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系統識別號 U0026-2805201218515300
論文名稱(中文) 資訊不對稱、關係利益、關係品質對顧客忠誠度之研究
論文名稱(英文) The Research Of Information Asymmetry,Relationship Benefits and Relationship Quality on Customer Loyalty
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 蔡姍縈
研究生(英文) Shan-Ying Tsai
學號 R47991297
學位類別 碩士
語文別 中文
論文頁數 102頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 資訊不對稱  關係利益  關係品質  顧客忠誠度 
英文關鍵字 Information Asymmetry  Relationship Benefit  Relationship Qquality  Customer Loyalty 
學科別分類
中文摘要 本研究目的在於探討「資訊不對稱」、「關係利益」、「關係品質」和「顧客忠誠度」等四個構面之間的關係。問卷發放以金融業往來顧客為對象,有效問卷共370份。並經由驗證性因素分析、信度分析及結構方程模式的AMOS統計軟體等方法來驗證各研究構面之影響關係。

結果發現資訊不對稱對關係品質、顧客忠誠度有顯著正向影響;關係利益對關係品質、顧客忠誠度有顯著正向影響;資訊不對稱透過關係品質之中介效果,顯著正向影響顧客忠誠度;關係利益透過關係品質之中介效果,顯著正向影響顧客忠誠度。

本研究建議在增加顧客忠誠度方面可以從增進與顧客的關係品質和關係利益著手,例如以顧客需求為優先考量去設計與推銷產品,並招募道德良好品性誠實之員工,提供金融專業知識與技能訓練,根據顧客想要的方式與其互動,以得到顧客的信任與滿意,才能使企業獲得長期往來之承諾,增加顧客忠誠度,也增加公司績效與盈餘。
英文摘要 The purpose of this study is to explore the relationship among information asymmetry, relationship benefit, relationship quality and customer loyalty. Three hundred and seventy effective surveys were received from customers of the financial industry. The data was analyzed by factor analysis, reliability analysis, using the Structural Equation modeling(SEM) to measure the relationship amongst the constructs.

The results show that the information asymmetry has positive influence on relationship quality and customer loyalty. Relationship benefit has a positive influence on relationship quality and customer loyalty. Information asymmetry through the mediating effects of relationship quality, impacting a significant positive on customer loyalty; relationship benefits through the mediating effect of relationship quality, impacting a significant positive effect on customer loyalty.

As a result, it is suggested that customer relationship quality and relationship benefit can increase customer loyalty. For example, designing and selling products that customer demanded, recruiting honest employees and advancing their financial knowledge and skills, and interacting with customers by the way they want. In the end, the customer loyalty will increase, same as earnings.
論文目次 中文摘要..............................I
英文摘要 .............................II
誌謝.................................III
目錄.................................IV
表目錄...............................VI
圖目錄...............................VIII
第一章 緒論...........................1
第一節 研究背景與動機..................1
第二節 研究目的........................5
第三節 研究流程........................6
第二章 文獻回顧與探討..................7
第一節 資訊不對稱......................7
第二節 關係利益........................10
第三節 關係品質........................14
第四節 顧客忠誠度......................19
第五節 各構面之關係探討.................22
第三章 研究設計與方法...................26
第一節 研究架構與研究假設...............26
第二節 研究變項之操作性定義與衡量........29
第三節 抽樣方法與樣本分析...............38
第四節 資料處理及分析方法...............41
第五節 各量表之因素分析與信度分析........43

第四章 實證結果分析
第一節 研究構面基本特性資料分析.........54
第二節 各構面之Pearson相關分析.........61
第三節 人口統計變項在各構面間之變異數分析64
第四節 整體模式分析...................77
第五節 研究假設與實證結果..............83
第五章 結論與建議
第一節 研究結論.......................85
第二節 研究意涵與建議..................87
第三節 研究限制與後續研究建議......90
參考文獻..............................92
附錄 研究問卷..........................100
參考文獻 中文部份
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