臺灣博碩士論文加值系統

本研究之目的為探討鮮乳顧客忠誠度的影響因素，藉由衡量顧客購買不同乳廠之鮮乳的各項認知及滿意程度，評估影響顧客忠誠度的重要指標。調查訪問對象以市場佔有率前三大乳廠的鮮乳顧客為主，利用調查所得到的337份有效問卷，進行結構方程模式（Structural Equation Modeling, SEM）實證推估。茲將實證結果扼要陳述如下：
1. 顧客滿意度有顯著的中介效果，即認知價值會透過顧客滿意度來影響顧客忠誠度。此結果與Gronholdt et al.（2000）所提出之「認知價值－顧客滿意度－顧客忠誠度」的研究結果一致。
2. 影響顧客忠誠度的主要因素為顧客滿意度，所以廠商為了要能提高顧客對其產品的忠誠度，必須使顧客對其產品感到滿意。而其它如「認知價值」、「銷售推廣」、「品牌形象」與「價格」也分別對不同品牌鮮乳的忠誠度有不同程度的影響，廠商需針對其影響的因素加以改善才能提高顧客對其品牌的忠誠度。
3. 除了產品品質對其它構面影響不顯著，以及統一與味全的鮮乳顧客對於品牌形象的認知不顯著外，其餘構面則皆有顯著的因果關係存在。在「品牌形象」的評量項目中，鮮乳顧客多較重視「鮮乳標章」，其次為「電視廣告」與「知名品牌」；在「價格」的評量項目中，鮮乳顧客多較重視「夏季鮮乳價格」，其次為「冬季鮮乳價格」與「不同鮮乳價格」；在「銷售推廣」的評量項目中，鮮乳顧客多較重視「降價促銷」，其次為「搭贈活動」。

The purpose of this study is to explore the factors that affect customer loyalty of fresh milk in Taiwan. By assessing the perception and satisfaction of customers who buy the fresh milk from the different companies, the indicators that affect the customer loyalty were evaluated. A survey was conducted and the respondents were selected from the customers of three major milk companies by a convenient sampling. The effective sample contained 337 questionnaires. The structure equation modeling was applied to do the empirical analysis. The major findings are as follows：
1. Customer satisfaction has an apparent intermediary effect. It means that perceived value will influence customer loyalty through customer satisfaction. This result consists with the empirical result of “perceived value - customer satisfaction - customer's loyalty” framework, which is built up by Gronholdt et al. (2000).
2. The main factor that influences customer's loyalty is the customer satisfaction. In order to improve customer loyalty, companies must make customers feel satisfied with their products. And the other items, such as “perceived value”, “sales promotion”, “brand image”, and “price”, also have different effects on different brands of fresh milk. There companies also need to improve those factors to raise customer loyalty of their brands.
3. Except the product quality does not related to other constructs, and the perception of brand image does not related to other constructs of Uni- President and Wei Chuan companies’ customers, other constructs are all exist causal relationships apparently. In the evaluation indicators of “brand image”, fresh milk customers paid more attention to “the fresh milk seal”, than “television advertising” and “the famous brand”. In the evaluation indicators of “price”, fresh milk customers paid more attention to “promotion by a reduced price”, than “the activity of tied sale”.

第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究方法與步驟 3
第三節 研究範圍與資料來源 4
第四節 鮮乳市場產銷概況 6
第二章 文獻回顧 10
第一節 鮮乳相關文獻 10
第二節 認知、顧客滿意度與忠誠度 12
第三章 研究設計與分析方法 25
第一節 研究架構 25
第二節 變數定義與研究假設 26
第三節 研究分析方法 30
第四節 問卷設計與抽樣調查方法 31
第五節 調查樣本之敘述統計 33
第四章 實証分析 43
第一節 結構模式與衡量模式的建立 43
第二節 整體鮮乳顧客忠誠度分析 51
第三節 三大品牌鮮乳顧客忠誠度分析 60
第五章 結論與建議 75
第一節 結論 75
第二節 建議 77
第三節 限究限制與未來研究方向 78
參考文獻 79
附錄 鮮乳顧客忠誠度問卷 83

