政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29992
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113648/144635 (79%)
造访人次 : 51680892      在线人数 : 583
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
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29992


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/29992


    题名: 轉換成本對顧客滿意度與顧客忠誠度關係影響之研究-以電信業為例
    A Study on Switching Cost, Customer Satisfaction, and Customer Loyalty-An Example in Telecommunication Industry
    作者: 廖健聰
    Liao, Chien Tsung
    贡献者: 賴士葆
    廖健聰
    Liao, Chien Tsung
    关键词: 轉換成本
    顧客滿意度
    顧客忠誠度
    電信業
    Switching Cost
    Customer Satisfacton
    Customer Loalty
    Telecommunication Industry
    日期: 2005
    上传时间: 2009-09-11 17:00:39 (UTC+8)
    摘要: 台灣行動通信市場自從1997年開放自由競爭以來，市場發展迅速，到2003年用戶數到達最高峰，共2,509萬戶，普及率達111%，但2004年以來用戶數即出現下降趨勢，市場呈現飽和現象。在這樣競爭的環境下，各電信業者勢必要想辦法保有自己公司的忠誠顧客，並努力促成其他業者的顧客轉換過來，藉此來提高或維持自己的市場佔有率與獲利。

    因此本研究由顧客滿意度和顧客忠誠度出發，研究滿意度對忠誠度的關係，並導入轉換成本之概念，研究轉換成本對忠誠度之影響，並探討轉換成本對於滿意度與忠誠度之間關係的干擾效果。

    本研究以電信業為例，針對台北市使用2G、3G行動通訊服務之消費者進行研究，以便利抽樣之方式，在三大商圈共發放300份問卷，並回收有效問卷159份，經統計資料分析，本研究發現：

    (1) 顧客滿意度對顧客忠誠度具有正向關係。
    (2) 轉換成本對顧客忠誠度具有正向關係。
    (3) 顧客滿意度與忠誠度間之關係，會受到轉換成本之影響。

    根據上述之結論，本研究建議電信業者可藉由提升特定項目之滿意度，來創造顧客忠誠，並靈活運用轉換成本之概念，藉由提高財務轉換成本，以降低舊客戶轉換到其他業者的意願；另一方面則創造比同業更低的程序轉換成本和不確定性成本，讓其他業者之用戶在考慮轉換過來時，不會面臨到很大的轉換成本。
    參考文獻: 中文文獻
    李永年(1998)，「產品品質與服務品質對顧客滿意度及忠誠度之影響 -以加油站為例」，國立政治大學企業管理研究所碩士論文。
    何雍慶、蘇雲華(1995)，「服務行銷領域顧客滿意模式及服務品質模式之比較研究」，輔仁管理評論，第二卷，第二期，頁37-64。
    周文賢(2002)，多變量統計方法分析：SAS/STAT使用方法，智勝文化事業有限公司，台北。
    林宜錚(2001)，「顧客轉換因素之探討—以行動電話門號業者為例」，國立成功大學交通管理研究所碩士論文。
    林新富(2001)，「轉換成本在顧客滿意度與顧客忠誠度關係之干涉效果-以台北市私立幼教產業為例」，私立實踐大學企業管理研究所碩士論文。
    邱皓政(2005)，社會與行為科學的量化研究與統計分析，五南圖書出版股份有限公司，台北。
    翁景民與莊亮淵(1995)，「產品滿意度、品牌忠誠度與移轉成本關係之研究」，台北銀行月刊，第26 卷，第2 期，18-28 頁。
    陳怡雯(2004)，「考慮競爭者行銷組合策略下，顧客滿意度和忠誠度間連結力影響之研究--以行動電話門號業者為例」，私立淡江大學管理科學學系碩士論文。
    黃柏彰(2003) ，「廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究—以行動通訊產業為例」，國立成功大學交通管理研究所碩士論文。
    黃敏琪(2005)，「行動電話號碼可攜性與品牌轉換行為意向關係之研究-以台北地區消費者為例」，私立實踐大學企業管理研究所碩士論文。
    黃慧玲(2002)，「網路外部性產品預告、轉換成本與市場競爭之分析」，國立高雄第一科技大學行銷與流通管理系碩士論文。
    溫淑戀(2002)，「行動電話顧客滿意度與忠誠度關聯之研究」，私立大同大學事業經營研究所碩士論文。
    劉世鼎(2005)，「遙距臨場感對網路服務品質及網路忠誠度的影響」，國立政治大學企業管理研究所碩士論文。
    闕山晴(2002)，「顧客滿意度與忠誠度之研究－以西式速食業為例」，國立台灣科技大學管理研究所在職學成碩士班碩士論文。
    英文文獻
    Aiello, C., and L. J., Rosenberg (1976), “Consumer Satisfaction:Toward an Integrative Framework,” Proceedings of the Southern Marketing Association, 169-171.
