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研究生:張菱珈
研究生(外文):Ling-Chia Chang
論文名稱:認同與體驗行銷對顧客忠誠度之影響-以健檢機構為例
論文名稱(外文):The Impacts of Identity and Experiential Marketing on Customer Loyalty:The Case of Health Inspection Agencies
指導教授:張國雄張國雄引用關係
指導教授(外文):Kuo-Hsiung Chang
口試委員:李元恕吳廣文吳立偉
口試委員(外文):Yuan-shuh LiiKuang-Wen WuLi-Wei Wu
口試日期:2015-06-26
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:41
中文關鍵詞:識別認同關係品質滿意信任
外文關鍵詞:IdentityIdentificationRelationship QualitySatisfactionTrust
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本研究目的在探討顧客對健檢機構之忠誠度,從兩方面去研究:一方面是透過識別讓顧客對這家健檢機構產生認同,進而維持其忠誠度;另一方面是透過體驗行銷讓顧客對這家健檢機構的關係品質滿意和信任,進而對這家健檢公司有所忠誠度。
本研究以某家健檢機構之顧客作為研究對象,採用發放紙本問卷之方式,最終得到有效樣本203份,並以敘述統計分析、信效度分析、整體配適度以及路徑分析來進行資料分析。研究結果發現:(1) 識別顯著且正向地影響認同;(2) 體驗行銷顯著且正向地影響關係品質;(3) 認同顯著且正向地影響顧客之忠誠度;(4) 關係品質顯著且正向地影響顧客之忠誠度。

This study aims to discuss customers’ loyalty of a health examination institution. This research project considers two aspects. Firstly, customers with a particular identity will through identifying with a health examination institution (i.e. identification) become loyal to it. Secondly, experiential marketing of a health examination institution will create the qualities of satisfaction and trust for the customers which make them become and remain more loyal to the institution.
This research project used questionnaires of customers from a health examination institution. Eventually, 203 valid samples were collected and analyzed by descriptive statistics analysis, reliability and validity analysis, and overall accommodation level analysis. The findings show: (1) Identity affects and is directly proportional to identification. (2) Experiential marketing affects and is directly proportional to relationship quality. (3) Identification affects and is directly proportional to customers' loyalty. (4) Relationship quality affects and is directly proportional to customers' loyalty.

第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 研究流程與章節架構 3
第二章 文獻探討 4
第一節 識別 4
第二節 認同 5
第三節 體驗行銷 6
第四節 關係品質 7
第五節 忠誠度 10
第三章 研究方法 12
第一節 研究假設 12
第二節 假說推論 13
第三節 變數操作問項與衡量 14
第四節 研究對象、分析與問卷設計 17
第五節 資料分析法 18
第四章 實證結果與分析 19
第一節 敘述統計分析 19
第二節 信度與效度分析 22
第三節 整體配適度 26
第四節 迴歸分析 28
第五章 結論與建議 29
第一節 研究結論 29
第二節 理論貢獻與管理意涵 30
參考文獻 31
附錄一 38

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