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題名 以轉換成本執行探討企業顧客忠誠度-以台灣服務業為例
An Investigation of Switching Costs Execution on Customer Loyalty - The Case of Service Industry in Taiwan
作者 梁輝政
New, Hui Cheng
貢獻者 羅明琇
Lo, Sonia M.
梁輝政
New, Hui Cheng
關鍵詞 轉換成本
顧客忠誠
服務業
Switching Costs
Customer Loyalty
Service Industry
日期 2016
上傳時間 11-七月-2016 17:52:09 (UTC+8)
摘要 近年來，服務業佔據台灣的 GDP 比例已超過一半以上，成為支撐台灣經濟的重要支柱。隨著服務業競爭越來越激烈，許多企業尋求提高顧客忠誠度以創造並維持其競爭優勢。
從 20 世紀末開始，許多針對轉換成本的研究都證明了轉換成本是影響顧客忠誠度的重要原因之一，轉換成本可分為主構陎和次構陎，主構陎分別是程序性轉換成本、財務類轉換成本與關係類轉換成本，而主構陎之下又可分為八個次構陎。在提高顧客忠誠度上，此八個次構陎可歸納為正向轉換成本與負向轉向成本，而這兩種轉換成本又分別影響著組成顧客忠誠度中不同的因子。本研究運用轉換成本與顧客忠誠度作為研究框架，並選定台灣服務業中具有代表性的企業作為研究對象，透過文獻、深度訪談、線上資料收集等方式收集資料，整理出個案公司執行轉換成本的方式後，透過檢視其執行方法提出參考建議以提高顧客忠誠度。
本研究訪談來自零售業與餐飲業的三家台灣本土龍頭企業，透過訪談了解企業在轉換成本上的實務做法，並經由受訪者了解受訪企業顧客在再購意願、主動推薦和價格容忍度上相較於競爭對手的比較。
在分析企業的轉換成本執行與其顧客忠誠度以後，本研究發現，個案企業在顧客忠誠度上皆有進步的空間。而在影響顧客忠誠度的正負向轉換成本中，個案企業都應以正向轉換成本的執行作為提高顧客忠誠度的方法，因此本研究在給予個案企業的建議上以正向轉換成本為主軸。
最後，本研究也歸納出以下研究發現：1.個案研究企業著重於經濟風險成本的建置 2.個案研究企業認為評估成本非首要考量 3.個案研究企業皆未使用金錢性損失
成本 4.個案研究企業皆認為流動率影響個人關係損失成本的建立 5.關係類轉換成本
與服務-產品連續性有關 6.個案研究企業在三大類轉換成本上皆有著墨。
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Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: The key to greater profitability.
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Retailing, 90(2), 275–290.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
102363112
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1023631123
資料類型 thesis
dc.contributor.advisor 羅明琇zh_TW
dc.contributor.advisor Lo, Sonia M.en_US
dc.contributor.author (作者) 梁輝政zh_TW
dc.contributor.author (作者) New, Hui Chengen_US
dc.creator (作者) 梁輝政zh_TW
dc.creator (作者) New, Hui Chengen_US
dc.date (日期) 2016en_US
dc.date.accessioned 11-七月-2016 17:52:09 (UTC+8)-
dc.date.available 11-七月-2016 17:52:09 (UTC+8)-
dc.date.issued (上傳時間) 11-七月-2016 17:52:09 (UTC+8)-
dc.identifier (其他 識別碼) G1023631123en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98932-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 102363112zh_TW
dc.description.abstract (摘要) 近年來，服務業佔據台灣的 GDP 比例已超過一半以上，成為支撐台灣經濟的重要支柱。隨著服務業競爭越來越激烈，許多企業尋求提高顧客忠誠度以創造並維持其競爭優勢。
從 20 世紀末開始，許多針對轉換成本的研究都證明了轉換成本是影響顧客忠誠度的重要原因之一，轉換成本可分為主構陎和次構陎，主構陎分別是程序性轉換成本、財務類轉換成本與關係類轉換成本，而主構陎之下又可分為八個次構陎。在提高顧客忠誠度上，此八個次構陎可歸納為正向轉換成本與負向轉向成本，而這兩種轉換成本又分別影響著組成顧客忠誠度中不同的因子。本研究運用轉換成本與顧客忠誠度作為研究框架，並選定台灣服務業中具有代表性的企業作為研究對象，透過文獻、深度訪談、線上資料收集等方式收集資料，整理出個案公司執行轉換成本的方式後，透過檢視其執行方法提出參考建議以提高顧客忠誠度。
本研究訪談來自零售業與餐飲業的三家台灣本土龍頭企業，透過訪談了解企業在轉換成本上的實務做法，並經由受訪者了解受訪企業顧客在再購意願、主動推薦和價格容忍度上相較於競爭對手的比較。
在分析企業的轉換成本執行與其顧客忠誠度以後，本研究發現，個案企業在顧客忠誠度上皆有進步的空間。而在影響顧客忠誠度的正負向轉換成本中，個案企業都應以正向轉換成本的執行作為提高顧客忠誠度的方法，因此本研究在給予個案企業的建議上以正向轉換成本為主軸。
最後，本研究也歸納出以下研究發現：1.個案研究企業著重於經濟風險成本的建置 2.個案研究企業認為評估成本非首要考量 3.個案研究企業皆未使用金錢性損失
成本 4.個案研究企業皆認為流動率影響個人關係損失成本的建立 5.關係類轉換成本
與服務-產品連續性有關 6.個案研究企業在三大類轉換成本上皆有著墨。		zh_TW
dc.description.tableofcontents 摘要 I
目錄 II
圖表目錄 IV
第一章 緒論 1
1.1 研究背景與目的 1
1.2 研究內容 3
第二章 文獻探討 4
2.1 顧客忠誠 4
2.2 轉換成本 7
2.3 轉換成本與顧客忠誠之聯結 12
第三章 研究方法 14
