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題名：顧客忠誠驅動因子之研究--顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響
書刊名：輔仁管理評論
作者：張淑青
作者(外文)：Chang, Su-ching
出版日期：2006
卷期：13:1
頁次：頁107-132
主題關鍵詞：顧客滿意；顧客知覺價值；信任；顧客忠誠；Customer satisfaction；Customer perceived value；Trust；Customer loyalty
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(23) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:23
  • 共同引用共同引用:16
  • 點閱點閱:45
確認顧客忠誠的關鍵驅動因子，對關係行銷理論而言是相當重要的，不但有助於對顧客之了解，並可據以發展行銷策略。本研究引據關係行銷的理論概念及其了解顧客忠誠的途徑，將其運用於企業組織與顧客間（B-C）的關係交換過程，選擇消費者行為研究中相當成熟的「顧客滿意」途徑、本世紀策略性新議題之「價值」途徑及關係行銷範疇的「信任」等三種重要途徑加以探討及驗證顧客忠誠的關鍵驅動因子。本研究目的旨在於提出以「顧客知覺價值」作為「顧客滿意－信任－顧客忠誠」關係模式之前因變項，建構成為整合性因果關係模式，藉以探索各變項間之交互影響，選擇西式速食餐廳之顧客為研究樣本進行實證，分析發現顧客知覺價值對顧客忠誠的關鍵驅動效果，及顧客滿意與信任的中介影響效果，研究結果提供相關業者發展行銷策略之建議與參考。
It is very important to identify the key drivers that influenced the outcomes in relationship marketing theory; this not only will help us to have a better understanding of the customers but will also help us to develop the marketing strategies. This study adopts the theoretical concepts and approaches of understanding customer loyalty in relationship marketing and applies it into the relationship exchange precess of business-to-customer (B-C). The three important approaches are selected to discuss about and test the key driver of customer loyalty, they are the “customer satisfaction” approach which is a pretty mature study field in customer behavior; “value” approach which is a new strategic issue in this century, and “trust” approach which is in the scope of relationship marketing. The purpose of this study is to propose an integrate cause-effect model which takes the “customer perceived value” as the antecedent variable of the “customer satisfaction-trust-customer loyalty” model in order to explore their interaction effects. The customers of fast-food restaurant were selected to be the study samples and tested the constructed model. On the basis of the research results, the customer perceived value play the key driving effects on customer loyalty and the moderating effects of customer satisfaction and trust; those research results offer ample and concrete managerial suggestions to develop the marketing strategies for related service providers.
期刊論文
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學位論文
1.張淑青(2000)。價格知覺對顧客滿意影響之研究--以觀光旅遊為例(博士論文)。國立臺北大學，新北市。new window  延伸查詢new window
圖書
1.Kotler, Philip.(2000)。Marketing Managemen。Prentice Hall International, Inc。  new window
2.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。  new window
3.陳正昌、程炳林(1998)。SPSS、SAS、BMDP統計軟體在多變量統計上的應用。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
圖書論文
1.Zucker, L. G.(1986)。Production of trust: Institutional sources of economic structure, 1840-1920。Research in Organizational Behavior: An annual Series of Analytical Essays and Critical Reviews。Greenwich, CT：JAI Press。  new window
 
 
 
 
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