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系統識別號 U0026-0812200914322963
論文名稱(中文) 行銷方案、顧客關係利益與轉換障礙對顧客忠誠度影響之研究-以汽車服務業為例
論文名稱(英文) The Influences of Marketing Program, Relational Benefit and Switching Barrier on Customer’s Loyalty– In Case of Automobile Services
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 96
學期 2
出版年 97
研究生(中文) 劉清林
研究生(英文) Ching-Lin Liu
電子信箱 r0795107@mail.ncku.edu.tw
學號 r0795107
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 口試委員-陳勁甫
指導教授-蔡東峻
召集委員-林佐鼎
中文關鍵字 顧客忠誠度  轉換障礙  行銷方案  顧客關係利益 
英文關鍵字 Marketing project  Customer loyalty  Switching Barrier  Customer relationship benefit 
學科別分類
中文摘要 根據交通部統計處統計,台灣地區車輛總數超過680萬輛,每年維修市場產值估計將達700億元,目前台灣汽車已呈市場飽和,汽車公司面臨新車銷售不易的窘境,在維修市場方面,各維修業者更是積極投入機具設備,推行各種行銷方案,建立各種顧客關係,以維持住現有的顧客,也爭取其他顧客的認同。
企業增加獲利方法,第一種為吸引新顧客,第二種方法為提高現有顧客的收益率,第三種方法為延長顧客關係的持續時間。顧保留顧客最好的策略就是增進顧客滿意度,使顧客繼續惠顧。然有學者指出顧客滿意度與顧客忠誠的關係不一定是必然的,亦即滿意的顧客對企業不一定是忠誠,而不滿意的顧客也不代表不會繼續惠顧。本研究希望在顧客的保留方面,除了顧客滿意度以外驗證其他顧客保留的方案。
本研究以汽車使用者為調查對象,針對其經常去的維修場廠,以維修服務後的感受蒐集資料。驗證廠商的各種行銷方案,對於建立顧客關係利益是不是有幫助,是否能夠產生顧客轉換上的障礙,並研究對顧客忠誠度的影響。得到結論如下:(一)轉換障礙會直接影響到顧客忠誠度。(二)行銷方案的滿意度對顧客忠誠度的影響,間接影響力大於直接影響力,最主要是透過顧客關係利益及轉換障礙產生影響。(三)廠商行銷方案的滿意度不會直接影響到轉換障礙,但會透過顧客關係利益影響到轉換障礙。(四) 行銷方案、顧客關係利益及轉換障礙對顧客忠誠度都會有影響,以顧客關係利益的影響大。
英文摘要 According to the department of statistics at Ministry of Transportation and Communication, there are more than 680 million cars in Taiwan, and the market production value is estimated to reach 700 hundred million dollars. Up to now, the market of cars in Taiwan has reached a saturation point, and many car companies have difficulties selling new cars. Various maintenance dealers in the market are actively improving equipment, developing new promotion strategies and establishing the relationship with consumers in order to keep old clients and to win recognition from new customers.
The strategies that industries adopt to increase profit include (1) attracting new customers, (2) increasing the rate of return and (3) prolonging the relationships with customers. The best way to keep customers is to enhance their satisfaction and to make them willing to return next time. However, some scholars point out that the satisfaction of customers does not necessarily lead to customer loyalty. That said, those satisfied customers are not necessarily loyal to a certain entrepreneur, while the customers might return to the entrepreneur with which they are dissatisfied.
This study investigates customers’ satisfaction with maintenance services by collecting data from the maintenance factories that they turn to for help. In doing so, this study seeks to examine whether marketing projects of various industries have effects on establishing customer relationships, creating switching barriers for customers and enhancing customer loyalty. First, this study discovers that switching barriers directly influences customer loyalty. Second, the satisfaction with marketing projects tends to indirectly, rather than directly, influence customer loyalty mainly though customer relationship benefits and switching barrier. Third, the satisfaction with marketing projects of industries does not directly affect switching barriers but influences switching barriers through customer relationship benefits. Forth, while customer relationship benefits, marketing projects and switching barriers can all influence customer loyalty, the effects of customer relationship benefits are more significant.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第二章 產業現況與文獻探討 6
第一節 汽車維修產業現況 6
第二節 文獻探討 10
一、顧客忠誠度 10
二、顧客關係利益 11
三、轉換障礙 13
四、廠商行銷方案 14
第三節 研究變數間的關係 15

一、行銷方案對忠誠度的影響 16
二、行銷方案對轉換障礙、顧客關係利益的影響 17
三、顧客關係利益與顧客忠誠度的關係 17
四、顧客顧客關係利益與轉換障礙的關係 17
五、轉換障礙與顧客忠誠度的關係 18
第三章 研究架構與方法 19
第一節 研究架構與假設 19
第二節 各項變數的衡量 20
一、顧客忠誠度之衡量問項 20
二、顧客關係利益之衡量問項 21
三、轉換障礙之衡量問項 22
四、行銷方案之衡量問項 23
第三節 抽樣設計與資料蒐集 24
第四節 問卷設計 24
第五節 資料分析方法 25
第六節 前測問卷結果 27
第四章 結果分析 32
第一節 受訪者基本資料的敘述性統計分析 32
第二節 受訪者汽車維修習性的敘述性統計分析 33
第三節 主要構面的敘述性分析 35
第四節 主要構面內部一致性分析 39
第五節 構面變異數分析 43
第六節 線性結構關係模式驗證研究假設 50
第七節 構面間進一步分析 58
第五章 研究結論與建議 61
第一節 研究結論 61
第二節 實務建議 64
第三節 研究限制 65
參考文獻 66
附錄一 73
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工研院IEK (民 96) 汽車產業現況報告http://www.eettaiwan.com/ART_8800493769_676964_NT_b82c5a47.HTM
台北市汽車保養商業同業公會http://www.car-service.org.tw/
交通部統計處 (民97),96年重要交通指標分析http://www.motc.gov.tw/mocwebGIP/wSite/lp?ctNode=164&xq_xCat=13&pagesize=100
和泰國瑞汽車新春記者聯誼會97年http://pressroom.hotaimotor.com.tw/about_news.asp?newsno=235
經濟部 工業局 (民96)
http://cdnet.stpi.org.tw/techroom/market/mechmet/mechmet021.htm
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