(3.236.122.9) 您好!臺灣時間:2021/05/14 05:16
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:蔣雲婷
研究生(外文):Yun-Ting Chiang
論文名稱:顧客忠誠度模型研究-以財富管理業為案例
論文名稱(外文):The Consumer Loyalty Model Research-Wealth Management Case Study
指導教授:何京勝何京勝引用關係吳志文吳志文引用關係
指導教授(外文):Ching-Sheng HeChih-Wen Wu
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
畢業學年度:97
語文別:中文
論文頁數:74
中文關鍵詞:企業形象顧客忠誠度承諾消費者知覺價值顧客抱怨
外文關鍵詞:enterprise imagecustomer loyaltycommitmentcustomer valuecustomer complaint
相關次數:
  • 被引用被引用:4
  • 點閱點閱:160
  • 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:0
在變動的金融環境中,財富管理業者面臨生存的危機,尤其在2008年金融風暴的影響下,台灣金融業的景氣日益低迷,此時「顧客忠誠度」為維繫財富管理業者生存的重要因素。
本研究以企業形象、承諾、消費者知覺價值、顧客抱怨處理四個構面來探討其與顧客忠誠度的關係,替財富管理業者提供管理上之建議,並藉以提昇顧客忠誠度。
本研究採用問卷調查的方法,透過統計分析工具LISEREL8.5,並利用結構方程模式(SEM)等資料分析方法進行檢定,本研究共有七個研究假設,經驗證後,假設均成立,分析結果如下:
一、「企業形象」對「顧客忠誠度」有顯著性的正向影響。
二、「企業形象」對「承諾」有顯著性的正向影響。
三、「企業形象」對「消費者知覺價值」有顯著性的正向影響。
四、「消費者知覺價值」對「承諾」有顯著性的正向影響。
五、「承諾」對「顧客忠誠度」有顯著性的正向影響
六、「顧客抱怨處理」對「承諾」有顯著性的正向影響
七、「顧客抱怨處理」對「顧客忠誠度」有顯著性的正向影響

關鍵字: 企業形象、顧客忠誠度、承諾、消費者知覺價值、顧客抱怨
Wealth management companies are encountering crisis of survival due to dramatically changing financial environment.Customer loyalty is the key factor to keep wealth management industry alive, especially the economic impact brought by financial crisis to Taiwan in 2008, causing the depression of Taiwan financial industry.
The reaserch involves enterprise image、commitment、customer value and how to handle with customer complaint to discuss the network relationship of customer loyalty .The reaserch provides some recommendation for wealth management companies to improve their consumer loyalty.
The research adopts questionaire survey and uses statistics analysis tool - LISEREL8.5 and SEM to do the hypothesize test. We have seven hypothesis and empirical shows the following results:

1. Enterprise image has significantly positive relation on consumer loyalty.
2. Enterprise image has significantly positive relation on commitment.
3. Enterprise image has significantly positive relation on customer value.
4. Customer value has significantly positive relation on commitment.
5. Commitment value has significantly positive relation on consumer loyalty.
6. How to handle with customer complaint has significantly positive relation on
commitment.
7. How to handle with customer complaint has significantly positive relation on
consumer loyalty.

Key words: enterprise image、customer loyalty、commitment、customer value
、customer complaint
表目次 II
圖目次 III
中文摘要 IV
英文摘要 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 顧客忠誠度 7
第二節 企業形象 11
第三節 消費者知覺價值 14
第四節 顧客抱怨處理 18
第五節 承諾 20
第三章 研究假設與方法 22
第一節 研究架構 22
第二節 研究假設 23
第三節 變數定義及衡量 26
第四節 研究設計 31
第五節 統計分析方法 33
第四章實證結果 35
第一節 樣本結構 35
第二節 敘述性統計 43
第三節 信度分析 47
第四節 效度分析 48
第五節 整體模式配適度的檢定 50
第伍章 討論與管理意涵 53
第一節 實證結果 53
第二節 管理意涵 57
第三節 研究限制及未來研究建議 61
參考文獻 62
ㄧ、國外文獻 62
二、中文文獻 69
附錄 71
問卷 71





