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題名 意象與顧客資本關聯性之個案研究
A Case Study on the Association Between Image and Customer Capital作者 張禎文
Chang, Chen Wen貢獻者 林宛瑩
張禎文
Chang, Chen Wen關鍵詞 顧客資本
意象
顧客滿意度
顧客忠誠度
文化創意產業
Customer capital
Image
Customer satisfaction
Customer loyalty
Cultural and creative industry日期 2013 上傳時間 25-八月-2014 15:14:41 (UTC+8) 摘要 文化創意活動具有帶動國家經濟成長、產業升級的潛能，以及在城市行銷上所能創造的價值。然而，文創服務提供者對其商品、店面營造所融入之理念而產生之抽象感受潛在地影響消費者的消費意向。因此，消費者所接收的意象認知是否與所要傳遞者一致？在日趨競爭的經營環境下，掌握顧客需求及想法成為微型企業存續之關鍵要素。\n 本研究之目的即在探討台灣文創業者所提供的產品或服務在意象傳遞上是否與消費者存在落差，而意象傳遞的結果是否會影響顧客資本。本研究以台南正興街兩間商家為研究個案，採用線上問卷之量化方法進行研究，共取得247份有效問卷，藉以探討顧客資本（以顧客滿意度、忠誠度衡量）與意象之關聯性及意象落差對顧客資本之影響程度。希冀藉由此研究結果提供個案商家參考，作為未來經營參考。\n 本研究實證結果發現，意象價值對顧客滿意度及忠誠度均僅部分具有顯著差異，顧客滿意度顯著影響顧客忠誠度，但消費者或造訪者之特性僅部分影響顧客滿意度、忠誠度、意象價值。 參考文獻 Kevin Lynch著，宋伯欽譯，1994，The Image of the City都市意象，台北：台隆\n 書店。\n王恩福，2002，知覺服務品質模式建構之研究－以LISREL模式之實證，中原大\n 學企業管理學系碩士論文。\n王麗卿，2006，家具展示空間設計意象符合度評估之研究產學合作研究計劃結案\n報告書，台南女子技術學院。\n王鴻祥與洪瑞璘，2011，文創商品的隱喻設計模式，設計學報第16卷第4期（12\n 月）：35-55。\n行政院文化部，2013，2012台灣文化創意產業發展年報，台北：行政院文化部。\n李天鐸，2011，文化創意產業讀本 : 創意管理與文化經濟編，台北：遠流出版 \n 社。\n李亞傑與何明泉，2011，商品意象設計指標權重之研究，設計學報第16卷第1\n 期（3月）：41-64。 \n何宥緯，2011，服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究－\n 以網路購物品牌lativ國民服飾為例，國立政治大學廣播電視學系碩士論文。\n祁政緯，2012，創意群聚效應對都市區域再生的影響-以中山雙連創意街區為例，\n 國立政治大學智慧財產研究所碩士論文。\n林炎旦，2011，文化創意產業理論與實務，台北：師大書苑。\n林政儒，2010，3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度\n 之關係研究－以全國電子為例，國立政治大學商管專業學院碩士論文。\n林宛瑩、陳錦烽，2013，發展永續台北創意城市-以符碼消費為基礎之創意服務\n 平台-子計畫三：永續創意服務之價值評估與資源媒合，行政院國家科學委\n 員會。\n柯志昌、梁慧琦、賴美娟，2008，高雄港灣城市意象與新符號價值探索，城市發\n 展第7期：48-73。\n柯惠晴，2013，都市文化空間政策：臺北市都市再生引發的另一種藝術介入形式，\n 國立台灣藝術大學藝術管理與文化政策研究所碩士論文。\n施惠櫻，2008，博物館服務品質與滿意度之研究－以國立台灣史前文化博物館為\n 例，亞洲大學經營管理學系碩士論文。\n馬群傑，2013，文化創意產業與文化公民參與 : 公共價值創造的觀點， 台北 : 巨\n 流圖書。\n孫愛欽，2010，景觀意象、服務品質對顧客滿意度與忠誠度影響的研究－以新化\n 高工校園景觀餐廳為例，南台科技大學商管專業學院碩士論文。\n張憶君，2011，用Kano與PZB模式提升證券業客戶服務滿意度之研究－以P證\n 券公司為例，國立成功大學高階管理碩士在職專班碩士論文。\n郭昆如，2008，台南市府城文化行銷策略架構之初探-理論與實務的對話，國立\n 台南大學行政管理學系行政管理組碩士論文。\n郭秋雯，2012，韓國文化創意產業政策與動向，台北市 : 遠流出版事業股份有\n 限公司。\n郭怡助，2010，室內設計公司服務品質關鍵指標之研究，中國科技大學建築研究\n 所碩士論文。\n陳坤宏，2005，消費文化理論，台北：揚智文化。\n陳坤宏，1995，消費文化與空間結構 : 理論與應用，台北：詹氏。\n陳怡靜、胡學誠，2013，以ACSI模式驗證國內銀行業顧客滿意度之因果關係，\n 臺灣銀行季刊，第64期（3月）：67-83。\n陳琦政、白金安、陳怡君，2012，台北地區參與都市更新居民滿意度與忠誠度之\n 研究－ECSI模式之實證分析，國立屏東商業技術學院學報，第14期（8月）： \n 257-276。\n曾詩馨，2010，古蹟旅遊遊客體驗、遊客動機、目的地意象、滿意度與遊後行為\n 意圖之關係研究－台南市赤崁樓遊客為例，國立高雄應用科技大學觀光與餐\n 旅管理碩士論文。\n葉德鍇，2004，品質、顧客維繫導向與關係傾向對商店忠誠度影響之探討－以屈\n 臣氏為例，國立中央大學企業管理研究所碩士論文。\n黃聖宇，2011，利用平衡計分卡結合PZB理論建立管理部門績效之研究，國立\n 交通大學工學院工程技術與管理學程碩士論文。\n黃玉禎，2013，兩大關鍵字，造就這波霜淇淋熱潮，商業周刊第1344期（8月）。\n精湛民意調查顧問股份有限公司，2011，100年度科學工業園區廠商滿意度調查\n 結案報告，行政院國家科學委員會。\n廖翊閔，2005，從甲馬創意看我國動畫事業智慧資本之建立與累積，國立政治大\n 學科技管理研究所碩士論文。\n鄭美緣，2004，高雄市城市意象行銷之研究-以愛河為例，國立中山大學國際高\n 階經營管理碩士論文。\n劉浚明，2006，應用PZB模式與SERVQUAL衡量方法改善製造業服務品質，逢\n 甲大學工業工程系統管理研究所碩士論文。\n戴雅明，2006，多元社會下高雄市地區行銷屬性與問題之判斷研究- 多屬性權重\n 衡量模式應用與比較，國立中山大學公共事務管理研究所博士論文。\n羅時亮，2011，城市屬性、城市品牌、城市意象、遊客體驗之相關研究-以高雄\n 市為例，國立高雄應用科技大學觀光與餐旅管理系碩士論文。\n楊家彥，2013，微型及個人事業發展趨勢及課題研析經濟部中小企業處，台灣經\n 濟研究院。\n楊淳雅，2011，應用於區域觀光產業之色彩意象化目的地推薦研究，國立政治大 \n 學資訊管理研究所碩士論文。\nAnderson, E. 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國立政治大學
會計研究所
101353014
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101353014 資料類型 thesis dc.contributor.advisor 林宛瑩 zh_TW dc.contributor.author (作者) 張禎文 zh_TW dc.contributor.author (作者) Chang, Chen Wen en_US dc.creator (作者) 張禎文 zh_TW dc.creator (作者) Chang, Chen Wen en_US dc.date (日期) 2013 en_US dc.date.accessioned 25-八月-2014 15:14:41 (UTC+8) - dc.date.available 25-八月-2014 15:14:41 (UTC+8) - dc.date.issued (上傳時間) 25-八月-2014 15:14:41 (UTC+8) - dc.identifier (其他 識別碼) G0101353014 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=77618 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 會計研究所 zh_TW dc.description (描述) 101353014 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 文化創意活動具有帶動國家經濟成長、產業升級的潛能，以及在城市行銷上所能創造的價值。然而，文創服務提供者對其商品、店面營造所融入之理念而產生之抽象感受潛在地影響消費者的消費意向。因此，消費者所接收的意象認知是否與所要傳遞者一致？