臺灣博碩士論文加值系統

民以食為天、農業發展一直朝產量及品質提升而努力，在這方面具有相當大的進步，但在農業行銷方面長期卻沒有明顯的進展。此外，一般保鮮存放也未獲得有效改善，本研究之目的在於以某農業技術公司為研究對象，在農產品經過保鮮保存處理作業後，探討顧客對於關係行銷、顧客滿意度及顧客忠誠度之影響。
本研究擬從消費者的角度探討某農業技術公司關係行銷及顧客滿意度對顧客忠誠度之影響，透過問卷調查，其研究對象為台北及台中地區有購買過蒜仁產品的消費者。本研究採用便利抽樣的方式，了解不同屬性消費者對該公司產品的看法是否有顯著差異，也進行關係行銷、顧客滿意度與顧客忠誠度變數間影響的實證研究，共發放420份紙本問卷，有效問卷為400份。本研究獲得之重要結論彙整如下：

1.關係行銷對顧客滿意度具有顯著的正向影響。
2.顧客滿意度對顧客忠誠度具有顯著的正向影響。
3.關係行銷對顧客忠誠度具有顯著的正向影響。
4.除了性別狀況外，其餘不同屬性的消費者對關係行銷、顧客滿意度及顧客忠誠度之看法都有顯著差異。

Agricultural development has been making efforts to the rise in the production and the quality, which make considerable progress in general. However, in terms of agricultural marketing, it is not expanded well in the long-term. In addition, the general preservation has not been improved properly. The research aims at treating certain agricultural corporation as a target to realize agriculturists’ productions and preservations. Furthermore, the research also tries to explore the customers’ effects towards the Relations marketing, Customer satisfaction and Customer loyalty.
This study investigates the effects of relationship marketing and customer satisfaction on customer loyalty from the point of view of the consumers. The selected participants who responded questionnaires were consumers purchased garlic products in Taipei and Taichung. This study adopts the convenience sampling method to understand if there exists the significant difference in different attributes consumers. Meanwhile, this empirical research also studies the Relationship marketing, Customer loyalty, and Customer satisfaction. A total of 420 questionnaires were distributed, and 400 valid questionnaires were collected. Important conclusions of this study was aggregated as follows:

1. Relationship marketing has significant positive effect on Customer satisfaction.
2. Customer satisfaction has significant and positive impact on Customer loyalty.
3. Relationship marketing has significant and positive effect on Customer loyalty.
4. Beside sex, different attributes consumers have significant difference in the views of Relations marketing, Customer satisfaction and Customer loyalty.

誌謝 I
中文摘要 II
ABSTRACT II
目 錄 IV
表目錄 VI
圖目錄 VIII
一、緒 論 1
1.1　研究背景與動機 1
1.2　研究目的 2
1.3 研究範圍與限制 3
1.4 研究內容與流程 4
二、文獻探討 6
2.1 農業技術公司 6
2.2 關係行銷 7
2.3 顧客滿意度 12
2.4 顧客忠誠度 17
三、研究方法 21
3.1 研究架構 21
3.2 研究假設 22
3.3 研究變數的定義與衡量題項 24
3.4 問卷設計 27
3.5 抽樣設計 30
四、實證結果分析 32
4.1　樣本結構分析 32
4.2　信效度分析 34
4.3　整體分析 35
4.4　差異分析 37
4.5　多元迴歸分析 45
4.6　小結 48
五、結論與建議 50
5.1　結論 50
5.2　建議 52
參考文獻 55
附錄：正式問卷 62

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