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系統識別號 U0026-0812200914012290
論文名稱(中文) 關係行銷結合方式、服務品質對顧客滿意度與忠誠度的影響
論文名稱(英文) The Impact of Relationship Marketing Bond and Service Quality on Customer Satisfaction and Loyalty
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) 蔡晟權
研究生(英文) Sheng-Chyuan Tsai
學號 r4789139
學位類別 碩士
語文別 中文
論文頁數 112頁
口試委員 召集委員-林佐鼎
口試委員-陳勁甫
指導教授-蔡東峻
中文關鍵字 服務品質  顧客滿意度  顧客忠誠度  染料化工  關係行銷 
英文關鍵字 Relationship Marketing  Dyestuff Chemicals  Customer Loyalty  Customer Satisfaction  Service Quality 
學科別分類
中文摘要 近年來台灣加入WTO後,紡織、皮革、紙業上中下游各企業,隨著競爭能力與市場供需之改變,部分企業外移至大陸以及東南亞各國從事生產與貿易之情況,日漸蔚為風潮,使台灣原有的產業價值鏈,隨之改變,並衝擊整個產業之供需與貿易型態,而位居供應鏈重要一環之染料化工貿易服務業者,如何建立、發展並滿足顧客的需求,持續維持與顧客高忠誠度之關係,以及如何結合各種關係行銷之方式與層次,加上不時審視提高企業內外之服務品質,提升對顧客高水準的整體滿意度,以維繫顧客繼續忠誠,重複購買或推薦其他顧客成為購買者,為雙方創造更高的利潤,實為企業生存與發展之重要經營策略。
本研究以關係行銷為切入點,期能經過實證研究,達成本研究目的,探討:1.關係行銷結合方式對服務品質之影響。2.關係行銷結合方式對顧客滿意度與顧客忠誠度之影響。3.服務品質對顧客滿意度與顧客忠誠度之影響。4.顧客滿意度對顧客忠誠度之影響。5.染料化工貿易業者與其客戶之間建立長期忠誠合作的可行性。
本研究以染料化工貿易業者有業務相關之企業包括台灣區棉布印染公會之染整業之廠商與皮革、紙業界化工同行之管理階層為研究範圍,主要採用問卷調查方式進行抽樣。共發出問卷285份,回收有效問卷118份。研究的對象主要是各企業內扮演購買決策之成員,包括高階主管、採購、生產、化驗與技術等部門主管。
資料分析方法主要有敘述性統計、因素分析、信度分析、差異性分析及迴歸分析等。經過因素萃取與信度檢定,其結果都達到可接受的程度;以變異數分析各企業特性在四個主要構面平均值之差異性,分析結果:公司屬性(公司歷史、員工人數、資本額、營運區域、營業額、業務範圍) 對關係行銷結合方式、服務品質、顧客滿意度與顧客忠誠度之認知與重視程度,並沒有絕對的差異性。個人屬性(部門別、職位、服務年資)對四個主要構面的看法和態度,基本上也沒有明顯的差異性。
利用迴歸分析來探討關係行銷結合方式、服務品質、顧客滿意度對顧客忠誠度之影響關係,研究發現:1.關係行銷結合方式正向影響服務品質2.關係行銷結合方式正向影響顧客滿意度3.關係行銷結合方式正向影響顧客忠誠度4.服務品質正向影響顧客滿意度5.服務品質正向影響顧客忠誠度6.顧客滿意度正向影響顧客忠誠度,均呈現正向的影響關係。
經過以上整體的研究,本研究主要的發現: 在所有影響顧客忠誠度的因素中,顧客滿意度是最主要的決定因素,雖然關係行銷結合方式與服務品質皆能直接提高顧客滿意度與顧客忠誠度; 亦即「關係好、服務好,不能完全代表忠誠;最好經由提升整體化顧客滿意度,才能代表忠誠」。
英文摘要 After Taiwan entered into WTO for these recent years, with the change of competitive capability and market supply-demand, some of Textile, Leather, and paper industries moved toward Mainland China and Southeast Asia countries to set up factories and go in for trading. This situation has become a wave of unrest, it subsequently changed the status which already been formed a powerful industry value chain in Taiwan, and also impact the trading status of demand-supply in the whole supply chain. Dyestuff chemical traders as one key role of the whole industry supply chain, we should consider how to build, develop and satisfy the needs of customers, and continuously maintain the highly loyalty relationship with customers. We also should consider how to bond any kind of type and level on relationship marketing, and to enforce our inner and outer systems on service quality, in order to enhance the integrated satisfaction to customers, for keeping up our customer’s loyalty. These are very important strategies for business’ survival and development, to keep up our customer repurchase and recommend other companies to be customer; it can create more profits for mutually.
This study is entered from relationship marketing, with the empirical investigation, we expect this study can achieve the goals of research as followings, it will explore:1. The influence of relationship marketing bonding types on service quality. 2. The influence of relationship marketing bonding types on customer satisfaction and customer loyalty. 3. The influence of service quality on customer satisfaction and customer loyalty. 4. The influence of customer satisfaction on customer loyalty. 5. The possibility of establishing long-term corporation with loyalty between dyestuff chemical traders and their customers.
In this study, with the empirical investigation of Taiwan Textile, Leather, Paper industries firms and traders which the sampling base from the users of dyestuff chemicals, including top management, purchasing, production, quality and technology departments manager are focused for investigation. There were totally 285 pieces of the questionnaires issued, and 118 pieces of valid questionnaires retrieved.
Using statistic method such as descriptive statistics, factor, reliability analysis, ANOVA, and regression analysis. The test results of factor and reliability analysis are accepted. As the result of ANOVA, by means of all of four structures from different styles firms:1. The company properties (such as running years, employees, capital, operation areas, turnover, product ranges),they have not significant variances of perceived and place importance on all of the structures, including relationship marketing bonding types, service quality, customer satisfaction, customer loyalty. 2. The personality properties (such as different departments, positions and on-job times) also have not significant perspectives and attitude variance on all of structures basically.
The empirical results to explore on the mutual influences on customer loyalty by regression analysis show as:
1.The influence of relationship marketing bonding types on service quality is positive.
2.The influence of relationship marketing bonding types on customer satisfaction is positive.
3.The influence of relationship marketing bonding types on customer loyalty is positive.
4.The influence of service quality on customer satisfaction is positive.
5.The influence of service quality on customer loyalty is positive.
6.The influence of customer satisfaction on customer loyalty is positive.
After all these studies, the major findings are as following: Among all factors affecting customer loyalty, customer satisfaction is the most determined factor, although relationship marketing bonding types and service quality can directly enhance customer satisfaction and customer loyalty. i.e. “Good Relationship, Good Service can not fully stand for Customer Loyalty; best through enhance integrated Customer Satisfaction can stand for Customer Loyalty”.
論文目次 第一章 緒論
第一節 研究背景與動機.................................................................... 1
第二節 研究目的................................................................................ 2
第三節 研究範圍與對象.................................................................... 3
第四節 研究流程................................................................................ 3
第五節 研究限制................................................................................ 5
第二章 產業概況與文獻探討 ...............................................................6

