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    題名: 行銷溝通對滿意度與忠誠度的影響 : 以資訊網路零售商為例
    其他題名: Study of the influence of marketing communication on satisfaction and loyalty : take IT networking dealers for example
    作者: 侯雅丰;Hou, Ya-feng
    貢獻者: 淡江大學國際商學碩士在職專班
    曾義明;Tseng, Yi-ming
    關鍵詞: 行銷溝通;滿意度;忠誠度;Marketing Communication;Satisfactory;Loyalty
    日期: 2009
    上傳時間: 2010-01-11 01:52:19 (UTC+8)
    摘要: 根據Internet World States統計,從2000至2008年,台灣上網人數,成長約146%,至2008年六月底,台灣上網人數約一千五百四十萬,佔台灣總人口的百分之六十七,高上網比例帶給台灣市場許多的商機。台灣網通品牌眾多,競爭激烈,大部份品牌皆採用廣告、促銷等作法來吸引顧客、維持關係,增加銷售額。不過,促銷方式真的能為企業帶來真正的顧客忠誠度嗎?還是只有短暫的消費提高?零售商的轉換成本低,供應商如何應用行銷溝通,讓零售商維持忠誠度繼續採買,達成永續經營。因此,本研究目的有二:
    1. 供應商對經銷網通資訊產品零售商所做的廣告、公關、促銷、人員銷售、直效行銷等行銷溝通,對網通資訊產品零售商的滿意度如何影響。
    2. 零售門市對供應商的廣告、公關、促銷、人員銷售、直效行銷等行銷溝通的「滿意度」,對忠誠度如何影響。
    本研究以桃園以北地區經銷資訊網通產品的零售商,台北縣市的零售商為最主要為研究對象。問卷發放期間於2008/6/15至2008/7/20,總共發放100份問卷,回收69份,有效問卷為62。資料分析方法採用敘述統計分析、因素分析、信度及迴歸分析。研究結果如下:
    1. 供應商之「行銷溝通」組合對經銷商之滿意度有正向影響。
    2. 供應商之「促銷及直效行銷」活動對經銷商之滿意度有正向影響。
    3. 供應商之「合作廣告」活動對經銷商之滿意度沒有正向影響。
    4. 供應商之「公關」活動對經銷商之滿意度有正向影響。
    5. 供應商之「人員銷售」活動對經銷商之滿意度有正向影響。
    6. 供應商之「廣告」活動對經銷商之滿意度有沒有正向影響。
    7. 供應商之「企業形象」活動對經銷商之滿意度有正向影響。
    8. 經銷商之滿意度對忠誠度有正向顯著影響。
    According to Internet World States, up to the end of June in 2008, there are around 15.4 million internet users, 67% of Taiwan population. The growth rate is 146% from 2000 to 2008 and it brings lots of market for networking equipment makers. It indicates networking products are popular in Taiwan market and the competition among these networking brands is fierce. Most networking suppliers use advertising and price discount to maintain the relationship with their dealers. However, is price discount able to bring customer’s loyalty? Does it stimulate customer to buy temporally only? The shifting cost for retailers is low. How to keep dealer’s loyalty is this study would like to find out.
    The samples are the networking dealers mostly located in the Taipei city and county, the north part of Taoyuan in Taiwan. 100 questionnaires were issued. 69 replied and 62 copies are valid. Descriptive statistical analysis, factory analysis, reliability analysis and regression analysis were applied to analyze data.
    The results are:
    1. Marketing Communication Mix from networking suppliers has a positive effect to retailer’s satisfaction.
    2. 「Sales Promotion and Direct Marketing」has a positive effect to retailer’s satisfaction.
    3. 「Corporative Advertisement」has nothing to do with retailer’s satisfaction.
    4. 「Public Relation」has a positive effect to retailer’s satisfaction.
    5. 「Personal Selling 」has a positive effect to retailer’s satisfaction.
    6. 「Advertising」has nothing to do with retailer’s satisfaction.
    7. 「Company Image」has a positive effect to retailer’s satisfaction.
    8. 「Retailers’ Satisfaction」has a positive effect to retailer’s Loyalty.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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