由顧客轉換行為探討服務公司之顧客組成－以ISP公司為例

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王慧群(Huey-Chyum Wang) 查詢紙本館藏

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由顧客轉換行為探討服務公司之顧客組成－以ISP公司為例
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摘要(中)

顧客的服務轉換行為不僅會造成公司的顧客流失，而且會引發替代該顧客的相關成本，對公司而言是一項沈重成本負擔。然而過去有關顧客轉換的研究多著眼於顧客轉換對其原來公司的影響以及公司的應對策略，忽略了顧客轉入新的服務公司後，對新公司的滿意與忠誠等議題之討論。故本研究以顧客轉換行為為切入點，將服務公司的顧客區別為滿意的轉換者、不滿意的轉換者、滿意的停留者與不滿意的停留者等四類，再深入探究顧客轉入新的公司之後，對目前公司所提供之服務的滿意與忠誠情形，以及不同顧客群組在購買涉入程度與服務轉換障礙上是否具有差異，藉此瞭解服務公司內不同顧客群組間一些重要的態度或行為差異。
　　研究以問卷調查方法進行，共計回收211份有效問卷，經以相關的統計分析方法進行探討後發現：
　　1.不同群組的顧客對其目前服務公司的整體滿意程度確實存在顯著差異，其中以滿意的停留者之滿意度最高，而滿意度最低的群組為不滿意的停留者。
　　2.在不同服務面向的滿意度上，群組間的差異情形與整體滿意程度幾乎如出一轍。大體而言，顧客對「支援服務」的滿意度較高，而對「價格」的滿意度最低。
　　3.在顧客忠誠方面，不同群組間的顧客忠誠度亦存在顯著差異，其結果亦與顧客滿意相類似，以滿意的停留者最高，而不滿意的停留者最低。
　　4.四個群組中，不滿意的轉換者之購買涉入程度顯著地高於不滿意的停留者，而滿意的轉換者與滿意的停留者之差異極小。
　　5.就整體而言，各群組對於服務轉換障礙的認知並不具顯著的差異，但若以個別構面加以探討，則不同群組的顧客在「轉換風險」與「服務的可替代性」兩個構面上的差異是顯著的。

摘要(英)

關鍵字(中)

★ 顧客轉換行為
★ 顧客滿意
★ 顧客忠誠
★ 購買涉入
★ 服務轉換障礙

關鍵字(英)

★ customer loyalty
★ purchasing involvement
★ switching barriers
★ customer switching behavior
★ customer satisfaction

