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研究生:沈彤昭
研究生(外文):SHEN, TONG-JHAO
論文名稱:探討忠誠計畫對顧客忠誠度之影響:從顧客配適觀點
論文名稱(外文):Exploring the Effect of Loyalty Program on Customer Loyalty: The Role of Customer Fit
指導教授:張俊民張俊民引用關係
指導教授(外文):CHANG, CHUN-MING
口試委員:陳綉里顏嘉惠李奇樺吳徐哲
口試委員(外文):CHEN, HSIU-LIYEN, CHIA-HUILI, CHI-HUAWU, SYU-JHE
口試日期:2021-05-14
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2021
畢業學年度:109
語文別:中文
論文頁數:77
中文關鍵詞:忠誠計畫顧客忠誠度品牌依賴顧客價值配適度
外文關鍵詞:Loyalty ProgramCustomer LoyaltyBrand DependenceCustomer ValueFit
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由於現在零售市場競爭相當激烈,維持顧客的忠誠度便成為企業經營一項重要的使命。一般而言,企業會以消費集點的方式兌換聯名商品之忠誠計畫,希望能利用知名商品的限量及稀少性提高消費者購買的慾望,並且運用集點方式提高消費者的購買產品的樂趣,期望此方式回饋與獎勵方式達到刺激消費並留住忠誠顧客的目的,更重要的是,從中建立企業與消費者之間穩定長遠的良好關係,近年來,全聯福利中心的集點換購活動即受到很大的迴響,被視為成功的顧客忠誠計畫,因此本研究將探討全聯福利中心的集點換購計畫如何促進顧客忠誠度。
本研究將配適度理論觀點為基礎,探討消費者與商品間需求配適度、品牌配適度與價格配適度,是否對顧客價值產生影響,進而影響依賴以及顧客忠誠度,本研究採問卷調查法進行資料蒐集,以參加過全聯福利中心集點換購商品活動之消費者為研究對象,作為本研究資料分析與驗證之樣本,本研究總共回有效問卷255份,實證結果顯示:(1)顧客-品牌配適度對顧客價值有正向影響,(2)價格配適度對顧客價值有正向影響,(3)顧客價值對品牌依賴有正向影響,(4)顧客價值對顧客忠誠度有正向影響,(5)品牌依賴對顧客忠誠度有正向影響,本研究依據研究發現提出研究與實務意涵。
Due to the increasing competitive environment in the retailing sector, retailers recognize that maintaining customer loyalty plays a key role in a successful business strategy. Today, managers in the retailing sector have implemented some useful incentive programs to sustain customer loyalty. Customer loyalty card is one of the success customer loyalty programs in Taiwan, especially for the PX MART, a famous retailing company in Taiwan. With the card number, customers of PX MART can earn points based on their transactions and could purchase the branded products with special discount using the accumulated points. In order to examine the factors affecting success of loyalty program for PX MART, this study aimed to propose a model to examine the factors increasing customer loyalty drawing on the perspectives of fit and customer value.
In the model, this study argued that fit between loyalty program and customers are vital predictor of customer value, which in turn could impact the formation of dependence and customer loyalty. In particular, this study classified fit between customer and loyalty program into three types: customer-product fit, customer-brand fit, and price fit. Data collected from 255 PX MART customers were used to test the proposed model. The results revealed that customer-brand fit, and price fit exerted significant influences on customer value. The results also reported that customer value had positive impacts on brand dependence and customer loyalty. Moreover, the results revealed that facilitating customers’ dependence on the retailer is an effect strategy for increasing customer loyalty. This research proposed the implications for research and practice based on the findings.

目錄 I
圖目錄 IV
表目錄 V
第壹章 緒論
第一節 研究背景與動機……………………………………………………1
第二節 研究目的…………………………………………………………………5
第三節 研究範圍與步驟……………………………………………………7
第貳章 文獻探討
第一節 顧客忠誠度……………………………………………………………10
第二節 品牌依賴…………………………………………………………………13
第三節 顧客價值…………………………………………………………………14
第四節 配適度………………………………………………………………………16
第參章 研究設計與方法
第一節 研究架構…………………………………………………………………20
第二節 研究假設…………………………………………………………………22
第三節 研究問卷設計………………………………………………………25
一、問卷預測……………………………………………………………………………27
二、問卷發放……………………………………………………………………………28
第肆章 實證分析與假設檢定
第一節 基本資料統計分析………………………………………………29
一、性別………………………………………………………………………………………30
二、年齡………………………………………………………………………………………30
三、婚姻………………………………………………………………………………………31
四、學歷………………………………………………………………………………………32
五、職業………………………………………………………………………………………33
六、薪資………………………………………………………………………………………34
七、最近一次在全聯福利中心集點換購的商品類型……………………………………35
第二節 統計分析……………………………………………………………………39
一、測量模式分析……………………………………………………………………39
二、結構模式分析……………………………………………………………………44
第三節 假設檢定……………………………………………………………………46
第伍章 結論與建議
第一節 研究結果…………………………………………………………………48
一、產品配適度對顧客價值之影響…………………………………48
二、品牌配適度對顧客價值之影響…………………………………48
三、價格配適度對顧客價值之影響…………………………………48
四、顧客價值對於品牌依賴之影響…………………………………49
五、顧客價值對於顧客忠誠度之影響……………………………49
六、品牌依賴對於顧客忠誠度之影響……………………………49
第二節 管理意涵…………………………………………………………………50
第三節 研究貢獻…………………………………………………………………52
第四節 研究限制與建議…………………………………………………53
參考文獻 ………………………………………………………………………………54
附錄:研究問卷………………………………………………………………………64


參考文獻
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