文化大學機構典藏 CCUR:Item 987654321/45715
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 47249/51115 (92%)
造访人次 : 14029086      在线人数 : 319
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于CCUR ‧ 管理 到手机版


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/45715


    题名: 感性行銷、顧客滿意度與顧客自發行為之研究-以托嬰中心為例
    A Study of Emotional Marketing,Customer Satisfaction and Customer Voluntary Performance - Example of Infant Care Centers
    作者: 葉若蕎
    贡献者: 兒童教育事業經營管理產業碩士學位學程
    关键词: 托嬰中心
    感性行銷
    顧客滿意度
    顧客自發行為
    日期: 2020
    上传时间: 2020-02-20 11:16:46 (UTC+8)
    摘要: 在這快速變遷的高度競爭時代，感性行銷是現代企業發展的趨勢，也是促使企業適應世界潮流的經營法則。由於台灣目前社會型態的改變，托嬰中心如雨後春筍般因應而生，我們如何以感性行銷，營造情感認同，打動人心，來提高顧客滿意度，讓企業點石成金，創造出企業的多元價值，達到托嬰中心穩定收托、永續經營的願景，這絕對是托嬰中心致勝的關鍵。本研究將感性行銷加入顧客滿意度，探討感性行銷是否透過顧客滿意度，進而提高顧客忠誠、合作、參與等自發行為。本研究以台灣地區托嬰中心為研究對象，採問卷調查方式進行，共回收225份有效樣本，
    進行資料分析。研究結果發現：1.感性行銷與顧客自發行為呈正向關係2.顧客滿意度對感性行銷與顧客自發行為之間具有中介效果。此分析結果可為托嬰業者在企業行銷方面注入創新與感性，為企業找出產品品質、價格以外的決勝契機，且提供相關教育與企業單位與後續研究者之建議。
    In this ever-changing world, emotional marketing is not only the trend of modern en-terprise development, it’s also a fundamental management principle in today’s highly competitive and fast evolving business world. Due to changes in social pattern in Tai-wan, there has been an increase in demand for infant care centers throughout. The key to a successful and sustainable childcare facility includes several factors such as per-ceptual marketing, building emotional identity, improving customer satisfaction, en-terprise Midas touch, and multi business values. In this study, emotional marketing was added to customer satisfaction to explore whether emotional marketing can be an ef-fective way to improve customer loyalty, cooperation, and participation. During the study, a total of 225 valid samples were collected for analysis through a questionnaire. The results showed: 1. There is a positive relation between emotional marketing and voluntary customer performance; 2. Customer satisfaction serves as an effective inter-mediary between emotional marketing and voluntary customer performance. The re-sults of the finding can help childcare operators further develop innovative and suc-cessful business opportunities and provide valuable suggestions to other business enti-ties and subsequent researchers.
    显示于类别:[社會福利學系暨社會福利學系碩士班] 博碩士論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML153检视/开启


    检视Licence

    在CCUR中所有的数据项都受到原著作权保护.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