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研究生:楊小慧
研究生(外文):Shiao-hua Yang
論文名稱:從利益行銷觀點探討證券商經營財富管理顧客行為意向之研究
論文名稱(外文):An Empirical Study of Securities Firms’ Wealth Management Business and Customer Behavior Intention From Customer Advocacy Viewpoin
指導教授:廖森貴廖森貴引用關係
指導教授(外文):Sen-Kuei Liao
口試委員:陳建丞王慧美
口試委員(外文):C. C. ChenHui-Mei Wang
口試日期:2009-06-10
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:73
中文關鍵詞:利益行銷維護顧客利益關係品質顧客行為意向財富管理
外文關鍵詞:AdvocacyRelationship QualityCustomer Behavioral IntentionWealth Management
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全球性競爭的衝擊,企業對市場上的行銷方式更為重視,如何吸引顧客、維持現有顧客忠誠度成為十分重要的關鍵成功因素。
利益行銷是現代企業發展的趨勢,如今消費者透過網路,掌握更充分的價格、品質與服務資訊,在購買行為上擁有極大的自主權,集結成一股「顧客勢力」,因此,傳統的推╱拉式行銷策略已逐漸失效,企業的行銷活動應跨越關係行銷,把焦點投注在極大化顧客利益與深化顧客的夥伴關係,成為顧客利益的維護者。
本研究從利益行銷觀點出發,以關係品質的三個構面分別為信任、滿意及承諾作為中介變數,探討利益行銷是否透過關係品質,進而提高顧客行為意向。
本研究之研究方式採驗證性方法,以問卷調查方式進行,以某證券商之財富管理顧客為研究對象,回收205份有效樣本,並以LISREL進行實證分析,結果發現理論模式適配情形良好,研究結果多數假說被支持,證實利益行銷會透過關係品質,進而提高顧客行為意向。
The industries have paid much attention to marketing ways on the market because of the impact caused by global competition. How to attract customers and maintain customer loyalty had become crucial elements to success.
Advocacy is the contemporary trend of modern industries’ development. Nowadays, consumers, through Internet, control more information about price, quality and serves. They have their own decision-making power on their purchasing behaviors. They concentrate into a "customer power”. Thus, traditional push/pull marketing strategy has become losing efficacy gradually. Marketing activities of industries should cross the relationship marketing and focus on enlarging customer Advocacy and strengthening the partnership with customers.
This study is based on the prospect of advocacy. We use three aspects among relationship quality, including trust, satisfaction and promise as mediators. And then we discussed if advocacy enhance customer behavioral intention through relationship quality. This is an Empirical study. We distribute questionnaires to the Securities Firms’of the Wealth Management. This paper used 205 received questionnaires to analyze it with LISREL8.72. The majority results support our hypotheses. The result show that Advocacy and customer behavioral intention have positive relationship through relationship quality.
目 錄
摘要……………………………………………………………………i
Abstract………………………………………………………………ii
目錄……………………………………………………………………iii
表目錄…………………………………………………………………vi
圖目錄…………………………………………………………………vii
第一章 緒論 1
1.1研究背景 1
1.2研究動機 1
1.2.1 利益行銷的趨勢 1
1.2.2 關係品質的重要性 2
1.2.3 行為意向的重要性 3
1.2.4 與過去研究之差異 3
1.3研究目的 4
1.4研究流程 5
第二章 文獻探討 7
2.1利益行銷 7
2.1.1 利益行銷的定義 7
2.1.2 利益行銷的發展 7
2.1.3 利益行銷的要素 8
2.2 關係行銷 10
2.2.1 關係行銷之定義 11
2.2.2 關係行銷發展與目的 12
2.2.3 關係行銷與交易行銷比較 12
2.2.4 關係行銷與利益行銷比較 13
2.3 關係品質 14
2.3.1關係品質模式 14
2.3.2關係品質的定義 15
2.3.3關係品質之構面 15
2.4行為意向 19
2.4.1 行為意向之定義 19
2.4.2 行為意向之衡量 20
2.5利益行銷對關係品質之關係 21
2.5.1 專注顧客利益與信任、滿意與承諾的關係 21
2.5.2 顧客涉入與信任、滿意與承諾的關係 21
2.5.3 合作關係與信任、滿意與承諾的關係 22
2.5.4 資訊透明與信任、滿意與承諾的關係 22
2.6關係品質構面間之關係 23
2.6.1 信任與滿意之關聯性 23
2.6.2信任與承諾之關聯性 23
2.6.3 滿意與承諾之關聯性 23
2.7關係品質對顧客行為意向之關係 24
2.7.1 信任與顧客行為意向之關係 24
2.7.2 滿意與顧客行為意向之關係 24
2.7.3 承諾與顧客行為意向之關係 25
2.8知覺風險 25
2.8.1 知覺風險之定義 26
2.8.2 知覺風險之構面 26
2.8.3 知覺風險之衡量 28
第三章 研究方法 30
3.1 研究架構與假設 30
3.1.1 研究架構 30
3.1.2研究假設 31
3.2 研究變數操作性定義與衡量 32
3.3 問卷與抽樣設計 34
3.3.1 研究對象 34
3.3.2 問卷設計 35
3.3.3 抽樣設計 38
3.3.4 施測流程 38
3.4 資料分析方法 39
3.4.1 描述性統計 39
3.4.2 信效度分析 39
3.4.3 相關分析 41
3.4.4 結構方程模式 41
第四章 研究分析與結果 44
4.1樣本結構分析 44
4.2統計資料分析 46
4.3信效度分析 47
4.3.1信度分析 47
4.3.2效度分析 49
4.4相關分析 53
4.5 LISREL模式分析 55
4.5.1 基本模式適配度分析 55
4.5.2 理論模式適配度分析 55
4.6 研究假設驗證結果 58
第五章 結論與建議 62
5.1 研究結論 62
5.1.1利益行銷與關係品質之關係 62
5.1.2關係品質構面間之關係 62
5.1.3關係品質與顧客行為意向之關係 63
5.2 理論貢獻與管理意涵 63
5.2.1 理論貢獻 63
5.2.2 管理意涵 64
5.3 研究限制 64
5.4 未來研究方向 65
參考文獻 66
附錄A-調查問卷 72

表目錄

表2.1 交易式行銷與關係式行銷之比較 12
表2.2 關係行銷與利益行銷差異 13
表2.3 關係品質組成之構面相關文獻 15
表3.1 研究假設 31
表3.2 研究變數操作性定義與衡量 34
表3.3 問卷設計題項………………………………………………………………..36
表4.1 樣本結構敘述統計 44
表4.2 敘述性統計資料分析 46
表4.3 信度分析 47
表4.4 個別項目信度 48
表4.5 收斂效度 50
表4.6 區別效度 51
表4.7 相關分析 54
表4.8 基本模式適配度分析 55
表4.9 理論模式適配度分析 57
表4.10 研究假設驗證 61
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