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題名：顧客參與之關係建立對口碑傳播意願之影響
書刊名：多國籍企業管理評論
作者：周建亨 引用關係／呂月森
作者(外文)：Chou, Chien-heng／Lu, Yeh-sen
出版日期：2018
卷期：12:1
頁次：頁1-22
主題關鍵詞：顧客參與；顧客參與之關係建立；口碑傳播；Customer participation；Relationship building in customer participation；Word-of-mouth
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:26
  • 點閱點閱:12
在服務業佔國民生產毛額之比重越來越高的趨勢下，消費者之口碑傳播對於企業之競爭力亦益形重要。本研究之目的在探討企業透過顧客參與機制中之關係建立行為是否能影響消費者的口碑傳播意願。顧客參與是近年來廣受學術界與實務界重視的行銷典範，因為隨著顧客意識的高漲，顧客所重視的不僅是公司所提供的產品或服務，也非常重視與公司接觸時所感受到的關係。本研究以餐飲業之消費者為研究對象，以結構式問卷蒐集資料。總共發出600份問卷，回收共562份，其中有效問卷500份，有效回收率為83%。研究結果顯示，顧客參與之關係建立對口碑傳播呈顯著正相關，支持本研究之假說。根據研究結果，本研究探討理論與實務之意涵。
Since the production percentage of services in gross national production has been increasing, the importance of word-of-mouth on enterprises' competitive advantage increases. The purpose of this study is to investigate the relationship between relationship-building behaviors in the process of customer participation. Customer participation has been a widely accepted marketing paradigm among scholars and practitioners. The wide-spread consumerism has led to the fact that customers want not only the products or service offered by the firm, but also the perceived relationship during service encounter. This study distributed structured questionnaires to customers in food and beverage industry. 600 questionnaires were distributed. 500 valid questionnaires were returned. The response rate is 83%. The research results show that the relationship-building behavior in customer participation is positively related to word-of-mouth, which supports our research hypothesis. Theoretical and practical implications are discussed.
期刊論文
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學位論文
1.張文婷(2003)。消費者參與對消費者抱怨行為之影響(博士論文)。私立中國文化大學。new window  延伸查詢new window
2.何錦聰(2004)。顧客參與和顧客忠誠度關係之研究(碩士論文)。私立中國文化大學。  延伸查詢new window
圖書
1.Baker, C. Edwin(2002)。Media, Market and Democracy。Cambridge University Press。  new window
2.Hubbert, Amy R.(1995)。Customer co-creation of service outcomes: Effects of locus of causality attributions。Scott-Foresman。  new window
3.Zeithaml, V. A.、Bitner, M. J.(2003)。Services Marketing: Integrating Customer Focus across the Firm。New York：McGraw-Hill。  new window
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6.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
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8.Rawlins, W. K.(1992)。Friendship matters。Aldine de Gruyter。  new window
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10.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
圖書論文
1.Rodie, A. Risch、Kleine, Susan Schultz(2000)。Customer participation in services production and delivery。Handbook of Services Marketing and Management。Sage Publications。  new window
2.Youngdahl, W. E.、Kellogg, D. L.(1994)。Customer costs of service quality: A critical incident study。Advances in Services Marketing and Management Research and Practice。JAI Press。  new window
3.Zeithaml, V. A.(1991)。How Consumer Evaluation Processes Differ between Goods and Services。Services Marketing。Prentice Hall。  new window
 
 
 
 
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