Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23637
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dc.contributor吳志文zh_TW
dc.contributor.author卓芳儀zh_TW
dc.contributor.authorCho, Fang-Yien_US
dc.contributor.other行銷學系所zh_TW
dc.date2013en_US
dc.date.accessioned2014-06-06T07:20:51Z-
dc.date.available2014-06-06T07:20:51Z-
dc.identifierU0005-0507201314234500en_US
dc.identifier.citation參考文獻 一、中文參考文獻 1. 世新大學 廣播電台組織與經營管理 2. 國立中央圖書館 台灣分館<台灣學研究> 戰後初年台灣廣播事業之接收與重建(1945-1947) 以台灣廣播電台為中心 3. AC Neilsen 媒體研究「1992-2002 全省收聽率調查」 4. 動腦雜誌 5. 世新大學傳播研究所 博士生 許文宜- 傳統廣播電台擴展數位媒介平台的生態優勢與困境:中國廣播公司個案研究 6、孫秀蕙, 1997, &quot;公共關係:理論、策略與實例研究,&quot; 7、王德馨、俞成業著,1995,「公共關係」 8、鄭貞銘1999。《公共關係總論》。台北:五南 9、劉建順 2005 論公關活動. 規劃執行 10、姚惠忠 2009 《公共關係學-理論與實務》。臺北:五南圖書出版公司 11、李湘君 2004 《當代公共關係:策略、管理與挑戰》 台北:亞太圖書出版 12、政治大學廣告系 許恬忻 企業公關人員如何使用MSN 13、陳一香 2007 《公共關係:理論、策略與應用.》 - 雙葉書廊有限公司 14、許安琪 2003。《綜效與整合行銷傳播研究》,台北:揚智 15、國立臺北科技大學工業工程系 胡同來 有線電視節目供應商促銷策略與經營 績效之研究A Study of Promotion Strategy and Operational Performance for Cable Television Program Providers 16、趙永智(2001):台北市立動物園企業識別系統對企業形象影響之研究 17、朱鴻燕(2002),品牌價格與認知價值關係之實證研究 二、英文參考文獻 1、Aaker, David A. (1991), Managing Brand Equity, San Francisco: Free Press. 2、 Aaker, David A. and Kevin Lane Keller (1990),&quot;Consumer Evaluations of Brand Extensions,&quot; Journal of Marketing, Vol.54 (January), 27-41. 3、Bhote, K. R. 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Jr. and Schlesinger, L. A., 1994, Putting the service-profit chain to work, Harvard Business Review vol. 39 no. 1 pp. 131-185 15、Jacoby,J., & Chestnut,R.W.(1978). Brand loyalty measurement and management.New York:Wiley 16、Jacoby,J., & Kyner, D.B. (1973). Brand loyalty versus repeat purchase behavior. Journal Of Marketing Research 17、James R. (2002). “Towards an Accessible City:Empurucal Measurement and Modeling of Access to Urban Opportunities for those with Vision Impairments, Using Remote Infrared Audible Signage 18、Johnson, D. and Grayson, K., 2005. Cognitive and Affective Trust in Service Relationships, Journal of Business Research, 58(4), 500-507. 19、Johnson, D. and Grayson, K., 2005. Cognitive and Affective Trust in Service Relationships, Journal of Business Research, 58(4), 500-507. 20、Jones, T. O. & W. E. Sasser (1995), &quot;Why Satisfied Customers Defect,&quot; Harvard Business Review 21、Keller,K.L.,1993, Conceptualizing and Managing Customer-Based Equity,Journal of Marketing,57(1),1-22 22、Jones, T. O. & W. E. Sasser (1995), &quot;Why Satisfied Customers Defect,&quot; Harvard Business Review VOL 73 (6), pp.88-99 23、Kotler Philip, Ang Swee Hoon, Leong Siew Meng, & Tan Chin Tiong (1996).Marketing Management:Analysis,Planning,Implementation and Control(9th ed.)New York:Prentice Hall Inc. 24、Kotler,P.(1999).Marketing Management:An Asian Perspective(2ND ed).Singapore:Prentice Hall Inc. 25、Laurent,G, Kapferer, J.,&Roussel, F.(1995), “The underlying structure of brand awareness scrores “,Marketing Science Vol. 14, No. 3, pp. 170-179. 21 26、Lee, J., Lee, J., & Freick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France. Journal of Services Marketing, 27、Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing Vol 15, Number 2,2001 , pp. 113-130(18) 28、Mishra, A. K. (1996). Organizational response to crisis: The centrality of trust. In R. M. Kramer & T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research pp261-268 29、Morgan and Hunt 1994, The Commitment-Trust Theory of Relationship Marketing Vol. 58 (July 1994), 20-38 30、Moorman, C., Zaltman, G. and Deshpande, R. (1992), “Relationships between providers and users of market research: The dynamics of trust within and between organizations,” Journal of Marketing Research, Vol. 29, No. 3, pp. 314-328. 