3.1 質化研究 14
3.2 研究流程 14
3.3 個案研究16
3.3.1 研究對象 16
3.3.2 個案研究企業簡介 17
3.3.3 研究場域 18
3.3.4 訪談方式 18
第四章 個案討論 20
4.1 個案研究企業- A 公司 20
4.1.1 A 公司程序類轉換成本之運用 20
4.1.2 A 公司財務類轉換成本之運用 24
4.1.3 A 公司關係類轉換成本之運用 25
4.1.4 A 公司顧客忠誠度 25
4.2 個案研究企業-B 公司 26
4.2.1 B 公司程序類轉換成本之運用 26
4.2.2 B 公司財務類轉換成本之運用 32
4.2.3 B 公司關係類轉換成本之運用 33
4.2.4 B 公司顧客忠誠度 34
4.3 個案研究公司-C 公司 35
4.3.1 C 公司程序性轉換成本之運用 35
4.3.2 C 公司財務類轉換成本之運用 41
4.3.3 C 公司關係類轉換成本之運用 41
4.3.4 C 公司顧客忠誠度 42
4.4 個案分析與探討 43
4.4.1 程序類轉換成本 43
4.4.2 財務類轉換成本 45
4.4.3 關係類轉換成本 46
4.4.4 個案研究企業顧客忠誠度 50
4.5 個案研究企業轉換成本與顧客忠誠度之關係 51
4.5.1 A 公司轉換成本與顧客忠誠度之關係 51
4.5.2 B 公司轉換成本與忠誠度之關係 53
4.5.3 C 公司轉換成本與忠誠度之關係 54
第五章結論與建議 56
5.1 研究發現 56
5.2 管理意涵 59
5.3 研究貢獻 61
5.4 研究限制與建議 62
參考文獻 63		zh_TW
dc.format.extent 774693 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1023631123en_US
dc.subject (關鍵詞) 轉換成本zh_TW
dc.subject (關鍵詞) 顧客忠誠zh_TW
dc.subject (關鍵詞) 服務業zh_TW
dc.subject (關鍵詞) Switching Costsen_US
dc.subject (關鍵詞) Customer Loyaltyen_US
dc.subject (關鍵詞) Service Industryen_US
dc.title (題名) 以轉換成本執行探討企業顧客忠誠度-以台灣服務業為例zh_TW
dc.title (題名) An Investigation of Switching Costs Execution on Customer Loyalty - The Case of Service Industry in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文文獻
Aaker, D. A. (1992). The value of brand equity. Journal of business
strategy,13(4), 27-32.
Aksoy, Lerzan. (2013). How do you measure what you can`t define? The current state of loyalty measurement and management. Journal of Service Management24.4 ,356-381.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Andreasen, A. R. (1985). Consumer responses to dissatisfaction in loose monopolies. Journal of Consumer Research, 135-141.
Beggs, A., & Klemperer, P. (1992). Multi-Period Competition with Switching Costs Author. Econometrica, 60(3), 651–666.
Bell, S. J., Auh, S., & Smalley, K. (2005). Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. Journal of the Academy of Marketing
Science, 33(2), 169-183.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: The key to greater profitability.
Blut, M., Beatty, S. E., Evanschitzky, H., & Brock, C. (2014). The impact of service characteristics on the switching costs-customer loyalty link. Journal of
Retailing, 90(2), 275–290.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217.
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
Carter, M., Klein, R., Thatcher, J. B., & Wright, R. (2009). Switching costs and loyalty: understanding how trust moderates online consumers` ties to merchants. SIGHCI 2009 Proceedings, 2.
Caruana, R., Niculescu-Mizil, A., Crew, G., & Ksikes, A. (2004). Ensemble selection from libraries of models. In Proceedings of the twenty-first
international conference on Machine learning (p. 18). ACM.
Chen, P. Y., & Hitt, L. M. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the online brokerage industry. Information Systems Research, 13(3), 255-274.
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