| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (作者) | 沈佳穎 | zh_TW |
| dc.creator (作者) | 沈佳穎 | zh_TW |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 18-九月-2009 13:23:26 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:23:26 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:23:26 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0090355020 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34944 | - |
| 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 | zh_TW |
| dc.description (描述) | 90355020 | zh_TW |
| dc.description (描述) | 92 | zh_TW |
| dc.description.abstract (摘要) | 由於今日顧客的忠誠度極易發生動搖，加上失去顧客的代價遠大於獲得顧客的代價，因此，企業如何與顧客建立與維持良好的關係，獲得顧客的信任、承諾，最終獲得顧客的品牌忠誠，則成為企業刻不容緩的重要課題。本研究的重點將放在能夠獲得消費者「行為忠誠」的忠誠方案上，以行動電話系統商續約方案的型式呈現，透過聯合分析法來找出消費者在選擇忠誠方案時所考量因素的優先順序。本研究主要在探討不同的顧客特徵如關係導向、人口統計變數、使用頻率對忠誠方案的選擇如何造成影響。不同的顧客在選擇忠誠方案時，各要素的偏好順序有何差異，並進而影響到最終的方案選擇。本研究之忠誠方案乃根據O’Brien and Jones所提出的忠誠方案要素加以設計；除了現金價值(Cash value)、選擇的空間(Choice of redemption options)情感價值(Aspirational value)、相關性(Relevance)之外，本研究另外加入「會員資格」作為欲探討的要素之一。本研究所獲得的實證結果如下：1. 顧客關係導向區隔之實證結果：交易型：金錢價值>年約>選擇空間>享樂價值>會員資格B. 關係型：年約>金錢價值>會員資格>選擇空間>享樂價值2.人口統計變數與使用頻率區隔之實證結果A. 女性、30-40歲、從事商業/服務業、重度使用者、高收入的消費者均重視「年約」勝過於「金錢價值」。B. 除了關係型以及從事商業/服務業的消費者以外，其他區隔方式中的消費者，都將「會員資格」視為最不重要的屬性。3.以重視之屬性為區隔之實證結果A. 學生、低收入、輕度使用以及交易導向的消費者重視「金錢價值」勝於「年約」，而非學生、高收入、重度使用以及關係導向則較重視「年約」。B. 在「享樂價值」以及「選擇空間」兩群中，人口特徵相類似，只是在「享樂價值」群中的男性較多，而在「選擇空間」群中的多為女性。關鍵字:忠誠方案、品牌忠誠、品牌信任、品牌承諾 | zh_TW |
| dc.description.abstract (摘要) | The unsteadiness of customer loyalty and the huge expense of losing a existing customer have made it an important issue to build up and maintain the good relationship with customers, to earn the trust, commitment, and brand loyalty ultimately. Therefore, this research will focus on the loyalty program which can improve the customers’ “behavioral loyalty”. First, this research will use the extending program provided by mobile phone system company as the loyalty program. Second, use the conjoint analysis to figure out customers’ preference toward the factor of loyalty program.This research confer the effect of different customer trait (relationship oriented, demographic statistics, the frequency of using the mobile phone) makes toward the preference of loyalty program, since different customers will have different preference for factors while choosing the loyalty program. The loyalty programs in this research are designed according to the research of O’Brien and Jones. In addition to the four composing factors from O’Brien and Jones: cash value, choice of redemption options, aspirational value, relevance, this research will add the” membership” into the factors to design the loyalty program.The practical results of this research are as following.1. Relationship-oriented as the segmentation:A. Low relationship-oriented customers:cash value> relevance>choice of redemption options> aspirational value> membershipB. High relationship-oriented customers:relevance> cash value> membership> choice of redemption options> aspiration value2. Demographic statistics and frequency of using the mobile phone as the segmentation:A. Female, age30-40, working in business/ service industry, heavy user, high salary customers prefer relevance to cash value.B. Except for the customers who are high relationship-oriented and working in the business/ service industry, other segment of customers consider the membership as least important factors.3. Preference for factors as the segmentation:A. Student, low salary, light user and low relationship-oriented customers prefer cash value to relevance. Non-student, high salary, heavy user and high relationship-oriented prefer relevance.B. In the segment of “aspirational value” and “choice of redemption options”, the customer traits are similar, the only difference is that there are more men in the “aspirational value” then in the other, and the majority is women in the segment of “choice of redemption options.”Key word: loyalty program, brand loyalty, brand trust, brand commitment | en_US |
