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題名 影響自住型預售屋客戶滿意度因素與策略行銷分析架構關係之探討
Strategic marketing analyses on the antecedents of customer satisfaction for self-used presale house market
作者 林正立
Lin, Cheng Li
貢獻者 邱志聖
林正立
Lin, Cheng Li
關鍵詞 預售屋
顧客滿意度
外顯單位效益成本
道德危機成本
pre-sales house
customer satisfaction
buyer cost/buyer utility
the cost of moral hazard
日期 2011
上傳時間 30-Oct-2012 10:15:56 (UTC+8)
摘要 本研究旨在分析影響自住型預售屋客戶滿意度的關鍵因素及探討有效提高自住型預售屋客戶滿意度的作法。內容主要分成三個部份：第一、從過去的文獻中探討顧客滿意度的定義，並在房地產市場中找出能夠有效提升顧客滿意度的方式；第二、以需求為導向，藉由H建設公司的問卷調查資料中，分析出能夠有效影響自住型預售屋客戶滿意度的關鍵因素；第三、以策略行銷分析的觀點探討能夠有效提升上述關鍵因素的作法。\n研究結果指出，經由因素分析萃取出的「重視外觀與設計」、「重視交易過程的觀感」、「重視基本設備的品質」、「重視事後相關服務承諾的兌現」以及「重視高檔周邊設備」等五個潛在因子中，交易過程的觀感對於四個評估客戶滿意度的影響最為顯著，其次則為事後服務承諾的兌現和外觀與設計。根據邱志聖 (2010)之策略行銷架構，業者若要有效提高現今顧客的滿意度，首先要注重的就是外顯單位效益成本以及道德危機成本的改善。\n最後，本研究依據策略行銷分析架構所整理出的研究結論，提出了若干實務操作上之建議，以改善自住型預售屋客戶的外顯單位效益成本與道德危機成本，使得顧客滿意度能夠達到有效的提升。
This study aims to analyze the impact of the key factors of self-used presale house customer satisfaction and to find out effective ways to improve self-used presale house customer satisfaction. The context would mainly be divided into three parts: first, to discuss the definition of customer satisfaction from the literature from the past, and to find out that the real estate market can effectively improve the way of customer satisfaction; Second, the demand-driven by one construction company in the questionnaire survey data, the analysis can effectively influence the key factors of self-used presale house customer satisfaction; third, use the analysis of strategic marketing point of view to discuss these key factors which can effectively enhance the practice.\nThe study results indicate the following five potential factors which are "pay attention to the appearance and design" extracted by factor analysis, "pay attention to the feeling of the transaction process, "pay attention to the quality of basic equipment", "great importance after the related services promised to honor" and "emphasis on high-end peripherals.". The perception of the transaction process for the four assessment of the impact of customer satisfaction, the most significant, followed by subsequent pledge to honor, as well as appearance and design. According to Pro.Jyh-Shen Chiou (2010), strategic marketing framework, if the industry expects to improve current customer satisfaction, the most two important things are to pay attention to C1（buyer cost/buyer utility）and C3（the cost of moral hazard）.\nFinally, the basis of the research is to use strategic marketing analysis framework to sort out the conclusions of the study. Furthermore, it presents a number of practical operating recommendations to improve the effectiveness of self-used presale house customer`s buyer cost/buyer utility and the cost of moral hazard, making customer satisfaction can achieve effective upgrade.
參考文獻 英文部分\nAbdullah, F. (2006). Measuring service quality in higher education: three instruments compared. International Journal of Research & Method in Education, 29(1), 71-89. doi: 10.1080/01406720500537445\nAlan, D. (1994). AMA Handbook for Customer Satisfaction. Chicago:NTC.\nBolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers` Assessment of Service Quality and Value Journal of Consumer Research, 375-384. \nCardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal Of Marketing Research (JMR), 2(3)(244-249). \nChurchill, G. A., Jr. & Carol Surprenant. (1982). An Investigation Into theDeierminants of Customer Satisfaction. Journal of Marketing Research, 19, 491-504. \nCopeland, M. T. (1923). Relation of Consumers` Buying Habits of Marketing Methods. Harvard Business Review, 1, 282-289. \nHampel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and dissatisfaction. Marketing Science Institute(7pp). \nMiller, J. A. (1997). Exploring Satisfaction, Modifying Models, Elicing Expectations, Posing Problems and Making Measurement of Consumer Satisfaction and Dissatisfaction. H. K. Hunt, ed., Cambredge. \nOliever, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. \nOlsen, L. L., & Johnson, M. D. (2003). Service,Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations. Journal of Service Research, 5(3), 184-195. \nRanaweera Chatura, P. J. (2003). Journal of Targeting, Measurement and Analysis for Marketing. London, 12(1), 82. \nShankar, V., A. K. Smith,, & Rangaswamy, A. (2003). Customer satisfaction andloyality in online and offline environments. International Journal of Researchin Marketing 20( ), 153-175. \nSzymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: AMeta-Analysis of the Empirical Evidence. Journal of the Academy of MarletinScience. \n\n中文部份 \n周冠印. (2001). 洪光浩找到新的方向：為菁英打造內斂自主的居住空間. 今周刊7月29日, 122-123. \n邱志聖. (2010). 策略行銷分析：架構與實務應用 三版. 台北市: 智勝文化.\n柴希文, & 簡臆灣. (2011). 消費者對建商品牌之認知與其購屋行為關係之探討. [南亞學報] 南亞學報31期, 頁205-234. \n翁志賢. (2001). 消費者購屋行為之探討-品牌權益、品牌態度與購屋評估準則對購屋意圖之影響. 國立成功大學企業管理研究所碩士論文. \n張金鶚. (2003). 房地產投資與市場分析：理論與實務.\n曹葦如, 張金鶚, & 林秋瑾. (1999). 以質化方法分析台北地區購屋之行為. 1999 年中華民國住宅學會第八屆年會論文集. \n陳龍乾, & 黃賢金. (2000). 現代房地產經營與管理. 中國: 中國礦業大學出版社.\n簡博浩, & 簡博秀. (2001). 臺灣的房地產景氣與策略規劃. 臺灣土地金融季刊, 38(2), 113- 130. \n蘇本雄. (2011). 影響消費者購屋決策因素之研究. 碩士, 崑山科技大學. Available from Airiti AiritiLibrary database. \n\n網站資料\n住展房屋網. (2012). 預售屋推案規模101/01/01~101/06/04
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932013
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098932013
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 林正立zh_TW
dc.contributor.author (Authors) Lin, Cheng Lien_US
dc.creator (作者) 林正立zh_TW
dc.creator (作者) Lin, Cheng Lien_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:15:56 (UTC+8)-
dc.date.available 30-Oct-2012 10:15:56 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:15:56 (UTC+8)-
dc.identifier (Other Identifiers) G0098932013en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=61671-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 98932013zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究旨在分析影響自住型預售屋客戶滿意度的關鍵因素及探討有效提高自住型預售屋客戶滿意度的作法。內容主要分成三個部份：第一、從過去的文獻中探討顧客滿意度的定義，並在房地產市場中找出能夠有效提升顧客滿意度的方式；第二、以需求為導向，藉由H建設公司的問卷調查資料中，分析出能夠有效影響自住型預售屋客戶滿意度的關鍵因素；第三、以策略行銷分析的觀點探討能夠有效提升上述關鍵因素的作法。\n研究結果指出，經由因素分析萃取出的「重視外觀與設計」、「重視交易過程的觀感」、「重視基本設備的品質」、「重視事後相關服務承諾的兌現」以及「重視高檔周邊設備」等五個潛在因子中，交易過程的觀感對於四個評估客戶滿意度的影響最為顯著，其次則為事後服務承諾的兌現和外觀與設計。根據邱志聖 (2010)之策略行銷架構，業者若要有效提高現今顧客的滿意度，首先要注重的就是外顯單位效益成本以及道德危機成本的改善。\n最後，本研究依據策略行銷分析架構所整理出的研究結論，提出了若干實務操作上之建議，以改善自住型預售屋客戶的外顯單位效益成本與道德危機成本，使得顧客滿意度能夠達到有效的提升。zh_TW
dc.description.abstract (摘要) This study aims to analyze the impact of the key factors of self-used presale house customer satisfaction and to find out effective ways to improve self-used presale house customer satisfaction. The context would mainly be divided into three parts: first, to discuss the definition of customer satisfaction from the literature from the past, and to find out that the real estate market can effectively improve the way of customer satisfaction; Second, the demand-driven by one construction company in the questionnaire survey data, the analysis can effectively influence the key factors of self-used presale house customer satisfaction; third, use the analysis of strategic marketing point of view to discuss these key factors which can effectively enhance the practice.\nThe study results indicate the following five potential factors which are "pay attention to the appearance and design" extracted by factor analysis, "pay attention to the feeling of the transaction process, "pay attention to the quality of basic equipment", "great importance after the related services promised to honor" and "emphasis on high-end peripherals.". The perception of the transaction process for the four assessment of the impact of customer satisfaction, the most significant, followed by subsequent pledge to honor, as well as appearance and design. According to Pro.Jyh-Shen Chiou (2010), strategic marketing framework, if the industry expects to improve current customer satisfaction, the most two important things are to pay attention to C1（buyer cost/buyer utility）and C3（the cost of moral hazard）.\nFinally, the basis of the research is to use strategic marketing analysis framework to sort out the conclusions of the study. Furthermore, it presents a number of practical operating recommendations to improve the effectiveness of self-used presale house customer`s buyer cost/buyer utility and the cost of moral hazard, making customer satisfaction can achieve effective upgrade.en_US
dc.description.tableofcontents 第一章 緒論 6\n第一節 研究背景與動機 6\n第二節 研究目的 7\n第三節 研究對象與範圍 7\n第四節 論文架構與研究流程 8\n第五節 研究限制 9\n第二章 文獻探討 10\n第一節 自住型消費者對於預售屋之期望 10\n第二節 顧客滿意的定義 11\n第三節 房地產與策略行銷分析架構 13\n第三章 研究方法 18\n第一節 研究設計 18\n第二節 樣本與抽樣方式 18\n第三節 變數的定義與衡量 18\n第四章 研究結果 20\n第一節 因素分析結果 20\n壹、因素分析 20\n貳、因素分析過程 20\n第二節 迴歸分析結果 25\n壹、迴歸分析結果-整體滿意度 27\n貳、迴歸分析結果-推薦意願 29\n參、迴歸分析結果-競爭優勢 31\n肆、迴歸分析結果-再次購買意願 33\n第三節 自住型預售屋之客戶滿意度的分析結果 35\n壹、外觀與設計對於提升客戶滿意度的影響 36\n貳、交易過程對客戶造成之觀感對於客戶滿意度的影響 37\n參、基本設備品質對於客戶滿意度的影響 38\n肆、交易後之相關服務承諾的兌現對於客戶滿意度之影響 39\n伍、高檔周邊設備規劃對於客戶滿意度之影響 39\n第五章 結論與建議 41\n第一節 研究結論 41\n第二節 研究建議 43\n第三節 未來研究方向建議 44\n參考文獻 45\n附錄 47zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098932013en_US
dc.subject (關鍵詞) 預售屋zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 外顯單位效益成本zh_TW
dc.subject (關鍵詞) 道德危機成本zh_TW
dc.subject (關鍵詞) pre-sales houseen_US
dc.subject (關鍵詞) customer satisfactionen_US
dc.subject (關鍵詞) buyer cost/buyer utilityen_US
dc.subject (關鍵詞) the cost of moral hazarden_US
dc.title (題名) 影響自住型預售屋客戶滿意度因素與策略行銷分析架構關係之探討zh_TW
dc.title (題名) Strategic marketing analyses on the antecedents of customer satisfaction for self-used presale house marketen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文部分\nAbdullah, F. (2006). Measuring service quality in higher education: three instruments compared. International Journal of Research & Method in Education, 29(1), 71-89. doi: 10.1080/01406720500537445\nAlan, D. (1994). AMA Handbook for Customer Satisfaction. Chicago:NTC.\nBolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers` Assessment of Service Quality and Value Journal of Consumer Research, 375-384. \nCardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal Of Marketing Research (JMR), 2(3)(244-249). \nChurchill, G. A., Jr. & Carol Surprenant. (1982). An Investigation Into theDeierminants of Customer Satisfaction. Journal of Marketing Research, 19, 491-504. \nCopeland, M. T. (1923). Relation of Consumers` Buying Habits of Marketing Methods. Harvard Business Review, 1, 282-289. \nHampel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and dissatisfaction. Marketing Science Institute(7pp). \nMiller, J. A. (1997). Exploring Satisfaction, Modifying Models, Elicing Expectations, Posing Problems and Making Measurement of Consumer Satisfaction and Dissatisfaction. H. K. Hunt, ed., Cambredge. \nOliever, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. \nOlsen, L. L., & Johnson, M. D. (2003). Service,Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations. Journal of Service Research, 5(3), 184-195. \nRanaweera Chatura, P. J. (2003). Journal of Targeting, Measurement and Analysis for Marketing. London, 12(1), 82. \nShankar, V., A. K. Smith,, & Rangaswamy, A. (2003). Customer satisfaction andloyality in online and offline environments. International Journal of Researchin Marketing 20( ), 153-175. \nSzymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: AMeta-Analysis of the Empirical Evidence. Journal of the Academy of MarletinScience. \n\n中文部份 \n周冠印. (2001). 洪光浩找到新的方向：為菁英打造內斂自主的居住空間. 今周刊7月29日, 122-123. \n邱志聖. (2010). 策略行銷分析：架構與實務應用 三版. 台北市: 智勝文化.\n柴希文, & 簡臆灣. (2011). 消費者對建商品牌之認知與其購屋行為關係之探討. [南亞學報] 南亞學報31期, 頁205-234. \n翁志賢. (2001). 消費者購屋行為之探討-品牌權益、品牌態度與購屋評估準則對購屋意圖之影響. 國立成功大學企業管理研究所碩士論文. \n張金鶚. (2003). 房地產投資與市場分析：理論與實務.\n曹葦如, 張金鶚, & 林秋瑾. (1999). 以質化方法分析台北地區購屋之行為. 1999 年中華民國住宅學會第八屆年會論文集. \n陳龍乾, & 黃賢金. (2000). 現代房地產經營與管理. 中國: 中國礦業大學出版社.\n簡博浩, & 簡博秀. (2001). 臺灣的房地產景氣與策略規劃. 臺灣土地金融季刊, 38(2), 113- 130. \n蘇本雄. (2011). 影響消費者購屋決策因素之研究. 碩士, 崑山科技大學. Available from Airiti AiritiLibrary database. \n\n網站資料\n住展房屋網. (2012). 預售屋推案規模101/01/01~101/06/04zh_TW