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    题名: 組織資源基礎與顧客關係管理對品牌延伸評價與顧客滿意度之影響 : 以中華電信為例
    其它题名: Impact of resource-based and customer relationship management on brand extension value and customer satisfaction : using the example of Chunghwa Telecom Co.,Ltd.
    作者: 黃定鶴;Huang, Ting-Ho
    贡献者: 淡江大學企業管理學系碩士班
    洪英正;Hung, Ying-Cheng
    关键词: 數位匯流;中華電信;組織資源基礎;顧客關係管理;品牌延伸評價;顧客滿意度;Digital convergence;Chunghwa Telecom;resource-based theory;Customer Relationship Management;Brand Extension Valuation;Customer Satisfaction
    日期: 2013
    上传时间: 2014-01-23 14:04:08 (UTC+8)
    摘要: 在成熟的網路、無線與行動通信環境中,刺激了數位匯流的發展,也加速電信業者積極涉入跨業服務的腳步。本研究以學者Birger Wernerfelt(1984)在企業資源基礎理論中所提出的「企業是資源集合體」的概念出發,希望了解藉由組織資源基礎與品牌能力所提出的延伸性產品服務,是否可成為進入市場之優勢所在。
    文獻中學者Birger Wernerfelt(1984)將組織資源基礎視為獨特的競爭優勢,連結Seybold(2001)顧客關係管理中的概念,可知企業除了在產品上吸引顧客之外,持續的經營顧客關係,才能提升企業的獲利,因此企業必須重視資源的應用。而Tauber (1981)在企業的品牌延伸策略亦認為品牌價值是企業的重要資源,它不僅可降低延伸性產品開發新市場的困難度,也可降低進入市場的風險,由此對照顧客關係管理與品牌延伸評價在Russell-Bennett et al.(2007)所提出的顧客滿意度中,認為消費者對顧客服務之品牌看法、品牌意向與品牌忠誠態度可視為預測顧客滿意度的前身。因此藉由上述理論發展為本論文之架構。
    本研究問卷調查對象以使用中華電信各項產品之企業客戶為主,採便利抽樣,回收153份問卷,有效問卷回收率為88.4%,藉由因素分析、差異性分析與迴歸分析等方法,進行資料分析,其研究假設:
    一、中華電信資通訊產品服務之組織資源基礎與顧客關係管理對其企業客戶之品牌延伸評價有顯著正向的影響。二、中華電信資通訊產品服務之組織資源基礎對企業客戶品牌延伸評價有顯著影響。三、中華電信資通訊產品服務之顧客關係管理對企業品牌延伸評價有顯著影響。四、中華電信資通訊產品服務之組織資源基礎與顧客關係管理對企業之顧客滿意度有顯著影響。五、同組織變項之企業在組織資源基礎、顧客關係管理、品牌延伸評價及顧客滿意度部分有差異性。
    研究結果顯示所有假設均具有顯著正向影響,其中組織資源基礎中子構面企業能耐對品牌延伸評價有顯著正向影響,顯示企業能耐與學者所認知的企業異質性,就是企業競爭力的重要依據。而研究中亦發現品牌延伸評價子構面品牌延伸合適性對於顧客滿意度有顯著正向影響,驗證品牌延伸之間相似度即品牌延伸的合適性,將引導著消費者對品牌延伸的評價且影響其購買意願。因此業者必須重視產品與服務的一致性,才能持續吸引消費者的眼光。而中華電信必須在延伸性產品的定位上,注意與現有服務與技術的連結,才能發揮整體品牌延伸的力量。
    Driven by the mature development of internet, wireless network and mobile communication, the digital convergence has made tremendous progress as well as the telecom industry has speeded up its involvement in the service industry.This research is based on the perspectives illustrated in the Industry Resource Basic Theory by Birger Wernerfelt (1984). Wernerfelt proposed that the industry is the conglomerate of all types of resources. To have full understanding of the organization resources and the extended product service by the brand shall provide advantages for entering market.
    Birger Wernerfelt(1984)Wennerfelt mentioned that the organization resources are regarded to unique competitive advantage. Connect to Seybold (2001) stated in Customer relationship management concept, industry want to attracting the customers not only work on products, ongoing operations customer relationship also can raise the profit.Therefor industry have to emphasized the resources application.Tauber (1981) indicated that Brand extension Theory, the brand value is industry’s assets.It can reduce the difficulties and risks for developing new market. Comparison to use the Customer relationship and Brand extension evaluation, Russell-Bennett et al.(2007)mention that Customer satisfaction is the brand mind、brand attitude and brand loyalty,it ‘s advance to the consumer’s satisfaction. This thesis infrastructure is base on these variable.
    This survey targets at industry customers who utilize the products of CHT and uses convenience sampling. 153 questionnaires are collected.The factor analysis, difference analysis and regression analysis are used. The research hypotheses are as follows.
    1. The CHT organization resource bases concerning product services of information communication technology and the management of customer relationship have obviously positive effect on industry customers’ brand extension assessment.
    2. The CHT organization resource bases concerning product services of information communication technology has obvious effect on industry customers’ brand extension assessment.
    3. The CHT customer relationship management of product service of information communication technology has obvious effect on brand extension assessment.
    4. The CHT organization resource bases concerning product services of information communication technology and the customer relationship management have obvious effect on industry customers’ satisfaction.
    5. The industry with the same variance exerts differences in customer relationship management, brand extension assessment and customer satisfaction.
    This research indicates the based on the analysis, the industry capacity with organization resources has positive effect on brand extension assessment. The industry capacity and the scholars’ recognition of industry difference are important foundations for industry competitiveness. The research also finds that suitability of brand extension has positive effect on customers’ satisfaction. Indicates brand extension similarity and suitability of brand extension are influence customers’ evaluation and purchase intention. The industry has to raise the consistence of product and service to continue attract customers’ eyes. Thus, the CHT has to pay attention to the connection of service and technology on positioning extensive products as to fulfill the overall brand extension strength.
    显示于类别:[企業管理學系暨研究所] 學位論文

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