第一節 染顏料產業概況…………………………………………...6
第二節 關係行銷結合方式...............................................................14
第三節 服務品質...............................................................................20
第四節 顧客滿意度 .......................................................................... 27
第五節 顧客忠誠度.................................................................……..33

第三章 研究方法

第一節 研究架構...............................................................................37
第二節 研究假 設 ..............................................................................38
第三節 研究設計與操作性定義......................................................38
第四節 問卷發放與回收..................................................................46
第五節 統計與分析方法..................................................................46

第四章 資料分析與結果

第一節 敘述性統計............................................................................49
第二節 因素分析與信度分析...........................................................57
第三節 差異性分析............................................................................65
第四節 迴歸分析...................................................................................75

第五章 結論與建議……..........................................................................86

第一節 結論………...........................................................................86
第二節 建議………………...............................................................90

參考文獻

附錄一 問卷





表目錄

表2-1 染顏料產品依其應用領域分類………................................. 9
表2-2 各學者對行銷關係的定義....................................................15
表2-3 交易行銷與關係行銷之差異................................................17
表2-4 三種關係結合層次................................................................18
表2-5 服務品質五個構面與原始十個構面之關係........................26
表2-6 顧客滿意度之定義…............................................................29
表2-7 顧客滿意度衡量構面…........................................................32
表2-8 顧客忠誠五階段....................................................................34
表3-1 研究假設................................................................................38
表3-2 關係行銷結合方式之問卷....................................................40
表3-3 服務品質之問卷....................................................................43
表3-4 顧客滿意度之問卷................................................................44
表3-5 顧客忠誠度之問卷................................................................45
表3-6 Cronbach’s α評定準則....................................................48
表4-1 受訪者基本資料之敘述統計量............................................51
表4-2 關係行銷結合方式各變數之敘述統計量............................53
表4-3 服務品質各變數之敘述統計量............................................55
表4-4 顧客滿意度各變數之敘述統計量........................................56
表4-5 顧客忠誠度各變數之敘述統計量........................................57
表4-6 KMO値與Bartlett球面性檢定表.........................................58
表4-7 關係行銷結合方式之因素分析與信度檢定........................60
表4-8 服務品質之因素分析與信度檢定........................................62
表4-9 顧客滿意度之因素分析與信度檢定....................................64
表4-10 顧客忠誠度之因素分析與信度檢定....................................65
表4-11 不同經營歷史之企業在各因素之差異分析........................67
表4-12 不同員工人數之企業在各因素之差異分析........................68
表4-13 不同資本額之企業在各因素之差異分析............................69
表4-14 不同主要營運區域之企業在各因素之差異分析................70
表4-15 不同營業額之企業在各因素之差異分析............................71
表4-16 不同業務範圍之企業在各因素之差異分析........................72
表4-17 不同部門別在各因素之差異分析........................................73
表4-18 不同職位在各因素之差異分析............................................74
表4-19 不同服務年資在各因素之差異分析....................................75
表4-20 關係行銷結合方式對服務品質之迴歸分析........................78
表4-21 關係行銷結合方式與服務品質對顧客滿意度之迴歸分析...........................................................................................80
表4-22 關係行銷結合方式、服務品質、顧客滿意度對顧客忠誠度之迴歸分析...........................................................................82







































圖目錄

圖1-1 研究流程圖............................................................................. 4
圖2-1 服務品質之觀念性模式........................................................23
圖2-2 顧客對品質與顧客滿意的認知............................................31
圖2-3 服務─利潤鏈.........................................................................35
圖3-1 研究架構.................................................................................37
圖4-1 各構面之影響關係圖............................................................77
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