(3.80.6.131) 您好!臺灣時間:2021/05/14 03:09
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:::

: 
twitterline
研究生:曾騰立
研究生(外文):Tseng Teng-Li
論文名稱:關係行銷、轉換成本、服務品質對顧客滿意度與忠誠度之影響--以台灣航空貨運承攬業為例
論文名稱(外文):The Relationships between Relationship Marketing, Switching Cost, Service Quality, Customer Satisfaction and Customer Loyalty - - An Empirical Study of Air Cargo freight Forwarders in Taiwan
指導教授:趙清成趙清成引用關係
指導教授(外文):Zhao Qing-Cheng
口試委員:桑國忠戴輝煌王勝三
口試委員(外文):Shang Kuo-ChangTai Hui-HuangWang Sheng-Shan
口試日期:2011-06-24
學位類別:碩士
校院名稱:國立高雄海洋科技大學
系所名稱:航運管理研究所
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:2011
畢業學年度:99
語文別:中文
論文頁數:93
中文關鍵詞:關係行銷轉換成本服務品質顧客滿意度顧客忠誠度迴歸分析
外文關鍵詞:relationship marketingswitching costquality of servicecustomer satisfactioncustomer loyaltyregression analysis
相關次數:
  • 被引用被引用:27
  • 點閱點閱:1436
  • 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:696
  • 收藏至我的研究室書目清單書目收藏:2
摘要

本研究目的在探討關係行銷、轉換成本、服務品質對顧客滿意度與顧客忠誠度之影響。經由因素分析後,將關係行銷分為「財務性」、「社交性素」、「結構性」等三個因素,轉換成本分為「時間成本」、「金錢成本」、「心理成本」等三個因素,服務品質分為「服務反應性與保證性」、「服務可靠性」、「服務關懷性」等三個因素;而顧客滿意度則以「整體滿意度」、「相較滿意度」、「有形或無形價值滿意度」等三個變項來衡量,顧客忠誠度則以「再購意願」、「向他人推薦」、「價格容忍度」、「交叉購買意願」等四個變項來衡量。

本研究進一步利用迴歸分析來驗證研究架構,研究結果彙整如下:(1)航空貨運承攬業的關係行銷對轉換成本不會有顯著性的正向影響(2)航空貨運承攬業的關係行銷對服務品質會有顯著性的正向影響(3)航空貨運承攬業的服務品質對轉換成本會有顯著性的正向影響(4)航空貨運承攬業的關係行銷對顧客滿意度與顧客忠誠度均會有顯著性的正向影響(5)航空貨運承攬業的轉換成本對顧客滿意度不會有顯著性的正向影響,但對於顧客忠誠度會有顯著性的正向影響(6)航空貨運承攬業的服務品質對顧客滿意度與顧客忠誠度會有顯著性的正向影響(7)顧客滿意度對顧客忠誠度會有顯著性的正向影響。最後,本研究根據研究結果提出實務上的相關建議,以供航空貨運承攬業未來在經營策略上的參考。

關鍵詞:關係行銷、轉換成本、服務品質、顧客滿意度、顧客忠誠度、迴歸分析



Abstract

The purpose of this research is to investigate the influence between relationship marketing, switching cost effect, and quality of service on customer satisfaction degree and customer loyalty degree. Through the exploratory factor analysis, the relationship marketing is divided into three parts, which are financial factor, sociability factor, and structural factor respectively. Switching cost effect consists of time cost, money cost, and psychological costs. Quality of service is affected by three factors, such as service responsiveness and assurance, service reliability and service care. Customer satisfaction is assessed from three factors, such as overall satisfaction, compared satisfaction, and tangible or intangible value satisfaction. Customer loyalty degree is measured by four variables, that is, the willing to purchase again, recommendation to others, price tolerance, and cross-purchase intention.
This research further utilizes “Regression Analysis” to prove the skeleton of the study. The results of the study were collected and listed as below:
(1) The relationship marketing of air freight forwarders has no remarkable positive effect on switching costs.
(2) The relationship marketing of air freight forwarders has remarkable positive effect on quality of service.
(3) Quality of service of air freight forwarders has remarkable positive effect on switching costs.
(4) The relationship marketing of air freight forwarders has remarkable positive effect on both customer satisfaction and customer loyalty.
(5) Switching costs of air freight forwarders has no remarkable positive effect on customer satisfaction; however, it has dramatically positive influence on customer loyalty.
(6) Quality of service of air freight forwarders has remarkable positive effect on both customer satisfaction and customer loyalty.
(7) Customer satisfaction will have remarkable positive effect on customer loyalty.

