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研究生: 李慧群
研究生(外文): MORRIS LEE
論文名稱: 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
論文名稱(外文): A Study Relationship on Marketing Relationship, Customer Satisfaction and Customer Loyalty-An Example of Database Software Industry
指導教授: 張鐸
指導教授(外文): To Chang
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理研究所
論文出版年: 2006
畢業學年度: 94
語文別: 中文
論文頁數: 94
中文關鍵詞: 關係行銷市場競爭力資料庫顧客滿意顧客忠誠度
外文關鍵詞: Relationship MarketingCustomer SatisfactionCustomer LoyaltyDatabaseMarket Competitiveness
相關次數:
  • 被引用:3
  • 點閱:40
  • 評分:*****
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  • 書目收藏:2
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.
目  錄
中文摘要………………………………………………………………  i
英文摘要……………………………………………………………  iii
目錄……………………………………………………………………  v
表目錄………………………………………………………………… ix
圖目錄………………………………………………………………… xi
第一章、緒論……………………………………………………………1
第二章、文獻探討………………………………………………………4
2.1    關係行銷……………………………………………………4
2.1.1  行銷的定義…………………………………………………4
2.1.2  關係行銷的定義……………………………………………4
2.1.3  關係行銷的工具……………………………………………7
2.2    顧客滿意……………………………………………………7
2.2.1  顧客滿意的定義……………………………………………7
2.2.2  顧客滿意理論………………………………………………8
2.2.3  顧客滿意的重要性……………………………………… 11
2.2.4  顧客滿意的影響因素…………………………………… 12
2.2.5  顧客滿意的衡量尺度…………………………………… 14
2.2.6  關係行銷與顧客滿意的關係…………………………… 15
2.3    顧客忠誠度……………………………………………… 16
2.3.1  顧客忠誠度的定義……………………………………… 16
2.3.2  顧客忠誠度的重要性…………………………………… 18
2.3.3  顧客滿意與顧客忠誠度的關係………………………… 19
2.3.4  關係行銷與顧客忠誠度的關係………………………… 23
2.4    資料庫軟體業簡介……………………………………… 24
第三章、研究方法………………………………………………………26
3.1  研究架構………………………………………………… 26
3.2  研究假設………………………………………………… 26
3.3  研究變項之操作型定義………………………………… 27
3.4  研究設計………………………………………………… 28
3.4.1  正式問卷………………………………………………… 28
3.4.2  問卷設計………………………………………………… 28
3.4.3  信度分析………………………………………………… 34
3.4.4  效度分析………………………………………………… 34
3.5  資料蒐集方法…………………………………………… 35
3.5.1  樣本的選擇……………………………………………… 35
3.5.2  抽樣的方法……………………………………………… 35
3.5.3  資料蒐集………………………………………………… 36
3.6  資料分析方法…………………………………………… 36
3.6.1  敘述性統計……………………………………………… 36
3.6.2  變異數分析(ANOVA)………………………………………36
3.6.3  因素分析………………………………………………… 37
3.6.4  迴歸分析………………………………………………… 37
3.6.5  徑路分析………………………………………………… 37
第四章、研究結果與分析…………………………………………… 38
4.1    問卷信度分析…………………………………………… 38
4.2  樣本結構與各變項之描述性分析……………………… 39
4.2.1  樣本特性分析…………………………………………… 39
4.2.2  各研究變項之描述性分析……………………………… 44
4.3  個人特徵變項在各構面之差距分析…………………… 46
4.3.1  單因子變異數分析(ONE-WAY ANOVA)……………………46
4.4  迴歸分析………………………………………………… 64
4.5  徑路分析………………………………………………… 66
第五章、結論及建議…………………………………………………  69
5.1  結論……………………………………………………… 69
5.1.1  顧客個人特徵與各變項之差異分析…………………… 69
5.1.2  迴歸分析………………………………………………… 72
5.1.3  徑路分析………………………………………………… 72
5.1.4  本研究之研究假設與驗證結果分析…………………… 73
5.2  建議與研究貢獻………………………………………… 74
5.2.1  顧客個人基本資料樣本結構分析得知………………… 74
5.2.2  從各構面之相關分析得知……………………………… 74
5.3  後續研究者之建議……………………………………… 75
參考文獻……………………………………………………………… 76
附錄一  問卷……………………………………………………… 90

表目錄
表2.1  關係行銷層次表……………………………………………5
表3.1  關係行銷分析結果彙整表……………………………… 30
表3.2  顧客滿意分析結果彙整表……………………………… 32
表3.2  顧客忠誠分析結果彙整表……………………………… 34
表4.1  問卷信度分析摘要表…………………………………… 38
表4.2  有效樣本基本特徵表…………………………………… 40
表4.3  廠牌與使用者特徵變項交叉分析表…………………… 42
表4.4  各變項之描述性分析表………………………………… 45
表4.5  不同廠牌與各變項之差異分析表……………………… 47
表4.6  不同作業系統用途與各變項之差異分析表…………… 49
表4.7  不同產業別與各變項之差異分析表…………………… 51
表4.8  是否比價與各變項之差異分析表……………………… 54
表4.9  不同員工人數與各變項之差異分析表………………… 56
表4.10  不同教育程度與各變項之差異分析表………………… 58
表4.11  不同資訊來源與各變項之差異分析表………………… 60
表4.12  不同資本額與各變項之差異分析表…………………… 62
表  4.13  顧客滿意度、顧客忠誠度對關係行銷………………… 65
之迴歸分析表
表4.14  迴歸分析顯著結果彙整表………………………………66
表5.1  本研究之研究假設與驗證結果彙整表…………………73

圖目錄
圖2-1  期待-不一致模式………………………………………… 9
圖2-2  顧客滿意理論的形成…………………………………… 11
圖2-3  服務-利潤鏈………………………………………………20
圖2-4  美國顧客滿意度指標模式……………………………… 22
圖2-5  歐洲滿意度指標模式…………………………………… 23
圖3-1  研究架構圖  ……………………………………………… 26
圖4-1  不同廠牌與各變項之差異分…………………………… 48
圖4-2  不同作業系統用途與各變項之差異分析圖…………… 50
圖4-3  不同產業別與各變項之差異分析圖…………………… 52
圖4-4  是否比價與各變項之差異分析圖……………………… 55
圖4-5  不同員工人數與各變項之差異分析圖………………… 57
圖4-6  不同教育程度與各變項之差異分析圖………………… 59
圖4-7  不同資訊來源與各變項之差異分析圖………………… 61
圖4-8  不同資本額與各變項之差異分析圖…………………… 64
圖4-9  徑路分析之充足模式…………………………………… 66
圖4-10  限制模式徑路圖………………………………………… 67
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