關係行銷、品牌形象與消費者重複購買意願之研究

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题名:	關係行銷、品牌形象與消費者重複購買意願之研究 The consumer repurchase Research of relationship marketing and brand image
作者:	徐偉杰
贡献者:	國際企業管理研究所
关键词:	關係行銷品牌形象消費者重複購買意願 relationship marketing brand image consumer repurchase
日期:	2006
上传时间:	2014-07-01 10:47:27 (UTC+8)
摘要:	本研究針對關係行銷對消費者重複購買意願之影響效果加以探討，以顧客滿意度為中介變項，釐清自變項關係行銷與依變項消費者重複購買意願間之關係。因此本研究將關係行銷、顧客滿意度、消費者重複購買意願三者加以串連探討其之間的相關性，另外加入干擾變項品牌形象，看其在顧客滿意度的中介效果及品牌形象的干擾下，對關係行銷與消費者重複購買意願的關性有無顯著影響。本研究採用問卷調查的方式本研究以台灣北部地區的燦坤、全國電子、順發3C等3C賣場的顧客為主要母體對象。共計發放500份問卷，有效回收樣本300份問卷。問卷回收後經由敘述統計分析、信度分析、相關分析及多元階層迴歸分析做資料分析。研究結果發現，關係行銷對消費者重複購買意願方面，財務性結合、社交性結合及結構性結合對消費者重複購買意願為正向影響。在中介效果方面，顧客滿意度(服務內容、服務設備、服務人員與服務過程)在財務性結合、社交性結合、結構性結合與消費者重覆購買意願間皆具有中介效果。最後干擾效果方面，品牌形象在此架構下對消費者重複購買意願並無顯著影響。 According to general customer satisfaction and the relationship between relation-ship management and customer repurchasing activities, this paper illustrates the level of the impact on relationship management to customers re-purchasing activities. Thus is-sues between the connection with relationship management, customer satisfaction and customer repurchase activities will be discussed mainly, moreover, how brand image might affect the relationship management and customer repurchase activities will also be discussed. To see if there is an positive influence or not. Primary research, sending questionnaires, is the chef method which helps to reach the finding. 500 questionnaires had been sent throughout sample shops around Northern Taiwan such as Tsann Kuene life mall、Sun Far 3C. 300 in 500 of the questionnaires are effect on the study. After collecting the questionnaires, descriptive statistics analysis, re-liability analysis, the correlation analysis and multiple regression analysis are used to analyze all the information. According to the finding, it is believed that financial bond, social bond and struc-tural bond in relationship management which are brought up by Berry & Parasuraman in 1991 have the positive influence in customer repurchase activities. Furthermore, posi-tive impact is also found in the relationship between customer satisfactions with con-tents, equipments, staff and process in the service and the behavior of repurchase. Last but not least, it is found that brand image has not have positive influence in repurchase behavior in this study.
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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