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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 1-七月-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. 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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 (作者) 吳政諺 zh_TW dc.contributor.author (作者) Wu, Jheng Yan en_US dc.creator (作者) 吳政諺 zh_TW dc.creator (作者) Wu, Jheng Yan en_US dc.date (日期) 2014 en_US dc.date.accessioned 1-七月-2015 17:22:29 (UTC+8) - dc.date.available 1-七月-2015 17:22:29 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2015 17:22:29 (UTC+8) - dc.identifier (其他 識別碼) G0102363022 en_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) 102363022 zh_TW dc.description (描述) 103 zh_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/#G0102363022 en_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 Reputation en_US dc.subject (關鍵詞) Perceived Value en_US dc.subject (關鍵詞) Customer Satisfaction en_US dc.subject (關鍵詞) Inertia Behavior en_US dc.subject (關鍵詞) Customer Loyalty en_US dc.subject (關鍵詞) Word of Mouth en_US dc.subject (關鍵詞) Relationship Stage en_US dc.subject (關鍵詞) Alternative Attractiveness en_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 loyalty en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文文獻1. 李奇勳、蘇瑞蓮 (2012)，知覺價值、滿意度、轉換成本及其他廠商吸引力對顧客忠誠度的影響。台灣管理學刊，12(2)，117-137。2. 吳立偉、張國雄、鍾沛蔓(2011)，認知價值、關係品質與忠誠階段之探討。台灣管理學刊，11(1)，1-28。3. 邱志聖 (2014)，策略行銷分析-架構與實務應用(四版)，台北市：智勝文化。4. 黃筱瑭 (2013)，企業社會責任揭露品質與知覺品牌聲望對顧客滿意度與忠誠度的影響。交通大學經營管理研究所學位論文，1-65。5. 李明吉 (2012)，品牌延伸適配度、品牌聲望與消費者態度對消費者購買意願影響之研究─以消費性電子產品公司為例。國立宜蘭大學經營管理研究所碩士論文。6. 樓永堅、蔡東峻、潘志偉、別蓮蒂(2003)，消費者行為，台北：國立空中大學。7. 洪順慶(2014)，行銷管理，新陸書局。8. 林英祥 (2014)，從創新到暢銷：新產品上市成功的秘密，天下文化。9. 劉文良 (2013)，顧客關係管理：新時代的決勝關鍵，碁峰資訊。10. 周泰華、黃俊英、郭德賓 (1999)，服務品質與顧客滿意評量模式之比較研究。輔仁管理評論，6(1), 37-68。11. 蔡東峻、林佐鼎(2005)，沈沒成本與行為慣性對購後消費行為與續約意願之中介效果。國科會計畫。12. 楊錦洲 (2009)，服務品質-從學理到應用 (初版)，台北：華泰文化。13. 邱皓政 (2011)，量化研究與統計分析：SPSS (PASW) 資料分析範例解析，台北市：五南。14. 陳柏霖、洪兆祥、余民寧 (2013)，網路閱讀態度、網路閱讀行為及網路閱讀素養之橫斷面研究。教育科學研究期刊。15. 劉宗其、吳立偉、黃吉村 (2007)，關係慣性與轉換障礙對 “滿意度-顧客留存” 關係之影響-以金融服務業為例。管理學報，24(6), 671-687。16. 林慶昌、盧建璋(2013)，品牌聲望與品牌知覺是否影響消費者滿意度-以 La Jolla 樂活雅為例。17. 李國瑋 (2014)，從實體銀行到網路銀行—關係慣性與滿意度的雙干擾效果。 電子商務學報，16(1), 17-52。18. 蘇文斌、謝淑慧、劉俊廷 (2010)，便利性、關係慣性、滿意度與顧客忠誠度關係之研究-台灣汽車保險市場實證。風險管理學報，12(2), 185-210。英文文獻1. 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