臺灣博碩士論文加值系統

關係行銷是維持與顧客建立長期的交易關係，被企業視為創造競爭優勢的重要行銷策略之一，因此，近年來關係行銷之議題受到企業界及學術界的廣泛討論。由於關係行銷中一個核心的目標即為與顧客建立強而有力的連結，既有之文獻中發現關係連結之建立能夠提高顧客之忠誠度，但是，過去之研究對顧客忠誠度之定義，僅注重於行為面之衡量，然而許多學者認為顧客忠誠度是由認知、情感、意圖、和行為構面所組成。因此本研究之研究目的是要探討，企業透過結構性連結之策略運用，是否能同時提高顧客之認知忠誠、情感忠誠、意圖忠誠和行為忠誠。
本研究所分析之資料，是以銀行之顧客為樣本來源，利用結構式問卷對中國文化大學進修推廣部在職生以及商學院之學生採便利抽樣。本研究共發出370份問卷，有效問卷共266份。
研究結果顯示，結構性連結在控制相關的控制變數之可能影響下，分別與認知、情感、意圖忠誠皆呈顯著的正相關，支持本研究之研究假設；而與行為忠誠呈顯著負相關，與本研究之研究假設不符。最後，根據本研究之結果提出實務策略涵義以及後續之研究建議。

The relationship marketing is one of the important marketing strategy of building a long term relationship with customers. Therefore, relationship marketing has been gaining greater attention from marketing scholars and practitioners. An important objective of relationship marketing is building strong bonds with customers. Existing literature shows that relationship bonds is positively correlated with customer loyalty. Nevertheless, the definition of customer loyalty in previous research focused solely on behavioral dimension. Research has shown that loyalty showed be composed of cognition, feelings, intension, and behavior. Therefore, the purpose of this study is to investigate whether or not we can increase the level of cognitive loyalty, affective loyalty, conative loyalty, and action loyalty through structural bonds at the same time.
The data source of this study is the customers of banking industry. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed and valid questionnaires were returned.
The results show that structural bonds is positively and significantly correlated with cognitive loyalty, affective loyalty, and conative loyalty, supporting our hypotheses. However, structural bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. Finally, the theoretical and practical implications of this study and future research suggestions are discussed.

中文摘要 ．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．． v
內容目錄 ．．．．．．．．．．．．．．．．．．．． vi
表目錄 ．．．．．．．．．．．．．．．．．．．． viii
圖目錄 ．．．．．．．．．．．．．．．．．．．． x
第一章 緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與問題．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．． 3
第三節 研究觀念性架構．．．．．．．．．．． 4
第四節 研究範圍與限制．．．．．．．．．．． 7
第二章　　文獻探討．．．．．．．．．．．．．．．． 8
　　第一節　　顧客忠誠度．．．．．．．．．．．．． 8
　　第二節　　關係連結．．．．．．．．．．．．．． 24
　　第三節　　研究假設．．．．．．．．．．．．．． 33
第三章　　研究方法．．．．．．．．．．．．．．．． 38
　　第一節　　抽樣設計．．．．．．．．．．．．．． 38
　　第二節　　變數操作性定義與問卷設計．．．．．． 40
　　第三節　　樣本結構．．．．．．．．．．．．．． 53
　　第四節　　資料分析方法．．．．．．．．．．．． 55
第四章 資料分析．．．．．．．．．．．．．．．． 57
第一節 研究變數信度之分析．．．．．．．．． 57
第二節 研究變數之簡單相關係數分析．．．．． 71
第三節 假設檢定．．．．．．．．．．．．．． 74
第五章 結論與建議．．．．．．．．．．．．．．． 81
第一節 研究結果．．．．．．．．．．．．．． 81
第二節 研究策略涵義．．．．．．．．．．．． 82
第三節 研究建議．．．．．．．．．．．．．． 85
參考文獻 ．．．．．．．．．．．．．．．．．．．． 87
附錄 問卷．．．．．．．．．．．．．．．．．． 103

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