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系統識別號 U0026-0812200913484363
論文名稱(中文) 企業形象、購買行為、顧客滿意度與顧客忠誠度之關聯性研究-以台灣ABS樹脂生產廠家為例
論文名稱(英文) The Research of Relationship among Corporate Image、Buying Behavior、Customer Satisfaction and Customer Royalty — an Empirical Study on ABS Resin Maker in Taiwan
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 95
學期 2
出版年 96
研究生(中文) 方真祥
研究生(英文) Chen-Hsiang Fang
電子信箱 fang@mail.chimei.com.tw
學號 r0794121
學位類別 碩士
語文別 中文
論文頁數 109頁
口試委員 口試委員-賴明材
召集委員-溫敏杰
指導教授-吳宗正
指導教授-陳耀光
中文關鍵字 線性結構關係模式  顧客忠誠度  企業形象  購買行為  顧客滿意度 
英文關鍵字 LISREL.  Customer Loyalty  Customer Satisfaction  Corporate Image  Buying Behavior 
學科別分類
中文摘要 本研究以國內使用ABS樹脂之射出成型業者為對象,探討台灣ABS生產業者之企業形象、購買行為、顧客滿意度與顧客忠誠度之關聯性。共寄發問卷300 份,回收有效問卷154 份,有效回收率為51.33 %。經SPSS、AMOS統計方法進行分析,實證結果如下:
一、 射出成型業者之公司基本特性,如資本額、營業額、成立時間與所在地區等,對ABS生產業者之企業形象、購買行為、顧客滿意度與顧客忠誠度等構面,均無顯著的差異存在。
二、 以線性結構關係模式分析研究架構,由路徑值發現射出成型業者對ABS生產業者之企業形象、購買行為、顧客滿意度與顧客忠誠度等構面之間,在直接效果中,除了購買行為對顧客忠誠度的路徑不顯著外,其他構面間路徑,均有正向顯著的影響。而間接效果中,企業形象透過顧客滿意度顯著影響顧客忠誠度,而企業形象亦會透過購買行為及顧客滿意度顯著影響顧客忠誠度。。
三、 在射出成型業者的認知中以奇美實業公司的企業形象最佳,其他三家ABS生產業者則在伯仲之間。就統計結果而言,購買行為構面出現較大的分歧,應係部分業者的價格導向的購買行為,使得對ABS生產廠家的忠誠度相對低落。
英文摘要 This research was aimed at the domestic ABS resin injection molder in order to discuss the relationship among corporate image, buying behavior, customer satisfaction and customer loyalty - an empirical study of ABS resin maker in Taiwan. Questionnaire survey was used as a major method by the research. Therefore, a total of the 300 questionnaires were sent out, and 154 valid questionnaires were returned, resulting in a valid return rate of 51.33%. The statistic software SPSS and AMOS were applied for the data analysis. The major findings of this study were presented below:
There were no statistically significant differences between injection molding firms’ basic characteristics, such as capital, turnover volumn, time of establishment or their location, and four constructs of this research - corporate image, buying behavior, customer satisfaction and customer loyalty.
After LISREL analysis of the research framework, the path-value between those constructs showed positive relationship. In direct effect, all routes got a positive significance besides Buying Behavior to Customer Loyalty. For indirect effect, Corporate Image could significantly affect Customer Loyalty through Customer Satisfaction. It also affected Customer Loyalty through Buying Behavior and Customer Satisfaction significantly.
The cognition of ABS resin injection molders had shown that Chimei coporation got the highest corporate image rating; while the rest three ABS makers maintained the equinalently lower. By the result of statistic analysis, the factors of Buying Behavior construct had a bigger divergence. It might be the effect of price-orientation and could decrease the customer loyalty.
論文目次 目 錄
目錄.......................................................................................................................... I
表目錄....................................................................................................................III
圖目錄......................................................................................................................V第一章 緒論............................................................................................................1
第一節 研究背景與動機................................................................................2
第二節 研究範圍............................................................................................3
第三節 研究目的............................................................................................4
第四節 研究流程............................................................................................5
第二章 文獻探討....................................................................................................8
第一節 國內ABS生產廠家現況分析..........................................................8
第二節 企業形象..........................................................................................13
第三節 購買行為..........................................................................................20
第四節 顧客滿意度......................................................................................25
第五節 顧客忠誠度......................................................................................32
第六節 各構面之間的關聯性探討..............................................................36
第三章 研究方法..................................................................................................45
第一節 研究架構..........................................................................................45
第二節 研究假說..........................................................................................46
第三節 變數的操作性定義與問卷設計......................................................48
第四節 抽樣設計及資料收集......................................................................52
第五節 資料分析方法..................................................................................53
第四章 資料分析..................................................................................................58
第一節 各基本特性之描述性統計量..........................................................58
第二節 各構面之信度分析..........................................................................62
第三節 因素分析及信度檢定......................................................................63
第四節 效度分析..........................................................................................68
第五節 差異性分析......................................................................................73
第六節 整體模式分析..................................................................................84
第五章 結論與建議..............................................................................................93
第一節 結果與討論......................................................................................93
第二節 管理意涵..........................................................................................95
第三節 研究限制..........................................................................................96
第四節 後續研究建議..................................................................................97
參考文獻................................................................................................................98
附錄......................................................................................................................105
問卷….......................................................................................................105
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