Eventually, this research based on the above-mentioned investigation and results will make practical recommendations to provide air freight forwarders a viewpoint and reference of business strategy in the further.

Keyword: relationship marketing, switching cost, quality of service, customer satisfaction, customer loyalty, regression analysis

目錄
目錄 i
表目錄 iv
圖目錄 vi
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 研究範圍與對象 3
1.4 研究流程 3
第二章 文獻回顧 5
2.1 航空貨運承攬業 5
2.1.1 航空貨運市場的現況發展 5
2.1.2 航空貨運承攬業的介紹 6
2.2 關係行銷 7
2.2.1 關係行銷的定義 7
2.2.2 關係行銷的衡量構面 9
2.3 轉換成本 11
2.3.1 轉換成本的定義 11
2.3.2 轉換成本的衡量構面 12
2.4 服務品質 16
2.4.1 服務品質的定義 16
2.4.2 服務品質的模式 17
2.4.3服務品質的衡量構面 19
2.5 顧客滿意度 22
2.5.1 顧客滿意度的定義 22
2.5.2 顧客滿意度的衡量構面 23
2.6 顧客忠誠度 24
2.6.1 顧客忠誠度的定義 24
2.6.2 顧客忠誠度的衡量構面 25
2.7 各研究變項之相關性探討 27
2.7.1 關係行銷與轉換成本之關係 27
2.7.2 關係行銷與服務品質之關係 28
2.7.3 服務品質與轉換成本之關係 28
2.7.4 關係行銷、顧客滿意度與顧客忠誠度之關係 28
2.7.5 轉換成本、顧客滿意度與顧客忠誠度之關係 29
2.7.6 服務品質、顧客滿意度與顧客忠誠度之關係 30
2.7.7 顧客滿意度與顧客忠誠度之關係 31
第三章 研究方法 32
3.1 研究架構 32
3.2 研究假設 33
3.3 各變數定義與衡量方法 34
3.3.1 關係行銷操作性定義 34
3.3.2 轉換成本操作性定義 35
3.3.3 服務品質操作性定義 36
3.3.4 顧客滿意度操作性定義 37
3.3.5 顧客忠誠度操作性定義 37
3.4 資料蒐集方法 38
3.4.1 研究問卷設計 38
3.4.2 問卷前測 39
3.4.3 問卷內容 39
3.4.4 抽樣設計 39
3.5 資料分析方法 40
3.5.1 敘述性統計分析 40
3.5.2 因素分析 41
3.5.3 信度分析 41
3.5.4 效度分析 42
3.5.5 獨立樣本T檢定 42
3.5.6 單因子變異數分析(One-way ANOVA) 42
3.5.7 迴歸分析 43
第四章 實證結果與分析 44
4.1樣本資料之基本敘述統計分析 44
4.1.1基本資料敘述統計分析 44
4.1.2關係行銷、轉換成本、服務品質、顧客滿意度與顧客忠誠度之敘述統計分析 47
4.2 各構面因素分析與信度分析 51
4.2.1關係行銷因素分析與信度分析 52
4.2.2 轉換成本因素分析與信度分析 55
4.2.3服務品質因素分析與信度分析 58
4.3高科技與傳統產業對各構面因素之獨立樣本T檢定 61
4.4不同企業特性對各構面因素之單因子變異數分析 64
4.5 迴歸分析 69
4.5.1 關係行銷對轉換成本與服務品質之影響 70
4.5.2 服務品質對轉換成本之影響 71
4.5.3 關係行銷對顧客滿意度與顧客忠誠度之影響 71
4.5.4 轉換成本對顧客滿意度與顧客忠誠度之影響 73
4.5.5 服務品質對顧客滿意度與顧客忠誠度之影響 74
4.5.6 顧客滿意度與顧客忠誠度之影響 76
4.5.7 各構面之迴歸分析 77
4.5.8 研究假設驗證結果 78
第五章 結論與建議 79
5.1 結論 79
5.1.1 各因素同意性程度認知 79
5.1.2 不同產業別對各構面因素之 T 檢定 80
5.1.3 不同企業特性對各構面因素之單因子變異數分析 81
5.1.4 各研究變項間之迴歸分析 81
5.2 建議 83
5.2.1 對實務上之建議 83
5.2.2 對後續研究者之建議 85
參考文獻 86
附錄一、研究問卷 91

