Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92542
DC FieldValueLanguage
dc.contributorRen-Jye Shiauen_US
dc.contributor蕭仁傑zh_TW
dc.contributor.authorYi-Chen Tsaien_US
dc.contributor.author蔡宜臻zh_TW
dc.contributor.other行銷學系所zh_TW
dc.date2014zh_TW
dc.date.accessioned2015-12-16T03:23:35Z-
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dc.identifier.urihttp://hdl.handle.net/11455/92542-
dc.description.abstract'Customer Participation' was defined as a process of receiving services and creating value with enterprises; 'Customer Engagement' was the behavior of process beyond purchase, such as recommended consumption or opinions feedback. However, in previous researches, the concepts of this two terms - Customer Participation and Customer Engagement were easy to be confused. Also the majority of past researches were stood on consumers' view, but rarely on enterprises' view. Moreover, though there were some evidences can prove that Customer Participation had positive impact on Customer Engagement. There were little articles shown relationships between these two variables. This study stood on enterprises' views to understand (1) associations between Customer Participation and Customer Engagement, (2) what kind of activities been able to enhance Customer Participation and Customer Engagement, and (3) whether there are any consistence between consumers' and enterprises' view on Customer Participation, Customer Engagement. In order to understand the concepts and associations between Customer Participation and Customer Engagement, and realize the implementation activities of the enterprise profile, this study conducted several semi-structured in-depth interviews to service enterprises. The customers' questionnaire was developed base on the results of the interviews, in order to verify the consistency of Customer Participation and Customer Engagement between consumers and enterprises. The results shown that: (1) view of enterprises' and scholars on Customer Engagement and Customer Participation was consistent, (2) Customer Participation and Customer Engagement were associated, and Customer Participation could positively affect Customer Engagement. The results of consumers' questionnaire indicated that consumers' and enterprises' view of Customers Participation and Customers Engagement was consistent.en_US
dc.description.abstract「顧客參與」是指消費者在接受服務並與企業共創價值的過程,即為消費行為中之體驗,如餐廳用餐和服務人員的互動;「顧客投入」則為顧客在消費過程以外的任何行為,如推薦他人消費或意見回饋。由於過去在探討顧客參與顧客投入時,並未清楚地區分兩者之間的差異,以及過去多從消費者的角度出發,鮮少研究以業者角度來看顧客參與和顧客投入;甚至也僅探討過顧客參與對顧客投入有正向之影響,而兩變數之其他關連性並未予以研究。綜合以上幾項尚未補足的研究缺口,本研究以針對服務業為主進行探索性研究,以瞭解業者對顧客參與和顧客投入之想法及何種活動較能增強顧客參與和顧客投入,並且去探究在實務界中,顧客投入和顧客參與之間的關聯性。此外,本研究進一步驗證消費者和業者對顧客參與、顧客投入之看法的一致性。 本研究主要採用質化研究,針對服務業業者進行深度訪談,以瞭解業者對顧客投入和顧客參與的定義、兩者之間的關聯性、以及執行行銷活動之概況。根據訪談結果發展出消費者的問卷,對消費者進行問卷調查,來驗證消費者和業者對顧客參與和顧客投入的看法是否有一致性,並瞭解讓顧客願意分享與推薦業者之原因與影響程度。 訪談結果得知:業者和過去學者的研究對顧客投入和顧客參與的看法是一致的,顧客參與和顧客投入有關聯性,及顧客參與會正向影響顧客投入。而問卷分析結果證實:消費者和業者對顧客投入、顧客參與的看法具有一致性。此外,針對影響顧客願意分享、推薦餐廳原因之分析結果得知:消費者認為價格折扣以及朋友分享的影響力最大,因此建議未來企業在制定活動方案時,可採用此兩方案。zh_TW
dc.description.tableofcontents目錄 摘 要…………. i Abstract……… ii 目錄………. iii 表目錄………. iv 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究範圍及對象 2 第四節 研究流程 3 第二章 文獻探討 4 第一節 顧客參與 4 第二節 顧客投入 6 第三節 顧客參與及顧客投入之比較 10 第四節 顧客參與、顧客投入目前之活動探討 12 第三章 研究設計與執行 17 第一節 質化研究 17 第二節 消費者問卷設計及研究過程 40 第四章 結果、討論與建議 51 第一節 質化訪談之結果、討論與建議 51 第二節 消費者調查之結果、討論與建議 58 第五章 研究限制與未來研究方向 62 第一節 研究限制 62 第二節 未來研究方向 62 參考文獻………. 63 附錄一……… 70 附錄二…………….. 72 附錄三……. 77 附錄四……. 81 附錄五…… 85 附錄六……. 89 附錄七……. 94 附錄八…… 97 附錄九……… 101 表目錄 表2- 1 顧客投入、顧客參與之定義 10 表3- 1訪談大綱 19 表3- 2訪談問題 20 表3- 3訪談名單 21 表3- 4店家分類表 22 表3- 5顧客參與、顧客投入定義比較表 27 表3- 6學術與企業定義之比較 27 表3- 7顧客投入及顧客參與定義表 40 表3- 8顧客投入定義問項表 41 表3- 9顧客參與定義問項表 41 表3- 10促使消費者願意分享、推薦並投入餐廳之原因問項表 42 表3- 11Cronbach's Alpha值 44 表3- 12印象深刻之餐廳類型統計表 45 表3- 13敘述性統計量-顧客投入 46 表3- 14敘述性統計量-顧客參與 47 表3- 15敘述性統計-影響顧客願意推薦之原因 47 表3- 16消費者特徵與顧客願意推薦之原因(MANOVA分析) 48 表3- 17消費者特徵與顧客願意推薦之原因(MANOVA分析) 49 表4- 1定義比較表 51 表4- 2學術與企業定義之比較 52zh_TW
dc.language.isozh_TWzh_TW
dc.rights不同意授權瀏覽/列印電子全文服務zh_TW
dc.subject顧客參與zh_TW
dc.subject顧客投入zh_TW
dc.subject質化研究zh_TW
dc.subjectCustomer Participationen_US
dc.subjectCustomer Engagementen_US
dc.subjectQualitative Researchen_US
dc.title顧客投入及顧客參與之實證研究-以服務產業為例zh_TW
dc.titleAn Empirical Study of Customer Engagement and Customer Participation- In the Case of Service Industryen_US
dc.typeThesis and Dissertationen_US
dc.date.paperformatopenaccess2017-08-31zh_TW
dc.date.openaccess10000-01-01-
item.openairetypeThesis and Dissertation-
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item.grantfulltextrestricted-
item.languageiso639-1zh_TW-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
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