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系統識別號 U0026-0609201602392700
論文名稱(中文) 付費會員制與客製化程度對顧客忠誠計劃影響之研究
論文名稱(英文) Toward a Better Understanding on Loyalty Program Design: The Moderating Role of Membership Fee and Customization
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 2
出版年 105
研究生(中文) 張喬婷
研究生(英文) Chiao-Ting Chang
學號 R46031248
學位類別 碩士
語文別 英文
論文頁數 128頁
口試委員 口試委員-高如妃
口試委員-蔡惠婷
指導教授-賴孟寬
中文關鍵字 顧客忠誠計劃  關係利益  行為忠誠  情感忠誠  客製化  付費會員制 
英文關鍵字 Loyalty programs(LPs)  Relational benefits  Behavioral loyalty  Attitudinal loyalty  Customization  Program design on fee structure 
學科別分類
中文摘要 近年來顧客忠誠計劃廣為各產業用來推行關係行銷,公司透過顧客忠誠計劃提供關係利益,其不僅能從忠誠顧客身上獲取利潤更能以較低的成本傳達訊息給顧客。本研究中,關係利益包含了信心利益、社交利益以及特殊待遇利益,其用以檢視計劃會員對於會員制度的感知利益。
計劃會員感知到身為會員所享受的利益後通常會強化其情感忠誠。另
外,情感忠誠更會強化其行為忠誠。本研究另探討在顧客忠誠計劃中,付費制度與客製化程度會如何影響感知利益和忠誠度。研究結果總結如下:
1. 感知信心利益和社交利益的計劃成員對於公司有較高的情感忠誠
2. 感知特殊利益的成員對於公司有正向的行為和情感忠誠
3. 情感忠誠正向地影響行為忠誠
4. 在付費會員制當中,當會員感知社交利益,將會有顯著的行為和情感忠誠
5. 當會員感知特殊待遇利益,客製化程度對於行為忠誠有顯著的正向影響
英文摘要 In recent years, loyalty programs (LPs) have been one of the most popular relational marketing strategies applied by many industries. Through providing relational benefits in the program, firms can not only gain profitable revenue from the loyal consumers but also convey messages to them with lower cost. In this research, relational benefits which include confidence benefits, social benefits and special treatment benefits were used to examine program members’perception of benefits provided by the LPs launchers.Program members would further establish their attitudinal loyalty and behavioral loyalty toward the service provider after perceiving benefits from the program. Moreover, attitudinal loyalty might further intensify their behavioral loyalty. Furthermore, when it comes to LPs, the fee structure of the program design and the perception of customization degree might be the important factors which affect perceived benefits to loyalty. The research findings were concluded as follows. First, members perceiving confidence benefits and social benefits would tend to be attitudinal loyal to the service provider. Secondly, members develop both behavioral and attitudinal loyalty to the firm when perceiving special treatment benefits. Thirdly, members’ attitudinal loyalty has positive influence on behavioral loyalty. Forth, the fee-based LPs would strengthen members behavioral and attitudinal loyalty if they engaged in social relationship with the service provider. Finally, customization service has positive influence on behavioral loyalty when members perceived special treatment benefits from the program.
論文目次 摘要………………………………………………………………………… I
ABSTRACT……………………………………………………………….. .II
致謝…………………………………………………………………….. III
TABLE OF CONTENTS………………………………………………….... IV
LIST OF TABLES………………………………………………………... VI
LIST OF FIGURES………………………………………………….. ..VIII
CHAPTER I INTRODUCTION ..................................... 1
CHAPTER II LITERATURE REVIEW ................................5
Loyalty Programs (LPs).......................................5
Relational Benefits ………….................................8
Loyalty.....................................................12
Fees and Membership Program.................................14
Customization Degree…......................................19
CHAPTER III METHODOLOGY ....................................22
Research Design ............................................22
Independent Variable .......................................23
Dependent Variable ....…………………….....................24
Moderating variable ……………………........................25
Pretest I………………….....................................32
Pretest II………………......................................40
Formal Data Collection …………………….....................45
CHAPTER IV RESULTS AND DISCUSSIONS .........................46
Data Handing ...............................................46
Data Codings ...............................................47
Validity and Reliability ……………………...................49
Confirmatory Factor Analysis ...............................56
Variables Indexes …………………………......................59
Hypothesis Testing ………………………….....................60
Analysis of Covariance on User-based Payment Amount.........76
CHAPTER V CONCLUSIONS AND SUGGESTIONS …………………........79
Conclusions …………………………............................79
Academic Contributions ………...............................82
Managerial Implications.....................................84
Limitations…………………...........………………………………85
Suggestions for Future Research………..………………………… 86
REFERENCES ………………………….............................88
APPENDIX A: The Pretest I Questionnaire ………………....... 97
APPENDIX B: The Pretest II Questionnaire …................105
APPENDIX C: The Formal Questionnaire ………………….……...114
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