臺灣博碩士論文加值系統

本研究目的為針對購買A公司輪椅產品的消費者，以問卷調查的方式了解顧客在顧客滿意度與顧客忠誠度之關係。本次研究共計發出問卷210 份，有效問卷為200 份，有效回收率為95.24%。並採用統計套裝軟體SPSS 19.0進行分析，研究者發現如下：(1) 企業形象會正向影響顧客滿意度；(2) 品牌知名度會正向影響顧客滿意度；(3) 顧客關係管理會正向影響顧客滿意度不成立；(4) 顧客滿意度會正向影響顧客忠誠度成立；(5)消費者的性別、年齡、居住地區、職業四個變項對於四大影響因素之間具有部份顯著性差異的關聯性，以本研究結論建議醫療器材產業在規劃產品市場與訂定行銷策略時找出能讓消費者認同的價值或因素，強化買賣雙方之間的互動以增加對其顧客忠誠度。

This research treated customers purchasing wheel chairs from A company as research subjects. The author used questionnaires to survey the relationship between consumer satisfaction and consumer loyalty. In this research, the author issued a total of 210 questionnaires and 200 questionnaires are effective. The effective rate is 95.24% and the data were analyzed by SPSS.
The research findings are as follows:
(1)Corporate image has positive effect on customer satisfaction.
(2) Brand awareness has positive effect on customer satisfaction.
(3) The assumption of customer relationship management has positive effect on customer satisfaction does not hold.
(4)Customer satisfaction has positive effect on customer loyalty.
(5)The four variables of consumer's gender, age, place of residence and occupation have significant differences. This study suggests A company to find out customer values in setting marketing strategy and product planning. To strengthen the interaction between buyers and sellers and increase their customer loyalty.

摘 要……………………………………………………..………………….………i
ABSTRACT……………….…………………………………………………………..ii
目 錄……………………………………………………..……………….………..iii
表 目 錄…………………………………………………………………….……...…v
圖 目 錄……………………………………………………………………….…….vii
致 謝……………………………………………………..………………….……viii
第一章　緒論…………………………………………………………………………1
1-1 研究背景與動機……...……………...……………...……..………………1
1-2 研究目的……………………………...……………………………………3
1-3 研究流程…………………………………..……………….…....................4
第二章 參考文獻探討………………………………..…………..…………………5
2-1 企業形象文獻探討………………………..…………………………….…5
2-2 品牌知名度文獻探討……………………..………………………….……8
2-3 關係行銷文獻探討…………………………………..……………….…. 10
2-4 顧客滿意度文獻探討…………………………………..…………….…..14
2-5 顧客忠誠度文獻探討…………………………………..…………...……18
第三章 研究設計…………………………………..…..…………………………..21
3-1 研究架構……………………………...…………………………………..21
3-2 研究假說…………...………………………………………...…………...22
3-3 變數的操作性定義………………...…………………………………......23
3-4 研究對象與抽樣方法………………………………...…………………..25
3-5 資料分析方法…………………………………………………………….25
第四章 資料分析…………………………………………………………………..26
4-1 樣本結構分析…………………………………..….……………………..26
4-2 敘述統計分析…………………………………………...…..….….……..32
4-3 信度分析………………………………………………………………….36
4-4 變異數分析…………………………………...…………………………..38
4-5 迴歸分析…………………………………………...……………………..45
第五章 結論與建議……………………………………………..…………………49
5-1 研究結論…………...………………………..……………………………49
5-2 貢獻及建議…………...…………………………..………………………52
5-3 研究限制………………………………………………………………….55
參考文獻………………………………………………..……………………………56
英文參考文獻…………………………………………………………..………56
中文參考文獻………………………………………………………..………....60
附錄 研究問卷……………………………………………………....……..........…62


表 目 錄
表2-1 Walter之企業形象三大構面彙總表..............................7
表2-2 關係行銷與交易行銷之比較....................................10
表2-3 關係行銷的定義..............................................11
表2-4 關係行銷的利益..............................................13
表2-5 顧客滿意度之定義............................................14
表2-6 顧客滿意度之衡量方式........................................16
表2-7 顧客忠誠度定義..............................................19
表4-1 性別分配表..................................................26
表4-2年齡分配表...................................................27
表4-3每月收入分配表...............................................28
表4-4教育程度分配表...............................................29
表4-5居住地分配表.................................................30
表4-6職業分配表...................................................31
表4-7企業形象量表之敘述統計.......................................32
表4-8品牌知名度量表之敘述統計.....................................33
表4-9顧客關係管理量表之敘述統計...................................34
表4-10顧客滿意度量表之敘述統計....................................35
表4-11顧客忠誠度量表之敘述統計....................................35
表4-12企業形象構面之信度分析表....................................36
表4-13品牌知名度構面之信度分析表..................................36
表4-14顧客關係管理構面之信度分析表................................36
表4-15顧客滿意度構面之信度分析表..................................37
表4-16顧客忠誠度構面之信度分析表..................................37
表4-17全體暨各變數之間信度分析表..................................37
表4-18受訪者性別在各個構面因素之變異數分析........................38
表4-19針對企業形象之事後比較 T檢定法...............................39
表4-20受訪者年齡在各個構面因素之變異數分析........................39
表4-21針對年齡之事後比較Duncan 檢定a,b.............................40
表4-22受訪者每月收入在各個構面因素之變異數分析....................40
表4-23受訪者教育程度在各個構面因素之變異數分析....................41
表4-24受訪者居住地區在各個構面因素之變異數分析....................42
表4-25針對顧客滿意度構面之事後比較 T檢定法........................42
表4-26受訪者職業在各個構面因素之變異數分析........................43
表4-27針對企業形象構面之事後比較Duncan 檢定a,b.....................44
表4-28針對顧客忠誠度之事後比較Duncan 檢定a,b.......................44
表4-29企業形象對顧客滿意度的回歸分析..............................45
表4-30品牌知名度對顧客滿意度的回歸分析............................46
表4-31品牌知名度對顧客滿意度的回歸分析............................46
表4-32顧客滿意度對顧客忠誠度回歸分析..............................46
表4-33 A4 = A1 A2 A3 複迴歸分析：Anovab...........................47
表4-34 A4 = A1 A2 A3 複迴歸分析：係數a...........................47
表4-35 A5 = A4 複迴歸分析：Anovab.................................48
表4-36 A5 = A4 複迴歸分析：係數a..................................48
表4-37驗證假設之匯整結果..........................................48



圖 目 錄
圖1-1 研究流程示意圖................................................................................................4
圖3-1 本研究架構圖..................................................................................................21
圖4-1 性別分配長條圖..............................................................................................26
圖4-2 年齡分配長條圖..............................................................................................27
圖4-3 每月收入分配長條圖......................................................................................28
圖4-4 教育程度分配長條圖......................................................................................29
圖4-5 居住地區分配長條圖......................................................................................30
圖4-6 職業分配長條圖..............................................................................................31

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