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系統識別號 U0026-0807201316542800
論文名稱(中文) 3C連鎖零售業服務與顧客行為意向之研究-以台灣北、中、南地區為例
論文名稱(英文) The Research of Relationship between the Service of 3C Chain-Retailing Industry and Behavior Intention of Customers - A Study in Northern, Middle and Southern Taiwan
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 101
學期 2
出版年 102
研究生(中文) 王思婷
研究生(英文) Ssui-Ting Wang
學號 r26004027
學位類別 碩士
語文別 中文
論文頁數 132頁
口試委員 指導教授-吳宗正
口試委員-溫敏杰
口試委員-賴明材
中文關鍵字 3C連鎖零售業  關係行銷  行為意向  線性結構關係模式 
英文關鍵字 3C chain-retailing industries  Relationship marketing  Behavior intention  LISREL 
學科別分類
中文摘要 近年來隨著大環境急遽變化及資訊科技的迅速發展,中游代理商、量販店、電視及網路購物等業者紛紛地搶進3C零售市場,使得3C連鎖零售業者競爭更為激烈,許多體質差、業績表現不佳的3C連鎖零售業者必將面臨倒閉危機。因此,3C連鎖零售業者應思考如何提供顧客真正所需的服務,並擬訂正確的行銷策略,讓顧客願意與業者維持長期的關係,才能使其在如此競爭的產業環境中提高銷售營業額,以永續經營,而這也正是行為意向的目的。
本研究以台灣北、中、南三大地區之20歲以上民眾為研究對象,採分層比例隨機抽樣,以網路問卷方式收集樣本。目的乃透過3C連鎖零售業的顧客立場,利用線性結構關係模式探討3C連鎖零售業者的「關係行銷」與「服務品質」等兩項行銷策略構面,與「顧客價值」及「顧客滿意度」之間的關聯性,以及對顧客「行為意向」之直接與間接效果影響,期望能對3C連鎖零售業者提供一些客觀的意見。
本研究最後證實關係行銷、服務品質、顧客價值、顧客滿意度與行為意向之間的關聯性,因此建議3C連鎖零售業者提升關係行銷,對於提升消費者正向之行為意向效果最大。
英文摘要 In recent years, with the dramatic changes of business environments and the rapid development of information technology, the wholesaler, hypermarket, on-line shopping and TV shopping retailers keep entering the 3C chain-retailing industries to grab the market share. As a result, the competition of 3C retail markets becomes more and more aggressive. Many of the 3C chain retailers with poor business performances may face high chances of business breakdown. Thus, they should think how to provide good quality of service to satisfy their target customers, and to develop right and effective marketing strategies so that their target customers would like to maintain a long-term relationship with the 3C chain retailers. Thus, the 3C chain retailers are able to improves sales and sustain development under such a competitive industry environment. It is also the purpose of behavior intention.
The research takes citizens that are above 20 years old in Northern, Middle and Southern Taiwan as participants, using the Internet questionnaire to collect samples. The purpose of this study takes the positions of 3C chain-retailing industries customers to discuss the relationship of relationship marketing, service quality, customer value, customer satisfaction and behavior intention by LISREL. This dissertation attempts to offer some suggestions for 3C chain retailers.
At the end of this study, we verify the correlations between relationship marketing, service quality, customer value and behavior intention. Based on the results, we recommend the managers of 3C chain-retailing industries should raise relationship marketing to improve the positive behavior intention of customers.
論文目次 摘要 I
目錄 IV
表目錄 VI
圖目錄 IX
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第二章 文獻探討 6
第一節 台灣3C連鎖零售業之沿革與現況 6
第二節 關係行銷 11
第三節 服務品質 16
第四節 顧客價值 24
第五節 顧客滿意度 28
第六節 行為意向 31
第七節 關係行銷、服務品質、顧客價值、顧客滿意度及行為意向間之關聯性研究 35
第三章 研究方法 40
第一節 研究架構 40
第二節 研究假設 41
第三節 研究變項操作型定義與衡量 41
第四節 問卷設計 44
第五節 抽樣設計 45
第六節 資料分析方法 47
第四章 資料分析 55
第一節 樣本代表性 55
第二節 信度分析 57
第三節 樣本結構分析 58
第四節 敘述統計量分析 60
第五節 差異性分析 65
第六節 因素分析 75
第七節 效度分析 80
第八節 線性結構關係模式 87
第九節 多群組線性結構關係模式之比較 94
第五章 結論與建議 100
第一節 研究結論 100
第二節 研究建議 104
第三節 研究限制 108
參考文獻 110
附錄 119
附錄A 問項代碼對照表 119
附錄B 圖表 122
附錄C 問卷 128
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