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    題名: 從顧客角度探討顧客與零售商店建立長期關係之研究 -以4C架構探討
    The motivation of customers for establishing long-term relationships with retail stores -Discussing from customer perspective and the strategic 4C model
    作者: 姚欣伶
    Yao, Hsin Ling
    貢獻者: 邱志聖
    Chiou, Jyh Shen
    姚欣伶
    Yao, Hsin Ling
    關鍵詞: 顧客關係管理
    行銷策略4C架構
    顧客關係效益
    顧客知覺價值
    零售業
    Customer relationship management
    4C model
    Customer relational benefits
    customer perceived value
    retail industry
    日期: 2012
    上傳時間: 2013-09-02 15:18:47 (UTC+8)
    摘要: 人們多數的日用品幾乎取自於零售商店，因此零售商店的產品和活動與我們的生活密不可分，隨著消費者需求漸趨多元化，零售商店各業態的界線越模糊，零售商店也朝差異化的方向經營，目的是希望能夠創造顧客的忠誠度，達到業績成長的最終目的。然而，在零售業者琳瑯滿目的行銷活動中，是否真的能夠與消費者建立長期的忠誠關係，是零售業之經營者關心的議題。
    本研究從顧客關係管理的角度出發，並以大賣場、藥妝店、便利商店為研究標的，以策略行銷4C理論為架構，將顧客關係效益(Relational benefits)、顧客知覺價值(Customer Perceived Value)與服務品質綜合分析探討，以三大構面(外顯單位效益成本、買者道德危機成本、買者專屬陷入成本)，九大構念(產品價格成本與效益、服務據點、服務環境品質、可信度與公正性、問題解決、人際關係、特殊服務、特有產品系列分類方法與使用方法、促銷相關)與三個衡量顧客與零售商店長期關係的指標(顧客滿意度、口碑推薦、購買意願)來探討這個議題，希望從顧客的角度了解顧客與不同種零售商店建立長期關係時的動機為何。
    研究結果發現，雖然消費者對不同零售商店重視的構念存在差異，但不論是哪一種零售商店，消費者均同樣重視產品價格成本與效益、可信度與公正性、問題解決與特有產品系列分類方法與使用方法。
    Most of the consumers buy their household supplies from retail stores. As a result, the items sold by retail stores and their promotion activities are close to our daily lives. As the demands of consumers become more diversify, retail stores start to operate with differentiation in order to create customer loyalty, and increase sales simultaneously. Thus, the definition of different types of retail stores becomes vague. However, through all kinds of different promotion activities, the owners of retail stores are concerned about whether these activities can really generate a long-term relationship with their customers.
    This study is based on CRM (customer relationship management). Through the structure of strategic 4C model, we first investigate hypermarkets, drug stores and convenient stores, and then we conduct cross-analysis on the relational benefits, customer perceived value, and service quality. The long-term relationship (defined by customer satisfaction, word of mouth, and purchase intention )between customers and retail stores is measured by 3 scales (explicit unit-utility cost, moral hazard cost and asset specificity cost) and 9 ideas (cost and utility of products, store location, quality of the store`s environment, reliability and justice, problem solving abilities, social benefits, preferential treatment and benefits, distinctive physical equipment and usage knowledge and promotion related issues). Our research goal is to find out what is the motive of a customer when they build up a long-term relationship with different retail stores.
    The result of our study shows that although customers have different ideas towards different retail stores, but 1) the cost and utility of products, 2) reliability and justice, 3) problem solving abilities, and 4) distinctive physical equipment and usage knowledge are the four elements that customers value the most.
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351039
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1003510391
    資料類型: thesis
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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