表目錄
表 1交易行銷與關係行銷之比較 8
表 2 關係行銷結合層次 10
表 3 關係行銷的五個層次 10
表 4轉換成本之衡量構面 13
表 5轉換成本之分類 15
表 6 SERVQUAL 服務品質之衡量構面及組成變項 21
表 7顧客分類階段表 27
表 8關係行銷構面與衡量問項定義 34
表 9轉換成本構面與衡量問項定義 35
表 10服務品質構面與衡量問項定義 36
表 11顧客滿意度構面與衡量問項定義 37
表 12顧客忠誠度構面與衡量問項定義 38
表 13調查方式考慮的因素 40
表 14 問卷回收概況表 44
表 15公司基本資料統計表 45
表 16 公司營運項目統計表 46
表 17 關係行銷同意程度認知之排序彙總表 47
表 18 轉換成本同意程度認知之排序彙總表 48
表 19 服務品質同意程度認知之排序彙總表 49
表 20 顧客滿意度同意程度認知之排序彙總表 50
表 21 顧客忠誠度同意程度認知之排序彙總表 51
表 22 KMO統計量的判斷原理 52
表 23 KMO與BARTLETT球型檢定表 52
表 24 關係行銷各因素與問項彙整表 53
表 25 關係行銷構面之信度分析 54
表 26 KMO與BARTLETT檢定 55
表 27 轉換成本各因素與問項彙整表 56
表 28 轉換成本構面之信度分析 57
表 29 KMO與BARTLETT檢定 58
表 30服務品質各因素與問項彙整表 59
表 31 服務品質構面之信度分析 60
表 32 高科技產業與傳統產業對各構面之 T 檢定表 63
表 33 不同經營權型態對各研究變項之單因子變異數分析 65
表 34不同員工人數對各研究變項之單因子變異數分析 67
表 35 不同資本額對各研究變項之單因子變異數分析 68
表 36關係行銷對轉換成本與服務品質之廻歸分析表 70
表 37服務品質對轉換成本之廻歸分析表 71
表 38關係行銷對顧客滿意度與顧客忠誠度之廻歸分析表 73
表 39轉換成本對顧客滿意度與顧客忠誠度之廻歸分析表 74
表 40服務品質對顧客滿意度與顧客忠誠度之廻歸分析表 75
表 41 顧客滿意度對顧客忠誠度之廻歸分析表 76
表 42 各構面之廻歸分析表 77
表 43 研究假設彙總表 78

圖目錄
圖 1 研究流程圖 4
圖 2 服務品質概念模式 19
圖 3忠誠度三角模式 25
圖 4 本研究的觀念性架構 32
圖 5 研究問卷設計之流程 38


參考文獻
一、中文部分
1.陳順宇(2004),多變量分析,華泰書局。
2.黃俊英(1999),企業研究方法,第二版,台灣東華書局。
3.胡婉玲(2005),消費者轉換成本類型對轉換意圖關係之研究-台灣行動電話服務業為例,廣告學研究,第二十五集,頁81-105。
4.黃文龍(2005),關係行銷、滿意度與忠誠度關係之研究─以 TFT-LCD Monitor 產業為例,國立高雄第一科技大學,行銷與流通管理系。
5.林竣曜(2004),運用線性結構模式探討服務品質、顧客滿意度、轉換成本與顧客忠誠度之關連性-以台鐵東部幹線為例,國立東華大學企業管理學系碩士在職專班。
6.許世忠(2006),航空公司貨運服務品質與顧客滿意度及顧客忠誠度關係之研究-以航空貨運承攬業為觀點,國立高雄第一科技大學,運籌管理所。
7.吳明隆(2007),SPSS操作與應用:問卷統計分析實務,五南圖書出版股份有限公司。
8.吳萬益、林清河(2001),企業研究方法,華泰圖書出版公司。
9.林震岩(2007),多變量分析SPSS的操作與應用,智勝文化事業有限公司。
10.王長發(2003),新產品開發活動中之溝通個案研究─以傳統產業為例,國立中正大學企業管理研究所碩士論文。

