藉由顧客忠誠度獲取持續性競爭優勢:行銷組合策略及企業社會責任觀點

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/26525

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题名:	藉由顧客忠誠度獲取持續性競爭優勢:行銷組合策略及企業社會責任觀點 Obtaining Sustainable Competitive Advantage from Customer Loyalty: A Perspective of Marketing-Mix Strategy and Corporate Social Responsibility
作者:	泰輝忠 Thai, Dam Huy Trung
贡献者:	國際企業管理學系
关键词:	Corporate social responsibility (CSR) customer loyalty emotional value、four Ps customer trust people perceived value quality value physical environment price value service delivery processes service marketing-mix strategy social value sustainable competitive advantage
日期:	2014
上传时间:	2014-01-15 15:14:21 (UTC+8)
摘要:	This paper aims to identify customer loyalty as a business sustainable competitive advantage from the perspective of service marketing-mix strategy and corporate social responsibility (CSR), by examining the simultaneous effects of selected service marketing-mix elements including people, physical environment, and processes, and CSR as another independent variable on customer perceived value, trust, and loyalty in the smart phone industry. The study has been conducted with a questionnaire survey, using multiple regression analysis method with SPSS 18.0 software. The results from the empirical analysis shows that (1) The selected service marketing-mix elements including physical environment and processes of service providers present significantly positive effects on customer perceived value but not with customer trust; (2) The performance of service employees does not help enhance perceived value and trust of customers; (3) Customer perceived value appears remarkably in building trust and strengthening customer loyalty; (4) The trust and loyalty of customers are improved when customers have good emotional feeling, social recognition, and quality assurance when using the smart phones; (5) The price value is not significantly associated with the performance of physical environment, service delivery processes, as well as not help enhance trust and loyalty of customers (6) CSR plays a powerful roles in enhancing value perceived by customers, building trust, and improving customer loyalty (7) The perceived value is found as a full mediator between marketing-mix efforts customer trust and a partial mediator in the relationship between CSR and customer trust. (8) Customer trust partially mediates the relationship between perceived value and the loyalty of customer, and between the CSR and customer loyalty. (9) In addition, three dimensions out of the four, namely ‘emotional’, ‘social’, and ‘quality’ value ofperceived value do have a significant effect on customer trust and loyalty. Only the fourth dimension of perceived value, ‘price’ value does not influence trust as well as improve loyalty when customers are considering or while using a smart-phone.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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