English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 78937/78937 (100%)
造訪人次 : 39618158      線上人數 : 355
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋


    請使用永久網址來引用或連結此文件: http://ir.lib.ncu.edu.tw/handle/987654321/13451


    題名: 顧客關係利益之再探─集體主義的調節效果;Revisit of Customer Relational Benefits─Moderating Effect of Collectivism
    作者: 林長慶;Chung-Ching Lin
    貢獻者: 資訊管理研究所
    關鍵詞: 關係行銷結果;集體主義;顧客關係利益;關係品質;collectivism;relationship marketing outcome;relationship quality;customer relational benefits
    日期: 2008-07-07
    上傳時間: 2009-09-22 15:32:19 (UTC+8)
    出版者: 國立中央大學圖書館
    摘要: 顧客關係利益代表顧客與企業維持長期往來可能獲得之利益,然而,過去研究多以西方工業社會的消費者為主,缺乏以華人消費者為對象之研究。本論文有三項主要研究目的。一者,本文以Gwinner et al. (1998)提出之信任利益、社交利益,以及特別待遇利益為基本架構,另加入Hennig -Thurau et al. (2005)所提出之認同利益,以探討顧客關係利益之行銷結果。二者,本文以中國與台灣兩地區之華人為研究對象,瞭解各項顧客關係利益在華人市場中之相對重要性。三者,運用Hofstede (1983)之「個人/集體主義」構面,本文進一步探討顧客關係利益與關係品質之關係,是否受到個別消費者集體主義特性的調節。本文之樣本資料主要取自國科會補助計畫已蒐集之實徵樣本,在台灣地區與大陸地區分別取得454與459位有效樣本,並以迴歸統計模式為主要分析方法。研究結果發現,中國和台灣地區的顧客皆重視認同利益;再者,兩岸在顧客關係利益上最大的差別在社交利益,即中國地區的顧客完全不重視社交利益;最後,不論在中國還是台灣地區,集體主義在調節顧客關係利益和顧客滿意度的關係是部分顯著的,而對顧客關係利益與顧客承諾之關係的調節效果是不存在的。 Customer relational benefits (CRB) refer to the benefits that customers obtain from maintaining long-term relationships with business. However, prior research has not examined the consequence of CRB for Chinese consumers. This thesis aims to address three research issues. First, in addition to the existing CRBs (confidence benefits, social benefits and special treatment benefits), identity benefit is included as one additional CRB to investigate the consequence of CRB. Second, this study examines the consequence of CRB in two different Chinese consumer groups (China vs. Taiwan). Thirds, this study explores whether “individualism/collectivism” moderates the relationship between CRB and relationship quality. The proposed model was tested with a secondary data set collected for a NSC project, with 454 and 459 valid subject data collected from China and Taiwan, respectively. The results show that identity and confidence benefits are the most important determinant of relationship quality. Second, the major difference found for consumers in China and Taiwan is that social benefit does not have any significant impact on relationship marketing consequence in China. Third, the data provide partial support for the moderating effect of individualism/collectivism. Finally, results were discussed for academic and management implications.
    顯示於類別:[資訊管理研究所] 博碩士論文

    文件中的檔案:

    檔案 大小格式瀏覽次數


    在NCUIR中所有的資料項目都受到原著作權保護.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 隱私權政策聲明