論文目次

第一章緒論 1
　第一節研究背景與動機 1
　第二節研究目的 2
　第三節研究程序 3
第二章文獻探討 6
　第一節顧客滿意相關文獻探討 6
　　一、顧客滿意的定義與衡量 6
　　二、顧客滿意的基本理論 11
　　三、顧客滿意的前因與後果 17
　第二節顧客忠誠相關文獻探討 21
　　一、顧客忠誠的概念 21
　　二、顧客忠誠的衡量 25
　　三、顧客滿意與顧客忠誠間的關係 29
　第三節購買涉入相關文獻探討 33
　　一、涉入的定義 33
　　二、涉入的分類與購買涉入程度 34
　　三、涉入與消費行為 37
　第四節服務轉換障礙相關文獻探討 38
　　一、顧客轉換行為 38
　　二、關係投資 41
　　三、轉換成本 42
　　四、替代方案之可行性與吸引力 44
第三章研究方法 45
　第一節研究架構 45
　第二節研究假說 48
　　一、顧客滿意 48
　　二、購買涉入 51
　　三、服務轉換障礙 52
　　四、顧客忠誠 53
　第三節研究模式構念之變數定義 55
　　一、顧客轉換行為 55
　　二、顧客滿意 56
　　三、購買涉入 56
　　四、服務轉換障礙 57
　　五、顧客忠誠 57
　第四節研究設計 58
　　一、問卷設計 58
　　二、抽樣方法 63
　　三、資料蒐集 64
第四章資料分析 65
　第一節樣本基本特性分析 65
　第二節研究模式構念之因素分析 69
　　一、不同服務面向的顧客滿意 69
　　二、購買涉入 71
　　三、服務轉換障礙 72
　　四、顧客忠誠 73
　第三節問卷量表信度分析 75
　第四節研究假說檢定 76
　　一、統計假說 76
　　二、不同顧客群組在整體顧客滿意上的差異 77
　　三、不同顧客群組在服務滿意上的差異 80
　　四、不同顧客群組在購買涉入上的差異 83
　　五、不同顧客群組在服務轉換障礙上的差異 86
　　六、不同顧客群組在顧客忠誠上的差異 88
　　七、整體區別分析結果 91
　第五節假說驗證結果 99
第五章結論與建議 100
　第一節研究結論 100
　第二節研究貢獻 104
　第三節管理實務建議 105
　第四節研究限制 109
　第五節未來研究方向 110
參考文獻 112
　　一、中文部分 112
　　二、英文部分 113
附錄一　研究問卷附錄1-1
【圖目次】
圖 1- 1：研究流程 5
圖 2- 1：忠誠的狀態 24
圖 2- 2：顧客忠誠之整合性架構 25
圖 2- 3：顧客滿意與顧客忠誠關係之描述 31
圖 2- 4：顧客服務轉換行為模式 40
圖 3- 1：研究觀念性架構圖 48
圖 4- 1：顧客群組直方圖 69
圖 4- 2：顧客群組與整體顧客滿意平均數關係圖 78
圖 4- 3：顧客群組與服務滿意度平均數關係圖 81
圖 4- 4：顧客群組與購買涉入程度平均數關係圖 84
圖 4- 5：顧客群組與服務轉換障礙平均數關係圖 87
圖 4- 6：顧客群組與顧客忠誠程度平均數關係圖 89
圖 4- 7：顧客群組與個別構面之服務滿意度平均數關係圖 94
圖 4- 8：顧客群組與個別構面之購買涉入程度平均數關係圖 95
圖 4- 9：顧客群組與個別構面之服務轉換障礙平均數關係圖 96
圖 4- 10：顧客群組與個別構面之顧客忠誠程度平均數關係圖 96
【表目次】
表 3- 1：服務轉換經驗之問項整理表 59
表 3- 2：顧客滿意之衡量整理表 60
表 3- 3：購買涉入程度之衡量整理表 61
表 3- 4：服務轉換障礙之衡量整理表 62
表 3- 5：顧客忠誠之衡量整理表 63
表 4- 1：樣本人口統計變數分析表 67
表 4- 2：服務滿意之探索性因素分析結果表 71
表 4- 3：購買涉入之探索性因素分析結果表 72
表 4- 4：服務轉換障礙之探索性因素分析結果表 73
表 4- 5：顧客忠誠之探索性因素分析結果表 74
表 4- 6：研究模式衡量構面與問卷題項之對照表 75
表 4- 7：構面信度分析結果彙整表 76
表 4- 8：整體顧客滿意之敘述統計分析結果表 78
表 4- 9：整體顧客滿意之單因子變異數分析結果表 79
表 4- 10：整體顧客滿意多重分析結果表 79
表 4- 11：服務滿意之敘述統計分析結果表 81
表 4- 12：服務滿意之單因子變異數分析結果表 82
表 4- 13：服務滿意多重分析結果表 82
表 4- 14：購買涉入程度之敘述統計分析結果表 84
表 4- 15：購買涉入之單因子變異數分析結果表 85
表 4- 16：購買涉入多重分析結果表 85
表 4- 17：服務轉換障礙之敘述統計分析結果表 87
表 4- 18：服務轉換障礙之單因子變異數分析結果表 88
表 4- 19：顧客忠誠之敘述統計分析結果表 89
表 4- 20：顧客忠誠之單因子變異數分析結果表 90
表 4- 21：顧客忠誠多重分析結果表 90
表 4- 22：整體區別分析之區別函數分析結果表（1） 92
表 4- 23：整體區別分析之區別函數分析結果表（2） 92
表 4- 24：整體區別分析之標準化區別係數表 92
表 4- 25：分類結果表 93
表 4- 26：群組平均數彙整表 94
表 4- 27：整體區別分析之群組平均數差異分析結果表 97
表 4- 28：假說驗證結果彙整表 99

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指導教授

李小梅(Shau-Mei Li)

審核日期

2002-6-20

推文