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研究生:蔡明宗
研究生(外文):Ming-tsung Tsai
論文名稱:3C連鎖通路行銷策略、服務品質、售後服務與顧客忠誠度之關聯研究-以全國電子為例
論文名稱(外文):Investigating the Relationship among Marketing Strategy, Service Quality, After-Sales Service, and Customer Loyalty on 3C Chain Stores - A Case of Elife-mall Company
指導教授:鄭文英鄭文英引用關係
指導教授(外文):Wen-Yin Cheng
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系所
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:2013
畢業學年度:101
語文別:中文
論文頁數:114
中文關鍵詞:行銷策略服務品質售後服務忠誠度
外文關鍵詞:Marketing StrategyService QualityAfter-sales ServiceCustomer Loyalty
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邁入二十一世紀以來,全球資訊業處於空前競爭的環境,隨著數位化科技發展迅速,導致數位化產品快速在市場上崛起,加上國人生活水準提高,對生活品質也越加重視,因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾,造成市場激烈的競爭,由於商機龐大伴隨而來的則是3C 通路業的競爭。消費者的購買力增加,在選購產品的同時,已不再只單一考慮產品品質因素,因此3C 通路業者必須更進一步了解消費者的購買決策,提高服務品質並創造顧客的滿意度,進而讓顧客產生忠誠度,才能提高競爭力在市場中勝出。
本研究探討3C 消費者「行銷策略」、「服務品質」、「售後服務」及「忠誠度」之關係及影響因素並以全國電子為例,回收有效問卷215 份,將資料進行統計分析獲得假設驗證結論如下:「行銷策略」、「服務品質」、「售後服務」對「顧客忠誠度」具有顯著正相關。經逐步迴歸分析,行銷策略中的價格策略、推銷策略與服務品質反應性構面獲得顧客認同,對顧客忠誠度之再購意願構面具顯著正向影響;行銷策略中的價格策略、推銷策略與售後服務構面對顧客忠誠度之推銷意願構面具顯著正向影響,而可能因3C產業產品同質性高使行銷策略中的產品策略具顯著負向影響。

In the 21st century, the gobal information industry is in the competition environment, the rapid development of digital technologies has accelerated release of digital products in the market. With the improvement in living standards, domestic people are paying more attention to their living quality. Many high-tech manufacturers are thus dedicated to developing new and innovative products to satisfy consumer demands, resulting in an increase of competition in the 3C industry. Consumers have greater purchase power and no longer consider one single factor in the choice of products. Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to effectively enhance their service quality, create customer satisfaction, induce customer loyalty, and remain competitive in the market.
This study investigated the relationships of “marketing strategy”, “service quality”, “after-sales service”, and “customer loyalty” among 3C consumers. The research sample comprised of 215 valid responses from consumers of Elife-mall Company. These responses were analyzed as follows: Marketing Strategy, Service Quality, and After-sales Service have significantly positive correlation with Customer Loyalty. Through stepwise regression analysis, marketing strategy, price strategy, promotion strategy, and responsiveness of service quality have been recognized by customers, significantly positive correlating with customers’ repurchasing will. Marketing strategy, price strategy, promotion strategy and the after-sale service have a positive influence on raising customer loyalty; but there is a negative influence on product stragety for the high similarities of products in 3C industry.

摘要………………………………………………………………………………… I
Abstract………………………………………………………………………… II
謝誌…………………………………………………………………………………IV
目錄………………………………………………………………………………… V
圖表索引……………………………………………………………………………VI
第一章 緒論…………………………………………………………………… 1
第一節 研究背景與動機……………………………………………………… 1
第二節 研究目的……………………………………………………………… 5
第三節 研究流程……………………………………………………………… 6
第二章 文獻探討……………………………………………………………… 8
第一節 3C零售業發展概況…………………………………………………… 8
第二節 行銷策略………………………………………………………………13
第三節 服務品質………………………………………………………………28
第四節 售後服務………………………………………………………………41
第五節 顧客忠誠度……………………………………………………………44
第六節 各個構念間關係探討…………………………………………………52
第三章 研究方法………………………………………………………………55
第一節 研究架構與研究假設…………………………………………………55
第二節 研究變數及操作性定義………………………………………………58
第三節 統計分析方法…………………………………………………………64
第四章 資料分析………………………………………………………………66
第一節 樣本基本資料敘述統計分析…………………………………………67
第二節 顧客對行銷策略、服務品質及售後服務的心中期望與
實際感受差異分析……………………………………………………70
第三節 行銷策略、服務品質、售後服務及顧客忠誠度顧客人
口統計變數的差異分析………………………………………………79
第四節 相關係數分析…………………………………………………………85
第五節 行銷策略、服務品質及售後服務對顧客忠誠度之迴歸分析………87
第五章 結論與建議……………………………………………………………90
第一節 研究結論………………………………………………………………90
第二節 研究建議………………………………………………………………94
參考文獻…………………………………………………………………………96
附錄一………………………………………………………………………… 109
作者簡介……………………………………………………………………… 114

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三、相關網站
1.中華民國連鎖店協會資訊網,http://www.tcha.org.tw/
2.台灣期刊論文索引系統,http://readopac.ncl.edu.tw/nclJournal/
3.台灣博碩士論文知識加值系統,http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dwebmge
4.全國電子,http://www.elifemall.com.tw/
5 維基百科,http://zh.wikipedia.org/zh-tw/

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