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系統識別號 U0026-0105201716251900
論文名稱(中文) 探討供應鏈服務行銷的成功要素-以台南市學校為例
論文名稱(英文) Study of Success Factors on Supply Chain Services Marketing-Take Schools in Tainan Area For Example
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 105
學期 2
出版年 106
研究生(中文) 張慶和
研究生(英文) Ching-Ho Chang
學號 R07044440
學位類別 碩士
語文別 中文
論文頁數 100頁
口試委員 口試委員-莊立民
口試委員-謝惠璟
指導教授-蔡惠婷
中文關鍵字 顧客滿意  顧客忠誠度  關係行銷  服務品質 
英文關鍵字 Customer Satisfaction  Customer loyalty  Relationship Marketing  Service Quality 
學科別分類
中文摘要 研究目的:據統計教育經費約佔政府歲出的五分之一,對廠商而言學校有著源源不斷經濟規模,以學校為公司經營主軸的廠商,以在地的中小企業居多。本研究主要探討服務品質、產品價值、關係行銷、信任、顧客滿意度、顧客忠誠度之間關係,影響企業用戶顧客滿意度與顧客忠成度各因素間關聯性,找出服務行銷對企業用戶的關鍵成功要素,期望幫助廠商提升供應鏈競爭力。
研究方法:本研究以便利取樣,採網路問卷方式進行樣本收集,研究對象以台南市各國小、國中、高中職、大專院校,該校參與採購事務的人員,資料收集時間為2016年9月至10月,回收有效樣本共118份。研究旨在探討服務品質、產品價值、關係行銷、信任、顧客滿意度、顧客忠誠度之間的關聯性及影響,及人口學變數對各構面看法上有沒有顯著差異。
研究結果:本研究結果顯示:服務品質、產品價值、關係行銷、信任、顧客滿意度及顧客忠誠度等變數之間具顯著正相關。採迴歸分析其結果『服務品質、產品價值、關係行銷、信任』各因素皆會正向影響到顧客滿意度及顧客忠誠度。在基本人口學變數與對各構面之差異性分析,性別與不同服務職別二個變項是有顯著差異,經由Scheffe檢定結果校長族群較其他族群,更重視服務品質、產品價值、顧客滿意度。
研究結論:企業要在競爭激烈的環境勝出,顧客滿意並不能直接提高企業營收利潤,增加顧客忠誠度對企業才有實質幫助。『服務品質、產品價值、關係行銷、信任』與顧客滿意度及顧客忠誠度有正向相關及影響度,而本研究中影響企業用戶對顧客忠誠度的因素包括關係行銷、顧客滿意度。顯現關係行銷影響著顧客再購買的忠誠程度,也是企業經營重要一環,在顧客關係管理及關係行銷時•企業應該正視顧客需求,以增加顧客的滿意度和忠誠度。
英文摘要 This study mainly focuses on discussing the relevance and influence among service quality, product value, relationship marketing, trust, customer satisfaction and customer loyalty. We would like to find out the key success factors of service marketing for the firms to become more competitive in the supply chain since we figure out what affects customer loyalty include relationship marketing and customer satisfaction. Method:This study adopts convenience sampling and those who participate in school procurement in Tainan city are our main objects. Data collection time is from September, 2016 to October, 2016. We use web survey to discuss the relevance and influence among service quality, product value, relationship marketing, trust, customer satisfaction and customer loyalty, 118 questionnaires are retrieved and the result shows that what above are positive correlation. Result:The result shows that service quality, product value, relationship marketing, trust, customer satisfaction and customer loyalty are positive correlation to each other. If we use regression analysis, we can find that service quality, product value, relationship marketing and trust will positively affect customer satisfaction and customer loyalty.
Conclusion:Service quality,product value, relationship marketing and trust will positively affect customer satisfaction and customer loyalty. In this study, we can see what affects customer loyalty include relationship marketing and customer satisfaction, When they are doing customer relationship management and relationship marketing, firms should face customer demand to raise the satisfaction and loyalty.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究問題 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 服務品質Service Quality 7
第二節 產品價值product value 12
第三節 關係行銷 Relationship Marketing 14
第四節 信任 trust 17
第五節 顧客滿意度 Customer Satisfaction 21
第六節 顧客忠誠度Customer loyalty 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 29
第三節 操作型定義及問卷設計 32
第四節 資料分析方法 38
第四章 研究結果 42
第一節 有效研究樣本基本資料分析 42
第二節 敘述性統計分析 44
第三節 因素分析與信度分析 50
第四節 PEARSON相關分析 59
第五節 迴歸分析 60
第六節 差異性分析 72
第五章 結論與建議 79
第一節 研究結果與討論 79
第二節 研究限制及未來研究建議 82
第三節 學術貢獻與實務意涵 83
參考文獻 84
中文文獻 84
英文文獻 86
附錄 97
問卷調查表  97
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