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系統識別號 U0026-1406201221314800
論文名稱(中文) 應用活廣告計分法來衡量品牌產品之研究
論文名稱(英文) An application of using net promoter score to some branded products
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 吳柏逸
研究生(英文) Po-I Wu
學號 R46994103
學位類別 碩士
語文別 中文
論文頁數 41頁
口試委員 指導教授-蔡燿全
口試委員-杜富燕
口試委員-劉佳玲
口試委員-陳淑惠
中文關鍵字 顧客滿意度  顧客忠誠度  活廣告計分法  品牌 
英文關鍵字 Customer Satisfaction  Customer Loyalty  Net Promoter Score  Brand 
學科別分類
中文摘要 在今日全球競爭激烈的商場上,如何提升顧客的忠誠度,已經成為企業永續經營的關鍵點。由Reichheld (2003) 所提倡用來衡量顧客忠誠度的活廣告計分法,在西方企業界非常的流行,主要原因為衡量方法簡單,且與企業的獲利成長互相連結。本研究的主要目的為解釋在台灣,要如何應用活廣告計分法,來衡量品牌產品的顧客忠誠度。本研究選擇珍珠奶茶店和品牌筆記型電腦,來當作研究品牌產品。首先,本研究會驗證活廣告淨值與顧客忠誠度的關聯性;接著,會從活廣告淨值的角度,探討不同特性的產品品牌之顧客忠誠度的差異;最後,會透過分群,探討推薦或詆毀顧客所屬的族群傾向。

根據研究結果,活廣告淨值確實是一項很適用的忠誠度指標。此外,本論文為企業建立一套研究模式,來使企業了解自己目前在產業裡相對的活廣告淨值位置,一旦企業判定哪個競爭者可當作標竿,就可開始針對這些競爭者從事更詳細的競爭者分析。最後,企業可根據市場區隔和交叉分析,聚焦於推薦或詆毀顧客所屬的族群傾向,為每一族群來開發價值主張和研擬行銷組合策略。
英文摘要 In the globally competitive business world, how to enhance customer loyalty is become the key point of long-run survival for businesses. Net promoter score (NPS) is a loyalty metric which was introduced by Reichheld (2003). It has gained popularity in the Western businesses thanks to its simplicity and its linkage to profitable growth. The primary goal of this study is to explain how to use NPS to rank the customer loyalty of some branded products in Taiwan. This study picks up bubble milk tea and notebook as research branded products. The first objective is to test the relationship between NPS and customer loyalty. The second objective is to discuss the differences of product brands. The third objective is to discuss the tendency of segments of promoters and detractors.

According to the research results, NPS is the proper loyalty metric in Taiwan. In addition, this paper builds a research model for a business to understand its relative NPS position. Once a business has identified which competitors are benchmarks, the business can begin to engage in a more detailed analysis of these competitors. Finally, a business can focus on the groups’ tendency of promoters and detractors through market segmentation and cross analysis. A business can develop a value proposition and propose marketing mix strategy for each segment.
論文目次 摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII

第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第貳章 文獻探討 4
第一節 顧客滿意度 4
第二節 顧客忠誠度 6
第三節 活廣告計分法 8
第四節 品牌 11
第參章 研究方法 13
第一節 顧客忠誠度衡量 13
第二節 活廣告計分法 14
第三節 問卷設計 15
第四節 研究對象與範圍 16
第肆章 資料結果 17
第一節 樣本與資料收集 17
第二節 活廣告淨值與顧客忠誠度之關聯性 25
第三節 產品品牌之差異性 28
第四節 推薦或詆毀顧客所屬之族群傾向 31
第伍章 結論 34
參考文獻 36
附錄 40
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英文部分
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