31、Morgan, R. M. and Hunt, S. D., The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 1994, Vol. 58, No. 3, pp. 20-38 32、Morgan, R. M. and Hunt, S. D., The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 1994, Vol. 58, No. 3, pp. 20-38 33、Nguyen & Western,2006 “The Complementary Relationship Between The Internet and Traditional Mass Media:The Case of Online News and Information”Cutlip 34、Niederkofler,M.(1991).The evolution of strategic lliances:Opportunities for managerial influence. Journal of Business Venturing,6,237-257. 35、Samiee, Saeed. 1994. Customer evaluation of products in a global market. Journal of International Business Studies Vol.25, No.3, pp312-403 36、Schultz, D.E. & Schultz, H.F. (2004) IMC Next Generation. New York: McGraw-Hill. Schultz, D.E. & Schultz, H.F. (2005) Measuring brand value, in Tybout, A. &Calkins, T. (eds) Kellog on Branding. New Jersey: John Wiley & Sons, Inc. 37、Shimp, Terence (1997), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 4th ed., FL: The Dryden Press. 38、Singh, J. and Sirdeshmukh, D., 2000. Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments, Academy of Marketing Science,28(1)150-167 39、Parasuraman, A., V. A. Zeithaml and L. L. Berry(1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”,Journal of Retailing VOl.49, p.42 40、Urban, G.L., Fareena Sultan, and William Qualls (2000), “Placing Trust at the Center of Your Internet Strategy,” Sloan Management Review, 42 (1), 39–48. 41、WuLf Kristof De,Odekerken-schroder,Gaby, and Lacobucci,Dawn(2001,“Investments in Consumer Relaionships: A Cross-Country and Cross-Industry Exploration”,Joural of Marketing. Vol.65(October), pp.33-50en_US
dc.identifier.urihttp://hdl.handle.net/11455/23637-
dc.description.abstract本研究主要目的在於探討公關認知訊息、品牌形象、企業知名度以及信任,對廣播電台之忠誠度的影響。本研究以問卷方式,針對中部地區聽眾進行調查,為何選擇在中部,除了本身就在中部電台工作之外,在台灣北中南東四地當中,中部電台數量最多,最密集,因此如何在這麼多競爭對手當中,維持既有的收聽率,甚至增加,成為許多電台媒體人想要知道的訊息。這次總共回收250份問券,透過之後的量化分析,發現目前收聽廣播的聽眾年齡層,多在30歲以上,50歲以上和20歲以下的聽眾較少,主要薪資收入大約在每月3-5萬元,平均每天收聽時間大約一個小時,推估是上班和下班的開車時段,在車上收聽。 另外,在進行迴歸分析之後,發現「1.品牌形象對公關認知訊息具有正向的影響關係」、「2.信任對公關認知訊息具有正向的影響關係」、「3.顧客忠誠度對公關認知訊息具有正向的影響關係」、「4.品牌形象對顧客忠誠度具有正向的影響關係」、「5.信任對顧客忠誠度具有正向的影響關係」都具有正相關,但「公關認知訊息對知名度不具有正向的影響關係」、和「企業知名度對顧客忠誠度不具有正向的影響關係」,在第六章管理意涵和結論中,有就實務和個人經驗,分析原因。zh_TW
dc.description.abstractThe primary goal of the study is to look into how strategy of public relations, brand images, The Relationship among Brand Awareness and Trust influence the loyalty to radio stations. The study is carried out through questionnaires. Besides my personal working experience as a DJ, number of radio stations in Taichung outweighs number of any other areas in Taiwan; therefore, the study focuses on listeners in Taichung. Media workers of radio stations are concerned about the way to keep audience loyal to their own stations and even explore potential listeners. After applying quantitative analysis to 250 questionnaire collected, the result revealed that the 30~39 age group makes up the most of radio station audience while people aged 20- and 50+ are less used to listening to radio.The average income of broadcast radio listeners was found to range from NT$30,000 to NT$50,000. Through regression analysis, the data showed that (1)brand images are positively related to strategy of public relations。