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研究生:吳宜君
研究生(外文):Wu, Yi-Jyun
論文名稱:探討金融服務業之顧客忠誠 : 顧客參與共同生產之觀點
論文名稱(外文):Understanding Customer Loyalty in the Financial Services: From the Perspective of Customer’s Participating in Co-production
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu, Li-Wei
口試委員:吳志正張國雄吳立偉
口試委員(外文):Wu,Jyh-JengChang, Kuo-HsiungWu, Li-Wei
口試日期:2016-06-23
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:2016
畢業學年度:104
語文別:中文
論文頁數:70
中文關鍵詞:共同生產忠誠度情感價值經濟價值
外文關鍵詞:Co-productionLoyaltyEconomic ValueEmotion Value
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近十年來台灣的服務產業的快速發展,市場的環境急遽變遷,形成了以客為尊的商業模式,也帶動了顧客意識抬頭,更進一步改變了金融投資的行銷策略。這股風潮也在投資產業快速地發展,鼓勵顧客參與共同生產的策略,並規劃出客製化的投資產品,共同生產的好處就是顧客可以從過去的被動投資接受者逐漸發展到現在的主動投資參與者,除了明白了解產品的特色跟優點,更投入自身的經驗規劃出量身訂做的產品規格。
本研究探討顧客專業跟角色明確性對共同生產是否產生變化,並觀察共同生產對經濟價值跟情感價值的影響是否有明確的效果。最後從觀察顧客的經濟價值以及情感價值來判斷忠誠度的成立。
本文以問卷調查的方式作為研究探討,收集了224份問卷並採用AMOS、SPSS套裝軟體進行分析,使用EXCEL將資料數據化,採用AMOS、SPSS將數據統整出詳細介紹,根據數據歸類不同族群,進而分析,而研究結果也觀察到角色明確性在共同生產上有明顯的效用,而在共同生產的影響下,對經濟價值以及情感價值也有顯著的影響作用,最後經濟價值以及情感價值對忠誠度的檢測也顯出有效的影響,並在文末提供後續的相關研究方向以及實務建議進行改善。

Over the past decade, the rapid development of Taiwan's service industry and the sudden changes in the market environment formed a customer-oriented business model which led to the rise of customer awareness. This has also changed the marketing strategy of financial investments.
The investment industry also has known a rapid growth which encouraged customer participation in co-production investments, enabling customization of investment products. The benefits of co-production is that customers are progressively shifting from past passive investment recipients to today’s active investment participants.
In this study, we observe whether client expertise and role clarity have any significant influence on co-production, then observe whether co-production affects economic value and emotional value. We eventually determine the creation of customer loyalty from the observation of the economic value and emotional value of the customers.
This paper exploits data collected from 224 questionnaires and uses AMOS, SPSS software package for analysis. At the end, it provides directions for further research and practical recommendations for improvement.

目 錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第三節 架構流程 6
第二章 文獻探討 7
第一節 共同生產 7
第二節 顧客專業 9
第三節 角色明確性11
第四節 經濟價值 13
第五節 情感價值 15
第六節 忠誠度 16
第三章 研究方法 20
第一節 研究假設 20
第二節 變數操作問項與衡量 21
第三節 研究對象、分析與問卷設計25
第四節 資料分析法28
第四章 實證結果 30
第一節 基本資料分析30
第二節 信效度分析37
第三節 相關性與共同方法變異分析40
第四節 整體配適度41
第五節 路徑分析 45
第五章 結論與建議47
第一節 結論 47
第二節 研究貢獻 50
第三節 管理意涵 51
第四節 研究限制與未來發展之建議52
參考文獻 53
附錄一 62

表目錄
表一、個變數問項與來源24
表二、修改後各變數問項27
表三、基本資料次數表32
表四、各問項代號 34
表五、敘述統計 35
表六、信效度分析 39
表七、區別效度 40
表八、相關係數 41
表九、整體模式配適度43
表十、研究假設檢定結果45

圖目錄
圖(1) 1-1研究流程 6
圖(2) 3-1研究架構 16
圖(3) 4-4本研究整體模型配適度 44



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