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研究生:李晨瑜
研究生(外文):Li, Chen-Yu
論文名稱:兩岸連鎖書店員工顧客導向、滿意度及承諾對忠誠度影響之研究
論文名稱(外文):The Relationship among Customer Orientation, Satisfaction, Commitment and Loyalty in Cross-Strait Bookstore Chains
指導教授:封德台
指導教授(外文):Feng, De-Tai
口試委員:黃品全王維元封德台
口試委員(外文):Huang, Pin-ChiuanWang, Wei-YuanFeng, De-Tai
口試日期:2014-07-14
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:117
中文關鍵詞:員工顧客導向滿意度承諾忠誠度
外文關鍵詞:Customer orientationsatisfactioncommitmentloyalty
相關次數:
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近年來,國內學者對於兩岸來往之商業行銷研究不勝枚數。本研究選擇以兩岸連鎖書店為研究母體,用以考量兩岸的文化水平及工作環境之差異。在此特殊環境下,如何公平合理的探討,連鎖書店對於當地消費者的吸引力,並能激發銷售數字與購買慾,實值得探討。

本研究在第四章以透過資料的分析方式,去瞭解兩岸連鎖書店之員工顧客導向、滿意度及承諾,對於忠誠度之影響。雖然顧客的動機是不易察覺的,但若能建立一套完善的行銷話術,在此行銷話術的推行之下,顧客的購買慾會更高,且對於連鎖書店的承諾與忠誠度亦會更高。

關鍵字:員工顧客導向、滿意度、承諾、忠誠度

There are many domestic scholars on the results of the cross-strait exchanges of commercial marketing numerous empirical studies. This study was to study the parent chain bookstores on both sides, are considered cultural differences in the level and working environment on both sides, under this particular environment, how to investigate a fair and reasonable for the local bookstore chain, consumer appeal, and can inspire sales figures and desire to buy real worth exploring.
Through data analysis of the study in the fourth chapter, research customer orientation of staff, satisfaction and commitment on both sides of the influence of chain bookstores loyalty can understand. Since the customer’s motivation is not easy to detect. We may establish a sales pitch and to satisfy customers. The extent of purchase will be higher, and also will be higher for the commitment and loyalty to chain bookstores.
Keyword: Customer orientation, satisfaction, commitment, loyalty

第一章 緒論 1
第一節 研究背景和動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 兩岸連鎖書店概況 4
第二節 員工顧客導向 9
第三節 顧客滿意度 17
第四節 承諾 19
第五節 顧客忠誠度 22
第六節 變項間之關係 23
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 操作性變數定義與衡量 29
第四節 研究設計 33
第五節 資料分析方法 34
ㄧ、敘述統計分析 34
二、因素分析 34
三、信度分析 34
四、效度檢定 34
五、相關分析 34
六、迴歸分析 35
第四章 資料分析結果
第一節 樣本敘述性統計分析………………………………..36
第二節 信度分析……………………………………………..42
第三節 效度分析……………………………………………..43
第四節 相關分析……………………………………………..48
第五節 人口統計變數與各構面間之關係…………………..51
第六節 迴歸分析……………………………………………..82
第七節 實證結果彙整………………………………………..90
第五章 結論與建議
第一節 研究結論……………………………………………..91
第二節 理論意涵……………………………………………..93
第三節 實務意涵……………………………………………..94
第四節 研究限制……………………………………………..96
第五節 未來研究建議………………………………………..97
參考文獻 98
中文部分:………………………………………………………98
英文部分:………………………………………………………99
附錄:問卷一(繁體).………………………………………………..107
問卷二(簡體)…………………………………………………112





圖目錄
圖1-1本研究流程圖 ………………………………………………3
圖2-1 COSE模式.…………………………………………………16
圖3-1研究架構……………………………………………………28
圖4-3-1調整後之研究架構圖……………………………………47



















