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題名:顧客-服務人員與顧客-品牌關係之研究
作者:廖曉君
作者(外文):Hsiao-Chun Liao
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:巫喜瑞
學位類別:博士
出版日期:2016
主題關鍵詞:融洽信任承諾品牌認同品牌依附品牌信任品牌承諾RapportTrustCommitmentBrand identificationBrand attachmentBrand trustBrand commitment
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本研究主要在探討顧客─服務人員與顧客─品牌之間的關係,為了進一步瞭解顧客對服務人員與顧客對於品牌之間的關係,本研究從顧客與服務人員之情感連結開始著眼,探討顧客與服務人員之關係是否可以移轉至顧客與品牌之間。故本研究架構大致可分為兩個部分:顧客─服務人員面與顧客─品牌面;首先在顧客─服務人員面,本研究從顧客與服務人員之間的融洽關係、信任與承諾著手;顧客─品牌層面則探討顧客對於品牌的認同、依附、信任與承諾,結果變項為忠誠度與口碑。本研究以保險服務業之顧客為研究對象,透過電話訪問及紙本問卷調查來蒐集研究資料,並採用結構方程模式來驗證本研究各構面之間的關係。研究結果發現顧客對於服務人員的情感會經由品牌認同與品牌依附而影響顧客對品牌的情感。最後,本研究依據研究結果提出管理意涵及未來研究方向。
This study explores the relationships between customer-employee and customer-brand. In order to understand the relationship, this study explores the affection link between customer-employee and customer-brand, and the affection transference between customer-employee and customer-brand. Therefore, the framework of this study can be divided into: customer-employee relationships and customers-brand relationships. The study tries to understand the customer-employee relationships from rapport, trust and commitment, and explores the customers-brand relationships from brand identification, brand attachment, brand trust and brand commitment. We collect data from telephone survesys and questionnaires. The research hypotheses are verifed via the structural equation model. Finally, these results suggest some theoretical implication and direction for future researchers.
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