表目次
表2-1 顧客忠誠度的衡量構面 9
表2-2 企業形象的定義 11
表2-3 消費者知覺價值定義 14
表2-4 承諾的構面 21
表3-1 企業形象衡量問項 26
表3-2 承諾衡量問項 27
表3-3 消費者知覺價值衡量問項 28
表3-4 顧客抱怨處理衡量問項 29
表3-5 顧客忠誠度衡量問項 30
表4-1 往來銀行 36
表4-2 性別 37
表4-3 年齡 38
表4-4 學歷 39
表4-5 職業 40
表4-6 婚姻 41
表4-7 收入 41
表4-8 購買總金額 42
表4-9 往來年資 43
表4-10 企業形象之敘述性統計 44
表4-11 承諾之敘述性統計 44
表4-12 消費者知覺價值之敘述性統計 45
表4-13 顧客抱怨處理之敘述性統計 46
表4-14 顧客忠誠度之敘述性統計 46
表4-15 研究構面之信度分析 47
表4-16 區別效度分析 49
表4-17 整體模式配適度的檢定 51
表4-18 整體樣本模式各變相路徑之關係與假設檢定 52
表5-1 實證結果分析 53









圖目次
圖1-1 研究流程 6
圖3-1 研究架構 22
ㄧ、國外文獻
Aaker,D.A., Measuring Brand Equity Across Product and Markets,California Management Berkeley, Vol. 38, No. 3, 1996, pp.102-120.
Abratt,R. (1989). A new approach to the corporate image management process,Journal of Marketing Management , pp. 63-76.
Abratt,R. and Mofokeng,T.N. (2001). Development and management of corporate image in South Africa. European Journal of Marking ,35,3/4,368-386.
Abratt,R. (1989). A new approach to the corporate image management process, Journal of Marketing Management , pp. 63-76.
Abratt,R. and Mofokeng,T.N. (2001). Development and management of corporate image in South Africa, European Journal of Marking,368-386.
Alvesson,M. (1998), The business concept as a symbol, International Studies of Management and Organistation, pp. 86-108.
Anderson, E. and B. Weitz. (1992), The Use of Pledges to Build and Sustain Commitment in Distribution Channels, Journal of Marketing Research, pp.18-34.
Anderson, E. W. and M. W. Sullivan, The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, Vol. 12, pp.125-143.
Bejou, D. and A. Palmer. (1998), Service Failure and Loyalty: An Exploratory Empirical Study of Airline Customers, Journal of Services Marketing, Vol. 12 , pp. 7-22.
Butz,H. E. J., and Goodstein, L. D. (1996), Measuring Customer Value: Gaining the Strategic Advantage,Organizational Dynamics 24 (Winter): 63-77.
Blackett,T.(1988), Researching brand names,Marketing Intelligence and Planning, pp.5-8.
Breffni,N. and Griffin,P. (1997), Enhancing Yield Management with Customer Profitability Analysis, International Journal of Contemporary Hospitality Management, pp.75-79.
Bearden, W. O. and Shimp, T. A. (1982), The use of extrinsic cues to facilitate product adoption, Journal of Marking Research, pp.229-339.


Bearden, W.O. and Oliver, R.L. (1985), The Role of Public and Private Complaining in Satisfaction withProblem Resolution, The Journal of Consumer Affairs ,pp.222-240.
Blodgett, J. G.,Wakefield, K. L. and Barnes, J. H. (1995), The effects of customer service on consumer complaining behavior, The Journal of Servicesn Marketing, pp.31-42.
Bowen, J. T. and Chen, S. L. (2001), The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality Management, pp.1-2.
Bitner, M.J.,Booms, B.M, and Tetreault,M.S. (1990), The Service Encounter:Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, pp.71-85.
Bhote,K.R.(1996), Beyond Customer Satisfaction to Customer Loyalty, American Management Association, pp.32-47.
Clark, G., P. Kaminski, et al. (1992), Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study, The Journal of ConsumerMarketing, 9(3): 54.
Chaudhuri, A. and Holbrook, M. B. (2001), The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65 (April), pp.81-93.
Conlon, D. and N. Murray. (1996), Customer Perceptions of Corporate Responses to Product Complaints: The Role of explanations. Academy of Management Journal, 39(4),pp. 1040-1056.
Dodds, William B. and Kent, B. M. (1984), The Effect of Brand and Price Informationon Subjective Product Evalutations, Advances in Consumer Research, Vol.12, Provo, UT: Association forConsumer Research, pp.85-90.
Dichter, E. (1985), What''s In an Image, The Journal of Consumer Marketing, 37(4), pp.75-81
Dwayne,B., Pedro,C and Alexandra,M.,The role of communication andtrust in explaining customer loyalty: An extension to the ECSI model, European Journal of Marketing, Volume 38, Numbers 9-10, 2004 , pp.1272-1293(22).