    Anderson, E.W., and M.W., Sullivan (1990), “Customer Satisfaction and Retention Across Firms,” presentation at the TIMS College of Marketing Special Interest Conference on Services Marketing, Nashville.TN.
    Anderson, E., and M.W., Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (2), 125-143.
    Bearden, W.O., and J.E., Teel (1983), “Selected Determinants of Customer Satisfaction and Complaint Reports,” Journal of Marketing Research, 20, 21-28.
    Bitner, M.J. (1990), “Evaluating Service Encounters: The Effects of Physcial Surroundings and Employee Response,” Journal of Marketing, 54, 69-82.
    Bloemer, J.M.M., and J.G.A.M., Lemmink (1992), “The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty,” Journal of Marketing Management, 8, 351-364.
    Bolton, R.N., and J.H., Drew (1991), “A Multistage Model of Consumer’s Assessments of Service Quality and Value,” Journal of Consumer Research, 375-384.
    Booms, B.H., and M.J., Bitner (1982), “Marketing Services by Managing The Environment,” Cornell Hotel And Restaurant Administration Quarterly, 23, 35-39.
    Bowen, J.T., and S.L., Chen ( 2001), “The Relationship Between Customer Loyalty and Customer Satisfaction,” International Journal of Contemporary Hospitality Management, 13 (5), 213-217.
    Brown, L.O. (1952), “The Teaching of Marketing Research,” Journal of Marketing, 17, 433-437.
    Burnham, T.A., J.K., Frels, and V., Mahajan (2003), “Consumer Switching Costs: A Typology, Antecedents, and Consequences,” Journal of the Academy of Marketing Science, 31 (2), 109-126.
    Cadotte, E.R., R.B., Woodruff, and R.L., Jenkinds (1987), “Exceptions and Norms in Models of Consumer Satisfaction,” Journal of Marketing Research, 24, 305-314.
    Chaudhuri, A., and B.H., Morris（2001）, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance﹕The Role of Brand Loyalty,” Journal of Marketing, 65, 81-93.
    Chen, P.Y., and L.M., Hitt (2002). “Measuring Switching Cost and the Determinants of Customer Retention in Internet-Enabled Business: A Study of the Online Brokerage Industry,” Information Systems Research, 13 (3), 255-274.
    Churchill, G.A., and C., Suprenant (1982), “An Investigation into Determinants of Customer Satisfaction,” Journal of Marketing Research, 491-504.
    Cronin, J., J., Joseph, and S.A., Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, 56, 55-68.
    Czepiel, J.A., and L.J., Rosenberg (1974), “Perspective on Consumer Satisfaction,” AMA Conference Proceedings, 199-123.
    Day, R.L. (1977), “Extending the Concept of Consumer Satisfaction,” Advances in Consumer Research, 4 (1), 149-154.
    Devaraj, S., K.F., Matta, and E., Conlon (2001), “Product and Service Quality: The Antecedents of Customer Loyalty in the Automtive Industry,” Production and operations management, 10 (4), 424-439.
    Dick, A.S., and K., Basu (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22 (2), 99-113.
    Doyle, C. (1986), “Intertemporal Price Discrimination, Uncertainty and Introductory Offers,” Economic Journal (Supplement), 96, 71-82.