| dc.description.tableofcontents | 論文目錄 I圖目錄 III表目錄 IV第一章 緒論 1第二章 文獻探討 5第一節 品牌忠誠度 5第二節 忠誠方案 8第三節 品牌信任 10第四節 品牌承諾 16第五節 個人品牌忠誠傾向 17第六節 顧客關係導向 19第七節 聯合分析法 23第三章 研究方法 30第一節 理論架構與變數定義 30第二節 研究設計—聯合分析法 35第三節 研究問題 47第四章 資料分析與研究結果 49第一節 樣本輪廓分析 49第二節 效度與信度分析 52第三節 關係導向各構面之相關分析 54第四節 顧客關係導向之集群分析 55第五節 整體樣本之聯合分析結果 57第六節 不同市場區隔之聯合分析結果 65第七節 研究假設驗證結果 101第八節 忠誠方案之市場區隔分析 103第五章 結論與建議 111第一節 理論架構實證結果 111第二節 理論與實務的涵意 116第三節 研究限制 118第四節 後續研究建議 119參考文獻 120附錄一 正式問卷 124附錄二 SPSS CONJOINT程式 129 | zh_TW |
| dc.format.extent | 145959 bytes | - |
| dc.format.extent | 164599 bytes | - |
| dc.format.extent | 320584 bytes | - |
| dc.format.extent | 941841 bytes | - |
| dc.format.extent | 167052 bytes | - |
| dc.format.extent | 29410 bytes | - |
| dc.format.extent | 95851 bytes | - |
| dc.format.extent | 36673 bytes | - |
| dc.format.extent | 82986 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090355020 | en_US |
| dc.subject (關鍵詞) | 忠誠方案 | zh_TW |
| dc.subject (關鍵詞) | 品牌忠誠 | zh_TW |
| dc.subject (關鍵詞) | 品牌信任 | zh_TW |
| dc.subject (關鍵詞) | 品牌承諾 | zh_TW |
| dc.title (題名) | 以聯合分析法探討消費者對忠誠方案屬性之偏好 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 王又鵬、吳佳純(民90年)，購物網站之隱私權政策、聲譽與信任對消費者購物意圖之研究，交大管理學報,p.169 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 田芝穎(民87年)，行動電話門號產品屬性最佳化設計--以聯合分析法為例，政治大學企業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 吳兆益（民71年），聯合分析法在果汁消費者知覺與偏好上之應用研究，政治大學企業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 邱瓊慧（民91年），顧客利益與顧客行為關聯性之研究—以航空業為例，東吳大學企業管理研究所碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 徐士雯（民89年），關係行銷結合方式與顧客行為意向關聯性之研究—關係型與交易型傾向之分析，銘傳大學國際企業管理研究所碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 黃俊英（民89年），多變量分析，第七版，台北：中國經濟企業研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 鍾惠萍(民91年)，品牌情感、品牌信任對品牌忠誠度影響之研究—以信用卡產業為例，實踐大學企業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Aaker, D. A. (1991), Managing brand equity, New York : The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | 2. Anderson, James C. & James A. Narus (1991), “Partnering as A Focused Market Strategy,” California Management Review, 33 (Spring), 95-114. | zh_TW |
| dc.relation.reference (參考文獻) | 3. Bennett, Rebekah & Rundle-Thiele , Sharyn(2002), “A comparison of attitudinal loyalty measurement approaches”, Brand Management,9 (3), 193-209. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Berry, L. L. (1995), “Relationship Marketing of Services- Growing Interest, | zh_TW |
| dc.relation.reference (參考文獻) | 5. Bhote, Keki R. (1996), Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitibility. American Management Association(pp.31). New York | zh_TW |
| dc.relation.reference (參考文獻) | 6. Cattin, Philippe, & Wittink , Dick R(1982), "Commercial Use of Conjoint Analysis: A Survey," Journal of Marketing, 46 (Summer) | zh_TW |
| dc.relation.reference (參考文獻) | 7. Chaudhuri,Arjun & Holbrook , Morris B(2001),” The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing,v65 (2),81-93 | zh_TW |
| dc.relation.reference (參考文獻) | 8. Delgado-Ballester ,Elena & Munuera- Aleman, J. L., “Brand trust in the context of consumer loyalty,” European journal of marketing, Vol. 35, 1238-1258. | zh_TW |
| dc.relation.reference (參考文獻) | 9. Dick, Alan S & Basu, Kunal (1994),“Customer loyalty : Toward an integrated conceptual framework” Journal of the Academy of Marketing Science,v22(2), 99-113 | zh_TW |
| dc.relation.reference (參考文獻) | 10. Doney, Patricia M. & Cannon, Joseph P. (1997),“An Examination of the Nature of Trust in Buyer-Seller Relationships,”Journal of Marketing, 61(2), 35-51. | zh_TW |
| dc.relation.reference (參考文獻) | 11. Dwyer, F. R., Schurr ,P. H. & Oh,S.(1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51(2), 11-27. | zh_TW |
| dc.relation.reference (參考文獻) | 12. Garbarino, Ellen & Johnson,Mark S.(1999),“The Different Roles of Satisfaction, Trust, And Commitment in Customer Relationships,” Journal of Marketing , 70-87. | zh_TW |
| dc.relation.reference (參考文獻) | 13. Green, P.E., & Srinivasan, V. (1978),”Conjoint analysis in consumer research: Issues and outlook,” Journal of Consumer Research,5(2)，103-123. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Green, Paul E. & Wind, Yoram (1973), Multiattribute decisions in marketing: a measurement approach, Hinsdale, Ill.: Dryden Press. | zh_TW |
| dc.relation.reference (參考文獻) | 15. Gronroos, Christian (1990),“Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface,” Journal of Business Research , 20 (Jan), 3-12. | zh_TW |
| dc.relation.reference (參考文獻) | 16. Gronroos, Christian (1991), “The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s,” Management Decision, 29, 7-13. | zh_TW |
| dc.relation.reference (參考文獻) | 17. Gronroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Management Decision, 32 (2), 4-20. | zh_TW |
| dc.relation.reference (參考文獻) | 18. Hagerty, M.R.(1985), "Improving the Predictive Power of Conjoint Analysis: The Use of Factor Analysis and Cluster Analysis," Journal of Marketing Research, 22 (May), 168-184. | zh_TW |
| dc.relation.reference (參考文獻) | 19. Hair, Joseph F., Anderson, Rolph E., Tatham, Ronald L.& Black, William C., Multivariate data analysis, 5th Ed.Upper Saddle River: Prentice Hall, Inc. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Heskett, J. L., W. Earl Sasser, Jr., & C.W. Hart (1989), Service Breakthrough. New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Holbrook, M.B.(1981), "Integrating Compositional and Decompositional Analyses to Represent the Intervening Role of Perceptions in Evaluative Judgements," Journal of Marketing Research, 18,(February),13-28. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Jackson,Bund, Barbara (1985), Winning and Keeping Industrial Customers：The Dynamics of Customer Relationships. Lexington, MA：D.C. Heath and Company. | zh_TW |
| dc.relation.reference (參考文獻) | 23. Jacoby, Jacob, R. W.Chestnut(1978), Brand loyalty : measurement and management, New York : John Wiley | zh_TW |
| dc.relation.reference (參考文獻) | 24. James H McAlexander, John W Schouten, Harold F Koening, “Building brand community,” Journal of Marketing, 66(1), 38-54. | zh_TW |
| dc.relation.reference (參考文獻) | 25. Kotler, P. (1992), Marketing’s New Paradigm : What’s really happening out there, (pp.51-52) ,Planning Review | zh_TW |
| dc.relation.reference (參考文獻) | 26. .Kotler, P.(1997), Marketing Management: Analysis Planning Implementation and Control,9 th ed., Upper Saddle River, N. J: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 27. Malhotra, N. K. (1982),"Structural Reliability and Stability of Nonparametric Conjoint Analysis," Journal of Marketing Research, 19 (May), 199-207. | zh_TW |
