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研究生:高兆偉
研究生(外文):Zhao-Wei Gao
論文名稱:連鎖藥妝商店之促銷效果、廣告效果、顧客滿意度與顧客忠誠度之關係-以屈臣氏為例
論文名稱(外文):A Study on the Relationships among Promotion Effect, Advertising Effect, Customer Satisfaction and Customer Loyalty for Chain Drugstore-The Case of Watsons
指導教授:許炳堃許炳堃引用關係
指導教授(外文):Ping-Kun Hsu
學位類別:碩士
校院名稱:台南應用科技大學
系所名稱:國際企業經營系碩士班
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:2015
畢業學年度:103
語文別:中文
論文頁數:76
中文關鍵詞:促銷效果、廣告效果、顧客滿意度、顧客忠誠度
外文關鍵詞:Promotion EffectAdvertising EffectCustomer SatisfactionCustomer Loyalty
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近年來,社會經濟發展越來越蓬勃,使得原本競爭激烈的藥妝商店更加面臨挑戰。除了維持原有的顧客外,同時必須運用各種的促銷活動誘因,來誘發顧客前往消費之動機,並且加上廣告宣傳效果,探討是否會因促銷效果與廣告效果而對顧客滿意度有所影響,以及消費者就此對該企業之品牌而產生顧客忠誠度,因此,本研究以台南市地區屈臣氏連鎖藥妝商店之消費者為訪問對象,藉由SPSS20與AMOS統計軟體分析,瞭解促銷效果、廣告效果、顧客滿意度與顧客忠誠度之間的關聯性與影響程度。
本研究採用問卷調查方式蒐集資料,共發放400份正式問卷,獲得有效問卷356份,有效樣本回收率為89%。而本研究結果發現:(1)促銷效果對廣告效果呈顯著正向影響。(2)促銷效果對顧客滿意度之影響部分成立,僅財務誘因對顧客滿意度呈顯著正向影響。(3)廣告效果對顧客滿意度呈顯著正向影響。(4)廣告效果對顧客忠誠度呈顯著正向影響。(5)顧客滿意度對顧客忠誠度呈顯著正向影響。(6)印象效果對財務誘因與顧客滿意度具有部分中介效果。(7)品牌效果對非財務誘因與顧客滿意度具完全中介效果。(8)顧客滿意度對印象效果與顧客忠誠度具有部分中介效果。(9)顧客滿意度對品牌效果與顧客忠誠度具有部分中介效果。


In recent years, chain drugstores compete fiercely and face more challenges. They not only have to maintain current customers, but plan a variety of prompotion activities to induce consumption motivation. They also need to know whether promotion effect and advertisement effect have a significant influence on customer satisfaction and in turn increase customer loyalty. The main purpose of this research is to empirically explore the relationships among promotion effect, advertising effect, customer satisfaction and customer loyalty. A questionnaire survey was conducted to fulfill this purpose using a sample of 356 effective questionnaires gathered from the customer of Watsons in Tainan. The analyses of statistics such as independent-samples t test, one-way ANOVA, regression analysis and SEM were used to analyze the data, with the software of AMOS and PASW Statistics.

The major findings of this study are summarized as follows: (1) Promotion effect has a significantly positive influence on advertising effect. (2) Promotion effect has a partial influence on customer satisfaction, and financial incentives have a significantly positive influence on customer satisfaction. (3) Advertising effect has a significantly positive influence on customer satisfaction. (4) Advertising effect has a significantly positive influence on customer loyalty. (5) Customer satisfaction has a significantly positive influence on customer loyalty. (6) Impression effect partially mediates the effects of financial incentives on customer satisfaction. (7) Brand effect fully mediates the effects of non-financial incentives on customer satisfaction. (8) Customer satisfaction partially mediates the effects of impression effect on customer loyalty. (9) Customer satisfaction partially mediates the effects of brand effect on customer loyalty.


目錄
中文摘要 I
ABSTRACT II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 4
第四節 章節結構 5
第五節 研究範圍 5
第六節 研究流程 5
第二章 文獻探討 7
第一節 促銷效果 7
第二節 廣告效果 11
第三節 顧客滿意度 14
第四節 顧客忠誠度 16
第五節 各變數相互關聯性 17
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究對象與抽樣方法 22
第四節 研究變項與操作型定義 23
第五節 統計分析方法 26
第六節 問卷設計與發放 28
第四章 實證結果分析 39
第一節 人口統計變項之描述性統計分析 39
第二節 研究假設驗證 42
第五章 結論與建議 61
第一節 研究結論 61
第二節 研究貢獻 63
第三節 管理實務意涵 64
第四節 研究限制 64
第五節 未來研究方向 65
參考文獻 66
附錄一 預試問卷描述性統計量彙整表 71
附錄二 預試問卷 73
附錄三 正式問卷 75



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