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研究生:徐定旺
研究生(外文):Ding-wang Shiu
論文名稱:顧客關係管理對房客滿意度與忠誠度影響之 研究─以台南市為例
論文名稱(外文):The Effects of the CustomerRelationship Management on Tenant Satisfaction andLoyalty─Take Tainan City as an Example
指導教授:陳淑美陳淑美引用關係
指導教授(外文):Shu-mei Chen
口試委員:楊宗憲黃幹忠
口試委員(外文):Yang Chung-HsienKan-Chung Huang
口試日期:2014-06-06
學位類別:碩士
校院名稱:崑山科技大學
系所名稱:房地產開發與管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
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:131
中文關鍵詞:顧客關係管理服務品質滿意度轉換成本忠誠度
外文關鍵詞:Customer Relationship Managementquality of servicesatisfactionswitching costloyalty
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過去國內有關住宅租賃市場的研究,多從家戶租買選擇行為面向著手,包括
租金水準對於租買頻率影響,或所得彈性與需求彈性推估考量之研究;顯少針對
房東的服務品質、顧客滿意度、忠誠度進行討論,尤其是有關房東的顧客關係管
理的討論更是付之闕如。本研究旨在探討顧客關係管理,服務品質、房客滿意度、
轉換成本與房客忠誠度之關係,藉以驗證房東做好顧客關係管理,提升服務品質,
是否可以提高房客滿意度及忠誠度。本研究以台南地區租屋者為對象,以問卷蒐
集房客資料與屬性,透過SPSS、AMOS 結構方程模式(Structural equation
modeling,SEM),進行實證分析,研究結果顯示:(1)顧客關係透過服務品質與滿
意度對忠誠度有直接與間接正向影響:(2)顧客關係透過轉換成本對忠誠度有直
接與間接影響。
The past research on domestic rental markets used to focus on household tenure choice
behaviors, including the effects of rentals on tenure frequency or the estimation of income
elasticity and demand elasticity. Little stressed on landlord’s quality of service, customer
satisfaction, and loyalty; especially, discussions on landlord’s Customer Relationship
Management was rare. This study aims to discuss Customer Relationship Management and
the correlations among quality of service, tenant satisfaction, switching cost, and tenant
loyalty so as to verify the effects of favorable landlord’s Customer Relationship
Management to enhance the quality of service on the promotion of tenant satisfaction and
loyalty. Aiming at lessees in Tainan areas, the questionnaire survey is proceeded to collect
tenant data and attributes. With SPSS and AMOS Structural equation modeling (SEM), the
empirical analyses show the following results. (1) Customer relationship presents direct and
indirect positive effects on loyalty through quality of service and satisfaction. (2) Customer
relationship appears direct and indirect effects on loyalty through switching cost.
中文摘要 ................................................................................................................................ I
Abstract ................................................................................................................................ Ⅱ
致謝 .......................................................................................................................................Ⅲ
目錄 .................................................................................................................................... . IV
表目錄 ................................................................................................................................ VI
圖目錄 ............................................................................................................................... IX
第一章 緒論 ................................................................................................................... 1
1.1 研究背景與動機...................................................................................................... 1
1.2 研究目的 .................................................................................................................. 3
1.3 研究範圍與限制...................................................................................................... 5
1.4 研究流程 .................................................................................................................. 7
第二章 文獻探討 ........................................................................................................... 8
2.1顧客關係管理 ........................................................................................................... 8
2.2服務品質 ................................................................................................................. 10
2.3滿意度 ..................................................................................................................... 14
2.4忠誠度 ..................................................................................................................... 17
2.5轉換成本 ................................................................................................................. 20
第三章 研究方法及架構 ............................................................................................. 24
3.1研究架構 ................................................................................................................. 24
3.2研究假說 ................................................................................................................. 24
3.3資料分析方法 ......................................................................................................... 34
第四章 資料來源與說明 ........................................................................................ 39
4.1資料來源 ................................................................................................................. 39
4.2樣本統計 ................................................................................................................. 40
4.3學生與社會人士樣本屬性之差異 ....................................................................... 44
4.4學生與社會人士五大構面之差異分析 ............................................................... 47
4.5信度分析 ................................................................................................................. 56
4.6因素分析 ................................................................................................................. 61
第五章 實證結果分析 ................................................................................................. 64
5.1理論模式 ................................................................................................................. 65
5.2修正後理論模式 ..................................................................................................... 76
5.3社會人士測量模式評估 ........................................................................................ 86
5.4社會人士測量模式評估 ........................................................................................ 95
5.5結果與討論 ........................................................................................................... 105
第六章 結論與建議 ................................................................................................... 106
5.1結論 ....................................................................................................................... 107
5.3建議 ....................................................................................................................... 108
5. 3後續研究 .............................................................................................................. 109
參考文獻 ............................................................................................................................ 109
附錄 ..................................................................................................................................... 128
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