Dwyer, F.R., Schurr, P.H. and S. Oh, Developing Buyer-Seller Relationships, Journal of Marketing, Vol.51, issue.2, 1987, pp.11-27.
Dodds, W.B., Kent,B. M. and Dhruv,G. (1991), The Effects of Price, Brand, and StoreInformation on Buyers’ Product Evaluations, Journal of Marketing Research, 28, pp.307-319
Day, R.L.and E, Laird Landon. (1977), Towards a Theory Consume Complaining Behavior,in Consumer and Industrial Buying Behavior,Arch Woodside, agdishSheth, and Peter Bennet, eds. Amsterdam: North-Holland Publishing Company Press, pp. 425-437.
Day, L. R. (1984), Modeling Choices Among Alternative Responses to Dissatisfaction. In Thomas C. Kinnear (Ed.), Advances in Consumer Research, 2(pp.496-499),MI:Association for Consumer Research.
Dick, A. S., and Basu, K.(1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, 22, 99-113
Engel, J. F., Blackwell, R. D. and Miniard, W. (1984). Consumer behavior. Taipei:Hwa-Tai Bookstore.
Elinor S. and Selame, J. (1975), Developing a corporate identity, Chain store publishing Co .
Erevelles, S. (1993). The price-warranty contract and product attitudes, Journal of Business Research, 27(2), pp.171-181.
Erevelles, S., Roy, A., and Vargo, S. L. (1999), The use of price and warranty cues in product evaluation: A comparison of U. S. and Hong Kong consumers.Journal of International Consumer Marketing, 11(3), pp. 67-91.
Estelami,H.(2000),Competitive and Procedural Determinants of Delight and isappointment in Consumer Complaint Outcomes. Journal of Services Research, 2(3):, pp. 285-300.
Frederick,F.R. and Phil,S. (2000), E-Loyalty,Harvard Business Review,Vol.4, pp.105-113.
Fronell,C.(1992),A National Customer Satisfaction Barometer: The Swedish Experience , Journal of Marketing, Vol.56(January), pp.6-21.

Flavián, C., Guinalíu, M., and Torres, E. (2005), The influence of corporate image on consumertrust: A comparative analysis in traditional versusinternet banking, Internet Research,Vol.15, Iss. 4,447-471.
Grewal, D., Krishnan,R., Baker, J. and Borin,N. (1998), The effect of store name brand nameand price discounts on consumer’s evaluations and purchase intentions , Journal of Retailing, 74 (3), pp.31-352.
Gray, R. and Smeltzer, L. (1989),(Management: The competitive edge).
Garbarino E. and M. S. Johnson, The different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, April 1999.
Gray, E.R. and Balmer, J.M.T. (1998), Managing Corporate Image and Corporate Reputation, Long Range Planning, Vol.31, No.5, pp.695-702.
Gruen, T. W., Summers, J. O., and F. Acito, (2000), Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations, Journal of Marketing, 64(July) , pp. 34-49.
Gundlach, G.T., Ravi S. Achrol and John T. M. (1995) ,The Structure of Commitment in Exchange, Journal of Marketing, 59, pp.78-92.
Goodwin, C. and I,Ross. (1990), Consumer Evaluations of Responses to Complaints: What''s fair and why, The Jounal of Services Marketing ,4(3),pp.53-61.
Genzi, P. and Pelloni, O. (2004), The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider, International Journal of Service Industry Management, 15(3), pp.365.
Hana Osman, and Lauren Bailey Zapata. Equity in prescription insurance and contraceptive coverage, The Florida Journal of Public Health. 1 and 2: 27-31, 2001.
Hawkins, D.I., Best, R.J. and Coney, K. A. (2001), Consumerb Behavior. Boston, USA: Irwin McGraw-Hill.
Hennig-Thurau, and Alexander, K. (1997), The Impact of Customer Satisfaction and Relationship Quality on Customer Retention-A Critical Reassessment and Model Development, Psychology and Marketing,14 (December), pp.737-65.


