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系統識別號 U0026-1808201415462500
論文名稱(中文) 以多層次模式分析探討品牌導向、顧客關係管理、行銷組合、顧客知覺價值和品牌權益對行為意圖與企業績效之影響
論文名稱(英文) A Multilevel Investigation of Factors Influencing Brand-Oriented, CRM, Marketing Mix, Customer Perceived Value, Brand Equity on Consumer Behavioral Intentions and Firm Performance
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 102
學期 2
出版年 103
研究生(中文) 林昌儀
研究生(英文) Chang-Yi Lin
學號 R47011194
學位類別 碩士
語文別 中文
論文頁數 118頁
口試委員 指導教授-吳萬益
口試委員-方世杰
口試委員-黃瀞瑩
中文關鍵字 階層線性模式  品牌導向  顧客關係管理  顧客知覺價值  品牌權益 
英文關鍵字 Hierarchical Linear Modeling  Brand-Oriented  CRM  Customer perceived value  Brand equity 
學科別分類
中文摘要 近年來台灣連鎖服務業快速發展並且擁有強韌的品牌生命力,成為台灣企業競爭力的標竿指標,而能夠從服務供應到服務設計提供標準作業流程和系統化,更是許多成功連鎖品牌經營發展的重要因素,為了解連鎖服務業的組織活動與顧客知覺價值、品牌權益之間相互影響關係。本研究將以國內知名的連鎖服務業經理人及其顧客為研究對象。其次,嘗試以階層線性模式 (Hierarchical Linear Modeling, HLM) 探討組織層級的品牌導向、顧客關係管理,行銷組合與個體層級的顧客知覺價值、品牌權益對個體層級行為意圖和組織層級經營績效的關聯性。

研究問卷分為A、B兩式問卷,以郵寄、親自訪談及電子問卷方式進行調查,總計各發放A組問卷525份、B組問卷700份,有效回收A組問卷194份、B組問卷372份,有效回收率各為37%與53%。並利用統計軟體SPSS18、AMOS18與HLM6.08
進行多層次迴歸分析,實證結果如下:
1.「品牌導向」對「顧客關係管理」與「行銷組合」活動皆有顯著正向影響。
2.「品牌導向」、「顧客關係管理」與「行銷組合」對組織層級的經營績效皆有程度不等的正向影響。
3.「功能性價值」、「體驗性價值」與「象徵性價值」對行為意圖有顯著正向影響。
4.「知覺品質」與「品牌忠誠度」對行為意圖有顯著正向影響。
5.組織層級的「顧客關係管理」與「行銷組合」在個體層級的「顧客知覺價值」與「品牌權益」對行為意圖之調節效果上並不明顯。

學術貢獻上,本研究是少數將「品牌-組織層級」與「顧客-個體層級」利用多層次模式探討其複雜關係的研究之一。而實務貢獻上,許多中小型服務業缺乏「顧客關係智慧」,不了解顧客與品牌之間可能有許多不同類型的關係,因此透過企業層次活動與消費者層次反應的互動影響關係,將有助於企業經理人思考、發掘顧客潛在的需求,強化顧客想要的關係進而發展出令顧客心動的產品與感動的服務。
英文摘要 This study adopted multi-level analysis to explore the “brand-orientation, customer relationship management, marketing mix” of the organizational-level and “customer perceived value, brand equity” of the individual-level, influencing “behavioral intentions” and “management performance”. The results are as follows: (1) “brand-orientation” has a significant positive effect on “customer relationship management” and “marketing mix” activities; (2) “brand-orientation”, “customer relationship management” and “marketing mix” have varying degrees of positive effects on organization-level management performance; (3) “functional value”, “experiential value” and “symbolic value” have a significant positive effect on behavioral intentions; (4) “perceived quality” and “brand loyalty” have a significant positive effect on behavioral intentions; (5)“customer relationship management” of the organizational-level do not have an obvious positive moderating effect on the “behavioral intentions” and“customer perceived value” ; “marketing mix” of the organizational-level do not have an obvious positive moderating effect on the “behavioral intentions” and “brand equity”. On practical contribution, the interactive influential relationship between the organizational-level activities and consumer-level response in this study helps business managers to think over and explore the demands of the potential customers, thus strengthening the relationship that customers want and developing products that can impress customers.
論文目次 中文摘要………………………………………………………………………………I
Extended Abstract…………………………………………………………………II
誌謝……………………………………………………………………………………VI
目錄……………………………………………………………………………………VII
表目錄…………………………………………………………………………………IX
圖目錄…………………………………………………………………………………XI
第一章 緒論
第一節 研究背景與研究動機………………………………………………………1
第二節 研究問題與研究目的………………………………………………………7
第三節 研究流程及步驟……………………………………………………………9
第四節 論文架構……………………………………………………………………10
第二章 文獻探討
第一節 品牌導向理論之相關研究…………………………………………………11
第二節 顧客關係管理與顧客知覺價值之相關研究………………………………19
第三節 行銷組合與品牌權益之相關研究…………………………………………28
第三章 研究設計與研究方法
第一節 研究架構與研究假設………………………………………………………37
第二節 研究變數的操性定義與衡量構面…………………………………………39
第三節 研究對象與資料收集方法…………………………………………………52
第四節 問卷回收……………………………………………………………………53
第五節 資料分析方法………………………………………………………………56
第四章 研究結果分析與討論
第一節 敘述性統計…………………………………………………………………58
第二節 因素分析及信度檢定………………………………………………………60
第三節 組織層級迴歸分析…………………………………………………………71
第四節 階層線性模式分析…………………………………………………………73
第五節 研究假設驗證結果整理……………………………………………………86
第五章 結論與建議
第一節 研究結果……………………………………………………………………88
第二節 研究貢獻……………………………………………………………………91
第三節 研究限制與研究建議………………………………………………………92
參考文獻………………………………………………………………………………93
附錄 - 問卷…………………………………………………………………………108