    Flanagan, A., Theresa, Fredericks, and O., Joan (1993), “Improving Company Performance through Customer-Satisfaction,” National Productivity Review, 12 (2), 239-259.
    Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56 (1), 6-21.
    Gerpott, T., W., Rams, and A., Schindler (2001), “Customer Retention, Loyalty, and Satisfaction in the German Mobile Cellular Telecommunications Market,” Telecommunication Policy, 25, 249-269.
    Goodman, J. (1989), “The Nature of Customer Satisfaction,” Quality Progress, 37-40.
    Griffin, J. (1995), “Customer Loyalty: How to Earn It, How to Keep,” New York, NY, Lexington Books.
    Gronholdt, L., A., Martensen, and K., Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, 11, 509-514.
    Guest, L.P. (1955), “Brand Loyalty-Twelve Years Later,” Journal of Applied Psychology, 39, 405-408.
    Hair, J.F., R.E., Anderson, R.L., Tatham, and W.C., Black (1998), “Multivariate Data Analysis,” New York, NY, Macmillan Publishing Company.
    Hempel, D.J. (1977), “Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement,” Cambridge, MA, Marketing Science Institute.
    Heskett, J.L., T.O., Jones, G.W., Loveman, W.E.J., Sasser, and L.A., Schlesinger (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review, 72 (2), 164-174.
    Hunt, K.H. (1977), “Customers Satisfaction/Dissatisfaction-Overview and Future Directions,” Cambridge, MA, Marketing Science Institute.
    Jacoby, J. (1971), “A Model of Multi-brand Loyalty,” Journal of Advertising Research, 11 (3), 25-31.
    Jones, A., Michael, L.M., David, and E.B., Sharon (2000), “ Switching Barriers and Repurchase Intention in service,” Journal of Retailing, 76 (2), 259-274.
    Jones, T.O., and W.E.J., Sasser (1995), “Why Satisfied Customers Defect,” Harvard Business Review, 73 (6), 88-99.
    Kasper, H. (1988), “On Problem Perception, Dissatisfaction and Brand Loyalty,” Journal of Economic Psychology, 9 (3), 387-398.
    Kim, M., M., Park, and D., Jeong (2004), “The Effect of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services,” Telecommunication Policy, 28, 145-159.
    Klemperer, P. (1987), “The Competitiveness of Markets with Switching Costs,” The Rand Journal of Economics, 18 (1).
    Kotler, P. (1991), “Marketing Management: Analysis, Planning, Implementation and Control,” 7th ed., Prentice-Hall, Englewood Cliffs, NJ., 246-249.
    Lee, J., J., Lee, and L., Feick (2001), “ The Impact of Switching Costs on the Customer-Loyalty Link﹕Mobile Phone Service in France,” Journal of Services Marketing, 15 (1), 35-48.
    Lenz, V. (1999), “The Saturn Difference: Creating Customer Loyalty in Your Company,” New York, NY, John Wiley and Sons, Inc.
    Macintosh, G., and L.S., Lockshin (1997), “Retail Relationships and Store Loyalty: a Multi-level Perspective,” International Journal of Research in Marketing, 14 (5), 487-497.
    Miller, J.A. (1977), “Studying Satisfaction, Modefying Models, Eliciting Expectation, Posing Problems and Making Meaningful Measurements,” Cambridge, MA, Marketing Science Institute, 72-91.
    Monroe, B., Kent, and P.G., Joseph (1975), “A Path-Analytic Exploration of Retail Patronage Influences,” Journal of Consumer Research, 2, 19-28.
    Neal, W.D. (1999), “Satisfaction is Nice, but Value Drives Loyalty,” Marketing Reasearch, 11, 20-23.
    Newman, J.W., Werbel, and A., Richard (1973), “Multivariate Analysis of Brand Loyalty for Major Household Appliances,” Journal of Marketing Research, 10 (4), 404.
    Nielson, C.C. (1996), “An Empirical Examination of Switching Cost Investments in Business Marketing Relationships.” Journal of Business and Industrial Marketing, 11 (6), 38-60.