Holbrook and Corfman, K. P. (1985), Quality and Value in the Consumption Experience: Phaedrus Rides Again. Perceived Quality, 31-57.
Jones, T. O. and Sasser, W. E. Jr., Why Satisfied Customer Defect, Harvard Busriness Review,1995, (73:6),pp.88-99.
Jacoby, J. and Jaccard, J. (1981), The sources, meanings and of consumer behaviour: a psychological analysis, Journal of Retailing, 57(3)validity, pp.4-24.
Kennedy,S. H. (1977), Nurturing corporate images, European Journal of Marketing,11(3),pp. 120-164.
Kelley, C. A. (1988), An investigation of consumer product warranties as market signals of consumer product warranties as market signals of product reliability, Journal of the Academy of Marketing Science, 16 (2), pp.72-78.
Knox, S. D.& Denison, T. J.(2000), Store Loyalty: Its Impact on Retail Revenue.An Empirical Study of Purchasing Behavior in the UK, Journal of Retailing and Consumer Services, 7, pp.33-45.
Lemmink, J., Schuijf, A., and Streukens, S. (2003), The role of corporate image and company employment image in explaining application intentions, Journal of Economic Psychology, 24 (1), pp.1-15.
Liljander, V., and Roos, I. (2002), Customer-Relationship Levels-From Spurious to True Relationships, Journal of Services Marketing, Vol. 16(7), pp.593-614.
Martineau, P., (1960), Developing the corporate image, New York: Charles Scribners Sons, 3-15
Moorman, C.R., Zaltman, G., and Deshpande, R.1992. Relationships between Providers and users ofmarket research, Journal of Marketing Research,29(3),pp.314-329.
Morgan, R. M. and S. D. Hunt, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, July 1994, Vol. 58, pp.20-38.



Monroe, K. B. and Krishnan, R.(1985),The effect of price on subjective product evaluations,in Perceived Quality: How consumers View Stores and Merchandise, Jacoby, J. and Olson J. C.(Eds), Lexington, MA:Lexiington Books, pp.209-232.
Morwitz, V. G. and Schmittlein, D. (1992), Using segmentation to improve sales     forecasts based on purchase intent: Which ‘intenders’ actually buy? Journal of   Marketing Research, Vol. 29, No. 4, pp. 391-405.
Nguyen, N. and G. Leblanc, Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services, Journal of Retailing and Consumer Services, Vol. 8, No. 4, 2001, pp.227-236.
Nguyen, Nha; LeBlanc, Gaston (1998), Indicateurs d''image corporative dans lesservices: une étude auprès de nouveaux clients d''une compagnie d''assurance vie, Revue Canadienne des Sciences de l''Administration/Canadian Journal of Administrative Sciences, 15 (2), pp.128-141.
Nunnally, J. C. 1978. Psychometric Theory( 2nd ed.). New York: McGraw-Hill.
Newell, F., Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing, 2000, McGraw-Hill.
Oliver,R. L. (1980),A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research,Vol. 17, No. 11, pp.460-469.
Parasuraman, A. and D. Grewal (2000), The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda, Journal of the Academy of Marketing Science, 28, No.4, pp.168-174.
Perry, M. and Perry, A. (1976), Service contract compared to warranty as a means to reduce consumer’s risk, Journal of Retailing, 52 (2), pp.33-40.
Richardson,P. S., Dick,A. S., and Jain,A. K. (1994), Extrinsic and intrinsic cue effects on perceptions of store brand quality, Journal of Marketing, 58 (4), pp.28-36.
Reichheld,F.E.(1996), Learning form Customer Defections, Harvard Business Review, March-April, pp.57-69.
Reichheld, F. F. and W. E. Sasser,Jr. (1990),Zero Defections : Quality Come to Services, Harvard Business Review,68(5), pp.105-111.

