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研究生:葉佳靈
研究生(外文):Chia-ling Yeh
論文名稱:商業友誼對服務品牌權益之影響
論文名稱(外文):The Effect of Commercial Friendships on Service Brand Equity
指導教授:劉秀雯劉秀雯引用關係
指導教授(外文):Hsiu-Wen Liu
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2010
畢業學年度:98
語文別:中文
論文頁數:79
中文關鍵詞:商業友誼品牌體驗品牌熱愛服務品牌權益
外文關鍵詞:Commercial FriendshipsBrand ExperienceBrand LoveService Brand Equity
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商業友誼被定義為在服務環境中,服務提供者與顧客之間所發展出的友誼關係 (Price &; Arnould 1999) ,這種友誼關係的發展有利於企業與顧客建立長期關係。然而,對於服務業而言,除了商業友誼扮演了關鍵的角色,品牌發展也是很重要的課題,創造服務品牌權益可以提升品牌價值並掌握市場優勢,但過去學者卻很少研究商業友誼與品牌相關變數之關係。本研究整合品牌相關變數文獻,驗證商業友誼與滿意度、品牌體驗、品牌熱愛、正面口碑及服務品牌權益間之關係,並探討服務提供者人格特質的干擾,與模型在不同服務接觸產業的差異。本研究將服務業分成低、中、高度服務接觸來收集資料,有效樣本共920。研究結果發現商業友誼可以透過滿意度、品牌體驗、品牌熱愛、正面口碑來影響服務品牌權益,其中品牌體驗與品牌熱愛為本研究架構中重要之中介變數,且當服務提供者的外向性或調整性越高時,所展現的商業友誼會加強品牌體驗。最後提出討論結果與研究限制及未來研究建議。
Commercial friendships that develop between service providers and clients are one important type in service context. The development of commercial friendships can help firms to form long term relationships with customers. However, brands are also very important to service organizations. Cultivating service brand equity can enhance the value of brands, hence having an advantage in the market. But researchers in the past have not focused on the relation between commercial friendships and service brand equity. Therefore, this research integrates brand-related literatures to investigate relationship with commercial friendships and satisfaction, brand experience, brand love, positive word of mouth and service brand equity, and to explore the service provider personality moderating effect, and test our model in different services industry. This paper collects sample frameworks that are divided into low, medium, high encounter services, a total of 920 valid samples. The result shows that commercial friendship influences satisfaction, brand experience, brand love, positive word of mouth and service brand equity. In here the brand experience and brand love has a mediating effect, and when the service provider has a higher adjustment and extraversion, the commercial friendships will strengthen effect of the brand experience. Finally we present a discussion of the results, research limitations and directions for future research are offered.
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程5
第二章 文獻探討7
第一節 商業友誼 (Commercial Friendships)7
第二節 滿意度 (Satisfaction)9
第三節 品牌體驗 (Brand Experience)10
第四節 品牌熱愛 (Brand Love)12
第五節 正面口碑 (Positive Word-of-mouth)13
第六節 服務品牌權益 (Service Brand Equity)14
第七節 服務提供者的人格特質(Service Provider Personality)16
第八節 變數間之關係17
第三章 研究方法23
第一節 研究架構23
第二節 研究假設24
第三節 研究變數之操作性定義與問卷設計25
第四節 前測之結果32
第五節 資料蒐集方法34
第六節 統計分析方法36
第四章 研究結果與分析37
第一節 樣本資料分析37
第二節 變數之信度與效度分析40
第三節 整體模式衡量分析44
第四節 各變數影響效果之分析49
第五節 干擾效果之分析53
第五章 研究結論與建議64
第一節 理論意涵64
第二節 管理意涵65
第三節 研究限制與後續研究建議67
參考文獻69
附錄:正式問卷77
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