在日趨競爭的經營環境下，掌握顧客需求及想法成為微型企業存續之關鍵要素。\n 本研究之目的即在探討台灣文創業者所提供的產品或服務在意象傳遞上是否與消費者存在落差，而意象傳遞的結果是否會影響顧客資本。本研究以台南正興街兩間商家為研究個案，採用線上問卷之量化方法進行研究，共取得247份有效問卷，藉以探討顧客資本（以顧客滿意度、忠誠度衡量）與意象之關聯性及意象落差對顧客資本之影響程度。希冀藉由此研究結果提供個案商家參考，作為未來經營參考。\n 本研究實證結果發現，意象價值對顧客滿意度及忠誠度均僅部分具有顯著差異，顧客滿意度顯著影響顧客忠誠度，但消費者或造訪者之特性僅部分影響顧客滿意度、忠誠度、意象價值。 zh_TW dc.description.tableofcontents 第一章 緒論 1\n第一節 研究動機與目的 1\n第二節 研究問題 1\n第三節 研究流程及論文架構 3\n第二章 文獻探討 4\n第一節 各國文化創意產業發展情況 4\n第二節 意象 6 \n第三節 顧客資本 10\n第四節 服務品質衡量模型 13\n第五節 顧客滿意模型 18\n第三章 研究方法 23\n第一節 個案分析 23\n第二節 研究架構 26\n第三節 研究假說 28\n第四節 變數操作型定義與衡量問項 32\n第五節 分析與資料蒐集方法 34 \n第四章 研究結果與分析 37\n第一節 資料與樣本分布 37 \n第二節 描述性統計分析 43 \n第三節 顧客滿意度、顧客忠誠度之因素分析與信度檢定 59 \n第四節 意象價值與顧客滿意度、顧客忠誠度相關分析 60 \n第五節 意象價值與顧客滿意度、顧客忠誠度之迴歸分析 66 \n第六節 意象價值、顧客滿意度、顧客忠誠度與消費者特性之差異性分析 78 \n第五章 結論與建議 92\n第一節 研究結論 92\n第二節 管理意涵及研究貢獻 95\n第三節 限制與後續研究建議 98\n參考文獻 100\n附錄一 個案商家A期望意象與意象感受複選題統計資料 108\n附錄二 個案商家B期望意象與意象感受複選題統計資料 110\n附錄三 業者問卷 112\n附錄四 顧客問卷 114\n附錄五 顧客滿意度與造訪台南正興街街區頻率差異分析 121\n附錄六 顧客滿意度與平均停留時間差異分析 122\n附錄七 顧客忠誠度與是否居住在台南市中西區差異分析 123 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101353014 en_US dc.subject (關鍵詞) 顧客資本 zh_TW dc.subject (關鍵詞) 意象 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.subject (關鍵詞) 文化創意產業 zh_TW dc.subject (關鍵詞) Customer capital en_US dc.subject (關鍵詞) Image en_US dc.subject (關鍵詞) Customer satisfaction en_US dc.subject (關鍵詞) Customer loyalty en_US dc.subject (關鍵詞) Cultural and creative industry en_US dc.title (題名) 意象與顧客資本關聯性之個案研究 zh_TW dc.title (題名) A Case Study on the Association Between Image and Customer Capital en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Kevin Lynch著，宋伯欽譯，1994，The Image of the City都市意象，台北：台隆\n 書店。\n王恩福，2002，知覺服務品質模式建構之研究－以LISREL模式之實證，中原大\n 學企業管理學系碩士論文。\n王麗卿，2006，家具展示空間設計意象符合度評估之研究產學合作研究計劃結案\n報告書，台南女子技術學院。\n王鴻祥與洪瑞璘，2011，文創商品的隱喻設計模式，設計學報第16卷第4期（12\n 月）：35-55。\n行政院文化部，2013，2012台灣文化創意產業發展年報，台北：行政院文化部。\n李天鐸，2011，文化創意產業讀本 : 創意管理與文化經濟編，台北：遠流出版 \n 社。\n李亞傑與何明泉，2011，商品意象設計指標權重之研究，設計學報第16卷第1\n 期（3月）：41-64。 \n何宥緯，2011，服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究－\n 以網路購物品牌lativ國民服飾為例，國立政治大學廣播電視學系碩士論文。\n祁政緯，2012，創意群聚效應對都市區域再生的影響-以中山雙連創意街區為例，\n 國立政治大學智慧財產研究所碩士論文。\n林炎旦，2011，文化創意產業理論與實務，台北：師大書苑。\n林政儒，2010，3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度\n 之關係研究－以全國電子為例，國立政治大學商管專業學院碩士論文。\n林宛瑩、陳錦烽，2013，發展永續台北創意城市-以符碼消費為基礎之創意服務\n 平台-子計畫三：永續創意服務之價值評估與資源媒合，行政院國家科學委\n 員會。\n柯志昌、梁慧琦、賴美娟，2008，高雄港灣城市意象與新符號價值探索，城市發\n 展第7期：48-73。\n柯惠晴，2013，都市文化空間政策：臺北市都市再生引發的另一種藝術介入形式，\n 國立台灣藝術大學藝術管理與文化政策研究所碩士論文。\n施惠櫻，2008，博物館服務品質與滿意度之研究－以國立台灣史前文化博物館為\n 例，亞洲大學經營管理學系碩士論文。\n馬群傑，2013，文化創意產業與文化公民參與 : 公共價值創造的觀點， 台北 : 巨\n 流圖書。\n孫愛欽，2010，景觀意象、服務品質對顧客滿意度與忠誠度影響的研究－以新化\n 高工校園景觀餐廳為例，南台科技大學商管專業學院碩士論文。\n張憶君，2011，用Kano與PZB模式提升證券業客戶服務滿意度之研究－以P證\n 券公司為例，國立成功大學高階管理碩士在職專班碩士論文。\n郭昆如，2008，台南市府城文化行銷策略架構之初探-理論與實務的對話，國立\n 台南大學行政管理學系行政管理組碩士論文。\n郭秋雯，2012，韓國文化創意產業政策與動向，台北市 : 遠流出版事業股份有\n 限公司。\n郭怡助，2010，室內設計公司服務品質關鍵指標之研究，中國科技大學建築研究\n 所碩士論文。\n陳坤宏，2005，消費文化理論，台北：揚智文化。\n陳坤宏，1995，消費文化與空間結構 : 理論與應用，台北：詹氏。\n陳怡靜、胡學誠，2013，以ACSI模式驗證國內銀行業顧客滿意度之因果關係，\n 臺灣銀行季刊，第64期（3月）：67-83。\n陳琦政、白金安、陳怡君，2012，台北地區參與都市更新居民滿意度與忠誠度之\n 研究－ECSI模式之實證分析，國立屏東商業技術學院學報，第14期（8月）： \n 257-276。\n曾詩馨，2010，古蹟旅遊遊客體驗、遊客動機、目的地意象、滿意度與遊後行為\n 意圖之關係研究－台南市赤崁樓遊客為例，國立高雄應用科技大學觀光與餐\n 旅管理碩士論文。\n葉德鍇，2004，品質、顧客維繫導向與關係傾向對商店忠誠度影響之探討－以屈\n 臣氏為例，國立中央大學企業管理研究所碩士論文。\n黃聖宇，2011，利用平衡計分卡結合PZB理論建立管理部門績效之研究，國立\n 交通大學工學院工程技術與管理學程碩士論文。\n黃玉禎，2013，兩大關鍵字，造就這波霜淇淋熱潮，商業周刊第1344期（8月）。\n精湛民意調查顧問股份有限公司，2011，100年度科學工業園區廠商滿意度調查\n 結案報告，行政院國家科學委員會。\n廖翊閔，2005，從甲馬創意看我國動畫事業智慧資本之建立與累積，國立政治大\n 學科技管理研究所碩士論文。\n鄭美緣，2004，高雄市城市意象行銷之研究-以愛河為例，國立中山大學國際高\n 階經營管理碩士論文。\n劉浚明，2006，應用PZB模式與SERVQUAL衡量方法改善製造業服務品質，逢\n 甲大學工業工程系統管理研究所碩士論文。\n戴雅明，2006，多元社會下高雄市地區行銷屬性與問題之判斷研究- 多屬性權重\n 衡量模式應用與比較，國立中山大學公共事務管理研究所博士論文。\n羅時亮，2011，城市屬性、城市品牌、城市意象、遊客體驗之相關研究-以高雄\n 市為例，國立高雄應用科技大學觀光與餐旅管理系碩士論文。\n楊家彥，2013，微型及個人事業發展趨勢及課題研析經濟部中小企業處，台灣經\n 濟研究院。\n楊淳雅，2011，應用於區域觀光產業之色彩意象化目的地推薦研究，國立政治大 \n 學資訊管理研究所碩士論文。\nAnderson, E. 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