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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33167

    Title: 顧客知覺價值、滿意度、忠誠度與轉換成本間的關係之研究
    Other Titles: A study on relationship among customer perceived value, customer satisfaction, customer loyalty and switching cost
    Authors: 周鼎鈞;Chou, Ding-chun
    Contributors: 淡江大學管理科學研究所碩士班
    陳定國;Chen, Ding-guo
    Keywords: 顧客價值;顧客滿意度;顧客忠誠度;轉換成本;網路書店;customer value;Customer satisfaction;Customer loyalty;switching cost;on-line bookstore
    Date: 2005
    Issue Date: 2010-01-11 03:41:47 (UTC+8)
    Abstract: 顧客忠誠長期以來一直被視為企業行銷活動中所追求的一個很重要的目標。一般來說企業有兩種途徑可以達到維繫顧客的目的,其一即透過傳遞高顧客價值、高顧客滿意的產品與服務;而另一種途徑則是建立高度的顧客轉換障礙。
    1. 建構網路書店顧客的知覺價值構面
    2. 探討電子商務中,顧客知覺價值、顧客滿意度對於顧客忠誠度的影響
    3. 探討電子商務中,顧客滿意度在顧客知覺價值與顧客忠誠度之間是否具有中介效果
    4. 探討電子商務中,轉換成本在顧客知覺價值與顧客忠誠度、以及顧客滿意度與顧客忠誠度之間是否具有干擾效果
    In the business marketing activities, customer loyalty has long been regarded as an important goal. Generally speaking, there two means for enterprise to retain customers. One is to deliver superior customer value and customer satisfaction derived from excellent services and quality products, the other is to set up a high switching obstacle.

    The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. Because web shopping is convenient and time saving, consumers can easily compare prices and product features across suppliers with rich, free information available. With now consumers have more bargaining power, lower switching costs, and an increased number of choices available, it is more difficult for enterprise to set up customer satisfaction and customer loyalty. So understanding on-line shoppers’ purchase intentions has become an more important topic for enterprise. And it is necessary to explore how significant the switching costs effect on consumers in the internet too.

    This research attempt to investigate the relationship among customer perceived value, satisfaction, loyalty, and switching cost in the on-line bookstores. There are four objectives in this study. They are as follow:
    1.To set up the constructs of customer perceived value in the on-line bookstores.
    2.Exploring the roles of customer satisfaction and perceived value in producing online customer loyalty.
    3.Exploring the mediating role of customer satisfaction in the value-loyalty relationship.
    4.Exploring how switching costs moderate the effect of customer satisfaction
    and perceived value on customer loyalty.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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