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研究生:汪志浩
研究生(外文):Wang, Chih Hao
論文名稱:忠誠方案、關係利益及關係品質對顧客忠誠度影響之研究-以統一星巴克為例
論文名稱(外文):A Study on the Effect of Loyalty Program, Relationship Benefits and Relationship Quality on Customer Loyalty: The Case of Starbucks Coffee
指導教授:張國謙張國謙引用關係許雅棣許雅棣引用關係
指導教授(外文):Chang, Kuo- ChienHsu, Ya-Ti
口試委員:張國謙楊雅棠許嘉霖宋源烽
口試日期:2013-10-07
學位類別:碩士
校院名稱:致理技術學院
系所名稱:企業管理系暨服務業經營管理研究所
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:中文
論文頁數:72
中文關鍵詞:連鎖咖啡業、忠誠方案、關係利益、關係品質、顧客忠誠度
外文關鍵詞:coffeehouse chains, loyalty programs, relationship benefits, relationship quality, customer loyalty
相關次數:
  • 被引用被引用:8
  • 點閱點閱:2371
  • 評分評分:
  • 下載下載:52
  • 收藏至我的研究室書目清單書目收藏:2
論文摘要:
近年台灣已成服務業為主的社會,因國民所得之提高,提升了民眾休閒生活的意願,也造就了餐飲業的興起,而依天下雜誌2012年調查指出,餐飲業中又以連鎖咖啡業的堀起最為迅速,故本研究以連鎖咖啡業為對象來探討忠誠方案與消費者行為間之相關議題。
服務品質為連鎖咖啡業生存的重要因素之ㄧ,除此之外,業者也愈來愈重視與顧客間之關係行銷,而忠誠方案即為關係行銷的實質運作方式之ㄧ,關係行銷也發展出關係利益與關係品質這兩種新概念,企業能藉由提供顧客相關之利益及建立與顧客間的良好關係,進而提高顧客之忠誠度。
本文針對連鎖咖啡業之忠誠方案探討消費者所知覺到的忠誠方案是否會經由關係利益及關係品質來影響顧客忠誠度。因過去研究尚未對忠誠方案、關係利益、關係品質及顧客忠誠度間之關聯性做整體性之探討,故本文以連鎖咖啡業中的統一星巴克為實證研究對象,探討這些變數間的假設關係,而主要之結論為:(1)忠誠方案會提升顧客所認知到之關係利益及關係品質;(2)顧客所認知之關係利益與關係品質會對其忠誠度產生顯著影響;(3)顧客所認知到之關係利益會透過顧客所認知到之關係品質對忠誠度產生顯著影響;及(4)雖然忠誠方案會對顧客忠誠度產生正向的直接影響,但忠誠方案藉由關係利益及關係品質兩者之作用會對顧客忠誠度產生更大的正向影響力。依上述研究發現,本文亦提出相關之討論及管理意涵供實務界及學界參考。

In recent years, Taiwan has become a service-oriented society. Increasing income levels have increased the need for leisure and recreation, which has greatly expanded the food and beverage industry. A survey by Common Wealth Magazine in 2012 indicated that among businesses in the food and beverage industry coffeehouse chains have shown the most rapid change. This study investigated coffeehouse chains with regard to the issue of loyalty programs and their effects on consumer behavior.
Service quality is essential in coffeehouse chains. In addition, operators are attaching greater importance to relationship marketing, of which loyalty programs are an important strategy. The concepts of relationship benefits and relationship quality have also developed from relationship marketing. By offering benefits and seeking to build strong relationships with customers, corporations are hoping to enhance customer loyalty.
This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perception of these programs influences customer loyalty through relationship benefits and relationship quality. At present, no existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chains Starbucks to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits and relationship quality; (2) the relationship benefits and relationship quality perceived by customers exerts a significant influence on their loyalty; (3) customer perception of relationship benefits significantly influences the loyalty through their perception of relationship quality, and (4) although loyalty programs have a positive and direct influence on customer loyalty, a greater positive influence can be achieved through relationship benefits and relationship quality. Based on these findings, we also discuss relevant managerial implications for the reference of management in the service industry and researchers in the field.

Keywords: coffeehouse chains, loyalty programs, relationship benefits, relationship quality, customer loyalty

中文摘要 ………………………………………………………………………….Ⅰ
英文摘要 …………………………………………………………………………..II
誌謝 ………………………………………………………………………….IV
目錄 ………………………………………………………………………......V
圖目錄 ………………………………………………………………………….VI
表目錄 ………………………………………………………………………....VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 13
第三節 研究流程 14
第二章 文獻回顧與假說發展 15
第一節 忠誠方案 15
第二節 關係利益 19
第三節 關係品質 21
第四節 顧客忠誠度 23
第五節 各構念與構面間關聯性探討 26
第三章 研究方法 35
第一節 理論模式架構 35
第二節 預試分析、抽樣設計及研究對象 36
第三節 問卷設計與衡量變數 37
第四節 分析方法 39
第四章 實證分析 40
第一節 樣本結構分析 40
第二節 敘述統計量分析 44
第三節 問卷信度與效度分析 46
第四節 結構模式驗證 51
第五章 結論與建議 55
第一節 研究結論 55
第二節 管理意涵 57
第三節 研究限制與未來研究 58
参考文獻 59
附錄 70



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