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研究生:泰輝忠
研究生(外文):Thai, Dam Huy Trung
論文名稱:藉由顧客忠誠度獲取持續性競爭優勢:行銷組合策略及企業社會責任觀點
論文名稱(外文):Obtaining Sustainable Competitive Advantage from Customer Loyalty: A Perspective of Marketing-Mix Strategy and Corporate Social Responsibility
指導教授:張琦雅張琦雅引用關係
指導教授(外文):Chang, Chi Ya
口試委員:張琦雅吳萬益周建亨
口試委員(外文):Chang, Chi YaWu, Wann YihChou, Chien Heng
口試日期:2014-01-08
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:英文
論文頁數:119
外文關鍵詞:Corporate social responsibility (CSR),customer loyaltycustomer trustemotional valuefour Pspeopleperceived valuephysical environmentquality valueprice valueservice delivery processesservice marketing-mix strategysocial valuesustainable competitive advantage
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This paper aims to identify customer loyalty as a business sustainable competitive advantage from the perspective of service marketing-mix strategy and corporate social responsibility (CSR), by examining the simultaneous effects of selected service marketing-mix elements including people, physical environment, and processes, and CSR as another independent variable on customer perceived value, trust, and loyalty in the smart phone industry. The study has been conducted with a questionnaire survey, using multiple regression analysis method with SPSS 18.0 software. The results from the empirical analysis shows that (1) The selected service marketing-mix elements including physical environment and processes of service providers present significantly positive effects on customer perceived value but not with customer trust; (2) The performance of service employees does not help enhance perceived value and trust of customers; (3) Customer perceived value appears remarkably in building trust and strengthening customer loyalty; (4) The trust and loyalty of customers are improved when customers have good emotional feeling, social recognition, and quality assurance when using the smart phones; (5) The price value is not significantly associated with the performance of physical environment, service delivery processes, as well as not help enhance trust and loyalty of customers (6) CSR plays a powerful roles in enhancing value perceived by customers, building trust, and improving customer loyalty (7) The perceived value is found as a full mediator between marketing-mix efforts customer trust and a partial mediator in the relationship between CSR and customer trust. (8) Customer trust partially mediates the relationship between perceived value and the loyalty of customer, and between the CSR and customer loyalty. (9) In addition, three dimensions out of the four, namely ‘emotional’, ‘social’, and ‘quality’ value ofperceived value do have a significant effect on customer trust and loyalty. Only the fourth dimension of perceived value, ‘price’ value does not influence trust as well as improve loyalty when customers are considering or while using a smart-phone.
ABSTRACT iii
ACKNOWLEDGEMENT v
LIST OF TABLES x
LIST OF FIGURES xii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Procedure 5
1.4 The Study Structure 6
CHAPTER TWO 8
LITERATURE REVIEW 8
2.1 Customer Loyalty Driving Sustainable Competitive Advantage 8
2.1.1 Strategic Role of Customer Loyalty 8
2.1.2 Competitive Advantage 9
2.1.3 Sustainable Competitive Advantage (SCA) 10
2.2 Operational Definition of Research Constructs 11
2.2.1 Marketing-Mix Strategy 11
2.2.2 Service Marketing-Mix 12
2.2.3 Perceived Value 13
2.2.4 Customer Trust 15
2.2.5 Customer Loyalty 15
2.2.6 Corporate Social Responsibility (CSR) 17
2.3 Interrelationship among Research Variables 18
2.3.1 Relationship between Selected Service Marketing-Mix and Perceived Value 18
2.3.2 Relationship between Perceived Value, Customer Trust, and Customer Loyalty 22
2.3.3 Relationship between Customer Trust and Customer Loyalty 24
2.3.4 Relationship between CSR, Perceived Value, Customer Trust, and Customer Loyalty 24
2.3.5 The Mediating Effect of Perceived Value and Customer Trust 26
2.4 Summary 29
CHAPTER THREE 30
RESEARCH DESIGN AND METHODOLOGY 30
3.1 Research Framework 30
3.2 Research Hypotheses to be tested 30
3.3 Operational Definition of Research Variables 32
3.3.1 Independent Variables 32
3.3.2 Dependent Variables 36
3.4 Questionnaire Design and Sample Plan 38
3.5 Data Analysis Procedures 39
3.5.1 Descriptive Statistic Analysis 39
3.5.2 Purification and Reliability of the Measurement Variables 39
3.5.3 Interrelationships between Research Variables 40
CHAPTER FOUR 41
RESEARCH ANALYSIS AND RESULTS 41
4.1 Descriptive Analysis 41
4.1.1 Data Collection 41
4.1.2 Characteristics of Sample Respondents 41
4.1.3 Measurement Results of Relevant Variables 44
4.2 Factor Analysis and Reliability Test 46
4.2.1 People 47
4.2.2 Physical Environment 48
4.2.3 Processes 49
4.2.4 Perceived Value 50
4.2.5 Customer Trust 53
4.2.6 Customer Loyalty 53
4.2.7 Corporate Social Responsibility 54
4.3 Independent Sample t-Test 55
4.3.1 Effects of Nationalities of Respondents on People, Physical Environment, and Processes 55
4.3.2 Effect of Nationalities of Respondents on Perceived Value, Trust, Loyalty, and CSR 56
4.4 Hypotheses Testing 56
4.4.1 The influences of Service Marketing-mix Strategy on Perceived Value 57
4.4.2 The influences of Service Marketing-mix Strategy on Customer Trust 62
4.4.3 The influences of Customer Perceived Value on Customer Trust 64
4.4.4 The influences of Customer Perceived Value on Customer Loyalty 66
4.4.5 The influences of Customer Trust on Customer Loyalty 67
4.4.6 The influences of CSR on Perceive Value, Customer Trust, and Customer Loyalty 68
4.4.7 The Mediating Effect of Perceived Value 70
4.4.8 The Mediating Effect of Customer Trust 75
CHAPTER FIVE 78
CONCLUSIONS AND SUGGESTIONS 78
5.1. Conclusions 78
5.2. Suggestions and Implications 83
5.2.1. Academic Implications 83
5.2.2. Managerial Implications 84
5.3. Limitations and Future Research 90
REFERENCES 92
APPENDICES 102
Appendix 1: Survey Questionnaire 102
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