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研究生:陳若妤
研究生(外文):Jo-Yu Chen
論文名稱:服飾零售業消費者承諾與顧客回應影響之研究
論文名稱(外文):A Study on the Apparel Retailing's Customer Commitment Targets and Their Influences on Customer Responses
指導教授:蔡明達蔡明達引用關係
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學系
學門:商業及管理學門
學類:財務金融學類
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:84
中文關鍵詞:關係行銷顧客承諾顧客回應
外文關鍵詞:Relationship marketingCustomer commitmentCustomer responses
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  • 被引用被引用:1
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臺灣因為地理環境必須面對國內外的競爭,服飾產界受到各地蜂擁而至的各式品牌之競爭壓力下,如何提昇與顧客與服飾店家的關係主要取決於三方面─服飾品牌、第一線接觸人員的專業素質及顧客與服飾人員的深入交情。
關係行銷已經成為企業維持競爭優勢的基本方法也是重要方法,本研究希望能建立衡量顧客承諾的構面,並且暸解消費者因承諾不同面向會有不同的顧客回應。
本研究根據品牌承諾、員工承諾、個人承諾及顧客回應等相關理論為基礎,探討顧客承諾與顧客在消費上的回應有什麼程度上之影響。針對宜蘭市三十一家服飾店的消費者進行問卷調查分析,以驗證消費者承諾的對象與其對於消費者回應因素之影響。
本研究利用初步深入訪談確立本研究架構,依據研究架構進行驗證性因素分析及迴歸模式的分析,以驗證各項研究假說,有效回收樣本310份,最後,本研究所得之重要結論如下:
1.當顧客對品牌承諾越高,對顧客回應也越高
2.當顧客對員工承諾越高,對顧客回應也越高
3.當顧客對個人承諾越高,對顧客回應也越高
從本研究的驗證結果得知,服飾門市在經營上能夠掌握顧客的個人化特質與需求,以提高顧客承諾,延伸至顧客各方面的回應,進而能創造銷售利潤。

摘要 i
Abstract ii
目錄 iii
圖目 iv
表目 v
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究範圍與限制 4
第四節 研究流程 8
第貳章 文獻探討 9
第一節 服飾零售業 9
第二節 承諾 9
第三節 承諾對象 11
第四節 顧客回應 14
第五節 承諾對象與顧客回應之關係 18
第參章 研究方法 21
第一節 探索性研究 21
第二節 研究架構 22
第三節 研究假設 23
第四節 操作性定義與問卷設計 24
第五節 研究樣本與資料蒐集方法 29
第肆章 實證分析 29
第一節 前測 29
第二節 基本資料分析之描述性統計 29
第三節 信度分析 32
第四節 效度分析 33
第五節 因素分析 34
第六節 受訪者基本資料對顧客回應顯著性影響分析 38
第七節 顧客承諾對象對顧客回應相關假設檢定 49
第伍章 結論與建議 60
第一節 研究發現 60
第二節 研究結論 62
第三節 未來研究建議 64
參考文獻 66
附錄 75

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