表 目 錄
表2-1 顧客關係管理定義相關文獻………………………………………………20
表2-2 行銷組合之定義與相關文獻………………………………………………29
表2-3 Aaker 顧客基礎的品牌權益五大要素……………………………………32
表3-1 品牌導向之衡量構面與尺度………………………………………………40
表3-2 顧客關係管理之衡量構面與尺度…………………………………………42
表3-3 行銷組合之衡量構面與尺度………………………………………………44
表3-4 顧客知覺價值之衡量構面與尺度…………………………………………46
表3-5 品牌權益之衡量構面與尺度………………………………………………48
表3-6 行為意圖與態度偏好之衡量構面與尺度…………………………………49
表3-7 經營績效之衡量構面與尺度………………………………………………51
表3-8 企業經理人問卷回收統計…………………………………………………53
表3-9 消費者問卷回收統計………………………………………………………53
表3-10 組織層級問項Harman單一因素檢定表……………………………………55
表3-11 個體層級問項Harman單一因素檢定表……………………………………55
表4-1 組織層級敘述性統計………………………………………………………58
表4-2 個體層級敘述性統計………………………………………………………59
表4-3 品牌導向研究變項驗證性因素分析………………………………………60
表4-4 顧客關係管理研究變項驗證性因素分析…………………………………61
表4-5 行銷組合研究變項驗證性因素分析………………………………………62
表4-6 經營績效研究變項驗證性因素分析………………………………………63
表4-7 顧客知覺價值研究變項驗證性因素分析…………………………………64
表4-8 品牌權益研究變項驗證性因素分析………………………………………65
表4-9 行為意圖與態度偏好研究變項驗證性因素分析…………………………66
表4-10 組織層級量表信效度分析…………………………………………………67
表4-11 組織層級變數的平均數標準差與相關矩陣………………………………68
表4-12 個體層級量表信效度分析…………………………………………………68
表4-13 個體層級變數的平均數標準差與相關矩陣………………………………69
表4-14 構面相關係數表……………………………………………………………70
表4-15 品牌導向對顧客關係管理、行銷組合之迴歸分析………………………71
表4-16 品牌導向、顧客關係管理、行銷組合對經營績效之迴歸分析…………72
表4-17 組織層級管理活動一致性指標……………………………………………75
表4-18 各組織之間消費者行為意圖與態度偏好之差異…………………………76
表4-19 各組織之間消費者行為意圖與態度偏好之差異(控制變數加入
消費者年齡、收入後)……...………………………………………………………77
表4-20 顧客知覺價值對消費者行為意圖與態度偏好之影響……………………78
表4-21 品牌權益對消費者行為意圖與態度偏好之影響…………………………79
表4-22 顧客知覺價值與品牌權益對消費者行為意圖與態度偏好之影響………80
表4-23 組織層級與個體層級變數對消費者行為意圖與態度偏好之影響………81
表4-24 多層次調節效果之檢驗……………………………………………………84
表4-25 研究假設驗證結果…………………………………………………………86

圖 目 錄
圖2-1 由內外部塑造品牌核心價值過程…………………………………………14
圖2-2 CRM流程與因果關係…………………………………………………………22
圖2-3 全方位的CRM策略能力………………………………………………………23
圖2-4 顧客知覺價值決定因素……………………………………………………24
圖2-5 顧客價值與CRM績效整合架構………………………………………………25
圖2-6 服務利潤鏈…………………………………………………………………27
圖2-7 Kotler 行銷組合概念………………………………………………………28
圖2-8 品牌權益概念架構…………………………………………………………31
圖2-9 Aaker之品牌權益模式………………………………………………………34
圖3-1 研究架構……………………………………………………………………37
圖4-1 研究架構路徑係數…………………………………………………………87
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