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題名 跨通路觀點之顧客價值與顧客忠誠關係研究
Exploring the relationship between customer value and customer loyalty from the cross-channel perspective作者 劉緣梵
Liu, Yuan-Fan貢獻者 羅明琇
Lo, Ming-Shiow
劉緣梵
Liu, Yuan-Fan關鍵詞 跨通路整合
服務品質
知覺價值
顧客品牌認同
顧客忠誠
Cross-channel integration
Service quality
Perceived value
Customer-brand identification
Customer loyalty日期 2019 上傳時間 7-Aug-2019 17:11:59 (UTC+8) 摘要 隨著全通路 (omni-channel) 概念的興起，企業發展跨通路 (cross-channel) 整合的需求遽增，發展策略除了可以根據外在的消費者行為規劃外，亦可以透過內在的顧客價值研究來調整策略與行動。本研究目的在於驗證跨通路環境下顧客價值 (customer value) 與顧客忠誠 (customer loyalty) 之關係，進而提出跨通路整合之策略性發展建議。本研究認為，影響顧客忠誠的三大價值因素分別為：服務品質、知覺價值與顧客品牌認同。以這三大因素出發，本研究以問卷方式收集共計429 份問卷，其中180份為「跨通路」、249份為「線上通路」顧客資料，並進行結構方程模式及中介與調節效果等分析，研究結果顯示：跨通路與線上通路間顧客價值感知存在顯著差異，而跨通路經驗僅會在知覺價值上對顧客忠誠產生弱化關係之調節作用。以次，本研究的結果將給予發展跨通路整合的企業一個策略性、有價值的評估指導方針。
Nowadays with the development of the Omni-channel, the demand for Cross-channel integration has been constantly increasing in the business world. Although customers’ external behavior provides guidance for business firms’ channel integration, the intrinsic value of customers could be even more meaningful. Consequently, this research aims to explore the relationship between service quality, customers’ perceived value, customer-brand identification, and customer loyalty in cross-channel. The moderator role of cross-channel experience in the relationships was also examined. This research further argues the mediation roles of perceived value and customer-brand identification in the relationship of service quality and customer loyalty. The quantitative methodology was employed in this research. A total of 429 questionnaires (180 cross-channel and 249 online users) were collected. The results indicate that the difference of customer values perception between the cross channel and online-only users is significant. It is further confirmed that the relationship between perceived value and customer loyalty is significantly moderated by users’ cross-channel experience. Following our study result, it will give the companies who develop the cross-channel integration a strategic and valuable evaluation guideline.參考文獻 一、英文文獻Ahearne, M., Bhattacharya, C. B., & Gruen, T, (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.Anderson, J. C., & Gerbing, D. W, (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.Babakus, E., & Boller, G. W, (1992). An empirical assessment of the SERVQUAL scale. Journal of Business research, 24(3), 253-268.Bagozzi, R. P., & Yi, Y, (1988). 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106363024資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363024 資料類型 thesis dc.contributor.advisor 羅明琇 zh_TW dc.contributor.advisor Lo, Ming-Shiow en_US dc.contributor.author (Authors) 劉緣梵 zh_TW dc.contributor.author (Authors) Liu, Yuan-Fan en_US dc.creator (作者) 劉緣梵 zh_TW dc.creator (作者) Liu, Yuan-Fan en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-Aug-2019 17:11:59 (UTC+8) - dc.date.available 7-Aug-2019 17:11:59 (UTC+8) - dc.date.issued (上傳時間) 7-Aug-2019 17:11:59 (UTC+8) - dc.identifier (Other Identifiers) G0106363024 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125059 - 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) 106363024 zh_TW dc.description.abstract (摘要) 隨著全通路 (omni-channel) 概念的興起，企業發展跨通路 (cross-channel) 整合的需求遽增，發展策略除了可以根據外在的消費者行為規劃外，亦可以透過內在的顧客價值研究來調整策略與行動。本研究目的在於驗證跨通路環境下顧客價值 (customer value) 與顧客忠誠 (customer loyalty) 之關係，進而提出跨通路整合之策略性發展建議。本研究認為，影響顧客忠誠的三大價值因素分別為：服務品質、知覺價值與顧客品牌認同。以這三大因素出發，本研究以問卷方式收集共計429 份問卷，其中180份為「跨通路」、249份為「線上通路」顧客資料，並進行結構方程模式及中介與調節效果等分析，研究結果顯示：跨通路與線上通路間顧客價值感知存在顯著差異，而跨通路經驗僅會在知覺價值上對顧客忠誠產生弱化關係之調節作用。以次，本研究的結果將給予發展跨通路整合的企業一個策略性、有價值的評估指導方針。 zh_TW dc.description.abstract (摘要) Nowadays with the development of the Omni-channel, the demand for Cross-channel integration has been constantly increasing in the business world. Although customers’ external behavior provides guidance for business firms’ channel integration, the intrinsic value of customers could be even more meaningful. Consequently, this research aims to explore the relationship between service quality, customers’ perceived value, customer-brand identification, and customer loyalty in cross-channel. The moderator role of cross-channel experience in the relationships was also examined. This research further argues the mediation roles of perceived value and customer-brand identification in the relationship of service quality and customer loyalty. The quantitative methodology was employed in this research. A total of 429 questionnaires (180 cross-channel and 249 online users) were collected. The results indicate that the difference of customer values perception between the cross channel and online-only users is significant. It is further confirmed that the relationship between perceived value and customer loyalty is significantly moderated by users’ cross-channel experience. Following our study result, it will give the companies who develop the cross-channel integration a strategic and valuable evaluation guideline. en_US dc.description.tableofcontents 謝辭 I摘要 IIABSTRACT III目錄 IV表目錄 VI圖目錄 VII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 研究流程 3第二章 文獻探討 5第一節 服務品質與顧客忠誠 5第二節 知覺價值 6第三節 顧客品牌認同 8第四節 跨通路消費經驗 10第三章 理論架構與研究方法 14第一節 理論架構 14第二節 操作性定義與衡量 16第三節 服務品質衡量方法 18第四節 個案公司簡介 19第五節 問卷設計與分析方法 19第四章 資料分析與實證結果 25第一節 資料分析架構 25第二節 探索性因素分析 26第三節 結構方程模式分析 28第四節 獨立樣本 t 檢定 39第五節 研究假說驗證結果匯總定 40第五章 結論與建議 41第一節 研究發現與討論 41第二節 管理意涵 45第三節 研究貢獻 47第四節 研究限制與未來研究建議 48文獻探討 49附錄 59 zh_TW dc.format.extent 1906190 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363024 en_US dc.subject (關鍵詞) 跨通路整合 zh_TW dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 知覺價值 zh_TW dc.subject (關鍵詞) 顧客品牌認同 zh_TW dc.subject (關鍵詞) 顧客忠誠 zh_TW dc.subject (關鍵詞) Cross-channel integration en_US dc.subject (關鍵詞) Service quality en_US dc.subject (關鍵詞) Perceived value en_US dc.subject (關鍵詞) Customer-brand identification en_US dc.subject (關鍵詞) Customer loyalty en_US dc.title (題名) 跨通路觀點之顧客價值與顧客忠誠關係研究 zh_TW dc.title (題名) Exploring the relationship between customer value and customer loyalty from the cross-channel perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、英文文獻Ahearne, M., Bhattacharya, C. 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