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研究生:曾詩雅
研究生(外文):Shih-Ya Tseng
論文名稱:企業社會責任、服務品質與關係投資對顧客公民行為的影響—以性別做為干擾變數
論文名稱(外文):The Effect of Corporate Social Responsibility, Service Quality, and Relationship Investment on Customer Citizenship Behavior-Gender as a Moderator
指導教授:吳師豪吳師豪引用關係
指導教授(外文):Shih-Hao Wu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:92
中文關鍵詞:企業社會責任服務品質關係投資顧客公民行為
外文關鍵詞:Customer Citizenship BehaviorCorporate Social ResponsibilityService QualityRelationship investment
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本研究欲比較傳統關係行銷(服務品質、關係投資)與社會行銷(企業社會責任)對顧客公民行為的影響,經文獻探討後,歸納出三個重要的驅動因素:企業社會責任、服務品質與關係投資;與認知價值、顧客滿意以及顧客公民行為之關係。此外,本研究納入性別模式做為干擾變數。
本研究以星巴克咖啡店的顧客為實證對象,共取得 550 份有效樣本,並且以結構方程模式(SEM)驗證研究假設。結果發現:
一、咖啡店的服務品質為顧客認知價值與顧客滿意的主要驅動因子。
二、顧客滿意需要透過顧客認知價值,才能產生顧客公民行為。
三、顧客的性別不同,其路徑關係亦不同;對男性而言,企業社會責任對其顧客滿意影響較大,對女性而言,企業社會責任對其顧客認知價值影響較大。
In the research that was conducted, we compared the effect of traditional marketing (service quality, relationship investment) with social marketing (Corporate Social Responsibility ). Through the literatures review, there are three important antecedent factors of perceived value and customer satisfaction, Corporate Social Responsibility service quality, and relationship investment. In this study, we test the relation between antecedent factors, perceived value、customer satisfaction and finally relationship outcome, customer citizenship behavior. The study takes the gender into the model as moderating variable.
The sample frame is the customers of Starbuck Coffee Shop. The sample size is 550.Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows:
1.Service quality is main antecedent factors of perceived value and customer satisfaction.
2.The study suggest that customer satisfaction can’t positive effect on customer citizenship behavior without perceived value.
3. There are different path relationship between different gender. For man,
Corporate Social Responsibility would be more important effect on his
customer satisfaction;For woman, Corporate Social Responsibility would
be more important effect on her perceived value.
中文摘要.............................ii
Abstract ............................iii
致謝.................................iv
目錄.................................vi
表目錄...............................viii
圖目錄...............................ix
第壹章 緒論..........................1
第一節 研究背景與動機................1
第二節 研究目的......................3
第三節 研究流程......................3
第貳章 文獻探討......................5
第一節 各構念文獻探討................5
第二節 各構念間之實證關係............19
第參章 研究方法......................25
第一節 研究架構......................25
第二節 研究變數的定義與衡量..........26
第三節 研究對象與資料蒐集方法........32
第四節 問卷設計與預示................33
第五節 資料分析方法..................36
第肆章 實證分析與討論................38
第一節 樣本同質性檢定................38
第二節 樣本輪廓描述..................39
第三節 各構念描述性統計分析..........44
第四節 實證模式估計..................46
第五節 干擾效果檢定..................57
第六節 實證結果討論..................60
第伍章 結論與建議....................62
第一節 研究發現......................62
第二節 理論與管理意涵................68
第三節 研究限制與後續研究方向........71
參考文獻.............................72
附錄、研究問卷.......................79
中文

吳師豪(2004),“關係品質與關係結果之研究”,國立台北大學企業
管理學系博士論文。

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