二、英文部分
1.Armstrong, G. and P. Kotler, 2000, Marketing: An Introduction, 5th Edition, New Jersey: Prentice Hall.
2.Aydin Serken, Gokhan Ozer, Orner Aresil. (2005). Customer loyalty and the effect of switching costs as am oderator variable: A case in the Turkish mobile phone market. Marketing Intelligence & Planning, 23 (1), 89-103.
3.Berry, L. L. (1983). Relationship Marketing in Emerging Perspectives on Services Marketing. Leonard L.Berry, Lynn G. Shostack and Gregory D.Upah, eds, Chicago: American Marketing Association, 25-28.
4.Berry, L. L. (1995). “Relationship Marketing of Services-Growing Interest, Emerging Perspectives”, Journal of the Academy of Marketing Science, 23(4), 236-245.
5.Berry, L.L. & Parasuraman, A. (1991), Marketing Service: Competing Through Quality, New York, The Free Press,p.137.
6.Bloemer, J., K. de Ruyter & M. Wetzels (1999), “Linking Perceived Service Quality and Service Loyalty: A Multi-dimensional Perspective,” European Journal of Marketing, 33(11/12), pp.1082-1106.
7.Bowen, J. T. and Chen S. L. (2001),“The relationship between customer loyalty and customer satisfaction,” International Journal of Contemporary Hospitality Management, 13(5), pp.213-217.
8.Burnham, T., A., J. K. Frels and V. Mahajan, 2003, Consumer Switching Costs: A Typology, Antecedents, and Consequences, Journal of the Academy of Marketing Science, 31(2), pp.109-126.
9.Cardozo, R. N. (1965). An Experimental Study of Customer Effort Expectation and Satisfaction Journal of Marketing Research, 24 August, 244-249.
10.Christopher, M.Payne, A. & Ballantyne,D.(1991),“Relationship Marketing-Bringing Quality”,CustomerService and Marketing Together, Butterworth-Heinemann Ltd. 2.1.2. P9
11.Christy, R., Oliver, G, & Penn, J.(1996). Relationship marketing in consumer markets. Journal of Marketing Management, 12, Kotler 175-187.
12.Churchill(1991)Marking research: methodological foundation. 5th ed. The Dryden Press, New York. P360.
13.Churchill, G. A., & Suprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol. 19, 491-504.
14.Copulsky, J. R. and M. J. Wolf (1990), “Relationship Marketing : Positioning for the Future,” The Journal of Business Strategy, July-August, pp. 16-20
15.Cronin, J. Joseph, Jr. and Steven A. Taylor(1992), “Measuring Service Quality:A Reexamination and Extension”, Journal of Marketing, Vol.56(3), p.55-68
16.Czepiel, John A., Larry J. Rosenberg, and Adebayo Akerele, (1974). “Perspectives on Consumer Satisfaction, “AMA Conference Proceeding,
17.Day, Ralph L. Perreault and William P. Jr. (1977) “Extending the Concept of Consumer Satisfaction in Advance in Consumer Research, “Association for Consumer Research,:pp.149-154.
18.Dick, AS, Basu, K. (1994), "Customer loyalty: toward an integrated conceptual framework", Journal of the Academy of Marketing Science, Vol. 22 No.2, pp.99-113.
19.Fornell C. (1992) ”A National Customer satisfaction barometer: The Swedish experience.”Journal of Marketing Vol. 56(1) Jan., pp.6-21
20.Gronholdt. L., Martensen. A., and Kristensen. K.(2000),”The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences”, Total Quality Management, Vol. 11. pp.509-514.
21.Goetsch, D. L. and Davis, S., (1994), Introduction to Total Quality: Quality, Productivity, Competitiveness, Macmillan, New York, New York,
22.Griffin, J., Customer Loyalty: How to Earn It, How to Keep It, 1995, Simmon and Schuster Inc.
23.Gronroos, C., 1984, “A service quality model and its marketing implication,"European Journal of marketing, Vol. 18 No. 4, pp.36-44.
24.Heskett, J.L. et al (1994),”Putting the service-profit chain to work.” Harvard Business Review, March-April, 164-174.
25.Holmlund Mana, Kock Soren (1996) ,”Relationship marketing:The importance of customer-perceived service quality in retail banking”,Service Industries Journal, Vol. 16 issue 3, pp. 287~304.
26.Jackson, B. B.(1995),”Build Customer Relationships That Last, Harvard Business Review, (Nov/Dec): 120-128.
27.Jones, M. A., D. L. Mothersbaugh and S. E. Beatty, 2000, Switching Barriers and Repurchase Intentions in Services, Journal of Retailing, 76(2), pp.259-274.
