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題名 從認知、滿意到顧客忠誠─整合性架構之探究
An integrative study of customer satisfaction and loyalty
作者 吳政諺
Wu, Jheng Yan
貢獻者 樓永堅<br>白佩玉
吳政諺
Wu, Jheng Yan
關鍵詞 品牌聲望
知覺價值
顧客滿意度
慣性行為
顧客忠誠度
口碑傳播
關係階段
替代性吸引力
Brand Reputation
Perceived Value
Customer Satisfaction
Inertia Behavior
Customer Loyalty
Word of Mouth
Relationship Stage
Alternative Attractiveness
日期 2014
上傳時間 1-Jul-2015 17:22:29 (UTC+8)
摘要 過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。
本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下：
1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。
2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。
3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。
4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。
Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables.
The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below：

1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction.

2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty.

3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors.

4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.
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描述 碩士
國立政治大學
企業管理研究所
102363022
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363022
資料類型 thesis
dc.contributor.advisor 樓永堅<br>白佩玉zh_TW
dc.contributor.author (Authors) 吳政諺zh_TW
dc.contributor.author (Authors) Wu, Jheng Yanen_US
dc.creator (作者) 吳政諺zh_TW
dc.creator (作者) Wu, Jheng Yanen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jul-2015 17:22:29 (UTC+8)-
dc.date.available 1-Jul-2015 17:22:29 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2015 17:22:29 (UTC+8)-
dc.identifier (Other Identifiers) G0102363022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76305-
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) 102363022zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。
本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下：
1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。
2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。
3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。
4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。		zh_TW
dc.description.abstract (摘要) Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables.
The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below：

1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction.

2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty.

3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors.

4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.		en_US
dc.description.tableofcontents 中文摘要…………………………………………………………………………………………………………………..I
英文摘要………………………………………………………………………………………………………………….II
謝誌…………………………………………………………………………………………………………………………III
目錄 …………………………………………………………………………………………………………………………IV
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 4
第一節 顧客滿意與忠誠模式影響模式 4
第二節 知覺價值(Perceived Value) 6
第三節 品牌聲望(Brand Reputation) 11
第四節 顧客滿意度(Customer Satisfaction) 13
第五節 慣性行為(Inertia Behavior) 20
第六節 顧客忠誠度(Customer Loyalty) 22
第七節 口碑(Word of Mouth) 27
第八節 關係階段(Relationship Stages or Relationship Phases) 29
第九節 替代性吸引力(Alternative Attractiveness) 33
第三章 理論架構與研究方法 34
第一節 理論架構 34
第二節 研究假設 35
第三節 操作性定義與衡量 41
第四節 問卷前測 43
第五節 問卷設計 43
第四章 資料分析與實證結果 47
第一節 結構方程模式分析 47
第二節 調節效果檢驗 55
第三節 實證結果彙整 57
第五章 結論與建議 58
第一節 研究結果與討論 58
第二節 管理意涵 60
第三節 研究限制與未來研究建議 62
參考資料 63
附錄 74		zh_TW
dc.format.extent 3067108 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363022en_US
dc.subject (關鍵詞) 品牌聲望zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 慣性行為zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 口碑傳播zh_TW
dc.subject (關鍵詞) 關係階段zh_TW
dc.subject (關鍵詞) 替代性吸引力zh_TW
dc.subject (關鍵詞) Brand Reputationen_US
dc.subject (關鍵詞) Perceived Valueen_US
dc.subject (關鍵詞) Customer Satisfactionen_US
dc.subject (關鍵詞) Inertia Behavioren_US
dc.subject (關鍵詞) Customer Loyaltyen_US
dc.subject (關鍵詞) Word of Mouthen_US
dc.subject (關鍵詞) Relationship Stageen_US
dc.subject (關鍵詞) Alternative Attractivenessen_US
dc.title (題名) 從認知、滿意到顧客忠誠─整合性架構之探究zh_TW
dc.title (題名) An integrative study of customer satisfaction and loyaltyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
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