博碩士論文 etd-0706120-171420 詳細資訊


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姓名 陳怡君(I-Chun Chen) 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(Department of Business Management)
畢業學位 博士(Ph.D.) 畢業時期 108學年第2學期
論文名稱(中) 探討不動產銷售人員功能型與關係型顧客導向對顧客忠誠度之影響
論文名稱(英) The impact of real estate salespersons' functional and relational customer orientation on customer loyalty
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    紙本論文:3 年後公開 (2023-08-06 公開)

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    摘要(中) 顧客忠誠度是銷售績效的重要內涵,不動產銷售是高度顧客化與服務化的工作,銷售人員如何透過低壓力、解決問題的方式建立並維持與顧客間的互惠關係,更是不動產銷售人員有效維繫顧客關係時的挑戰。本研究之目的在分析功能型、關係型與功能型、關係型交乘項不同型態的顧客導向,對顧客忠誠度(交易意願與正向口碑)的影響,進而探討影響顧客忠誠度的決定因素。實證研究以30家不動產經紀業為研究對象,資料來自150位不動產經紀業的營業員及736位客戶,採用結構方程模式加以分析。研究結果顯示:(1)不同型態顧客導向皆對顧客信任具有正向影響,然功能型顧客導向略高於關係型顧客導向。(2)自我效能與關係長度不具有調節作用,顯示高涉入產品在產業應用上存有差異性。(3)顧客信任與顧客忠誠度具有正向相關,表示不動產銷售人員在強化顧客信任之下,能增進顧客交易意願與正向口碑的散佈,提高顧客忠誠度。希冀本研究能提供不動產經紀業者,建構銷售人員訓練機制,俾利提高整體銷售績效之參考。
    摘要(英) Customer loyalty is an important connotation of sales performance. Real estate sales are highly custome-oriented and service-oriented work. How salespersons build and maintain reciprocal relationships with customers through low pressure and problem solving is a challenge when real estate salespersons effectively maintain customer relationships. The purpose of this study is to analyze the influence of customer orientation on customer loyalty (trade intentions and positive word-of-mouth) in different forms of functional, relationship and functional-relational and explore the determinants that affect customer loyalty. Applying structural equation model for analysis, the empirical research was conducted on 30 real estate agencies, and the data came from 150 salespersons and 736 clients of real estate brokerages. The results showed that (1) different types of customer orientation have positive influence on customer trust, but the functional customer orientation is slightly higher than the relational customer orientation. (2) The self-efficiency and the relationship length are not moderated, showing the difference in the application of high-volvement products in the real estate industry. (3) Customer trust is positively correlated with customer loyalty, which means that the salesperson, under strengthening customer trust, can increase the customer's willingness to trade and the spread of positive reputation and improve customer loyalty. We hope that this study will provide a reference for real estate brokerage firms to establish a salesperson training mechanism to improve overall sales performance.
    關鍵字(中)
  • 關係型顧客導向
  • 顧客信任
  • 顧客忠誠度
  • 功能型顧客導向
  • 不動產經紀業
  • 關鍵字(英)
  • real estate brokerage
  • functional customer orientation
  • customer trust
  • customer loyalty
  • relational customer orientation
  • 論文目次 目 錄
    審定書 i
    中 文 摘 要 ii
    英 文 摘 要 iii
    目 錄 iv
    圖 目 錄 vii
    表 目 錄 viii
    第壹章 緒論 1
    1.1研究背景與動機 1
    1.2 研究目的 3
    1.3研究範圍與對象 7
    1.4研究流程 11
    第貳章 文獻探討 13
    2.1台灣目前不動產研究趨勢 13
    2.2顧客導向 15
    2.3顧客信任 22
    2.4交易意願 25
    2.5正向口碑 26
    2.6顧客忠誠度 28
    2.7關係長度 30
    2.8自我效能 31
    2.9小結 32
    第參章 研究方法與設計 33
    3.1概念性研究架構 33
    3.2顧客導向與顧客信任 34
    3.3顧客信任與顧客忠誠度 36
    3.4 關係長度 36
    3.5自我效能 38
    3.6操作型定義與衡量 39
    3.7問卷設計 42
    3.8 抽樣方法 45
    3.9小結 46
    第肆章 研究一實驗法 48
    4.1操作型定義與衡量 48
    4.2實驗設計 49
    4.3分析方法 52
    4.4資料分析結果 54
    4.5小結 62
    第伍章 研究二調查法 63
    5.1操作型定義與衡量 63
    5.2結構方程模型樣本結構 64
    5.3分析方法 65
    5.4資料分析結果 72
    5.5小結 80
    第陸章 結論及建議 81
    6.1理論貢獻 82
    6.2管理實務意涵 82
    6.3研究限制與未來研究建議 84
    參 考 文 獻 86
    附錄ㄧ 105
    附錄二 107
    附錄三 110
    附錄四 112
    附錄五 114
    附錄六 116
    附錄七 118
    附錄八 120
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