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研究生:張景堯
論文名稱:網路購物之顧客關係管理、服務品質與品牌形象認知關聯性之研究-以「Yahoo!奇摩購物中心」為例
論文名稱(外文):A Study of the Relationships among Customer Relationship Management, Service Quality and Brand Image - Yahoo! Kimo Shopping Mall as example
指導教授:溫玲玉溫玲玉引用關係許順發許順發引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:商業教育學系
學門:教育學門
學類:專業科目教育學類
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:137
中文關鍵詞:顧客關係管理服務品質品牌形象電子商店網路購物Yahoo!奇摩購物中心
外文關鍵詞:Customer Relationship ManagementService QualityBrand ImageElectronic StoreInternet ShoppingYahoo! Kimo Shopping Mall
相關次數:
  • 被引用被引用:49
  • 點閱點閱:3900
  • 評分評分:
  • 下載下載:1843
  • 收藏至我的研究室書目清單書目收藏:5
本研究旨在探討顧客關係管理、服務品質對品牌形象之間關係與影響力,亦同時驗證服務品質對顧客關係管理與品牌形象之中介效果。本研究採用問卷調查法,針對曾經在Yahoo!奇摩購物中心瀏覽並完成交易的消費者為研究對象,以便利抽樣的方式,共發放問卷530份,有效問卷為430份,有效回收率為81.13%。使用描述性統計、因素分析、單因子變異數分析、皮爾森積差相關、多元逐步迴歸及階層迴歸進行資料分析。結果如下:
一、不同「職業」對購物網站顧客關係管理、網站服務品質有顯著影響。
二、購物網站顧客關係管理、網站服務品質對品牌形象認知有正向影響。
三、網站服務品質在購物網站顧客關係管理與品牌形象認知間具有中介效果。
最後,本研究依據研究結果與結論,對業者提出具體建議,以作為相關產業經營購物網站與後續研究之參考。

The purposes of the study were to explore the relationships and influence among customer relationship management, service quality, brand image, as well as the intermediate effect of service quality. The study investigated consumers who has experience on Internet ever surfed and completed transactions, with convenient sample of quantitative research method. There were 530 questionnaires were sent to the consumers, and the usable questionnaires were 430 returns with 81.13% valid return rate. The collected data were analyzed by descriptive statistics, factor analysis, one-way ANOVA, Pearson correlation, multiple stepwise regressions and block regression analysis. The results of the study were summarized as following:

1.There were significant differences of demograplic variables on customer relationship management and service quality.
2.Customer relationship management, service quality, brand image had positive relationships and influences.
3.Service quality responsibility acted as an intermediate variable between customer relationship management and brand image.
Based on the findings and conclusions, this study also provided some recommendations for relevant corporates and further study.

摘要 I
ABSTRACT II
表次 V
圖次 VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與限制 6
第四節 名詞釋義 7

第二章 文獻探討 10
第一節 網路購物 10
第二節 顧客關係管理 14
第三節 服務品質 23
第四節 品牌形象 32
第五節 顧客關係管理、服務品質與品牌形象之相關 文獻 38
第六節 人口統計背景變項之相關文獻 41

第三章 研究設計與實施 45
第一節 研究方法 45
第二節 研究架構與研究假說 47
第三節 變項之操作型定義 49
第四節 研究流程 52
第五節 研究對象與抽樣 54
第六節 研究工具 54
第七節 資料分析方法 57

第四章 結果與討論 66
第一節 樣本結構之敘述性分析 66
第二節 各研究構面之現況分析 71
第三節 不同人口統計背景變項對顧客關係管理、服務品質、品牌形象之差異性分析 73
第四節 顧客關係管理、服務品質與品牌形象之相關分析 77
第五節 迴歸分析 81
第六節 假說檢定與綜合討論 92

第五章 結論與建議 101
第一節 研究結論 101
第二節 研究建議 107
參考文獻 110
附錄 127
附錄一 問卷審查之學者專家名單 127
附錄二 問卷內容效度審查之學者專家意見彙整表 128
附錄三 正式問卷 134

表次
表2-1服務品質之定義彙整表 25
表2-2服務品質量表之比較 28
表2-3 E-S-QUAL量表之構面 31
表2-4 E-RecS-QUAL量表之構面 31
表3-1顧客關係管理變項說明 50
表3-2服務品質變項說明 51
表3-3品牌形象變項說明 52
表3-4本研究變項及構面之信度分析表 58
表3-5顧客關係管理量表因素分析結果摘要表 60
表3-6服務品質量表因素分析結果摘要表 61
表3-7品牌形象量表因素分析結果摘要表 63
表4-1樣本分佈情形 67
表4-2合併組別後樣本分佈情形 70
表4-3顧客關係管理之現況分析表 71
表4-4服務品質之現況分析表 72
表4-5品牌形象之現況分析表 73
表4-6性別之差異分析表 74
表4-7職業之差異分析表 75
表4-8年齡之差異分析表 76
表4-9教育程度之差異分析表 77
表4-10相關係數的強度大小與意義表 78
表4-11變項間之相關係數表 78
表4-12顧客關係管理與服務品質之相關分析表 79
表4-13服務品質與品牌形象之相關分析表 80
表4-14顧客關係管理與品牌形象之相關分析表 81
表4-15顧客關係管理對服務品質迴歸分析摘要 83
表4-16服務品質對品牌形象迴歸分析摘要 84
表4-17顧客關係管理對品牌形象迴歸分析摘要 84
表4-18顧客關係管理對服務品質之CI值與VIF值 85
表4-19顧客關係管理對服務品質之多元迴歸分析摘要表 85
表4-20服務品質對品牌形象之CI值與VIF值 87
表4-21服務品質對品牌形象之多元迴歸分析摘要表 87
表4-22顧客關係管理對品牌形象之CI值與VIF值 89
表4-23顧客關係管理對品牌形象之多元迴歸分析摘要表 89
表4-24顧客關係管理、服務品質對品牌形象之階層迴歸分析 91
表4-25研究假說驗證結果之整理 92

圖次
圖3-1研究架構 47
圖3-2研究流程 53
圖3-3中介變項示意圖 65

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