表目錄
表3-1顧客導向衡量問項…………………………………………30
表3-2顧客滿意度衡量問項………………………………………31
表3-3承諾衡量問項………………………………………………32
表3-4忠誠度衡量問項……………………………………………33
表4-1-1臺灣地區與大陸地區樣本之描述………………………39
表4-1-2 兩岸受測者常去書店之分布情況………………………41
表4-2-1各構面之信度分析………………………………………43
表4-3-1各構面KMO與Bartlett球形檢定顯著性效度分析……44
表4-3-2 員工顧客導向之因素分析………………………………44
表4-3-3 顧客滿意度之因素分析…………………………………45
表4-3-4承諾之因素分析…………………………………………46
表4-3-5顧客忠誠度之因素分析…………………………………46
表4-4-1臺灣地區之皮爾森相關分析表…………………………48
表4-4-2大陸地區之皮爾森相關分析表…………………………50
表4-5-1受訪者地區性別分析(臺灣)……………………………52
表4-5-2受訪者地區性別分析(大陸)……………………………53
表4-5-3受訪者年齡分析(臺灣)…………………………………54
表4-5-4受訪者年齡分析(大陸)…………………………………56
表4-5-5受訪者教育程度分析(臺灣)……………………………59
表4-5-6受訪者教育程度分析(大陸)……………………………60
表4-5-7受訪者職業分析(臺灣)…………………………………63
表4-5-8受訪者職業分析(大陸)…………………………………64
表4-5-9受訪者工作經驗分析(臺灣)……………………………66
表4-5-10受訪者工作經驗分析(大陸)……………………………68
表4-5-11臺灣每月所得分析………………………………………69
表4-5-12大陸每月所得分析………………………………………71
表4-5-13臺灣與受測者一同到此家書店分析……………………72
表4-5-14大陸與受測者一同到此家書店分析……………………73
表4-5-15台灣近一年來到此家書店消費次數分析………………75
表4-5-16大陸近一年來到此家書店消費次數分析………………76
表4-5-17臺灣常去的書店分析……………………………………78
表4-5-18大陸常去的書店分析……………………………………80
表4-6-1臺灣員工能耐與顧客滿意度之迴歸分析表……………82
表4-6-2大陸員工能耐與顧客滿意度之迴歸分析表……………82
表4-6-3臺灣員工激勵與顧客滿意度之迴歸分析表……………83
表4-6-4大陸員工激勵與顧客滿意度之迴歸分析表……………83
表4-6-5臺灣員工能耐與承諾之迴歸分析表……………………84
表4-6-6大陸員工能耐與承諾之迴歸分析表……………………84
表4-6-7臺灣員工激勵與承諾之迴歸分析表……………………85
表4-6-8大陸員工激勵與承諾之迴歸分析表……………………85
表4-6-9臺灣顧客滿意度與承諾之迴歸分析表…………………86
表4-6-10大陸顧客滿意度與承諾之迴歸分析表…………………86
表4-6-11臺灣顧客滿意度與顧客忠誠度之迴歸分析表…………87
表4-6-12大陸顧客滿意度與顧客忠誠度之迴歸分析表…………87
表4-6-13臺灣承諾與顧客忠誠度之迴歸分析表…………………88
表4-6-14大陸承諾與顧客忠誠度之迴歸分析表…………………88

表4-6-15台灣員工顧客導向與顧客滿意度之多元迴歸分析表…88
表4-6-16大陸員工顧客導向與顧客滿意度之多元迴歸分析表…89
表4-6-17台灣員工顧客導向與承諾之多元迴歸分析表…………89
表4-6-18大陸員工顧客導向與承諾之多元迴歸分析表…………89
表4-7-1假設結果 …………………………………………………90

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3.張國忠、劉娜婷 (2005),顧客關係規劃對顧客忠誠度效應影響之研究—以台灣金融業為例,第六卷第三期,頁492-514。
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6. 馬玉山(2001)。顧客導向之組織結構變革與經營績效之研究-以台灣建築投資業之住宅為例。碩士論文,國立台灣大學商學研究所,台北。
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