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研究生:田力維
研究生(外文):Li-Wei Tien
論文名稱:非營利組織之顧客關係管理、關係品質與顧客滿意度和忠誠度之關係研究 ─ 以某宗教基金會為例
論文名稱(外文):The Study of Relationships between Customer Relationship Management, Relationship Quality, Customer Satisfaction and Customer Loyalty -A Case of Religion Foundation
指導教授:陳立岳陳立岳引用關係林佑祥
指導教授(外文):Li-Yueh, ChenYu-Hsiang, Lin
學位類別:碩士
校院名稱:明道大學
系所名稱:產業創新與經營學系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:124
中文關鍵詞:非營利組織、宗教基金會、顧客關係管理、關係品質、顧客滿意度、顧客忠誠
外文關鍵詞:customer relationship managementrelationship qualitycustomer satisfactioncustomer loyaltyreligion foundationNPO
相關次數:
  • 被引用被引用:4
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  • 下載下載:88
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非營利組織與一般營利組織僅對於盈餘的使用與創立之理念理想不同,但是其對於顧客忠誠度的需求,相較於營利組織應該是有過之而無不及,本研究之動機即來自於此。本研究之目的係欲了解某宗教基金會的顧客關係管理現狀以及顧客關係管理、關係品質、顧客滿意度與顧客忠誠度之關係。
本研究實證結果支持在非營利組織宗教基金會的環境下所設立之五個假說。第一、顧客關係管理對顧客滿意度有正向影響,第二、關係品質對顧客滿意度有正向影響,第三、顧客滿意度對顧客忠誠度有正向影響。第四、顧客滿意度具有對顧客關係管理與顧客忠誠度之間的中介關係、第五、顧客滿意度具有對關係品質與顧客忠誠度之間的中介關係。未來研究將可進一步地將支會長的個性特徵做更明顯的描述,更可探討其領導統御能力與其滿意度和忠誠度之關係。
The differences between nonprofit orginizations and profit organizations are the earning distributing methods and establishing goals, and we hold nonprofit orginizations need customer loyalty as much as profit organizations do. This comes to our research motivation.We yearn for understanding how this religion foundation operates its customer relationship management and try to figure out the relationship between customer relationship management, relationship quality, customer satisfaction and customer loyalty.
The empirical results support our hypothesis. First, customer relationship management positively effects customer satisfaction. Second, relationship quality positively effects customer satisfaction. Third, customer satisfaction positively effects customer loyalty. Forth, customer satisfaction is the mediated variable between customer relationship management and customer loyalty. Fifth, relationship quality is the mediated variable between customer relationship management and customer loyalty. We consider future research can describe the characteristic of branch leaders much clearer and focus the relationship among branch leaders’ characteristic, leading capability, customer satisfation and loyalty.
摘要 I
Abstract II
致謝 III
目次 IV
圖目次 VI
表目次 VII
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究流程 5
第二章 文獻探討 7
第一節 非營利組織 7
第二節 顧客關係管理 12
第三節 關係品質 19
第四節 顧客滿意度 22
第五節 顧客忠誠度 26
第六節 顧客關係管理、關係品質、顧客滿意度與顧客忠誠度 29
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假說 34
第三節 研究對象 34
第四節 研究工具 37
第五節 資料分析方法 41
第四章 研究結果分析 43
第一節 基本資料敘述性統計 43
第二節 各構面敘述性統計分析 46
第三節 基本資料與各構面變異數分析 55
第四節 各構面相關係數 79
第五節 實證結果 81
第五章 結論與建議 88
參考文獻 93
附錄-訪談稿與問卷 97
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