顧客導向對顧客忠誠之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/38362

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38362

Title:	顧客導向對顧客忠誠之影響 The Impact of Customer Orientation on Customer Loyalty
Authors:	姜惠璇
Contributors:	國際企業管理學系
Keywords:	顧客導向顧客情感投入顧客忠誠 customer orientation customer affective commitment customer loyalty
Date:	2017
Issue Date:	2017-10-18 11:54:43 (UTC+8)
Abstract:	顧客忠誠對企業績效有直接的影響，在企業領域已取代滿意度成為重要的研究變數。本研究的主要目的是為了瞭解高等教育機構如何能保持顧客忠誠平行概念的學生忠誠。高等教育運用行銷方式時，由於教育領域的特殊性需將顧客導向加以修正為學生導向，本文即探討在高教領域這些修正後的變數是否能引發學生的忠誠。本研究嘗試以顧客導向及顧客情感投入共同解釋學生忠誠形成之因。過去顧客忠誠的研究集中於工業及服務業，本文則是以高教領域做為研究情境以彌補文獻的不足。本文樣本是由某私立大學的252位學生所組成，以結構方程式模型研究其信效度、CFA及本文的假設是否成立。結果顯示不論信效度，所有的假設如顧客導向與顧客情感投入都證實對顧客(學生)忠誠度有顯著的影響，顧客情感投入的中介效果等都獲得支持。此研究結果有助於我們更多了解在建構學生忠誠的過程中可進一步改善的面向，學校若能以顧客導向的行動滿足學生們真正的需求，在目前台灣競爭激烈的高教領域中可能是可以脫穎而出的一種方式。 The main purpose of this research is to understand how to keep loyal customers (students) in a higher educational institution(HEI). A crucial element in the marketing of HEI is based on a relationship marketing approach, which is characterized as fostering interactions between the organization and its customers, emphasizes the importance of developing a customer- (i.e. student-) driven organizational culture, and focuses on the customer orientation. Researchers have expanded into the realms of customer loyalty since 1990, as a loyal customer base is the only assurance firms have against possible losses. Therefore, this study aims to highlight the effect of stusent orientation in building student loyalty towards high educational settings. As there is already some empirical evidence to explain the formation of loyalty in industrial and service organizations, it seems of high value to examine the student loyalty in HEIs. Data of this research were randomly collected from 252 college students studying in a Taiwan’s university. Research method encompasses structure equation method(SEM) , reliability analysis and confirmatory factor analysis (CFA). The result indicated that all independent variables have significant impact on student loyalty, and the mediation effect of student trust was also been proved. This study is set to assist institutions of higher education to identify improvements in the service delivery process by identifying different aspects of customer (student) orientation and student affective commitment in loyalty building.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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