顧客授權、顧客信任與顧客自發行為之研究

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 987654321/29599

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题名:	顧客授權、顧客信任與顧客自發行為之研究 Customer Empowerment, Customer Trust and Customer Voluntary Perfomance
作者:	王寵惠
贡献者:	國際企業管理學系碩士在職專班
关键词:	顧客授權顧客信任顧客自發行為 custoer empowermen customer tust customer voluntary perfomance
日期:	2015
上传时间:	2015-02-04 10:04:56 (UTC+8)
摘要:	現今消費者在產業體系中所扮演的角色有重大改變；企業如何與顧客共創價值，使顧客願意提供自我經驗及資源與企業分享資訊、建議與想法的顧客自發行為，便成為企業提升競爭力的關鍵因素。當企業與顧客間關係結合程度越高時，企業所獲得之競爭力也越強。企業必須重新思考如何讓顧客自願且主動參與，與其發展出一種學習關係，獲得潛在顧客的認同。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模式。2.以顧客信任為中介變項，檢視顧客授權與顧客自發行為之關係。本研究對象以「金工工作室」手作體驗的消費者為研究樣本進行問卷調查，回收300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.顧客授權與顧客信任呈正向關係。3.顧客信任對顧客授權與顧客自發行為，具有中介效果；顧客授權透過顧客信任的中介效果，增強顧客忠誠行為、合作行為、參與行為。 Today consumers in the industrial system, the role of a major change; how compa-nies create value with customers, so that customers are willing to offer themselves to share experience and resources and corporate information, suggestions and ideas of spontaneous behavior of customers, has become enterprises to enhance competitiveness the key factor. When the higher the degree of relationship between enterprises and cus-tomers combine the competitiveness of enterprises gained the stronger. Companies must rethink how to make the customer voluntarily and actively participate in, rather than develop a learning relationship, to get potential customers agree. The main purpose of this study is to: 1. View customer authorization and customer relationship model of spontaneous behavior. 2. Customer trust for intervening variables, examine the relationship between the customer authorized the spontaneous behavior of the customer. The study object in "metalworking studio" hand-made consumer experi-ence study sample text volume survey sample recovered 300 questionnaires, and then through the descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis and regression analysis verification and analysis. Research results showed that: a customer authorization and a positive relationship between customer loyalty behavior; customer authorization and a positive relationship between customer cooperative behavior; customer authorization and a positive rela-tionship between customer participation behavior. 2. Authorized Customers trust a posi-tive relationship with customers. 3. Customer trust customer authorization and customer spontaneous behavior, with the intermediary results; customer authorization through customer trust intermediary effect, enhance customer loyalty behavior, cooperative be-havior, participation behavior.
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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