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研究生:吳博璿
研究生(外文):WU, PO-HSUAN
論文名稱:顧客導向與顧客忠誠度之關係─產品重要性及個人化的角色
論文名稱(外文):The Relationship between Customer Orientation and Customer Loyalty: The Role of Product Importance and Product Individuality
指導教授:王崇昱王崇昱引用關係
指導教授(外文):WANG, CHUNG-YU
口試委員:白純菁李曉青王崇昱
口試委員(外文):PAI, CHUN-CHINGLI, HSIAO-CHINGWANG, CHUNG-YU
口試日期:2018-05-25
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系
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:2018
畢業學年度:106
語文別:中文
論文頁數:76
中文關鍵詞:顧客導向服務品質顧客忠誠度產品重要性產品個人化
外文關鍵詞:Customer OrientationService QualityCustomer LoyaltyProduct ImportanceProduct Individuality
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本研究發現過去探討顧客導向對顧客忠誠度之關係的文章較少,本研究主要針對顧客導向及服務品質等變數探討其對於顧客忠誠度的影響,另外加入產品重要性及產品個人化作為干擾變數進行實證。
在選擇實證樣本時,以服務業當中的保險產業做為研究對象。本研究採用問卷調查法收集資料,以曾經購買過或接受過保險產品/服務的消費者為研究對象,回收有效問卷共283份,並以IBM SPSS、Hayes (2013) PROCESS進行資料分析。研究結果分述如下:(1)服務品質對於顧客忠誠度有顯著正向影響;(2) 顧客導向對於服務品質有顯著正向影響;(3) 顧客導向對於顧客忠誠度有顯著正向影響;(4) 產品重要性強化干擾顧客導向與服務品質及顧客忠誠度之間的關係。根據研究結果,本研究將會提出相關建議以供保險公司作為參考。
關鍵字:顧客導向、服務品質、顧客忠誠度、產品重要性、產品個人化

In the past, few studies have focused on the relationship between customer orientation and customer loyalty. This study mainly focused on variables such as customer orientation and service quality to explore its impact on customer loyalty. In addition, product importance and product individuality are set as moderating variables.
A total of 283 valid copies of the questionnaire answered by customers who had purchased insurance product/service were collected. Data was analyzed with IBM SPSS for Hayes (2013) PROCESS. Empirical results suggest that: (1) Service quality has a positive effect on customer loyalty. (2) Customer orientation has a positive effect on service quality. (3) Customer orientation has a positive effect on customer loyalty. (4) Product importance positively moderates the relationships between customer orientation and service quality as well as customer orientation and customer loyalty. These findings will provide significant theoretical contributions and managerial implications for insurance companies.
Keywords:Customer Orientation、Service Quality、Customer Loyalty、Product Importance、Product Individuality

摘 要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節、 研究背景及動機 1
第二節、研究目的 4
第三節、研究流程 5
第二章 文獻探討 6
第一節、顧客忠誠度(Customer Loyalty) 6
第二節、服務品質(Service Quality) 8
第三節、顧客導向(Customer Orientation) 12
第四節、產品重要性(Product Importance) 16
第五節、產品個人化(Product Individuality) 18
第三章 研究設計與方法 20
第一節、研究架構 20
第二節、研究變項之操作性定義與衡量 21
第三節、問卷設計 26
第四節、研究方法 26
第五節、統計分析 27
第四章 研究分析與結果 28
第一節、敘述性統計分析 28
第二節、相關分析 31
第三節、信度與效度分析 32
第四節、差異性分析 39
第五節、中介及干擾效果之驗證 43
第六節、假設檢定結果 48
第五章 結論與建議 49
第一節、研究結論 49
第二節、研究貢獻與管理意涵 54
第三節、研究限制 58
第四節、後續研究與建議 59
參考文獻 61
一、中文部分 61
二、英文部分 63
附錄 74


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