臺灣博碩士論文加值系統

以往針對客戶流失與轉換行為所研究的對象，多偏重以消費品產業為主，較少探討工業品產業客戶流失對於企業經營所造成之影響。本研究針對工業品產業中之營建工具業，探討其客戶流失之原因及行為表現，並期望透過相關研究，使業者可預先發現可能流失之客戶，並做為後續發展客戶慰留專案之參考。
本研究可分為五部份，第一部份首先將回顧與本論文有關之文獻。第二部份則提出本研究之研究架構及研究方法。第三部份則以SPSS軟體進行實證研究，統計方法係利用敘述性統計分析、因素分析、信度分析、單因子變異數分析及區別分析等進行資料分析。第四部分為討論前述之研究發現，並將其與消費品市場之客戶流失行為模式相比較。最後則為結論與建議。
研究結果發現：1.流失原因可萃取出產品及服務因素及價格因素兩大構面。轉購原因可萃取出服務及品牌策略、產品策略及價格策略三大構面。2.流失行為係以降低購買頻率及轉換新的供應商兩種方式表現。3.營建工具業與服務業客戶轉換行為模式有明顯差異。4.購買持續時間較長之客戶，對於送貨時間太久之重要性認知程度與購買持續時間較短之客戶有明顯差異。產品價格太高及採購頻率兩項變數可作為判別流失客戶是否會轉換供應商之模式。但由於區別力不甚良好，故並不適合以此兩項變數作為判斷預測之基準。

A great deal of effort has been made on the causes of customer churn in the consumer products industry. What seems to be lacking, however, is this subject in the industrial products industry. This study will focus the discussion on the causes of customer churn and customer switching behavior in the construction products supplier, in order to provide guidance for developing retention and loyalty programs.
This study can be divided into five parts; the first part reviews the literature on this subject. The second part introduces the methodology to be utilized throughout the study, first with structural diagram of study followed by study methods, and object in study. The third part utilizes using SPSS for Windows as the tool to conduct statistical analysis, including description statistical analysis, reliability test, Discriminant Analysis, Factor Analysis, and One-way ANOVA. The fourth part discusses the experimental result of this study, and compares it with customer switching behavior in the consumer products industry. The last part is a conclusion of the thesis.
The results of this study show as follows. 1. The main causes of customer churn are product and service oriented or price oriented. The main causes of customer switch are service and brand strategy, product strategy or price strategy. 2. Customer switching behavior includes decreasing purchased frequency and transferring to a new service provider. 3. Customer switching behavioral model in the service industry is different from the model in the construction products supplier. 4. The customers who have longer purchasing duration have higher recognition of importance for deliver time. Purchasing frequency and product price are not the best variables to predict if the customers would churn or not.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 論文結構 5
一、 第壹章 緒論 5
二、 第貳章 文獻探討與理論基礎 5
三、 第參章 研究方法與設計 5
四、 第肆章 實證資料分析 5
五、 第伍章 研究發現與討論 5
六、 第陸章 結論與建議 6
第貳章 文獻探討與理論基礎 7
第一節 工業品市場特性分析 7
一、 定義之差異 7
二、 市場內涵之差異 9
第二節 客戶流失與客戶轉換行為理論 16
一、 客戶流失與客戶轉換定義 16
二、 客戶流失文獻回顧 16
第三節 轉換成本理論 21
一、 轉換成本定義 21
二、 轉換成本產生原因 22
三、 轉換成本類型 23
第四節 口碑傳播理論 25
一、 口碑傳播定義 25
二、 口碑傳播種類及影響 25
第參章 研究方法與設計 29
第一節 研究架構 29
第二節 研究方法 31
一、 文獻回顧法 31
二、 個案研究法 31
三、 專家訪談法 31
四、 問卷調查分析法 31
第三節 研究對象與抽樣方法 32
一、 研究對象 32
二、 研究範圍 32
三、 抽樣方法 32
四、 問卷調查方式 33
五、 樣本大小 33
第四節 問卷設計、變數定義與衡量方式 34
一、 客戶流失之影響因素與表現行為 34
二、 流失客戶之特質分類 38
第五節 統計分析方法 40
一、 敘述性統計分析 40
二、 因素分析 40
三、 信度分析 41
四、 單因子變異數分析 41
五、 區別分析 42
第肆章 實證資料分析 43
第一節 樣本特性分析 43
一、 依行業類別分 43
二、 依公司規模分 45
三、 依每次採購金額分 46
四、 依採購頻率分 47
五、 依購買持續時間分 48
第二節 客戶流失、轉購原因及流失行為表現分析 49
一、 客戶流失原因客戶認知強度分析 49
二、 流失原因因素分析及信度分析 50
三、 轉購原因客戶認知強度分析 52
四、 轉購原因因素分析及信度分析 53
五、 流失行為表現分析 55
六、 客戶流失行為分析架構建立 55
第三節 不同客戶特質對客戶流失原因及行為表現之差異分析 57
一、 不同客戶特質對各流失原因之差異分析 57
二、 不同客戶特質及著重流失因素對客戶流失後表現行為之差異分析 68
第伍章 研究發現與討論 70
第一節 研究發現 70
一、 樣本特性分析 70
二、 客戶流失、轉購原因及流失行為表現分析 71
三、 客戶流失、轉購原因及流失行為表現分析 71
第二節 工業品市場與消費品市場客戶流失行為模式差異分析 72
一、 流失原因不同 72
二、 流失行為表現不同 73
三、 流失原因順序不同 74
第陸章 結論與建議 76
第一節 研究結論 76
第二節 研究限制 77
第三節 建議 78
參考文獻 80
附錄：問卷內容 87

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中文部份
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