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研究生:吳瑜祐
研究生(外文):You-You Wu
論文名稱:評估顧客忠誠與其前因變項之關係:企業形象之中介角色
論文名稱(外文):Assessing the Relationship Between Customer Loyalty and Its Antecedents:The Mediating Role of Corporate Image
指導教授:周勝武
指導教授(外文):Sheng-Wuu Joe
口試委員:周勝武林介鵬洪維廷
口試委員(外文):Sheng-Wuu JoeChieh-Peng LinWei-Ting hung
口試日期:2014-06-06
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所在職專班
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:92
中文關鍵詞:房地產行銷模式企業形象代言人形象服務品質品牌形象再購意願
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  在不動產經紀業服務發現,顧客在購買不動產時往往會因為企業服務的好壞來影響顧客忠誠。且消費水準持續提升時,市場在房屋買賣透明化更是快速成長,許多仲介公司在企業品牌上也陸續提升,企業形象策略已被視為是一種資訊的提示,顧客大多藉由企業推出的代言人形象及服務品質來推論企業品牌。本研究評估顧客忠誠與其前因變項之關係:企業形象之中介角色,瞭解顧客在代言人形象、經理人形象及服務品質等因素的考量下,對顧客忠誠之關係。再以此了解顧客對房屋買賣忠誠的影響。

  本研究將透過問卷方式進行樣本收集,以問卷方式在桃園地區有買賣房屋經驗的顧客進行調查。共發放500份問卷,回收有效樣本共計500份,有效回收率100%,並透過SPSS 17.0統計軟體進行分析,統計方法包括敘述性統計、因素分析、信度分析與效度分析、人口統計變數,迴歸分析驗證其假設關係。

  經實證研究發現,在有買賣經驗的顧客中,顧客屬性會因代言人形象、經理人形象及服務品質的因素,會透過品牌形象為中介因子而產生顯著的影響,換言之,顧客在購屋的過程中會關切到代言形象與服務品質的焦點也會因為代言人的可信度、形象、知名度與性別,讓顧客對品牌忠誠產生正向顯著影響。綜合上述結論,將可提供房屋仲介公司的參考,也可以提供日後學術研究上的參考與建議依據。
  The real estate industry market shows that the industry service quality often affects the consumers’ royalty. Along with the lifting of consumers’ purchasing ability, the market for housing transaction transparency grows rapidly. Many housing agencies are also promoting in the corporation image, and the cooperation image has been viewed as a powerful marketing strategy to be an information prompt. They are striving to establish their corporation image in consumers’ mind through celebrity endorsements & quality service. This study is aimed to investigate the effects of celebrity endorsements, corporate image, & service quality on the consumers’ intention to authorize the reality company they like to make a deal with.

  The survey is completed through questionnare data. 500 copies of questionnares were delivered to 500 experienced respondents in Taoyuan & all of the 500 questionnares were received effectively. The collected data were analyzed over software SPSS 17.0. The statistical methods including descriptive statistics, factor analysis, reliability analysis, validity analysis, & regression analysis are used to verify the hypothesis.

  The empirical study reveals that celebrity endorsements, corporate image, & service quality do have a significant impact on consumers’ decision making. In others words, Consumers take service quality, corporate image as well as celebrity endorsement. into consideration in the purchasing process. Even the endorser’s credibility, image, & gender have a positive influence on consumers’ repurchase intention. All the conclusion could be afforded to the reality industry as a reference. It could also provide a reference or basis for future academic researches.
中文摘要 i
Abstract ii
致謝 iii
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 4
1.5 研究構念 7
1.6 小結 7
第二章 文獻探討 8
2.1 行銷模式 8
2.1.1 代言人形象 9
2.1.2 經理人形象 13
2.1.3 服務品質 14
2.2 品牌形象 17
2.2.1 品牌形象定義 17
2.3 顧客忠誠 21
2.3.1 顧客忠誠的定義 24
2.4 各研究構面文獻 27
2.4.1 代言人形象、品牌形象、顧客忠誠 27
2.4.2 品牌形象、服務品質、顧客忠誠 28
2.4.3 品牌形象、品牌權益 29
2.5 小結 29
第三章 研究設計與方法 31
3.1 研究架構 31
3.2 研究變數之操作型定義 32
3.2.1 代言人形象 32
3.2.2 經理人形象 32
3.2.3 服務品質 32
3.2.4 品牌形象 33
3.2.5 顧客忠誠 33
3.3 問卷設計 33
3.4 資料分析方法 38
3.4.1 敘述性統計分析 38
3.4.2 信、效度分析 38
3.4.3 迴歸分析 39
3.4.4 因素分析 39
3.5 問卷預試與信度分析 42
3.6 研究假說 43
3.7 小結 45
第四章 資料分析 46
4.1 敘述性統計分析 46
4.2 交叉分析 49
4.3 量表信度與效度分析 56
4.4 多元迴歸分析 57
4.5 假設驗證 61
4.6 小結 62
第五章 結論與建議 64
5.1 研究結論 64
5.2 研究建議 66
5.3 研究限制 68
5.4 未來研究建議 68
參考文獻 70
中文文獻 70
參考網址 71
英文文獻 72
附件一:評估顧客忠誠與其前因變項之關係:企業形象之中介角色問卷


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