博碩士論文 etd-0620117-144824 詳細資訊


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姓名 張豐昇(Fen-sheng Chang) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 105學年第2學期
論文名稱(中) 感恩的顧客真的會回報公司嗎?探討顧客負債感的影響
論文名稱(英) Do grateful customers really repay the company?The influence of customer indebtedness
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    摘要(中) 近年來,顧客感恩已成為關係行銷文獻最受關注的研究議題之一,大量的實證研究支持感恩能促使顧客產生互惠行為,包括正向口碑和再購行為,其有助於顧客關係的建立與維持。然而,目前文獻探討可能影響顧客感恩效果的調節變數仍屬稀少。本研究認為顧客感恩影響關係行銷績效之效果會因顧客負債感程度不同而有所差異,並以台灣服務業顧客為調查對象,蒐集300筆樣本資料,透過結構方程模式搭配階層迴歸分析,驗證研究假說。研究結果指出,公司從事關係投資有利於顧客產生感恩的正向情感,並提升其正向口碑與再惠顧意願,更重要的是,當顧客負債感高時(相較於低負債感),顧客感恩影響正向口碑及再惠顧意願之效果會更強烈。本研究發現提供顧客關係管理與服務業管理重要實務意涵。
    摘要(英) In recent years, customer gratitude has gained much attention in relationship marketing (RM) literature. A great deal of research has provided empirical evidence that customer gratitude encourages reciprocal behaviors (e.g., positive word-of-mouth and repurchase behaviors) beneficial to building and maintaining the strong customer relationship. However, little attention has been paid to the potential moderating roles on the relationship between customer gratitude and RM performance. The current research suggests that customer indebtedness influences the effect of customer gratitude on the RM performance. Data was collected from 300 service customers in Taiwan. Research hypotheses were examined by structural equation modeling and hierarchical regression. The results indicated that relationship investment leaded to customer gratitude, in turn, encouraged customers’ positive word-of-mouth and repatronage intention. More importantly, the effect of customer gratitude on positive word-of-mouth and repatronage intention were stronger for those with high indebtedness (vs. low indebtedness). The findings offer important implications for customer relationship management and service management.
    關鍵字(中)
  • 再惠顧意願
  • 正向口碑
  • 關係行銷
  • 顧客感恩
  • 顧客負債感
  • 關鍵字(英)
  • customer indebtedness
  • customer gratitude
  • relationship marketing
  • positive word-of-mouth
  • repatronage intention
  • 論文目次 目 錄
    論文審定書 …………………………………………………………  i
    公開授權書 …………………………………………………………  ii
    中文摘要 ……………………………………………………….…..  iii
    英文摘要 ……………………………………..…………………….  iv
    本文
    第壹章、緒論 1
    1-1研究背景 1
    1-2研究動機 3
    1-4研究流程與架構 5
    第貳章、文獻探討 6
    2-1互惠理論 6
    2-2顧客感恩 7
    2-3顧客負債感 10
    2-4顧客忠誠 11
    2-5正向口碑 12
    2-6再惠顧意願 14
    2-7關係投資 14
    第參章、研究方法 16
    3-1概念性研究架構 16
    3-2研究假說 17
    3-3測量工具 20
    3-4 資料蒐集 24
    3-5分析方法 27
    第肆章、分析結果 36
    4-1 描述性統計分析 36
    4-2 測量模型評估 42
    4-3 競爭模型評估 45
    4-4 結構模型評估 47
    4-5 顧客負債感之調節效果 47
    第伍章、研究結果與結論 51
    5-1研究結果 52
    5-2管理意涵 53
    5-3研究限制 54
    中文參考文獻 56
    英文參考文獻 57
    附錄一問卷資料 66
    圖目錄
    圖 3-1 概念性研究架構 16
    圖 3-2 問卷設計流程圖 22
    圖 3-3 研究對象界定圖 25
    圖 3-4 因果關係示意圖 31
    圖 3-5 結構方程式之程序 32
    圖 4-1 受訪者年齡分佈圖 37
    圖 4-2 受訪者性別分佈圖 38
    圖 4-3 受訪者教育程度分佈圖 39
    圖 4-4 受訪者職業分佈圖 40
    圖 4-5 受訪者收入分佈圖 41
    圖 4-6 新、舊顧客分佈圖 42
    圖 4-7 假說模型分析結果 46
    圖 4-8 競爭模型分析結果 46
    圖 4-9 交互作用圖形(應變數=正向口碑) 49
    圖 4-10 交互作用圖形(應變數=再惠顧意願) 50
    表目錄
    表 2-1 感恩的行銷文獻回顧 9
    表 3-1 各構念之測量量表 24
    表 3-2 混合抽樣進行方式 25
    表 4-1 受訪者年齡分佈比例 37
    表 4-2 受訪者性別分佈比例 38
    表 4-3 受訪者教育程度分佈比例 38
    表 4-4 受訪者職業分佈比例 39
    表 4-5 受訪者收入分佈比例 40
    表 4-6 新、舊顧客分佈比例 41
    表 4-7 驗證性分析結果 43
    表 4-8 描述性統計與相關矩陣 45
    表 4-9 結構模型分析結果 47
    表 4-10 階層迴歸分析結果 49
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    口試委員
  • 鄭安授 - 召集委員
  • 佘健源 - 委員
  • 黃明新 - 指導教授
  • 口試日期 2017-07-13 繳交日期 2017-07-20

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