顧客授權、顧客知覺支持與顧客自發行為之研究

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Title:	顧客授權、顧客知覺支持與顧客自發行為之研究
Authors:	簡嘉玲
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	顧客授權顧客知覺支持顧客自發行為
Date:	2010
Issue Date:	2011-10-27 12:15:48 (UTC+8)
Abstract:	論文名稱：顧客授權、顧客知覺支持與總頁數:94 顧客自發行為之研究校(院)所組別：中國文化大學企業管理學系企業實務管理數位學習碩士在職專班畢業時間及提要別：九十九學年度第二學期碩士學位論文提要研究生：簡嘉玲指導教授：楊濱燦論文提要內容：現今企業的經營模式正面臨急遽轉變，顧客的專業知識與常識日益豐富，間接影響了消費者的行為。與此同時，客戶期望企業調整自己的產品與服務以滿足他們的需求。消費模式的轉變使得企業面對新世代顧客時，必須根本改變基本經營邏輯。然而，科技的進步提高了企業與顧客之間的互動，企業需與客戶相互交流，以確知顧客的品味及偏好，發展出以顧客導向的產品與服務，提高企業獲利(Girish Ramani and V. Kumar, 2008)。然而顧客授權為企業提供與顧客間溝通的管道，藉由授權予顧客，發展出更為符合消費者的產品與服務。依此互動經驗，交互支援、共同發展，將使企業更加了解顧客需求，提昇整體企業競爭優勢(C.K. Prahalad and Venkat Ramaswamy, 2003)。本研究主要的目的在於：1. 檢視顧客授權與顧客自發行為之關係型式。2. 以顧客知覺支持為中介變項，檢視顧客知覺支持對顧客授權與顧客自發行為之中介效果。本研究對象以台北市地區「知名連鎖性之專業瘦身產業」店內的顧客為研究樣本進行問卷調查，回收301份問卷樣本，再透過敘述性統計分析、因素分析、信度分析、相關分析與迴歸分析等檢定與分析。研究結果發現：1.顧客授權與顧客自發行為呈正向關係；顧客授權與顧客忠誠行為呈正向關係；顧客授權與顧客合作行為呈正向關係；顧客授權與顧客參與行為呈正向關係。2.顧客授權與顧客知覺支持呈正向關係。3.顧客知覺支持對顧客授權與顧客自發行為，具有中介效果；顧客授權將透過顧客知覺支持的中介效果，增加顧客忠誠行為、合作行為、參與行為。關鍵字：顧客授權(Customer empowerment)，顧客知覺支持(Perceived Support for customers)，顧客自發行為(Customer Voluntary Performance) A Study of Customer Empowerment, Perceived Support for Customers and Customer Voluntary Performance Student: Chia-Ling Chien Advisor: Prof. Bin-Tsann Yang Chinese Culture University ABSTRACT Enterprise business models today are facing rapid change, expertise and knowledge of the customer becoming richer indirect influence consumer behavior. Meanwhile, customers expect businesses to adjust their products and services to meet their needs. Changes in consumption patterns so that enterprises face when a new customer from generation to generation, basic business logic must be changed fundamentally. However, advances in technology to improve the interaction between the enterprise and the customer, enterprise needs and customer interaction, to ascertain the customer's taste and preferences, develop customer-oriented products and services, improve your profit (Girish Ramani and v. Kumar, 2008) . However customers authorized to provide communication channels between the customer and, through empowering customers, developing more consistent with consumer products and services. With this interactive experience, interactive support, common development, will allow businesses to better understand customer needs, enhance the overall competitive advantage (C.K. Prahalad and Venkat Ramaswamy, 2003) . Main purpose of this study is: 1. support view customer licensing and customer perception of relationship type. 2. To support customer perception as intermediary, support review customer perception on spontaneous behavior between customer licensing and customer results. Research object in Taipei area "well-known professional slimming industry chain of" in-store customer survey research samples recovered 300 samples of questionnaires, through descriptive statistics analysis, factor analysis, reliability analysis, verification and analysis of correlation and regression analysis. Results found: 1. customer licensing and customer behavior is to spontaneously; authorized customer behavior and customer loyalty is a forward relationship customers authorize cooperation with customer behavior is a forward relationship; customer licensing and customer participation is positive. 2. Customers authorized support and customer perception is positive relationships. 3. Customer perception authorized spontaneous behavior and customer support to customers, with intermediary effects; support the mediating effect of customer authorization through customer perception, increase customer loyalty, cooperation, participation in behaviour. Keywords: Customer authorization (Customer Empowerment) Customer perception support (Perceived Support for Customers) Customers spontaneous behavior (Customer Voluntary Performance)
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