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系統識別號 U0026-1508201215432000
論文名稱(中文) 顧客關係、分享價值、關係承諾、信任、顧客滿意度與顧客忠誠度影響關係研究-以台灣汽車零配件業為例
論文名稱(英文) The Relationships among Customer Relationship, Share Value, Relationship Commitment, Trust, Customer Satisfaction and Customer Loyalty – An Example of Taiwan Car parts Industry
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 100
學期 2
出版年 101
研究生(中文) 鄭明
研究生(英文) Ming Cheng
學號 R07991037
學位類別 碩士
語文別 中文
論文頁數 95頁
口試委員 指導教授-蔡明田
指導教授-蔡惠婷
口試委員-李國瑋
口試委員-莊立民
中文關鍵字 顧客關係  分享價值  關係承諾  信任  顧客滿意度  顧客忠誠度 
英文關鍵字 Customer Relationship  Share Value  Relationship Commitment  Trust  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 本研究旨在探討顧客關係(customer relationship)、分享價值(share value)、關係承諾(relationship commitment)、信任(trust)、顧客滿意度(customer satisfaction)與顧客忠誠度(customer loyalty)的關連性研究,並以台灣生產汽車零配件之顧客為研究對象。由於近年來顧客關係等相關研究,不斷地創造議題,因此將顧客關係提升將有助於顧客滿度與顧客忠誠度,而顧客滿意度與忠誠度提高已被視為增加企業競爭及創造企業利潤的一項重要指標。本研究總共計發放520份問卷,回收之有效問卷為395份,問卷回收率為76%。此外,在資料分析方法方面,首先由敘述性統計分析、各構面之因素萃取、接這檢定各構面之信度效度檢驗、收斂效度分析、並以迴歸分析探討各構面關聯性、最後則以線性方程模式來驗證本研究各構面間的影響關係。
本研究主要發現:
1. 顧客關係對關係承諾與信任有顯著正向影響。
2. 分享價值對關係承諾與信任有顯著正向影響。
3. 信任對關係承諾有顯著正向影響。
4. 關係承諾與信任對顧客滿意度有顯著正向影響。
5. 顧客滿意度對顧客忠誠度有顯著正向影響。
關鍵字: 顧客關係、分享價值、關係承諾、信任、顧客滿意度、顧客忠誠度
英文摘要 The purpose of this research was to explore the relationships among customer relationship, share value, relationship commitment, trust, customer satisfaction and customer loyalty, and take the Taiwan automotive spare parts industry for example. In recent years, the relevant researches of customer relationship create topic continuously. The enhancement of customer relationship will improve customer satisfaction and loyalty. The improvement of customer satisfaction and loyalty has been regarded as an important indicator of competitiveness and profitability of an industry.
Questionnaire survey was used as a major method to the study. Of the 520 responses were received and 125 of them were incomplete. The remaining 395 valid and complete questionnaires were used for the quantitative analysis. The data was analyzed by descriptive statistics, factor analysis to find out key factors, discriminate validity, regression analysis and then this research used structural equation model(SEM)to measure the relationship amongst the variables.
The major finings of this research includes:
1. Customer relationship has a significant positive influence on relationship commitment and trust.
2. Share value has a significant positive influence on relationship commitment and trust.
3. Trust has a significant positive influence on relationship commitment.
4. Relationship commitment and trust has a significant positive influence on customer satisfaction.
5. Customer satisfaction has a significant positive influence on customer loyalty.

Keywords: customer relationship, share value, relationship commitment, trust, customer satisfaction, customer loyalty
論文目次 目錄
摘 要.......................................................................................................................... I
Abstract.....................................................................................................................II
誌 謝....................................................................................................................... III
目 錄.........................................................................................................................V
表 目 錄 .............................................................................................................. VII
圖 目 錄 ............................................................................................................... IX
第一章 緒論 ............................................................................................................1
第一節 研究背景 ................................................................................................1
第二節 研究動機 ................................................................................................3
第三節 研究目的 ................................................................................................5
第四節 研究範圍 ............................................. .................................................6
第五節 研究流程 ................................................................................................7
第二章 文獻探討 ....................................................................................................8
第一節 顧客關係 ................................................................................................8
第二節 分享價值 ……......................................................................................13
第三節 關係承諾 ……......................................................................................16
第四節 信任 …………......................................................................................21
第五節 顧客滿意度 ..........................................................................................25
第六節 顧客忠誠度 ..........................................................................................30
第七節 各構面關係之探討 ..............................................................................36
第三章 研究方法 ..................................................................................................41
第一節 研究架構 ..............................................................................................41
第二節 研究假設 ……......................................................................................42
第三節 各構面之操作型定義衡量 ..................................................................43
第四節 問卷設計與研究對象 …………………..............................................50
第五節 資料蒐集方法 ......................................................................................52
第六節 資料分析方法 ......................................................................................53
第四章 研究結果 ..................................................................................................56
第一節 敘述性統計 ..........................................................................................56
第二節 信度與效度分析 ……..........................................................................57
第三節 收斂效度分析…………………............................................................66
第四節 各研究構面關連性探討 ………………..............................................70
第五節 整體模式之驗證 ..................................................................................78
第五章 結論與建議 ..............................................................................................81
第一節 研究結論與討論 ..................................................................................81
第二節 學術貢獻 ……………..........................................................................85
第三節 研究限制與未來建議 ……..................................................................87
參考文獻 ................................................................................................................88
附錄: 研究問卷 ……............................................................................................94








表目錄
表 1-1 2005-2010年全球汽車零組件市場規模 ....................................................2
表 1-2 研究範圍 ......................................................................................................6
表 2-1 顧客關係定義彙總表 ..................................................................................8
表 2-2 顧客關係管理之流程 ................................................................................12
表 2-3 組成承諾要素 ............................................................................................16
表 2-4 影響關係承諾的因素 ................................................................................19
表 2-5 信任概念比較表 …………........................................................................21
表 2-6 顧客忠誠度概念比較表 ............................................................................32
表 2-7 顧客忠誠度衡量因素分析表 ....................................................................34
表 3-1 有效樣本結構分析 ……………….......... ................................................51
表 4-1 研究樣本基本資料 …................................................................................56
表 4-2 顧客關係構面因素分析表 …....................................................................57
表 4-3 顧客關係因素負荷量與分項對總項相關數值 ........................................58
表 4-4 分享價值構面因素分析表 ........................................................................59
表 4-5 分享價值因素負荷量與分項對總項相關數值 ........................................59
表 4-6 關係承諾構面因素分析表 ........................................................................60
表 4-7 關係承諾因素負荷量與分項對總項相關數值 ........................................61
表 4-8 信任構面因素分析表 ................................................................................62
表 4-9 信任因素負荷量與分項對總項相關數值 ................................................62
表 4-10 顧客滿意度構面因素分析表 ..................................................................63
表 4-11 顧客滿意度因素負荷量與分項對總項相關數值 ..................................63
表 4-12 顧客忠誠度構面因素分析表 ..................................................................64
表 4-13 顧客忠誠度因素負荷量與分項對總項相關數值 ..................................65
表 4-14 顧客關係之效度分析 ……......................................................................66
表 4-15 分享價值之效度分析 ……......................................................................67
表 4-16 關係承諾之效度分析 ..............................................................................67
表 4-17 信任之效度分析 ......................................................................................68
表 4-18 顧客滿意度之效度分析 ..........................................................................68
表 4-19 顧客忠誠度之效度分析 ..........................................................................69
表 4-20 各構面之平均萃取變異量(AVE)分析 ....................................................69
表 4-21 顧客關係對關係承諾之影響 …………..................................................70
表 4-22 顧客關係對信任之影響 ………………..................................................71
表 4-23 分享價值對關係承諾之影響 ………………..........................................72
表 4-24 分享價值對信任之影響 ………………..................................................73
表 4-25 信任對關係承諾之影響 ………………..................................................74
表 4-26 關係承諾對顧客滿意度之影響 ………..................................................75
表 4-27 信任對顧客滿意度之影響 ……………..................................................76
表 4-28 顧客滿意度對顧客忠誠度之影響 ……..................................................77
表 4-29 SEM 模式整體係數估計值 ……………..................................................78
表 4-30 SEM 模式係數估計值 ……......................................................................79
表 5-1 本研究假設實證結果之彙整 ....................................................................84








圖目錄
圖 1-1 研究流程 ....................................................................................................7
圖 2-1 顧客關係管理三階段 ................................................................................11
圖 2-2 整合性顧客關係管理運用 ........................................................................11
圖 2-3 關係承諾行銷的中介變數模型KMV Model ..............................................19
圖 2-4 顧客滿意理論觀點性架構 …………………............................................31
圖 2-5 顧客滿意度指數 …………………..………..............................................33
圖 2-6 忠誠度三角模式 ……..……………………..............................................36
圖 2-7 關係承諾行銷的中介變數模型KMV Model ..............................................44
圖 3-1 研究架構 ....................................................................................................47
圖 4-1 本研究SEM分析結果 ..................................................................................86

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