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研究生:魏志帆
研究生(外文):Wei Chih Fan
論文名稱:郵儲屬性對顧客權益及忠誠度之影響
論文名稱(外文):Impacts of Postal Financial Attributes on Customer Equity and Loyalty
指導教授:沈聰益沈聰益引用關係
指導教授(外文):Shen Tsung Yi
學位類別:碩士
校院名稱:明新科技大學
系所名稱: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:100
語文別:中文
論文頁數:67
中文關鍵詞:中華郵政顧客權益價值權益品牌權益關係權益顧客忠誠度
外文關鍵詞:customer equityvalue equitybrand equityrelationship equitycustomer loyaltyChunghwa Post
相關次數:
  • 被引用被引用:3
  • 點閱點閱:278
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  • 下載下載:106
  • 收藏至我的研究室書目清單書目收藏:1
中文摘要
本文研究目的為探討中華郵政公司的獨特屬性與一般屬性,對顧客權益及顧客忠誠度的影響,並探討人口統計變數對顧客權益及顧客忠誠度是否有顯著差異,提供中華郵政公司強化顧客忠誠度及顧客權益的參考方向。
本研究以問卷方式依隨機抽樣進行問卷的發放與回收資料蒐集工作,再以SPSS12.0 統計軟體進行信度、敘述性統計、t 檢定、因素分析、變異數分析(one way ANOVA)、迴歸分析歸納整理,提出結論為:
一、人口統計變數在「婚姻狀況」、「年齡」、「金融機構往來家數」、「個人月所得」構面有顯著差異。
二、就屬性因素(特殊屬性及一般屬性)、顧客權益面向(價值權益、品牌權益、關係權益)及樣本背景變數對顧客忠誠度的迴歸分析中可看出,價值權益、品牌權益、關係權益及金融商品支持度為直接解釋顧客忠誠度的主要變項,而關係權益為可解釋變異量最大。故推斷屬性因素是透過顧客權益做為中介變數影響顧客忠誠度,而要提升顧客忠誠度由提昇關係權益著手最具效益。
三、就屬性因素(特殊屬性及一般屬性)對顧客權益面向(價值權益、品牌權 益、關係權益)的個別迴歸分析中可看出,特色因素、金融商品支持度、服務品質感受、自動化及網路服務認同度、年齡、短缺因素為迴歸模式中主要解釋變數,其中以特色因素、金融商品支持度最為重要,推斷發展優質經營特色及推出合適顧客的金融商品為獲取忠誠顧客的重要原因。

The purpose of this study to explore the Chunghwa Post Corporation's unique attributes and general attributes of customer equity and loyalty, and explore demographic variables on customer equity and loyalty significant difference., to offer Chunghwa Post Corporation reference direction to strengthen customer loyalty and equity. In this study, the data gathering is according to the random sampling to issue the questionnaire, and use the SPSS12.0 statistical software carry on credibility, descriptive statistics, t-test, factor analysis, analysis of variance (one way ANOVA), regression analysis collate and analyze. The proposed conclusion is:
First, demographic variables in the marital status, age, the Number of financial institutions which customer often used, and personal monthly income are significantly different.
Second, in the customer loyalty regression analysis on the attributes factor (special attributes and general attributes), customer equity (value, brand, relationship equity) and sample background variables can be seen, value equity, brand equity, relationship equity and support of financial product are main variables that can directly explain the customer loyalty, and compare to others factors, customer equity is the best explanation on customer loyalty variance. Therefore, infer customer equity is a mediating variable, so the attributes factors throught customer equity to affect loyalty. the other point, to enhance customer loyalty by upgrading relationship equity will be the most effective.
Third, regression analysis of customer equity(value, brand, relationship equity) in the attributes factor (special attributes and general attributes) can be seen, the characteristics factors, support of financial products, service quality , automation network services, age and shortage of factors are the main explanatory variables. In the regression model, the support of financial products and special attributes factors are much more important than others. Therefore, the development of high quality characteristics and create the suitable financial products for customers will be the keys to attract loyal customers.
目錄
中文摘要.........................................................Ⅰ
Abstract.........................................................II
目錄.............................................................Ⅲ
圖目次...........................................................Ⅳ
表目次...........................................................V
第一章 緒論.......................................................1
1.1 研究動機................................................1
1.2 研究目的................................................3
1.3 研究流程................................................4
第二章 文獻探討...................................................5
2.1 郵儲特殊屬性............................................5
2.2 顧客權益................................................7
2.3 顧客忠誠度.............................................17
第三章 研究方法..................................................22
3.1 研究架構...............................................21
3.2 研究假設...............................................24
3.3 問卷設計及變數定義.....................................25
3.4 資料分析方式...........................................27
第四章 實證結果..................................................28
4.1 樣本分析...............................................28
4.2 因素分析...............................................30
4.3 信度分析...............................................33
4.4 人口統計變數分析.......................................33
4.5 廻歸分析...............................................37
第五章 結論與建議................................................46
5.1 結論與建議.............................................46
5.2 結語...................................................50
參考文獻.........................................................51
附錄.............................................................55

參考文獻
中文部份
林文傑(2011)。企業形象、服務品質、轉換成本、價格對顧客忠誠度之影響-以旅行社票務中心為例(碩士論文,銘傳大學,2011)。
陳世傑(2007)。從顧客權益探討醫院顧客關係導向之流程管理效益(碩士論文,東華大學,2007)。
徐慶良(2011)。顧客關係管理對於顧客滿意度、顧客忠誠度以及未來往來意願之關聯性探討-以銀行授信業務為例(碩士論文,南台科技大學,2011)。
許仲宇(2011)。專業購物網站的顧客滿意度與顧客忠誠度關係之探討-以品牌知名度及轉換成本為干擾變數(碩士論文,亞洲大學,2011)。
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黃健財(2011)。服務品質、關係品質對顧客忠誠度之影響-以高雄市某金融機構為例(碩士論文,國立高雄應用科技大學,2011)。
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中華郵政全球資訊網。http://www.post.gov.tw/post/index.jsp
行政院金融監督管理委員會銀行局官方網站。http://www.banking.gov.tw/ch/



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1. 顧客滿意、品牌權益與顧客終身價值關係之研究-以KTV為例
2. 中華郵政公司顧客滿意度之研究
3. 顧客權益建立與衡量之研究
4. 企業形象、服務品質、轉換成本、價格對顧客忠誠度之影響─以旅行社票務中心為例
5. 服務品質、關係品質對顧客忠誠度之影響-以高雄市某金融機構為例
6. 從顧客權益探討醫院顧客關係導向之流程管理效益
7. 專業購物網站的顧客滿意度與顧客忠誠度關係之探討-以品牌知名度及轉換成本為干擾變數
8. 顧客關係管理對於顧客滿意度、顧客忠誠度以及未來往來意願之關聯性探討-以銀行授信業務為例
9. 運用線性結構關係模式探討化妝水購買涉入、品牌權益、知覺風險、顧客忠誠度與消費者生活型態關係之研究
10. 運用結構方程模式探討咖啡連鎖店服務品質、感受價值、品牌權益、顧客滿意度、顧客忠誠度關係之研究-以台北市咖啡連鎖店為例
11. 運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係-以桃園縣加油站為例
12. 臺北市羽球拍消費者品牌形象對顧客忠誠度影響之研究-線性結構方程模式之驗證
13. 財富管理顧客忠誠度之探討-以中國國際商業銀行財富管理部門為例
14. 影響銀行財富管理顧客忠誠度因素之探討
15. 運用線性結構模式探討共同基金投資績效、服務品質、顧客滿意度、品牌權益對顧客忠誠度之影響
 
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