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研究生:郭家君
研究生(外文):Kuo,Chia Chun
論文名稱:顧客賦權對企業與顧客關係強度影響之研究
論文名稱(外文):The Relationship between Customer Empowerment and Business-Customer relationship Strength
指導教授:周建亨周建亨引用關係
指導教授(外文):Chien-Heng Chou
口試委員:任立中周建亨林婷鈴
口試日期:2011-06-18
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:115
中文關鍵詞:顧客賦權關係強度顧客滿意顧客承諾及連結
外文關鍵詞:customer empowermentrelationship strengthcustomer satisfactioncustomer commitmentbonds
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關係強度是企業與顧客建立長久關係的關鍵之一,而顧客賦權是現今行銷策略的新思維,希望藉由提高顧客賦權的過程,以提高顧客對產品品質的認知、滿意度、忠誠度及對產品的所有權感。
本研究以美髮店之消費者為對象,研究結果發現,顧客賦權與關係強度透過中介變數滿意度、顧客承諾與關係連結具有正向顯著關係。因此,企業可採用顧客賦權策略,以提高顧客的忠誠度、及正面口碑宣傳、減少抱怨行為發生,使企業與顧客關係更緊密。再者,既有文獻顯示,顧客賦權顯示除了會增加顧客滿意、顧客對產品的所有權感及正面口碑,進而增強顧客與企業關係強度且讓企業能辨識出具有讓它們獲利的顧客群,增加企業的獲利能力,故本研究之結果更顯示增強顧客賦權策略對企業之重要性。

Customer relationship strength (CRS) is one of the key success factors of customer relationship management. Customer empowerment is one of latest marketing thoughts. It aims to increase product quality perception, customer satisfaction, customer loyalty and product ownership though increasing customer empowerment. The results of the present study show that, using the customers of barber shops and beauty parlors and as the sources of data collection, customer empowerment is positively correlated with CRS from satisfaction of intervening variables, customer commitment and relational bonds. Therefore, many firms could provide customer empowerment strategy to increase customer loyalty and positive word-of-mouth to reduce complaint and closely enhance customer relationship. Because existing literature shows that customer empowerment can increase customer satisfaction and product ownership, furthermore, strengthen relationship longevity between customers and firms, those make firms to find out their long-term profitable customers and increase the profitability. The research results of this paper support the importance of strategy to enhance customer empowerment to firms.
中文摘要 ..................... i
英文摘要 ..................... ii
誌謝辭  ..................... iii
內容目錄 ..................... iv
表目錄  ..................... vi
圖目錄  ..................... viii
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與研究目的.......... 3
第三節  觀念性架構.............. 3
  第四節  研究範圍與限制............ 4
第二章  文獻探討與研究假設............ 6
  第一節  顧客賦權............... 6
  第二節  關係強度............... 11
  第三節  研究假設............... 32
第三章  研究方法................. 40
  第一節  資料來源與資料收集方法........ 40
  第二節  變數操作性定義與問卷設計....... 42
  第三節  樣本結構............... 52
第四節  資料分析方法............. 53
第四章  基本資料分析............... 55
第一節  研究變數之信度分析.......... 55
第二節  研究變數之相關性分析......... 69
第三節  假設檢定............... 72
第五章  結論與建議................ 76
第一節  結論................. 76
第二節  管理意函............... 78
第三節  研究建議............... 79
參考文獻 ..................... 81
附錄  研究問卷.................. 101


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潘安堂(2001)。國民小學教師授能與工作滿意關係之研究。未出版碩士論文,國立暨南國際大學,南投,台灣。
郭逸瑄(2002)。高級中學校長領導行為與教師賦權增能關係之研究。未出版碩士論文,私立淡江大學,台北,台灣。
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