28.Jones, M. A., D. L. Mothersbaugh and S. E. Beatty, 2002, Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes, Journal of Business Research, 55(6), pp.441-450.
29.Jones, T. O. and Sasser, W.E., (1995),“Why Satisfied Customers Defect”, Harvard Business Review November-December, Vol. 73, No.6, pp. 88-99.
30.Kaj Storbacka, Tore Strandvik, Cristian G. (1994) "Managing Customer Relationships for Profit:The Dynamics of Relationship Quality",International Journal of Service Industry Management, Vol. 5 issue 5,pp.21~39.
31.Kim, Moon-Koo, Myeong-Cheol Park and Dong-Heon Jeong, “The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services,” Telecommunications Policy, Vol. 28, 2004, pp. 145-459.
32.Klemperer, P., “The Competitiveness of Markets with Switching Costs”, Rand Journal of Economics, Vol. 18, No. 1, 1987, pp. 138-150.
33.Kolter, P. (1996), Marketing Management (9th ed.), Englewood Cliffs, NJ:Prentice-Hall.
34.Kotler, P. (1992), “Marketing's New Paradigm : What' s Really Happening Out There “, Planning Review, Vol. 20, Sep/Oct , pp.51-52.
35.Lam, S. Y., Shankar, V., Erramilli, M. K. and Murthy, B. (2004), “Customer value, satisfaction, loyalty and switching costs: An illustration from a business to business service context,” Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp.
36.Lee, J., J. Lee and L. Feick, 2001, The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France, The Journal of Services Marketing, 15(1), pp.35-45.
37.Martin Christopher, Adrian Payne and David Ballantyne,“Relationship Marketing-Bringing Quality”,CustomerService and Marketing Together,Butterworth-Heinemann Ltd. 1991. P9
38.Martin, W. B., Defining What Quality Service Is for You, Cornell Hotel and Restaurant Administration Quarterly, Vol. 26, No. 4, February 1986, pp. 32-38.
39.Maute, M.F. & W.R. Forrester(1993), "The structure and determinants of consumer complaint intentions and behavior", Journal of Economic Psychology, Vol. 14 No.2, pp.219-247.
40.Morgan, Robert M.& Shelby D. Hunt,1994,“ The Commitment-Trust Theory of Relationship Marketing”,Journal of Marketing,Vol.58,pg.20~38。
41.Oliver, R. L. (1981). Measurement & Evaluation of Satisfaction Processes in Retailing Setting. Journal of Retailing, 57(3), 25-48.
42.Oliver, R. L. 1999. Whence Consumer Loyalty? Journal of Marketing, 63(Special Issue): 33-44.
43.Ostrom, A., & Iacobucci, D. (1995). Consumer trade-off and the evaluation of services. Journal of Marketing, 59(1), 17-28.
44.Parasuraman, Zeithaml & Berry(1988), ”SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol.64, pp.12-40.
45.Parsuraman, Zeithaml and Berry (1985), ”A conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(Fall), pp.44-50.
46.Patterson, PG and Smith,T., A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79, 107-120, 2003.
47.Raphel, M. and Raphel, N., “Up the Loyalty Ladder,”Progressive Grocer, Vol. 74, Iss. 4, 1995, pp. 21.
48.Reichheld. F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(10), 105-111.
49.Sasser, W.E., Olsen, R.P, and Wyckoff, D.D., 1978, Management of Service Operations:Text and cases, Boston: Allyn and Bacon, pp.33-54.
50.Schlesinger, L. and Heskett, J. (1991) "Breaking the cycle of failure in service", Sloan Management Review, spring, 1991, pp. 17-28.
51.Shoemaker, S. and R.C. Lewis(1999)“Customer loyalty: the future of hospitality marketing” International Journal of Hospitality management, pp. 345-370
52.Singh, J., (1991)”Understanding the structure of consumer satisfaction evaluation of service delivery” Journal of Academy of Marketing Science, Vol.19(3) pp223-224
53.Stum, D.L. and Thiry, A. “Building customer loyalty”, Trainning and Development Journal, April, 1991, pp.34-36.
54.Woodside, A.G., Frey, L.L, & Daly, R.T. (1989), "Linking service quality,
customer satisfaction , and behavioral intention", Journal of Health Care Marketing, December, pp.5-17
55.Zeithaml et al.(1996)The behavioral consequences of service quality, Journal of Marketing, Vol.60, No.2, p.38.


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