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研究生:黃秀雲
研究生(外文):Hsiu-yun Huang
論文名稱:關係品質、顧客正面情感與顧客自發行為之研究
論文名稱(外文):Relationship Quality, Customer Positive Affect, and Customer Voluntary Performance
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:羅啟峰陳曉天
口試委員(外文):CHI-FENG LUOSHIAU-TIAN CHEN
口試日期:2017-06-02
學位類別:碩士
校院名稱:中國文化大學
系所名稱:全球品牌與行銷碩士在職學位學程
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:133
中文關鍵詞:關係品質顧客正面情感顧客自發行為
外文關鍵詞:Relationship QualityCustomer Positive AffectCustomer Voluntary Performance
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在高度競爭的商業模式中,企業的行銷策略已由過去的生產導向轉換為顧客導向。由於企業服務人員與顧客間之關係品質會影響顧客對於企業的整體關係品質評價,顧客願意與企業分享改善建議與想法是企業提升競爭力的關鍵因素。因此,本研究主要的目的在於:1.檢視關係品質與顧客自發行為之關係模式。2.以顧客正面情感為中介變項,檢視關係品質與顧客自發行為之關係。本研究以某知名連鎖美髮店之顧客做為研究樣本,進行問卷調查,回收了500份問卷樣本,刪除無效問卷73份,有效問卷為427份。分析結果發現:1、關係品質之信任與自發行為之忠誠、參與行為呈現正相關,關係品質之承諾與自發行為之忠誠、參與行為呈現正相關,關係品質之滿意與顧客自發行為之忠誠、合作行為呈現正相關。2、關係品質之信任、承諾、滿意會透過顧客正面情感影響顧客自發行為之忠誠、合作、參與行為。
In a hyper-competitive business model, the marketing strategy of the enterprise has been transformed from the previous production-oriented to the present customer-oriented order. Given that the enterprise service staff and the customers’ relationship quality will influence the enterprise’s overall relationship quality evaluation from the point of view of customers, the customers’ willingness to share ideas and suggestions with the enterprise for improvement is the critical factor to enhance the enterprise’s competitiveness.
Therefore, the main purpose of this study is: 1. to examine the link between relationship quality and customer voluntary performance relationship model, 2. To consider the customer positive affect as an intervening variable and survey the link between relationship quality and customer voluntary performance. The subjects in this research are the customers of a well-known hair salon chain store. Proceeding with a questionnaire survey, 500 questionnaires were recovered and after putting aside 73 invalid ones, a total of 427 questionnaires were analyzed. The following results have been found through analysis:1. The element of trust in Relationship Quality shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance. Meanwhile, the element of promises in Relationship Quality also shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance, and the element of satisfaction in Relationship Quality shows a positive correlation with the elements of loyalty and cooperation in Customer Voluntary Performance. 2. Elements such as trust, promises, and satisfaction in Relationship Quality will affect elements such as loyalty, cooperation, and participation in Customer Voluntary Performance through the Customer Positive Affect.

中 文 摘 要 I
英 文 摘 要 II
內 容 目 錄 III
表 目 錄 VI
圖 目 錄 VIII
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 6
第二章 文獻探討 7
第一節 關係品質 7
第二節 顧客正面情感 20
第三節 顧客自發行為 24
第三章 研究方法 33
第一節 研究假設35
第二節 研究變數之操作性定義與測量工具 46
第三節 研究樣本與資料搜集 50
第四節 資料分析方法 52
第四章 統計分析結果 54
第一節 敘述性統計分析 54
第二節 驗證性因素分析 58
第三節 信度與相關分析 66
第四節 結構方程模式 68
第五節 路徑檢定73
第五章 結論與建議 75
第一節 研究結論 78
第二節 研究建議 86
第三節 研究限制 90
參考文獻 91
ㄧ、中文部分 91
二、英文部分 95
附錄:問卷 129

表 目 錄
表2-1-1 關係品質定義整理 8
表2-1-2 信任的定義 11
表2-1-3 承諾的定義 14
表2-1-4 滿意的定義 16
表2-3 顧客自發行為定義整理 31
表3-1 各構面量表信度測量值 49
表4-1-1 研究樣本之年齡分佈 54
表4-1-2 研究樣本之教育程度分佈 55
表4-1-3 研究樣本之職業狀況分佈 56
表4-1-4 研究樣本之婚姻狀況分佈 57
表4-2-1 關係品質驗證性因素分析表 58
表4-2-2 顧客正面情感驗證性因素分析表 61
表4-2-3 顧客自發行為驗證性因素分析表 63
表4-3 關係品質、顧客正面情感、顧客自發行為之相關係數表67
表4-4-1 直接效果、間接效果、總效果 69
表4-4-2 整體模式適配度與配適標準表 71
表4-5 假設路徑檢定結果 73
表5-1 研究假設驗證彙整 74


圖 目 錄
圖1-1研究架構圖 7
圖4-1 關係品質關係驗證結構模式圖 64
圖4-2 顧客正面情感驗證結構模式圖 66
圖4-3 顧客自發行為驗證結構模式圖 68
圖4-4關係品質.顧客正面情感.顧客自發行為驗證結構模式圖 69
圖4-6 SEM結構模型檢驗中介效果 73
圖4-7路徑檢定係數值 77
圖5-1假設結果路徑圖 79

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