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研究生:楊喜堯
研究生(外文):Sai-Yao Yong
論文名稱:關係結合、顧客利益及關係績效之研究-以國內航空客運通路為例
論文名稱(外文):Relationship Bonding, Customer Benefits and Relationship Performance – a Study of Dometic Airline Passerger Service Distribution
指導教授:陳方元陳方元引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:交通工程與管理所
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:100
中文關鍵詞:行銷通路滿意度顧客利益關係結合
外文關鍵詞:financial bondmarketing channelsatisfactioncustomer benefitsstructural bondsocial bond
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對於學術界及實務界來說,關係行銷一直是一項相當重要的議題。而關係行銷在航空運輸產業為新興的議題,要如何有效留住顧客,以往學者曾提出財務性、社會性、結構性之關係結合策略。然以往研究亦指出,企業在決定行銷之前,應視其重視應有的利益或整體滿意度的關係來發展行銷策略。為此,本研究遂以航空客運業為對象,探討不同關係結合方在不同的顧客利益下,所產生滿意度的影響程度為何。
  研究結果顯示,對整體樣本來說,社會性及結構性結合方式對顧客利益有顯著的影響,其中以社會性結合的效果最好。而顧客利益方面,經濟利益對經濟滿意度無顯著影響;社交利益對社會滿意度有顯著影響;客製化利益對經濟、社交滿意度均有顯著的影響。本研究結果可供航空客運業做為行銷策略上的參考。
目錄
摘要.........................................................................II
目錄.......................................................................III
表目錄...................................................................VII
圖目錄....................................................................IX
第一章......................................................................1
1.1研究背景與動機............................................................1
1.2研究目的.......................................................................3
1.3研究對象.......................................................................4
1.4研究流程.......................................................................4
第二章......................................................................6
2.1行銷通路.......................................................................6
2.1.1傳統行銷通路..................................................................6
2.1.2垂直行銷通路..................................................................7
2.1.3超越垂直行銷系統-加值型夥伴關係..................................8
2.2關係結合.......................................................................9
2.2.1關係結合之定義...............................................................9
2.2.2關係結合之類型.............................................................11
2.3顧客利益.....................................................................14
2.3.1顧客利益之定義.............................................................14
2.3.2顧客利益之類型.............................................................14
2.4關係績效.....................................................................18
2.4.1滿意度...........................................................................18
2.4.2滿意度之定義.................................................................19
2.4.3滿意度之類型.................................................................20
2.4.4滿意度之重要性.............................................................21
2.4.5滿意度之衡量.................................................................22
2.4.6滿意度探討之結論..........................................................23
第三章....................................................................25
3.1研究設計與方法...........................................................25
3.2研究變數定義與衡量....................................................26
3.2.1關係結合之操作性定義...................................................26
3.2.2顧客利益之操作性定義...................................................28
3.2.3關係績效之操作性定義...................................................29
3.3研究假說.....................................................................31
3.3.1關係結合與顧客利益之影響............................................31
3.3.2顧客利益與關係績效之影響............................................33
3.4研究設計.....................................................................34
3.4.1設計問卷........................................................................34
3.4.2問卷發放........................................................................35
3.4.3研究對象........................................................................36
3.5資料分析.....................................................................36
第四章....................................................................39
4.1樣本資料之敘述性統計分析.........................................39
4.1.1個人基本資料分析..........................................................39
4.1.2公司經營特性資料..........................................................41
4.2主要變數之敘述性統計分析.........................................44
4.2.1關係結合之統計分析......................................................44
4.2.2顧客利益之統計分析......................................................46
4.2.3關係績效之統計分析......................................................47
4.3獨立樣本t檢定(t-test).................................................49
4.4問卷之信度與效度分析................................................52
4.4.1因素分析........................................................................52
4.4.2信度分析........................................................................59
4.5相關分析.....................................................................60
4.6變異數分析..................................................................61
4.6.1個人基本資料之變異數分析............................................61
4.6.2公司經營特性之變異數分析............................................63
4.7迴歸分析.....................................................................65
4.8研究假說驗證結果.......................................................71
第五章....................................................................73
5.1研究結論.....................................................................73
5.1.1關係結合對顧客利益的影響............................................73
5.1.2顧客利益與關係績效的影響............................................74
5.2研究貢獻.....................................................................76
5.3研究限制.....................................................................77
5.4未來研究方向..............................................................77
參考文獻..............................................................79
附錄一....................................................................86
參考文獻
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