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題名：知覺產品品質、顧客滿意與顧客忠誠關係之研究--以上海地區東南汽車為例
書刊名：行銷評論
作者：邱光輝 引用關係／孫珮珊／陳明怡 引用關係
作者(外文)：Chiu, Kuang-hui／Sun, Pei-shan／Chen, Ming-yi
出版日期：2005
卷期：2:2
頁次：頁219-237
主題關鍵詞：知覺產品品質；顧客滿意；顧客忠誠；結構方程模式；重視程度；績效水準座標圖；Perceived product quality；Customer satisfaction；Customer loyalty；SEM；Importance-satisfaction matrix
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(5) 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:5
  • 共同引用共同引用:0
  • 點閱點閱:32
本研究以重視程度－績效水準座標圖分析汽車產品屬性落差之所在，並透過結構方程模式探討汽車產品屬性、顧客滿意與顧客忠誠間之關係，給予廠商在競爭激烈的上海汽車市場下，擬定行銷策略之參考依據。研究結果顯示，顧客最重視的汽車屬性為安全性，最不重視的是承載量；對東南汽車最滿意的是車型設計和品牌，滿意度最低的省油性是優先改善的重點；顧客重視程度高且滿意度高的有安全性、操控性、馬力及速度、車型設計與空間大小。在結構方程模式中，「新車價格」與「操控性能」兩項對「顧客滿意」有顯著正向影響；「汽車品牌」則對「顧客忠誠」有顯著正向影響，而「外觀內裝」此構面對顧客滿意與顧客忠誠皆無顯著影響，整體顧客滿意對於顧客忠誠也有顯著正向影響。
For strategic purposes, this study uses a matrix to analysis the gap between the importance of automobile attributes and customer satisfaction. The empirical results shows that the company's advantages are its “Safety”, “Controlling”. “Power and Speed”, “Style” and “Space”, which are both more important and more satisfying automobile attributes for customers. And “Oil-saving” is the one that the company must improve. Then apply the Structural Equation Model between perceptive product quality, customer satisfaction and customer loyalty. Based on the results, customer satisfaction has a positive influence on customer loyalty. The constructs of “Price” and “Controlling and Capability” positively influence the customer satisfaction, while the construct of “Brand” positively influences customer loyalty only. And the constructs of “Inner/exterior Assembly” has an influence neither on customer satisfaction nor on customer loyalty.
期刊論文
1.Hepworth, P.(1998)。Weighing it up-A Literature Review for the Balanced Scorecard。The Journal of Management Development. 1998，17，559-563。  new window
2.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
3.Bowen, John T.、Shoemarker, Stowe(1998)。Loyalty: A Strategic Commitment。Cornell Hotel and Restaurant Administration Quarterly，39(1)，12-25。  new window
4.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
5.Stum, David L.、Thiry, Alain(1991)。Building Customer Loyalty。Training and Development Journal，45(4)，34-36。  new window
6.Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing，59(1)，17-28。  new window
7.Prus, Amanda、Brandt, D. Randall(1995)。Understanding Your Customers: What You Can Learn from a Loyalty Index。Marketing Tools，2(5)，10-14。  new window
8.Heskett, James L.、Jones, Thomas O.、Loveman, Gary W.、Sasser, W. Earl Jr.、Schlesinger, Leonard A.(1994)。Putting the Service-Profit Chain to Work。Harvard Business Review，72(2)，164-174。  new window
9.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
10.Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
11.Oliver, Richard L.、Rust, Roland T.、Varki, Sajeev(1997)。Customer Delight: Foundations, Findings, and Managerial Insight。Journal of Retailing，73(3)，311-336。  new window
12.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
13.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
14.Hunt, Kenneth A.、Keaveney, Susan M.、Lee, Moonkyu(1995)。Involvement, attributions, and consumer responses to rebates。Journal of Business and Psychology，9(3)，273-297。  new window
15.Martilla, John A.、James, John C.(1977)。Importance-performance analysis。Journal of Marketing，41(1)，77-79。  new window
16.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
17.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
18.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
19.Goodman, J.(1989)。The Nature of Customer Satisfaction。Quality Progress，22(2)，37-40。  new window
會議論文
1.Czepiel, J. A.(1974)。Perspective on Consumer Satisfaction。AMA Conference，119-123。  new window
學位論文
1.陳世偉(2003)。國產汽車消費者購買行為之研究(碩士論文)。國立臺北大學。  延伸查詢new window
2.李永年(1997)。產品品質與服務品質對顧客滿意度及顧客忠誠度之影響--以加油站為例(碩士論文)。國立政治大學。  延伸查詢new window
3.陳仕煥(1997)。汽車購買者評估準則及其影響因素之研究--以臺南地區為例(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.Cooper, Donald R.、Schindler, Pamela S.、古永嘉(2003)。企業研究方法。臺北市：美商麥格羅希羅國際股份有限公司臺灣分公司。  延伸查詢new window
2.Griffin, J.(1995)。Customer Loyalty: How to Earn It? How to Keep It?。New York：Simon & Schuster Inc.。  new window
3.Solomon, M. R.(1991)。Consumer Behavior: Buying, Having, and Being。Boston：Allyn and Bacon。  new window
4.Bhote, Keki R.(1996)。Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability。New York：American Management Assocation。  new window
5.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
6.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
7.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
8.Zeithaml, Valarie A.、Bitner, Mary Jo(2000)。Service marketing: Integrating customer focus across the firm。McGraw-Hill。  new window
9.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
 
 
 
 
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