臺灣博碩士論文加值系統

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)。
郭翰哲(2001)。顧客權益建立與衡量研究(碩士論文，東吳大學，2001)。
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)。
盧秀芳（2005）。中華郵政公司顧客滿意度之研究(碩士論文，臺中健康暨管理學院2005)。
謝東霖(2000)。顧客滿意、品牌權益與顧客終身價值關係之研究-以KTV為例(碩士論文，東吳大學，2000)。
交通部郵政總局（1997）。中華郵政百週年紀念專輯。台北市：交通部郵政總局。
中華郵政年報，中華郵政股份有限公司（民92~99年）。
郵人天地，中華郵政股份有限公司（民98~100年）。
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/



英文部分
Alan, S. D., &; Kunal B., (2009), “Customer loyalty: Toward an integrated conceptual framework”, Journal of the academy of Marketing science, 22,2, 99-113.
Abhijith, H.,&; Mary, A. R.,&; Christopher, D. H.,&; Amanda C. F., (2009), “Examining the customer equity framework from a consumer perspective”, Journal of Brand Management ,17, 165 -180.
Arun, S., (2006), “Strategies for Maximizing Customer Equity of Low Lifetime Value Customers”, Journal of Relationship Marketing, 5(1), 59-77.
Anderson, E.W., ＆ Sullivan, M.W., (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science,12(2), 125-143.
Afuah, A. ,&; Tucci, C.L. ,(2003), “Internet Business Models and Strategies”. 2nd ed. Text and Cases. New York, McGraw-Hill.
Blattberg. R. C., Deighton, J.,(1996), “Manage marketing by the customer equity test”, Harvard Business Review, 74（4）, 136-144.
Blattberg, R., Getz, G., &; Thomas, J. S.,(2001), “Customer equity: Building and managing relationships as valuable assets. Boston”, MA: Harvard Business School Press. ,29, 89-103
Brasco, T. C. (1988), “How Brand Name are Valued for Acquisitions”. Leuthessered, MA:Marketing Science Institute, pp. 88-104.
Dorsch, M. J., ＆ Carlson L.,(1996), “A transaction approach to understanding and managing customer equity”, Journal of Business Research, 35(3), pp. 253-265.
Fomell, C., (1992), “National customer satisfaction barometer- The Sedish experience”. Joumal of Marketing, 56, 6-21.
Farquhar, P. H. (1990), “Managing brand equity”, Journal of Advertising Research, 30 (Aug/Sep), pp. 7-12.
Fredericks, J. O., Hurd, R. R. &; Salter, J. M.,(2001) “Connecting Customer Loyalty to Financial Results,” Marketing Management, 10,1,26-32.
Geoffrey, N.C.B., (2009), “Increasing Hareholder Halue Through Building Customer and Brand Equity”, Journal of MarketingManagement,25(1-2), 117-141.
Geller, L., (1997), “Customer Retention Begins with the Basics”, Direct Marketing, 60(5), 58-62.
Julian, V., &; Dominique, M. H., (2007), “Customer Equity: Measurement, Management and Research Opportunities”,Foundations and Trends in Marketing, 1(1), 1-95.
Julian, V., &; Shijin, Y., &; Dominique, M. H., (2008), “The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth”, American Marketing Association, Vol.XLV, 48-59.
Katherine, N. L., &; Roland, T. R., &; Valarie, A. Z., (2001), “What drives customer equity”, Marketing Management, 10(1), 20-25.
Michael, D. J., &; Andreas, H., &; Frank, H., (2006), “The Evolution of Loyalty Intentions”, American Marketing Association, 70, 122-132.
Manfred, B., &; Dominik, G., &; Karsten, H., (2006), “Dimensions and Implementation Drivers of Customer Equity Management (CEM)–Conceptual Framework, Qualitative Evidence and Preliminary Results of a Quantitative Study”, Journal of Relationship Marketing, 5(1), 21-38.
Morgan, Robert M., ＆ Shelby, D. H., (1994), “The commitment-trust theory of Relationship marketing”. Journal of Marketing, 58, 20-38.
Neringa, I., &; Viltė, A., (2010), “Customer Equity Model from Customer and Organization Perspective”, Economics and Management, 20, 142-151.
Peterson, R. A., ＆Wilson, R., (1992), “Measuring customer satisfaction：Fact and artifact”, Journal of Marketing Science, 20, 61-71.

Rust, R. T., Zeithaml, V. A., &; Lemon, K. N., (2000), “Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate strategy”, New York: The Free Press. 24, 29-38.
Rust, R. T, Zeithaml V. A., &; Lemon K. N., (2004), “Tool Kit: Customer-Centered Brand Management”, Harvard Business Review, 61, 107-111.
Rust, R. T., Lemon, K. N., &; Zeithaml, V. A. (2004). “Return on marketing: Using customer equity to focus marketing strategy”, Journal of Marketing, 68, 109−127.
Rajkumar, V., &; V. Kumar., (2004). “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy”, Journal of Marketing, 68, 106-125.
Rene, A., &; Florian, V. W., (2006), “A Network Based Approach to Customer Equity Management”, Journal of Relationship Marketing, 5(1),39-56.
Ruth, N. B., &; P.K. Kannan &; Matthew, D. B., (2004), “Implications of Loyalty program Membership and Service Experiences for Customer Retention and value”, Journal of the academy of Marketing science, 28(1), 95-108.
Reichheld, F. F. &; W. Earl Sasser, Jr., (1990), “Zero Defections: Quality Comes to Services”, Harvard Business Review, 68(5), 105-111.
Simon, C. J. &; Sullivan, M. W. ,(1993), “The measurement and determinants of brand equity, A financial approach”. Marketing Science, 25, 66-71.
Verena, V., Heiner, E., &; B. Ramaseshan, (2008), “Customer Equity Drivers and Future Sales”, Journal of Marketing, 72, 98-108.
Xavier, D., &; André, B., (2009), “Moving from customer lifetime value to customer equity”, Quant Mark Econ, 7, 289-320.