顧客價值、關係行銷、信任與顧客忠誠度關係之研究－以行動加值服務為例

淡江大學機構典藏 > 商管學院 > 資訊管理學系暨研究所 > 學位論文 > Item 987654321/34104

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題名:	顧客價值、關係行銷、信任與顧客忠誠度關係之研究－以行動加值服務為例
其他題名:	A study on relationships among customer value, relationship marketing, trust and customer's loyalty - the case of mobile value-added services.
作者:	鄭文瑄;Cheng, Wen-hsuan
貢獻者:	淡江大學資訊管理學系碩士班謝順金;Hsieh, Shun-chin
日期:	2005
上傳時間:	2010-01-11 04:55:26 (UTC+8)
摘要:	由於無線科技的發展，使得行動商務市場逐漸蓬勃發展，當各家業者紛紛將各種服務推陳出新時，若能重視以消費者為導向的顧客價值、並實施不同層次的關係行銷策略，將能增進顧客滿意度與忠誠度。此外，顧客對於業者的信任，更是影響顧客是否願意進行行動商務交易的重要因素之一。本研究的目的是探討行動加值服務顧客價值與關係行銷如何影響顧客滿意度及忠誠度、顧客滿意度及業者聲譽如何影響信任、顧客滿意度與信任如何影響顧客忠誠度。本研究以行動加值服務的使用者為研究對象，採用網路問卷及紙本問卷調查方式，共回收312份有效問卷。本研究結果顯示：娛樂便利性價值、自發性服務需求價值、社交性結合、結構性結合對顧客滿意度有正向影響。娛樂便利性價值、結構性結合、信任對顧客忠誠度有正向影響。業者聲譽和顧客滿意度對信任有正向影響。業者聲譽和顧客滿意度會透過信任對顧客忠誠度造成正向影響。由此可見，娛樂便利性價值、結構性結合、信任、聲譽、顧客滿意度皆為提升顧客忠誠度的重要因素。 As the wireless technology develops, the market of mobile commerce grows vigorously. Being aware of the consumer-oriented customer value and deploying multi-dimensional relationship marketing are the two key factors in enhancing the customer’s satisfaction and loyalty when the telecom operator carries more and more mobile services online. On the other hand, the trust between the operator and customer is the key factor affecting the willingness for people to trade using mobile commerce. The goal of our study is to analyze the following three effects. First, our study examines how the customer value and relationship marketing affect customer’s satisfaction and customer’s loyalty. Second, how the customer’s satisfaction and reputation affect the trust is studied. Last, how the customer’s satisfaction and the trust affects customer’s loyalty is explored. Based on the paper-based and web-based questionnaires, the study had accepted 312 effective responses from people who have tried to use the mobile value-added services before. Our studies show that, entertaining convenience, the spontaneous need of service, social bond, and structural bond have positive relation to customer’s satisfaction. Entertaining convenience, structural bond, the trust has positive relation to customer’s loyalty. Reputation and customer’s satisfaction has positive relation to the trust. With the intermediate factor of the trust, reputation and customer’s satisfaction has positive relation to the customer’s loyalty. We can see from that, entertaining convenience, structural bond, trust, reputation, and customer’s satisfaction are the key factors promoting customer’s loyalty.
顯示於類別:	[資訊管理學系暨研究所] 學位論文

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