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系統識別號 U0026-0806201717320700
論文名稱(中文) 探究顧客旅程、顧客參與、口碑傳播關聯之質量混合研究
論文名稱(英文) A study of the association between customer journey,customer engagement and word-of-mouth communication-A mixed approach investigation
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) 張俊杰
研究生(英文) Chun-Chieh Chang
學號 R07044084
學位類別 碩士
語文別 中文
論文頁數 132頁
口試委員 口試委員-方世杰
口試委員-李慶芳
口試委員-黃朝欽
指導教授-周信輝
中文關鍵字 顧客旅程  顧客參與  口碑傳播  汽車業 
英文關鍵字 Customer journey  Customer engagement  Word of mouth communication  Automobile industry 
學科別分類
中文摘要 本研究目的為以顧客旅程為基礎,探討顧客旅程、顧客參與、口碑傳播間的關聯。口碑是消費者進行購買決策時重要參考依據,近年來由於資訊技術的快速發展,使得媒體與營銷通路加速分裂,也加速了口碑傳播的影響力。雖然客戶體驗近年來越來越受企業跟學者關注,但關於客戶體驗管理的文獻仍相當有限。其中,顧客旅程、顧客參與以及口碑傳播在現有文獻中仍屬個別的研究,尚缺乏三者之間的整體性探討。故以顧客旅程為基礎,針對顧客旅程、顧客參與及口碑傳播之間的關聯進行整合性研究及探討,以補理論之缺口。
本研究樣本以汽車公司為標的。採用「質性研究」的方法,透過顧客旅程描繪此產業與顧客的互動,並定義顧客旅程各相關構面的影響因素,再以此發展研究架構,並採用「量化研究」方式,進行各構面間的關聯性研究,及探討顧客參與對於各因素與口碑傳播間關係之中介效果。研究結果顯示,顧客旅程中,客戶對數位平台使用經驗滿意度、購車經驗滿意度、產品表現認同度、維修保養經驗滿意度、汽車險投保經驗滿意度、顧客忠誠度、顧客參與等均為影響口碑傳播的因素,顧客參與對顧客忠誠度與口碑傳播間存在部份中介效果。本研究亦根據研究結果提出管理實務上意涵,對汽車產業而言具有相當高度的參考價值。
英文摘要 The purpose of this thesis is to investigate the relationship between customer journey, customer engagement and word of mouth communication based on the theory of customer journey, and to make up the gap of theory. This research takes a Taiwan’s Car Company as the subject, uses the "qualitative research" method to explore the customer journey and the impact of word of mouth communication factors, and uses the "quantitative research" approach to discover relevance between customer journey, customer engagement and word of mouth communication, and to explore the mediator, customer engagement, between customer journey and word of mouth communication. This research presents the meaning of customer experience management and will contribute to the automobile industry.

Introduction

With the emerging technologies and explosion of media information and marketing channels, the engagements between customers and enterprises are getting more and more complex and also accelerated the influence of word of mouth spread. Although the customer experience is getting more and more attention in the latest decade, but the customer experience management literature is still quite lacking.
Because customer journey, customer engagement, and word of mouth communication researches are mostly studied individuality in stead of complete discussion, therefore there are theoretical gaps. The purpose of this research is to present an integrated research of customer journey, customer engagement and word of mouth communication based on customer journey theory.

Materials & Method

This research takes a Taiwan’s Car Company as the subject. This research uses "qualitative research" method to describe the industry and customer interaction through the customer journey, and defines the factors of customer journey in varies aspects. And under this customer journey structure, it uses the "quantitative research" method to carry out the research on various aspects, and explores the customer engagement’s effect as a mediator between the journey’s factors and word of mouth communication.

Result & Conclusion

The research discovers that: (1) in the customer journey, the satisfaction in the following aspects: customer's digital platform experience, driving experience, product performance, maintenance experience, car insurance experience, customer loyalty, customer engagement etc. are the factors that affect the spread of word of mouth communication, (2) customer loyalty may rise some word-of-mouth communication effect through customer participation. This research recommends that enterprises should review customer journey and touch point design, create the opportunity for word-of-mouth communication, and establish a customer experience balanced index system.
論文目次 中文摘要 I
Extended Abstract II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 XI
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 研究流程-5
第二章 文獻探討-6
第一節 口碑傳播-6
第二節 顧客旅程-11
第三節 顧客參與-13
第四節 小結-16
第三章 研究方法-17
第一節 質量混合研究方法-17
第二節 研究對象及資料來源-19
第三節 產業及個案品牌簡介-22
第四節 樣本結構-24
第五節 資料分析-28
第四章 研究結果與分析-33
第一節 A品牌顧客旅程地圖-33
第二節 顧客旅程中各變數之分析-54
第三節 問卷量表之信度與效度-73
第四節 旅程變數與顧客參與之關聯性分析-74
第五節 各變數之間相關分析-76
第六節 顧客參與之中介效果分析-78
第七節 口碑傳播現況-85
第五章 結論與建議-87
第一節 研究發現探討-89
第二節 研究意涵-93
第三節 研究限制與建議-98
參考文獻-100
附錄 研究問卷-111
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