| dc.relation.reference (參考文獻) | 28. Mayer, R.C., Davis, J.H. & Schoorman, F.D.（1995）,"An Integrative Model of Organizational Trust, "Academy of Mnangement Review, 20 (3) | zh_TW |
| dc.relation.reference (參考文獻) | 29. Mayer, R.C., Davis, J.H. & Schoorman, F.D.(1995), "An Integrative Mode of Organizational Trust." Academy of Mnangement Review, 20 (3) | zh_TW |
| dc.relation.reference (參考文獻) | 30. Money, Arthur, David Tromp, & Trevor Wegner (1988), "The Quantification of Decision Support Benefits Within the Context of Value Analysis", MIS Quarterly, June | zh_TW |
| dc.relation.reference (參考文獻) | 31. Montgomery, D. B. & Wittink, D. R. (1980),“The Predictive Validity of Conjoint Analysis for Alternative Aggregation Schemes,” Market Measurement and Analysis, pp.298-309. Cambridge. MA：Marketing Science Institute. | zh_TW |
| dc.relation.reference (參考文獻) | 32. Moore, W.L. (1980), "Levels of aggregation in conjoint analysis: An empirical comparison," Journal of Marketing Research,177, 516-523. | zh_TW |
| dc.relation.reference (參考文獻) | 33. Moorman, C., Deshpand ,R. & Zaltman, G.（1992）,"Relationships Between Providers and Users of Marketing Research： The Dynamics of Trust Within and Between Organizations," Journal of Marketing Research, Vol 29, 314-329. | zh_TW |
| dc.relation.reference (參考文獻) | 34. Nunally, J. C. (1978), Psychometric Theory, NY: McGraw-Hill. | zh_TW |
| dc.relation.reference (參考文獻) | 35. O’Brien, Louise & Jones, Charles (1995),”Do rewards really create loyalty?” Harvard Business Review, 73(3),75-82 | zh_TW |
| dc.relation.reference (參考文獻) | 36. Oliver, Richard L (1997), Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill. | zh_TW |
| dc.relation.reference (參考文獻) | 37. Pierre, Chandon, Brian, Wansin & Gilles, Laurent (1998),” Hedonic and Utilitarian Benefits of Sales Promotions,” Centre for Marketing Working Paper, 98-203 (December) | zh_TW |
| dc.relation.reference (參考文獻) | 38. Raphel, Murray (1995),“The art of direct marketing: Upgrading prospects to advocates,” Direct Marketing, 58(2), 34-38. | zh_TW |
| dc.relation.reference (參考文獻) | 39. Reichheld, F. F. & W. Earl Sasser, Jr. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68 (5), 105-111. | zh_TW |
| dc.relation.reference (參考文獻) | 40. Reinartz, Werner J& Kumar, V.(2000),”On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing,”Journal of Marketing,64 (4),17-35 | zh_TW |
| dc.relation.reference (參考文獻) | 41. Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998),”Not so different after all: A cross-discipline view of trust,” Academy of Management Review, 23(3), 393-404. | zh_TW |
| dc.relation.reference (參考文獻) | 42. Shoemaker, Stowe & Lewis Robert C.(1999),“Customer loyalty: the future of hospitality marketing.” International Journal of Hospital Management, 345-370. | zh_TW |
| dc.relation.reference (參考文獻) | 43. Singh, Jagdip & Sirdeshmukh, Deepak(2000),”Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements,”, Journal of Academy of Marketing Science ,150-167. | zh_TW |
| dc.relation.reference (參考文獻) | 44. Sitkin, S. B. & Roth, N. L (1993),”Explaining the Limited Effectiveness of Legalistic “Remedies” for Trust/Distrust,” Organizational Science, 4(3), 367-392. | zh_TW |
| dc.relation.reference (參考文獻) | 45. Stum, David L & Alain Thiry (1991), “Building Customer Loyalty,” Training and Development Journal,Vol. 45, 34-36. | zh_TW |
| dc.relation.reference (參考文獻) | 46. Zucker, L.G.(1986), "Production of Trust： Institutional Sources of Economic Structure, " Research in Organizational Behavior, Vol.8, 53-111. | zh_TW |