    Nilssen, T. (1992), “Two Kinds of Consumer Switching Costs,” The Rand Journal of Economics, 23 (4), 579-89.
    Oliver, R.L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing, 17, 460-469.
    Oliver, R.L. (1981), “What is Customer Satisfaction,” Wharton Magazine, 5, 36-41.
    Oliver, R.L., R.T., Rust, and S., Varki (1997), “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing, 73 (3), 311-336.
    Oliver, R.L. (1999), “Whence Consumer Loyalty,” Journal of Marketing, 63, 33-44.
    Ostrom, A., and D., Iacobucci (1995), “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, 59 (1), 117-28.
    Peltier, J.W., and J.E., Westfall (2000), “Dissecting the HMO-Benefits Managers Relationship: What to Measure and Why,” Marketing Health Services, 20 (2), 4-13.
    Pfaff, and Martin (1997), “The Index of Customer Satisfaction Measurement Problem and Opportunity,” Marketing Science.
    Price L.L, and J.A., Eric (1999),”Commerical friendships: Service Provider-Client Relationships in Context,” Journal of Marketing, 63 (4), 38-57.
    Prus, A., and D.R., Brandt (1995), “Understanding Your Customers,” Marketing Tools, Jul.-Aug, 10-14.
    Reichheld, F.F., and W.E.J., Sasser (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68 (5), 105-111.
    Richard, N.C. (1965), “An Experimental Study of Customer Effort, Expectation, and Satisfaction,” Journal of Marketing Research, 2, 244.
    Ruyter, K.D., M., Wetzels, and J., Bloemer (1998), “On the Relationship between Perceived Service Quality, Service Loyalty and Switching Costs,” International Journal of Service Industry Management, 9 (5), 436.
    Selnes, F. (1993), “An Examination of the Effect of Product Performance on Brand Reputaion, Satisfaction and Loyalty,” European Journal of Marketing, 27 (9), 19-35.
    Serkan, A., and U., Gokhan (2005), “National Customer Satisfaction Indices: An Implementation in the Turkish Mobile Telephone Market,” Marketing Intelligence and Planning, 23 (4/5), 486-505.
    Sheth, J.N. (1969), “Consumer Image and Attitude,” Journal of Marketing Research, 6, 381-383.
    Shun, Y.L., S., Venkatech, M., Krishna, and M., Bvsan (2004), “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context,” Academy of Marketing Science, 32 (3), 293-311.
    Singh, J. (1991), “Understanding the Structure of Consumers’ Satisfaction Evaluations of Service Delivery,” Journal of the Academy of Marketing Science, 19 (3), 223-244.
    Singh, J., and D., Sirdeshmukh (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgment,” Journal of Academy of Marketing Science, 28 (1), 150-167.
    Sirohi, N., E.W., McLaughlin, and D.R., Wittink (1998), “A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer,” Journal of Retailing, 74 (2), 223-245.
    Stum, D.L., and A., Thiry (1991), “Building Customer Loyalty,” Training and Development Journal, April, 34-36.
    Tse, D.K., and P.C., Wilton (1988), “Models of Consumer Satisfaction Formation: AnExtension,” Journal of Marketing Research, 204-212.
    Weiss, A.M., and E., Anderson (1992), “Converting From Independent to Employee Salesforces: The Role of Perceived Switching Costs,” Journal of Marketing Research, 29 (1), 101-115.
    Westbrooks, R.A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Journal of Marketing, 68-72.
    Woodruff, R.B. (1983), “Modeling Consumer Satisfaction Process Using Experience Based Norms,” Journal of Marketing, 10, 296-304.
    Woodside, A.G.., Frey, L.L., Daly, and T., Robert (1989), “Linking Service Quality, Customer Satisfaction, and Behavior,” Journal of Health Care Marketing, 9 (4), 5-18.
    Woo K.S., and H.K.Y., Fock (1999), “Customer Satisfaction in the Hong Kong Mobile Phone Industry,” The Service Industries Journal, 19 (3), 162-174
    描述: 碩士
    國立政治大學
    企業管理研究所
    93355017
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0933550171
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML2302检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