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研究生:李孟潔
研究生(外文):Meng-Chieh Lee
論文名稱:體驗價值、關係價值、顧客滿意與行為意向之研究-以西服為例
論文名稱(外文):The Research of the Experimental Value, Relationship Value, Customer Satisfaction, and Behavvioral Intention – An Example of the Suit
指導教授:楊濱燦楊濱燦引用關係
指導教授(外文):Bin-Tsann Yang
口試委員:高鵬翔尤政平林建廷
口試日期:2013-07-24
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系碩士班
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2014
畢業學年度:103
語文別:中文
論文頁數:72
中文關鍵詞:體驗價值關係價值顧客滿意西服
外文關鍵詞:Experimental ValueReationship ValueCustomer SatisfactionSuit
相關次數:
  • 被引用被引用:8
  • 點閱點閱:491
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:83
  • 收藏至我的研究室書目清單書目收藏:0
對企業管理而言留住顧客一直是非常重要的議題,而隨著行銷方式不停的轉變,企業的獲利來自於顧客,企業必須與顧客建立能強烈的關係,讓顧客成為公司及產品的擁護者,如此一來顧客不但會忠於公司,也會熱心推薦公司和產品給其他消費者。本研究的目的為體驗價、關係價值及顧客滿意最後導致行為意向之關係,並以西服業做為研究對象。
問卷由四個部分所組成,包含體驗價值、關係價值、顧客滿意及行為意向,研究對象為台灣北部曾購買西服經驗的男性。探討:1、體驗價值與行為意向間之關係;2、顧客滿意對體驗價值與行為意向間關係之影響;3、顧客滿意對關係價值與行為意向間關係之影響。資料分析的結果顯示:
1.消費者投資報酬對行為意向有正向關係。
2.服務優越性對行為意向有正向關係。
3.美感對行為意向有正向關係。
4.趣味性對行為意向有正向關係。
5.顧客滿意為消費者投資報酬及行為意圖之中介變數。
6.顧客滿意為服務優越性及行為意圖之中介變數。
7.顧客滿意為美感及行為意圖之中介變數。
8.顧客滿意為趣味性及行為意圖之中介變數。
9.顧客滿意為社會性價值及行為意圖之中介變數。
10.顧客滿意為功能性價值及行為意圖之中介變數。
最後本研究進一步提出學術及實務上的建議。


Retain customers in terms of enterprise management has been a very important issue, and with the constant changes in the way of marketing, corporate profits come from customers, companies must be able to establish strong relationships with customers, so that customers become the company and products advocates, this way the customer will not only loyal to the company, will be eager to recommend companies and products to other consumers. The purpose of this study was to experience price, relationship value and customer satisfaction leading to behavioral intention relationship and to suit the industry as the research object.
Questionnaire composed of four parts, including experiential value, relationship value, customer satisfaction and behavioral intentions, the subjects had to buy a suit for the northern Taiwan experienced men. Discussion: 1, to experience the relationship between values and behavior intention; 2, the impact on the customer experience of the relationship between values and behavior intention satisfaction; 3, the value of customer satisfaction impact on relations between intention and behavior relationships. Data analysis showed that:
1. Return on investment for consumers to have a positive relationship between
behavioral intention.
2. Service superiority positive relationship between behavioral intention.
3. Aestheticss positively related to behavioral intentions.
4. Playfulness on the positive relationship between behavioral intention.
5. Customer satisfaction and return on investment for the consumer behavioral
intentions intermediary variables.
6. Customer satisfaction for service excellence and behavioral intention of
intervening variables.
7. Customer satisfaction for aesthetic and behavioral intention intermediary
variables.
8. Customer satisfaction and behavioral intentions interesting intermediary
variables.
9. Customer satisfaction is the value of social and behavioral intention
intermediary variables.
10. Functional value of customer satisfaction and behavioral intentions of
intervening variables.
Finally, this study provides academic and practical suggestions for reference.

中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
圖目錄 viii
表目錄 ix

第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 3
第三節 研究架構 5
第二章 文獻探討 7
第一節 西裝起源及探討 7
第二節 體驗價值 9
第三節 關係價值 14
第四節 顧客滿意 17
第五節 行為意向 19
第三章 研究方法 22
第一節 研究假設 22
第二節 變數的操作型定義與衡量 26
第三節 研究樣本及資料蒐集 30
第四節 資料分析方法 31
第四章 分析結果 33
第一節 資料分析 33
第二節 信度分析 36
第三節 相關分析 37
第四節 迴歸分析 39
第五章 結論與建議 52
第一節 假設驗證總結 52
第二節 實務建議 55
第三節 後續研究建議 57
參考文獻 58
附錄 70

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