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研究生:張哲源
研究生(外文):Zhe-yuan Zhang
論文名稱:關係行銷策略與顧客保留相關之研究─以國內行動通訊服務產業為例
指導教授:謝效昭謝效昭引用關係
指導教授(外文):Hsiao-Chao Hsieh
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:44
中文關鍵詞:關係行銷策略顧客保留顧客信任顧客承諾
相關次數:
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對於所有產業而言,企業要能永續的經營與發展,最基本的條件就是能在相互競爭的環境中生存並「創造利潤」,為了達到這樣的目的,一般企業總運用波特(Michael Porter)的低成本策略,經由製程持續不斷的改良來降低生產成本,而當所有的企業均以同樣的方式在同一個已飽和的市場相互競爭時,所得到的結果就是「撕殺後的紅色海洋」,因此,由前端來創造利潤的競爭思維模式已不再是企業成功優勢的來源。取而代之的,應是從後端的消費者角度來思考,必竟企業利潤的創造,最終還是要由「顧客」所帶來的「消費」產生。鑑於上述的原因本研究將聚焦於「顧客」及「行銷」的層面來探討企業如何運用「關係行銷策略」,在競爭激烈的商場撕殺中,來達到有效留住舊顧客,以確保利潤創造的目標。
本研究將以國內行動通訊產業為例,探討業者如何運用「關係行銷」發展各式具體有效之行銷策略,來應對已趨進飽和的行動電話通訊服務的市場,達到顧客保留的目標,其中亦包含了相關仲介變數(顧客信任及顧客承諾)與顧客保留的因果關係探討,經由相關文獻之引用及邏輯推理建立變數間因果關係之架構與假設,並以適當抽樣的問卷調查方式進行資料蒐集,最後以SPSS8.0統計軟體進行資料分析,藉以驗證本研究各項假訯。
本研究結果發現:關係行銷可透過社會性及結構性的行銷策略來建立顧客對於業者的信任,並運用顧客信任與顧客承諾的高度正向關係,即顧客信任是顧客承諾的主要決定因素,進而使其產生對於業者的承諾,最後達到顧客保留的目標;而財務性關係行銷策略雖與顧客信任及顧客承諾呈負向的顯著關係,但用於吸引新顧客的加入郤是十分有效的,因此對於國內行動通訊服務產業而言,關係行銷策略的活用對於顧客保留是具有正面助益的。
論文摘要..................................Ⅰ
內容目錄..................................Ⅱ
表目錄...................................Ⅲ
圖目錄...................................Ⅳ
第一章 緒論.................................1
第一節 研究背景與動機............................1
第二節 研究範圍...............................3
第三節 研究目的...............................4
第二章 文獻探討...............................6
第一節 關係行銷及其策略...........................6
第二節 顧客信任...............................12
第三節 顧客承諾...............................15
第四節 顧客保留...............................17
第三章 研究架構與方法............................19
第一節 研究架構與研究假設..........................19
第二節 研究變數的操作性定義與衡量......................21
第三節 研究對象與抽樣方法..........................25
第四節 資料分析方法.............................26
第四章 研究結果...............................27
第一節 樣本資料分析.............................27
第二節 因素分析...............................30
第三節 信度與效度分析............................33
第四節 假設檢定...............................34
第五章 結論與建議..............................38
第一節 研究結論 ..............................38
第二節 管理實務的建議............................39
第三節 未來研究方向.............................40
一、中文部份
1、林宜錚(2001),顧客轉換因素之探討-以行動電話門號業者為例,國立成功大學交通管理研究所碩士論文。
2、林星聖(2000),壽險產業關係行銷之研究-承諾-信任理論之應用, 國立交通大學管理科學學程碩士班碩士論文。
3、林慧婷(2001),傳統通路與虛擬通路中不同顧客保留策略影響顧客信任、承諾與離去傾向之比較研究,國立高雄第一科技大學行銷與流通管理碩士班碩士論文。
4、林龍興(2002),關係行銷結合策略與生活型態對顧客忠誠度影響之研究-以網路購物與線上拍賣為例,東吳大學國際貿易學系碩士論文。
5、洪慈鎂(2002),顧客與金融產業之企業形象、關係行銷,對信任度、滿意度與後續使用意願的影響 ,東吳大學心理學系碩士論文。
6、黃俊偉(2002),行動通訊服務市場顧客保留影響因素之探討,國立成功大學交通管理學系碩士論文。
7、黃進聰(2005),顧客關係管理對顧客保留與顧客佔有率影響之研究-以十大書坊為例,佛光人文社會學院管理學研究所碩士論文。
8、陳嘉珮(2001),銀行關係行銷策略對關係品質與顧客忠誠度影響之研究--以國內現金卡市場為例,東吳大學國際貿易學系碩士論文。
9、馮鎮邦(2000),建立顧客信任的服務行銷策略-以信用卡為例,國立政治大學企管研究所碩士論文。
10、楊偉智(2001),以關係管理觀點探討新產品開發績效之研究,靜宜大學企業管理學系研究所碩士論文。
11、榮泰生(2006),SPSS與研究方法,五南圖書出版有限公司。
12、鄭仁偉(1998),銷售人員正面情感流露、組織公民行為與服務品質關係之研究-以台灣汽車業為例,銘傳大學管理科學研究所碩士論文。
13、顧正懿(1994),滿意度、顧客忠誠度關係之研究--以台灣地區汽車經銷商為例, 國立中正大學企業管理研究所碩士論文。
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