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研究生(外文):Ling-Chia Chang
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(外文):Kuo-Hsiung Chang
口試委員(外文):Yuan-shuh LiiKuang-Wen WuLi-Wei Wu
外文關鍵詞:IdentityIdentificationRelationship QualitySatisfactionTrust
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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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