(2) Trust are positively related to strategy of public relations。(3) L oyalty to radio stations are positively related to strategy of public relations。(4)Brand image are positively related to L oyalty to radio stations (5) Trust are positively related to L oyalty to radio stations;but(6) strategy of public relations are not positively related to brand Awareness (7) brand Awareness are not positively related to L oyalty to radio stations; Essential elements contributing to the above-mentioned results were critically examind in Chapter 6 based on practical and personal experience.en_US
dc.description.tableofcontents目 錄 第一章 研究背景 1 第一節 廣播的歷史 ..1 第二節 研究動機………………………………………………………………… 5 第三節 研究目的 7 第四節 研究流程 7 第二章 文獻探討 8 第一節 公關訊息認知 8 第二節 品牌形象 14 第三節 信任 15 第四節 企業知名度 17 第五節 顧客忠誠度 20 第三章 研究假設與方法 23 第一節 研究架構 23 第二節 研究假設 23 第三節 變數定義及衡量 26 第四節 研究設計 30 第五節 調查方法 31 第六節 統計分析方法 32 第四章 實證結果 34 第一節 樣本結構分析 34 第二節 敘述統計分析 37 第三節 信度分析 39 第四節 因素分析 42 第五節 迴歸分析 46 第五章 討論與管理意涵 50 第一節 討論 50 第二節 管理意涵 53 第六章 結論與後續建議 57 第一節 研究結論 57 第二節 後續研究建議 58 參考文獻 59 問券………………………………………………………………………………….65 圖表目錄 圖一:研究流程……………………………………………………………………7 圖二:研究架構……………………………………………………………………23 表1-1 全台電台總數…………………………………………………………….2 表1-2 收聽率調查………………………………………………………………5 表4-1 性別樣本之結構分析……………………………………………………34 表4-2 年齡樣本之結構分析……………………………………………………34 表4-3 婚姻狀況之結構分析……………………………………………………35 表4-4 學歷之結構分析…………………………………………………………35 表4-5 職業別之結構分析………………………………………………………35 表4-6 個人平均月薪之結構分析………………………………………………36 表4-7 收聽時數之結構分析……………………………………………………36 表4-8 公關訊息認知之敘述性統計……………………………………………37 表4-9 品牌形象之敘述性統計…………………………………………………38 表4-10 企業知名度之敘述性統計………………………………………………38 表4-11 信任之敘述性統計………………………………………………………38 表4-12 顧客忠誠度之敘述性統計………………………………………………39 表4-13 公關訊息認知之信度分析………………………………………………40 表4-14 品牌形象之信度分析……………………………………………………40 表4-15 企業知名度之信度分析…………………………………………………40 表4-16 信任之信度分析…………………………………………………………41 表4-17 顧客忠誠度之信度分析…………………………………………………41 表4-18 公關訊息認知之因數分析………………………………………………42 表4-19 品牌形象之因數分析……………………………………………………43 表4-20 企業知名度之因數分析…………………………………………………44 表4-21 信任之因數分析………………………………………………………45 表4-22 顧客忠誠度之因數分析………………………………………………46 表5-1 公關訊息認知、品牌形象、企業知名度、信任、顧客忠誠度之迴歸分析……………………………………………………………………………………47 表5-2 公關訊息認知、品牌形象、企業知名度、信任、顧客忠誠度之變異數分析……………………………………………………………………………………48 表5-3 公關訊息認知、品牌形象、企業知名度、信任及顧客忠誠度之係數估計分析………………………………………………………………………………… 48 表5-4 品牌形象、企業知名度、信任及公關訊息認知之迴歸分析…………… 49 表5-5 品牌形象、企業知名度、信任及公關訊息認知之係數分析……………49zh_TW
dc.language.isozh_TWen_US
dc.publisher行銷學系所zh_TW
dc.relation.urihttp://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0507201314234500en_US
dc.subject顧客忠誠度zh_TW
dc.subjectloyalty to radio stationsen_US
dc.subject信任zh_TW
dc.subject品牌形象zh_TW
dc.subject企業知名度zh_TW
dc.subjecttrusten_US
dc.subjectbrand imagesen_US
dc.subjectbrand awarenessen_US
dc.title電台媒體之顧客忠誠度研究zh_TW
dc.titleResearch on loyalty of listeners to radio stationsen_US
dc.typeThesis and Dissertationzh_TW
item.languageiso639-1zh_TW-
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item.grantfulltextrestricted-
item.openairetypeThesis and Dissertation-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
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