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研究生:劉家宏
研究生(外文):Liu, Chia-Hung
論文名稱:表演藝術之關係投資對顧客感謝、信任、承諾、口碑及顧客忠誠的影響-以現代劇團為例
論文名稱(外文):The Influence of Relationship Investment and Customer Gratitude to Performing Arts’ Customer Loyalty and WOM-The Case of Modern Troupe
指導教授:徐純慧徐純慧引用關係
指導教授(外文):Hsu, Chun-Hui
口試委員:賴明正陳銘薰
口試日期:2012-06-14
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:96
中文關鍵詞:表演藝術關係投資顧客感謝信任承諾口碑顧客忠誠
外文關鍵詞:Relationship InvestmenttCustomer gratitudeTrustCommitmentWord of MouthCustomer lotalty
相關次數:
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關係投資乃指企業經營者直接與顧客建立、發展與維持成功的關係交換之所有的活動,由以產生強烈的顧客關係,並提升企業經營者的績效結果。表演藝術所提供給消費者的產品並非實體商品,而是在消費者親身體驗後才能瞭解這項商品的內涵與意義。因此,表演藝術業者如何透過關係投資以帶來顧客感謝以及信任與承諾,由以塑造口碑與顧客忠誠,是今日表演藝術業者應為關心之課題。本研究選擇表演藝術中之現代劇團為例,挑選10位現代劇團之觀眾進行深度訪談及200位進行問卷調查,以瞭解現代劇團之顧客,對於現代劇團在關係投資之後,其對顧客感謝、信任、承諾以及所導致之口碑及顧客忠誠做深入探討,研究結果發現,顧客感謝為探討關係投資之重要變數,對現代劇團之口碑與顧客忠誠有正向影響,表演藝術業者在關係投資之策略應建立其觀眾之顧客感謝,觀眾將以實質之口碑傳播與再購行為回報現代劇團為顧客之關係所付出之努力。
Relationship investment is the activities that companies built, developed, and maintain directly with their consumers in order to achieve successful relational exchange, and by creating strong relationship with consumers, companies can result in better performance. Performing art is an intangible product, meaning consumers will only understand the product by actual involvement. Therefore, how to achieve consumers’ appreciation, trust, and commitment through relationship investment which leads to consumer word of mouth and loyalty is the most important issue for today’s performing art industry. This research takes modern troupe as example and selects 10 audiences that have watched the performance to conduct a quantitative questionnaire and depth interview, in order to understand the outcomes Throupe’ relationship investment; the consumers’ appreciation, trust, commitment, word of mouth, and loyalty, as well as a further investigation. With our findings, we expect to provide relationship investment suggestions to moderm troupe, in order for them to benefit from consumers’ word of mouth and loyalty.
國立臺北大學一百學年度第二學期碩士學位論文提要 I
ABSTRACT II
第一章 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
第二章 文獻探討 5
第一節 表演藝術與現代劇團 5
第二節 關係投資(RELATIONSHIP INVEATMENT) 10
第三節 顧客感謝(CUSTOMER GRATITUDE) 11
第四節 信任(TRUST) 13
第五節 承諾(COMMITMENT) 13
第六節 口碑(WORD-OF-MOUTH) 14
第七節 顧客忠誠(CUSTOMER LOYALTY) 15
第八節 關係投資、顧客感謝、信任、承諾、口碑與顧客忠誠之關係 16
第三章 研究設計與質性研究之結果分析 17
第一節 研究設計 17
第二節 質性研究方法 17
第三節 深度訪談結果分析與討論 21
第四節 質性研究總結 26
第四章 量化研究架構與研究設計 29
第二節、變數定義與衡量 33
第五章 量化資料分析與討論 45
第一節 樣本資料結構 45
第二節 量表信度與效度 47
第三節 研究架構確證及路徑檢定 54
第六章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 61
第三節 後續研究之建議 62
參考文獻 65
中文部分 65
英文部分 65
附錄一 量化問卷 73
附錄二 質化問項 75
附錄三 訪談整理(一) 77
附錄四 訪談整理(二) 79
附錄五 訪談整理(三) 81
附錄六 訪談整理(四) 83
附錄七 訪談整理(五) 85
附錄八 訪談整理(六) 87
附錄九 訪談整理(七) 89
附錄十 訪談整理(八) 91
附錄十一 訪談整理(九) 93
附錄十二 訪談整理(十) 95

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