Robertson, T.S. and Hubert,G. (1987), The Diffusion of High Technology Innovations: A Marketing Perspective, in J. Penning and A. Buitendam, eds., New Technology as Organizational Innovation, Ballinger Publishing Company, pp.179-196.
Ruyter, K., Bloemer , J., & Peetets, P. (1997). Merging service quality and service satisfaction: An empirical test of an integrative model, Journal of Economic Psychology, pp.387-406.
Sauerhaft, S., and Atkins, C.,(1989), Image wars, New York: John Wiley and Sons.
Sirdeshmukh, D., J. Singh, and B. Sabol, Consumer Trust, Value, and Loyalty in Relational Exchanges, Journal of Marketing, January 2002, Vol.66,pp. 15-37. 
Steenkamp, Jan-Benedict E. M.(1990),Conceptual Model of the Quality Perception Process, Journal of Business Research, Vol.21, No.4, pp.309-333.
Sheth N. Jagdish, Newman I. Bruce, and Gross L. B. (1991), Consumption Values and Market Choices: Theory and Applications, Cincinnati, OH: Southwester Publishing
Smart, D. T. and Charles L. M.(1992), Manufacturer Responsiveness to Consumer Correspondence: An Empirical Investigation of Consumer Perceptions, Journal of Consumer Affairs, (Vol. 26, No. 1),pp. 104-128.
Seybold, P. B. (1998), Customer com: How to create a profitable business strategy for the internet and beyond.Boston, MA:Patricia Seybold.
Simon, A., and Tim, P.(1999), Antecedents and Consequences of Relationship Marketing, Industrial Marketing Management, 28, pp.601-611.
Teas, R. K. and S. A arwal.(2000), The Effect of Extricsic Product Cues on Consumers’ P Science.reception of Quality, Sacrifice and Value, Journal ofthe Academy of Marketing, 28(2), pp.278-290.
Topalian, A. (1984), Corporate Identity Beyond the Visual Overstatements, International Journal of Advertising, Vol.3, No.1, p55-62.
Vroom, V. H.(1964), Work and Motivation IN R. J. House, H. J. Shapiro,and M.A. Wahba, Expectancy theory as predictor of work behavior an attitudes :Are-evaluation of empirical evidence, Decision Sciences, pp.481-506.
Walter,G. C. and Paul,G. W. (1970), Consumer behavior: an integrated frame work,Rechard D. Irwin,INC.

Walters, C. G., Consumer Behavior: Theory and Practice, 1974, Hollywood,Illinois: Richard D. Irwin, Inc.
Woodruff, Sarah, Fisher, Gardial.(1996), Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction, Cambridge, MA:Blackwell.
Woodruff, B. R.(1997), Customer Value: the Next Source for Competitive Advantage Academy of Marketing Science Journal, vol. 25, 2, pp.139.
Zeithaml,A.V.(1988), Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence, Journal of Marketing,52, pp.2-22.
Zeithaml, V. A., L. Berry and A. Parasuraman. (1996), The behavior consequences of service quality, Journal of Marketing, 60, No.2, pp.31-46.
    
二、中文文獻
八卷俊雄(1992),企業形象戰略,(藝風堂編輯部編譯) ,台北:藝風堂出版社。
江瑞雄(2001) ,壽險業經營投資型保險之研究。淡江大學保險經營研究所未出版碩士論文。
李明樺(2006),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,東吳大學商學院企業管理學系碩士在職專班,未出版,台北市。
沈珮鈴(2004) ,廣告訴求、品牌信任與購買意願因果關聯性之研究-以行動電話產業為例。銘傳大學管理科學研究所未出版碩士論文。
吳家德(2007), 建築業經營策略之分析。國立中山大學高階經營管理碩士論文。
曾淑賢(2001) ,全面品質管理在公共圖書館的運用。
高希均(1985) ,企業形象:良性循環的原動力,天下雜誌,(12),93。
劉正道(2007),顧客抱怨處理:公關策略之研擬及對組織群眾關係的影響
徐玉燕(2003) ,消費者特徵、企業形象與服務品質對購買決策影響之研究—以台灣地區不同零售業態加以實證,私立中國中國文化大學國際企業管理研究所未出版碩士論文。
陳鉦達(2002),企業形象、服務補救後滿意度關係之研究。中國文化大學國際企業管理研究所碩士論文,未出版。
劉正道(2007),顧客抱怨處理:公關策略之研擬及對組織群眾關係的影響。
林宜勳(2008),餐廳關係品質對顧客忠誠意願影響之研究。
莊仲仁(2000),運動場館經營與顧客滿意。載於中華民國體育學會。
黃俊英(2003),《行銷學的世界》,台北:天下文化。
黃俊英(2005),《行銷研究-管理與技術》,台北:華泰。
陳順瑲(2003) ,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研究所未出版碩士論文。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
系統版面圖檔 系統版面圖檔