Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24393
DC FieldValueLanguage
dc.contributor吳志正zh_TW
dc.contributor劉玉雯zh_TW
dc.contributor.advisor方世榮zh_TW
dc.contributor.author楊涵如zh_TW
dc.contributor.authorYang, Han-Juen_US
dc.contributor.other中興大學zh_TW
dc.date2008zh_TW
dc.date.accessioned2014-06-06T07:22:45Z-
dc.date.available2014-06-06T07:22:45Z-
dc.identifierU0005-1408200702121200zh_TW
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dc.identifier.urihttp://hdl.handle.net/11455/24393-
dc.description.abstract當行銷走進1990年代時,一切事物似乎變得愈來愈複雜。許多公司開始對於投入大筆行銷支出卻未獲得同等的報酬產生質疑,而在同時,多數西方國家的發展已逐漸走向以服務為主導的經濟社會,此即凸顯出企業與顧客對雙方關係的認知具有差距的重要議題。事實上,行銷的中心信條「顧客主權」(customer supremacy) 雖為我們所理解與接受,但其在實務上的推行卻常有瑕疵。 本研究初步提出顧客主導關係的構面,並實證其與關係利益對於關係品質與忠誠度之間的影響關係。其中顧客主導關係分為二項構念:顧客參與以及高許可強度;關係利益分為三類:信心利益、社會利益與特殊待遇利益;關係品質分為二類:滿意與承諾。本研究採用便利抽樣的方式,共取得301位曾有過接受銀行業或旅遊業服務經驗且印象深刻的顧客作為分析樣本,研究發現如下: 1. 除了社會利益對於滿意及承諾的影響並不顯著外,信心利益以及特殊待遇利益二項關係利益對於滿意及承諾等二項關係品質具有顯著且正向的影響。 2. 兩項關係品質對於忠誠度具有顯著且正向的影響,其中以滿意的影響最大。 3. 顧客主導關係中的兩項構念:顧客參與以及高許可強度分別對於關係品質中的承諾以及滿意具有顯著且正向的影響。 4. 本研究亦發現顧客主導關係中的構念之一:高許可強度對於忠誠度具有顯著且正向的影響。zh_TW
dc.description.abstractAs marketing entered the 1990s things appeared to be going from bad to worse. Companies were beginning to question the large expenditure on marketing without a m- easurable return on investment that had been assumed in past decades. Most western co- untries were becoming largely service-led economies,so it has to be stressed that the iss- ue of perceptive gaps between customers and companies. It was frequently acknowledg- ed that customer supremacy, the central tenet of marketing, although rational in principl- e was fawed in practice. The present study aims to investigate the effects of customer management relati- onships and relationship benefits on relationship quality and loyalty.According to New- ell (2003), customer management relationships including two dimensions: customer par- ticipation and high permission intensity. Base on Hennig-Thrau et al.,(2002), these vari- ables were further categorized into two or three dimensions. That is, relationship benefi- ts consist of confidence benefit, social benefit ,and special treatment benefit, whereas relationship quality in composed of satisfaction and commitment. In respect of experiment, our study targets at customer who accept bank or touri- st services,and we obtain 301 useful questionaires by convenience sampling. The findings are summarized as follows: 1. While the effect of social benefit on relationship quality is not significant, co- fidence benefit and social benefit positively affect the two dimensions of rela- tionship quality. 2. The two dimensions of relationship quality positively affect loyalty in which satisfaction has the strongest effect on loyalty. 3. The two dimensions of customer management relationships positively affect relationship quality. 4. While customer participation on loyalty is not significant, high permission intensity positively affect loyalty.en_US
dc.description.tableofcontents中文摘要………………………………………………………………………………...i 英文摘要………………………………………………………………………………..ii 目次……………………………………………………………………………………..iv 表目次…………………………………………………………………………………..vi 圖目次…………………………………………………………………………………viii 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……………………………………………………………...3 第三節 研究對象與範圍……………………………………………………...3 第四節 論文結構與研究流程………………………………………………...3 第二章 文獻探討……………………………………………………………………...5 第一節 顧客關係利益………………………………………………………...5 第二節 關係品質…………………………………………………………….11 第三節 忠誠度……………………………………………………………….13 第四節 顧客主導關係……………………………………………………….19 第三章 研究方法…………………………………………………………………….23 第一節 研究架構…………………………………………………………….23 第二節 研究假設…………………………………………………………….24 第三節 研究變數及其操作性定義………………………………………….28 第四節 研究設計…………………………………………………………….34 第五節 資料分析方法……………………………………………………….36 第六節 信度與效度檢定…………………………………………………….37 第四章 資料分析與實證研究……………………………………………………….40 第一節 顧客樣本基本資料之敘述性統計分析…………………………….40 第二節 因素分析…………………………………………………………….45 第三節 關係利益、顧客主導關係、關係品質與忠誠度之影響檢定…….48 第五章 結論與建議………………………………………………………………...53 第一節 研究結論…………………………………………………………….53 第二節 管理意涵…………………………………………………………….53 第三節 研究限制…………………………………………………………….55 參考文獻……………………………………………………………………………….57 問卷…………………………………………………………………………………….69zh_TW
dc.language.isoen_USzh_TW
dc.publisher高階經理人碩士在職專班zh_TW
dc.subjecthttp://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1408200702121200en_US
dc.subject顧客主導關係zh_TW
dc.subject關係利益zh_TW
dc.subject關係品質zh_TW
dc.subject忠誠zh_TW
dc.subject顧客參與zh_TW
dc.subject高許可強度zh_TW
dc.title顧客主導關係與關係利益對關係品質與忠誠度之影響zh_TW
dc.titleEffects of Customer Management Relationships and Relationship Benefits on Relationship Quality and Loyaltyen_US
dc.typeThesis and Dissertationzh_TW
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