中文部分
吳榮杰，陳怡如，1999，「開放液態乳進口對臺灣鮮乳產業的可能影響」，臺灣銀行季刊，第五十卷第四期，316-339頁
周文賢，2002，「多變量統計分析－SAS/STAT使用方法」，台北：智勝文化。
林芋佐，2001，「液態乳之市場區隔及品牌偏好」，國立中興大學行銷學研究所碩士論文。
邱皓政，2003，「結構方程式－LISREL的理論、技術與應用」，台北：雙葉書廊。
洪麗君，2003，「乳品市場規範多國比較與臺灣乳品產業之行銷規劃」，國立中興大學行銷學研究所碩士論文。
郭添保，1994，「降低乳品進口關稅對牛乳產業影響之分析」，國立中興大學農產運銷學系碩士論文。
陳順宇，2000，「多變量分析」，台北：華泰書局。
黃俊英，2000，「多變量分析」，台北：華泰書局。
萬鍾汶、陳海菁，1997，「廣告對臺灣鮮乳市場需求之動態影響效果」，農產運銷論叢，第二卷，117-132頁。
萬鍾汶、蔡孟航，1997，「臺灣乳品特徵價值之分析」，農產運銷，第113期，34-42頁。
經濟部統計處，工業生產統計月報，1995-2000。
農業統計月報，2004，農產加工業主要產品產銷存量值，http://www.coa.gov.tw/ file/10/195/207/ 2337/t33.xls。
劉耀中、許應哲，2003，「我國大都會地區一般家庭鮮乳消費支出頻率之研究」，農產運銷，第130期，52-63頁
魯真、姜世英，2003，「液態乳品之消費結構與產品屬性之消費屬性之消費者認知研究」，農業經濟半年刊，第73期，97-142頁。
鍾聖校，1990，認知心理學，台北市：心理出版社。
糧食供需年報，2004，每人每年乳品可供消費量，http://www.coa.gov.tw/file/10/195/207/1241/5.6-1.xls。
英文部分
Bagozzi, R. P., and Y. Yi, 1988, “On the evaluation of structural equation models,” Academy of Marketing Science, 16(1), pp.74-94.
Barsky, J. D., and R. Labagh, 1992, “A Strategy for Customer Satisfaction,” Administration Quarterly, pp.32-40.
Bhuian, Shahid N. , 1997, “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K. and France,” Journal of Quality Management, 2(2), pp.217-235.
Bowden, Roger J. , 1986, “Self-selection biases in correlational studies based on questionnaires,” Psychometrika, 51, pp.313-325.
Chaudhuri A.,and Morris B. Holbrook, 2001, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance：The Role of Brand Loyalty” Journal of Marketing, 65, pp.81-93.
Dickson, R. P. and A. G. Sawyer, 1990 , The Price Knowledge and Search of Supermarket Shoppers, Journal of Marketing, 54, pp.42-53.
Dobni, D., 1990 , “ In Search of Brand Image: A foundation analysis”, Advances in Consumer Research, 17, pp110-119.
Fornell, C., 1992, “A national customer satisfaction barometer: The Swedish Experience,” Journal of Marketing, 55 ,pp.1-22.
Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha and B. E. Bryant, 1996, “The American customer satisfaction index : Nature, purpose and findings”, Journal of Marketing, 60 (4), pp.7-18.
Gronholdt L., Martensen A., and Kristensen K., 2000, “Total Quality Management & Business Excellence,”Abingdon, 11(4-6), pp.544-553.
Jedidi, K., Jagpal, H. S., & Desarbo, W. S. ,1997, Finite-mixture structural equation models for response-based segmentation and unobserved heterogeneity. Marketing Science, 16, pp.39-59.
Jones, T. O., and Jr. W. E. Sasser, 1995, “Why satisfied customers defect,” Harvard Business Review, 73, pp.88-99.
Kashyap, R. and David C. Bojanic , 2000, “A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers,” Journal of Travel Research, 39, pp.45-51.
Kashyap, R., & Bojanic, D. C. (2000).　A structural analysis of value, quality, and price perceptions of business and leisure travelers.　Journal of Travel Research, 39, pp.45-51.
Keaveney, Susan M., 1995, Customer Switching Behavior in Service Industries: An Exploratory Study, Journal of Marketing, 59, pp.71-82.
Keller, K. L. , 1993, “Conceptualizing, measuring, and managing customer- based brand equity,” Journal of Marketing, 57 (1), pp.1-22.
Kitchen, Philip J,1993, “Marketing Communications Renaissance. ” International Journal of Advertising , 12, pp. 367-386.
Kotler, Philip, 2000, Marketing Management 10th Edition, Prentice Hall Press, Inc.
Lam S.Y.,V. Shankar,and M. K. Erramilli, 2004, “Customer Value, Satisfacation, Loyalty, and Switching From a Business Service Context ,” Academy of Marketing Science, 32(3), pp.293-311.
Lee, Jonathan, Janghyuk Lee, and Lawrence Feick, 2001, The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France, Journal of Services Marketing, 15(1), pp.35-48.
Neal, W. D., 1999, “Satisfaction is Nice, but Value Drives Lloyalty,” Marketing Research, 11(1), pp.20-23.
Oliver, R. L., R. T. Rust, and S. Varki, 1997, “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing, 73(3), pp.311-336.
Ostrom, A., and D. Iacobucci, 1995, “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, 59(1)：17-28.
Parasuraman A. and Grewal D., 2000, Journal of the Academy of Marketing Science, 28(1),pp.168-175.
Reichheld, F. F. and Sasser, W. E. ,1990, “Zero Defections: Quality Comes to Service,” Harvard Business Review , pp.105-111.
Singh, M., 2000, “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, 28(1) , pp.150-167.
Sirdeshmukh, Deepak, Singh, Jagdip and Sabol, Barry, 2002, “Consumer trust, value, and loyalty in relational exchanges” ,Journal of Marketing, 66, pp.15-37
Sirohi N., Mclaughlin E.W., and Wittink D.R.,1998 ,”A Model of Consumer Perception and Store Loyalty Intentions for Supermarket Retailer. ” Journal of Retailing, 74(2), pp.223-245.
Stum, D. L, and A. Thiry, 1991, “Building Customer Loyalty,” Training and Development Journal, 45, pp.34-36.
Yoo,N. Donthu and S. Lee, 2000, “An Examination of Selected Marketing Mix Elements “and Brand Equity” Academy of Marketing Science, 28（2）,pp.195-211.
Yvette R. and T. Lindsay, 1999, “Structural Equation Modeling with Lisrel: Application in Tourism”, Tourism Management, 20, pp.71-88.
Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52, pp.2-22.
Zeithaml, V. A., and M. J. Bitner, 2000, Service Marketing, McGraw-Hill, pp.123.