臺灣博碩士論文加值系統

保留顧客是行銷一個很重要的概念，但是，滿意的顧客仍有可能會發生移轉或叛逃的現象，過去研究將這種現象定義為「滿意度弔詭」，過去研究多探討滿意度弔詭對於最終消費者(B2C)的影響，針對產業顧客(B2B)的研究較少。另外，滿意度弔詭的程度會受市場競爭狀況以及顧客關係涉入程度兩個調節變數影響，但過去研究多著重於探討單一家公司的弔詭現象，忽略「競爭」所造成的調節效果，而針對顧客關係涉入的調節效果亦缺乏一系統化的探討。
因此，本研究欲用屬性門檻多項羅吉特模型(ATMNL)校估重要滿意度指標以及其弔詭程度，並衡量市場競爭以及顧客關係涉入的調節效果。為探究不同服務屬性對選擇行為的影響，本研究採用多項度的滿意度指標。本研究調查高科技業者選擇快遞服務的行為，共收集了124個有效樣本。結果顯示，會顯著影響顧客選擇並存在不同弔詭程度的屬性為服務價格、延誤賠償、顧客隱私、遞送彈性、以及貨物追蹤。另一方面，根據關係涉入定義，本研究特別考慮不同關係行為的顧客對於不同關係投資類型的交互效果，其中針對交易量大的顧客以結構型投資效果最好，其次為財務型、社會型；而針對頻率高的顧客以結構型和社會型較有效果，但交易時間對於關係投資無顯著效果。

Customers stating to be satisfied may still be lack of loyalty, and the phenomenon was defined as satisfaction paradox. However, studies on the satisfaction–loyalty link are scarce in a business-to-business context, and lagging far behind consumer marketing. Market-level competition and relational involvement are found to moderate the paradox. However, almost all of previous research has been conducted in single brand contexts. Effect of competition is grossly overlooked. Besides, relational involvement, including the number and types of relational activities, is in particular important to study for industrial satisfaction paradox. But the effect is still not systematically evaluated.
As a result, this study aims to validate satisfaction measurements and evaluate the moderating effects of relational involvement under competition using an attribute threshold multinomial logit model. Samples of 124 valid high-tech customers consuming air express service are collected for data analysis. The analysis result validates the five satisfaction measurements for customer loyalty, including price, delay compensation, customer privacy, flexible delivery, and cargo tracing. Meanwhile, five relationship investments are classed into financial, social and structural bonds according to explanatory factor analysis. They are assessed to be all effective in mitigating satisfaction paradox through the analysis of a linear regression model. Finally, in terms of customer relational behaviors, relationship breadth is most effective to identify relational involvement, followed by relational depth. Relational age on the other hand accounts for no effect.

Chapter 1 Introduction 1
1.1 Research motivation 1
1.2 Research purpose 5
1.3 Research process 6
Chapter 2 Literature review 8
2.1 Customer satisfaction 8
2.2 Satisfaction paradox 10
2.3 The moderating effects of relational involvement 12
2.4 The moderating effects of marketplace characteristics 16
Chapter 3 The model 17
3.1 Attribute threshold multinomial logit model (ATMNL) 17
3.2 Conceptual model 19
3.3 Variable identification 24
Chapter 4 The data 28
4.1 Empirical study 28
4.2 Survey profile 30
4.3 Sample profile 31
Chapter 5 Analysis results 33
5.1 Model testing and parameter calibrating 33
5.2 Exploratory factor analysis 36
5.3 Moderating effects on thresholds 38
Chapter 6 Findings and managerial implications 39
Reference 41

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