Marketing Response,” California Management Review, Vol. 39, No. 1, 1996, pp. 28-53.
19.Lee, Jonathan, Janghyuk Lee, and Lawerence Feick,“The Impact of Switching Costs onthe Customer-Loyalty Link﹕Mobile Phone Service in France,” Journal of Services Marketing, Vol. 15, 2001, pp. 35-48.
20.Martineau, P., “The personality of the retail store,” Harvard Business Review, 1958, pp. 47-55.
21.Martin, W.B., “Efining What Quality Service Is For you? “Cornell Hotel And Adminstration Quarterly, February 1986, pp. 32-38.
22.Nguyen, N. O. and Leblanc, G., “Corporate Image and Corporate Reputation in Customer’s Retention Decision in Service,” The Journal of Academic Librarianship, Vol. 8, No. 4, 2001, pp. 227-236.
23.Oliver, R. L., Rust, R. T. and Varki, S., “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing, Vol.73, No.3, 1997, pp. 311-336.
24.Parasuraman, A., Zeithaml, V. A. and Berry, L. L., “Quality Counts in Service,” Too Business Horizons, Vol.28, No.1, 1985, pp. 44-53.
25.Parasuraman, A., Zeithaml, V. A. and Berry, L. L., “Communication and Control Processes in the Delivery of Service Quality,” Journal of Retailing, Vol.52, No.2, 1988, pp. 35-48.
26.Parasuraman, A., Zeithaml, V. A. and Berry, L. L., “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol. 67, No.1, 1991, pp. 420-450.
27.Parasuraman, A., Zeithaml, V. A. and Berry, L. L., “The Nature and Determinants of Customer Expection of Service,” Journal of the Acdemy of Marketing Science, Vol. 21, No. 8, 1993, pp. 1-12.
28.Ping, Robert A., “The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voices, Loyalty, Opportunism, and Neglect,”Journal of Retailing, Vol. 69, No. 3, 1993, pp. 321-349.
29.Pollak, R. A., “Habit Formation and Dynamic Demand Functions,” Journal of Political Economy, Vol. 78, 1970, pp. 745-763.
30.Robertson, T. S. and Gatignon, H., “Competitive Effects on Technology Diffusion,” Journal of Marketing, 50(3), 1986, pp. 1-12.
31.Sasser, W. E., Management of Srvice Operations-Text and Cases, Boston: Allyn and Bacon, 1978, pp. 33-54.
32.Selnes, F., “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, Vol. 27, No.9, 1993, pp. 19-35.
33.Singh, J. and Sirdeshmukh, D., “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgement,” Journal of Academy of Marketing Science, Vol.9, No.1, 2000, pp. 150-167.
34. Spector, P., “Basic Dimension of The Corporate Image,” Journal of Marketing, Vol. 25, N0.6, 1961, pp. 47-51.
35.Walters, C. G., Consumer Behavior: A Integrated Framework, New York: Richard D. Irwin Inc., 1978.























二、中文部份
1.古永嘉編譯,企業研究方法,台北:華泰書局,民國86年3月。
2.李明樺,「服務品質、價格認知、企業形象、顧客滿意與顧客忠誠關係之研究-以香料業為例」,私立東吳大學商學院企業管理學系碩士論文,民國95年7月。
3.林宜錚,「顧客轉換因素之探討—以行動電話門號業者為例」,國立成功大學交通管理研究所碩士論文,民國90年6月。

4.林慶村,「銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究」,朝陽科技大學企業管理系未出版碩士論文,民國94年6月。

5.洪嘉蓉,「服務品質、滿意度與忠誠度關係之研究-以中華電信公司ADSL顧客為例」,大葉大學資訊管理學系碩士班碩士論文,民國93年6月。
6.邱皓政,量化研究與統計分析。台北:五南圖書,二月二版,民國91年。
7.俞洪亮,蔡義清,莊懿妃,商管研究資料分析,台北:華泰書局,民國96年。
8.高希均,企業形象:良性循環的原動力,天下雜誌,民國74年12月。
9.陳順瑲,「影響產險業顧客再購意願因素之研究--關係行銷取向」,朝陽科技大學企業管理學系碩士論文,民國92年6月。

10.陳澤義,服務管理,台北:華泰書局,民國95年。

11.楊雅馨,「銀行業服務品質、轉換障礙與顧客忠誠之研究」,國立台北大學企業管理學系碩士論文,民國90年6月。

12.鄭富元,「台灣企業選擇往來金融機構之因素探討─以利用融資性商業本票籌資時為例」,元智大學管理研究所碩士論文,民國94年6月。

13.楊文敏,「中國信託商業銀行服務品質之研究-顧客滿意度的觀點」,朝陽科技大學企業管理研究所碩士論文,民國94年6月。

14.謝明穎,「顧客導向、企業形象對內部行銷與關係品質之研究─以大台北地區銀行業為例」,實踐大學企業管理研究所碩士論文,民國92年6月。
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