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題名：直銷產業顧客滿意度與顧客忠誠度關係之研究--以人口特質、知覺價值及使用者類型為干擾變項
書刊名：交大管理學報
作者：王昭雄 引用關係／陳得發
作者(外文)：Wang, Jau-shyong／Chen, Robert Der-fa
出版日期：2005
卷期：25:2
頁次：頁57-88
主題關鍵詞：顧客滿意度；顧客忠誠度；知覺價值；直銷；Customer satisfaction；Customer loyalty；Perceived value；Direct selling
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(14) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:14
  • 共同引用共同引用:8
  • 點閱點閱:62
直銷是一種以人對人為主的產品銷售方式，顧客滿意及顧客忠誠度對此產業而言頗為重要。因此了 解顧客的需求，提供完善個人化服務、開發潛在的顧客市場，是直銷產業的當之急。本研究用因素分析、相關分析和二因子變異數分析，以直銷產品使用者為實對象，探討顧客滿意度與顧客忠誠度之關係，並將使用者類型、知覺價值及人口特質視為兩者間的干擾變數，以了解各構念間的影響關係。實證結果發，受測者在使用者顧客滿意度與顧客忠誠度上有顯著正向關係；不同性別、使用類型及知覺價值會影響顧客滿意度與顧客忠誠度之關係。
Direct Selling (DS) is the sale of a consumer product or service, person-to-person. It is critical for the DS industry to obtain customer satisfaction and to retain customer loyalty. Thus, it is very important for the DS industry to find out the need of customer, to provide complete personalized service and to develop the potential market. This study used the statistical methods of Factor Analysis, Pearson Correlation Analysis and Two-Way ANOVA Analysis to probe the relationship between customer satisfaction and loyalty by introducing user types, demographic characteristics and perceived value as the moderator variables to clarify their relationship. The result indicates that customer satisfaction is significantly and positively associated with customer loyalty. The user types, demographic characteristics and perceived value variables affect the relationship between customer satisfaction and customer loyalty.
期刊論文
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16.Wotruba, Thomas R.、Pribova, Marie(1996)。Direct Selling in an Emerging Market Economy: A Comparison of Czech/ Slovak and U.S. Market Characteristics and Buying Experiences。The International Review of Retail, Distribution and Consumer Research，6(4)，415-435。  new window
17.Yi, Youjae(1993)。The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity。Advances in Consumer Research，20(1)，502-506。  new window
18.Hallowell, R.(1996)。The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: an Empirical Study。International Journal of Service Industry Management，7(4)，27-42。  new window
19.Woodruff, R. B.、Clemons, D. S.、Schumann, D. W.、Gardial, S. F.、Emest, R. C.、Jenkins, R. L.(1983)。Modeling Consumer Satisfaction Processes Using Experience-Based Norms。Journal of Marketing Research，20(3)，296-304。  new window
20.Neal, William D.(1999)。Satisfaction is Nice, but Value Drives Loyalty。Marketing Research，11(1)，20-23。  new window
21.Oliver, R. L.(1993)。Cognitive, affective, and attribute base of the satisfaction response。Journal of Consumer Research，20(3)，418-430。  new window
22.Bolton, Ruth N.(1998)。A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction。Marketing Science，17(1)，45-65。  new window
23.Jones, M. A.、Mothersbaugh, D. L.、Beatty, S. E.(2000)。Switching barriers and repurchase intentions in services。Journal of Retailing，76(2)，259-274。  new window
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25.Johnson, M. D.、Gustafsson, A.、Andreassen, T. W.、Lervik, L.、Cha, J.(2001)。The evolution and future of national customer satisfaction index models。Journal of Economic Psychology，22(2)，217-245。  new window
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32.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
33.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
34.Cardozo, Richard N.(1965)。An Experimental Study of Customer Effort, Expectation, and Satisfaction。Journal of Marketing Research，2(3)，244-249。  new window
35.McDougall, Gordon H. G.、Levesque, Terrence(2000)。Customer satisfaction with services: Putting perceived value into the equation。Journal of Services Marketing，14(5)，392-410。  new window
36.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
37.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
38.Shankar, Venkatesh、Smith, Amy K.、Rangaswamy, Arvind(2003)。Customer Satisfaction and Loyalty in Online and Offline Environments。International Journal of Research in Marketing，20(2)，153-175。  new window
39.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
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42.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
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會議論文
1.Gremler, D. D.、Brown, S. W.(1996)。An Empirical Examination of a Model of Service Loyalty。Frontiers in Services Conference，(會議日期: 199610)。VanderbiIt University。  new window
2.陳得發、鄭麗娟(1998)。多層次傳銷商品消費者之購買行為分析。第三屆直銷學術研討會，111-127。  延伸查詢new window
3.陳得發、王昭雄(2000)。傳銷商與非傳銷商對網站看法之探討。第五屆直銷學術研討會，157-172。  延伸查詢new window
4.陳得發、主昭雄(2002)。直銷產業客戶關係管理之研究。第七屆直銷學術研討會，64-96。  延伸查詢new window
學位論文
1.林東正(2003)。企業市場顧客滿意構面之探討--以資訊系統委外發展為例(博士論文)。國立臺北大學。new window  延伸查詢new window
2.劉明雄(2003)。直銷業導入電子商務對其直銷商角色之影響研究--Amway及Quixtar之個案研究(碩士論文)。國立臺灣大學。  延伸查詢new window
3.陳偉仁(1998)。統計方法應用於行動電話消費者行為及行銷策略之研究--高雄市實證(碩士論文)。國立成功大學。  延伸查詢new window
4.尚郁慧(1996)。本國一般銀行顧客滿意度與忠誠度關係之研究(碩士論文)。淡江大學。  延伸查詢new window
5.江盈如(1999)。大台北地區健康俱樂部顧客滿意度、忠誠度以及滿意構面重視度之研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.Nunnally, J. C.(1978)。Psychometrics Methods。New York, NY：McGraw-Hill Company。  new window
2.Hilliard, A. L.(1950)。The Forms of Value: The Extension of Hedonistic Axiology。NY：Columbia University Press。  new window
3.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
4.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
5.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
圖書論文
1.Wotruba, T. R.(1995)。Directing selling in the Year 2000。The Future of U.S. Retailing。New York：Quorum Books。  new window
2.Holbrook, M.(1994)。The Nature of Customer Value: An Anthology of Services in The Consumption Experience。Service Quality: New Directions in Theory and Practice。  new window
3.Booms, Bernard H.、Bitner, Mary Jo(1981)。Marketing Strategies and Organization Structures for Service Firms。Marketing of Services。Chicago：American Marketing Association。  new window
 
 
 
 
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