English  |  正體中文  |  简体中文  |  Items with full text/Total items : 2737/2828
Visitors : 345756      Online Users : 90
RC Version 4.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Adv. Search
LoginUploadHelpAboutAdminister

Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/1974

Title: 關係行銷、顧客滿意與顧客忠誠度關係之研究-以資料庫軟體業為例
A Study Relationship on Marketing Relationship, Customer Satisfaction and Customer Loyalty-An Example of Database Software Industry
Authors: 李慧群
MORRIS LEE
Contributors: 張鐸
To Chang
資訊管理研究所
Keywords: 關係行銷;市場競爭力;資料庫;顧客滿意;顧客忠誠度
Relationship Marketing;Customer Satisfaction;Customer Loyalty;Database;Market Competitiveness
Date: 2006
Issue Date: 2011-05-26 11:07:40 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理研究所]
Abstract: 近年來台灣地區各產業為求提升市場競爭力,促使整體產業運作效率更加提昇,運用資料庫軟體來管理企業之需求與日俱增,如何提升資料庫軟體業之顧客滿意度與顧客忠誠度,以強化產業競爭力,更是刻不容緩之議題,因此,本研究將以提升資料庫軟體業之競爭力為考量,進行關係行銷、顧客滿意與顧客忠誠度之關聯性研究。
本研究目的旨在探討資料庫軟體業所提供之關係行銷對顧客滿意與顧客忠誠度之影響,實證調查以資料庫軟體使用者為研究對象,以問卷調查方式蒐集調查樣本,共蒐集211份有效樣本,採用SPSS統計軟體作為分析之工具,針對樣本資料使用單因子變異數分析(ONE-WAY ANOVA)、迴歸分析、徑路分析等方法來驗證各變項間的影響關係。
研究所得結論如下:
1.不同顧客特徵變項,其對關係行銷的認知有顯著差異。
2.不同顧客特徵變項,其對顧客滿意的認知有顯著差異。
3.不同顧客特徵變項,其對顧客忠誠度的認知有顯著差異。
4.關係行銷的社交性結合類型子構面對顧客滿意與顧客忠誠度有顯著影響。
5.關係行銷財務性結合類型子構面對顧客滿意與顧客忠誠度的有顯著影響。
6.關係行銷與顧客滿意有顯著影響;當資料庫軟體業者所提供之關係行銷愈好時,則顧客滿意程度愈高。
7.關係行銷與顧客忠誠度有顯著影響;顧客滿意的確為關係行銷與顧客忠誠之中介變數。
8.顧客滿意與顧客忠誠度有顯著影響;當顧客滿意程度愈高時,則顧客對資料庫軟體業者的忠誠度也將愈高。
以上結論將分享給資訊軟體業者一個實務性的參考,並提供未來相關研究之方向。

關鍵詞:關係行銷、顧客滿意、顧客忠誠度、資料庫、市場競爭力。
In order to increase their competitiveness and overall operation efficiency, different industries in the Taiwan region in recent years are having greater demand for using database software for business management purposes, and the question of how to increase the degree of customer satisfaction and customer loyalty in order to strengthen the industrial competitiveness has become an issue that demands immediate attention. Therefore, in consideration of increasing the market competitiveness of the Information Software industry, this research discusses the correlations between relationship marketing, customer satisfaction, and customer loyalty.
The purpose of this research is to discuss the influence of the relationship marketing provided by the Information Software industry on customer satisfaction and customer loyalty. The research subjects of the empirical survey are the users of database software, and questionnaires were used to gather survey samples. A total of 211 valid samples were retrieved, and SPSS 10.0 statistic software was the analytical tool through which methods such as One-Way ANOVA, regression analysis, and path analysis were used to verify the correlations between different variables.
The conclusions reached in this research are as follows:
1. Different customer characteristic variables have significant differences in terms of the cognition of relationship marketing.
2. Different customer characteristic variables have significant differences in terms of the cognition of customer satisfaction.
3. Different customer characteristic variables have significant differences in terms of the cognition of customer loyalty.
4. The degree of relationship marketing’s sub-dimension of the type of social combination has a significant influence on customer satisfaction and customer loyalty.
5. The degree of relationship marketing’s sub-dimension of the type of financial combination has a significant influence on customer satisfaction and customer loyalty.
6. Relationship marketing has a significant influence on customer satisfaction. Customer satisfaction is high when the relationship marketing provided by the database software company is ideal.
7. Relationship marketing has a significant influence on customer loyalty. Customer satisfaction is indeed an intervening variable between relationship marketing and customer loyalty.
8. Customer satisfaction has a significant influence on customer loyalty. Customers’ loyal to the database software company increases as the degree of customer satisfaction rises.
The above conclusions serve as practical references for the Information Software industry and provide a direction for related future research.

Key words: Relationship Marketing, Customer Satisfaction, Customer Loyalty, Database, Market Competitiveness.
Appears in Collections:[資訊管理系(所)] 博碩士論文

Files in This Item:

File Description SizeFormat
關係行銷、顧客滿意與顧客忠誠度關係之研究-以資料庫軟體業為例__臺灣博碩士論文知識加值系統.htm國圖161KbHTML461View/Open


All items in STUAIR are protected by copyright, with all rights reserved.

 


無標題文件

著作權政策宣告:

1.

本網站之數位內容為樹德科技大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
 
2. 本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本校護人員(clairhsu@stu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
 
DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback