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    Title: 影響線上唱歌網站之顧客忠誠度之整合模式研究
    Influence on Customer Loyalty of Online KTV–An Integrated Model
    Authors: 向玲萱
    Contributors: 張愛華
    向玲萱
    Keywords: 服務品質
    服務價值
    虛擬社群
    顧客忠誠度
    線上唱歌
    Date: 2008
    Issue Date: 2010-12-08 14:36:41 (UTC+8)
    Abstract: 本研究以「線上唱歌網站」為研究標的,探討使用者對於線上唱歌網站所重視的服務內容,以及影響其顧客忠誠度之重要因素。透過與線上唱歌服務的業者訪談,並回顧相關文獻,以提高顧客忠誠度為課題,探討服務品質、服務價值、虛擬社群及顧客忠誠度之間的關係。
    本研究以個案線上唱歌網站的會員為研究對象,並且與國內各家線上唱歌業者進行訪談,設計本研究架構與內容。其後對個案公司的會員進行網路問卷調查,蒐集使用者的意見進行分析,提出結果與建議,作為線上唱歌網站服務方向及經營管理之參考。研究結果如下:
    一、 使用者對線上唱歌網站的認知服務水準會影響其整體服務品質
    二、 整體服務品質對服務價值有正向影響
    三、 不同的使用動機對不同構面的服務品質之期望服務水準有顯著不同
    四、 虛擬社群參與度對使用者顧客忠誠度有正向影響
    五、 服務價值在整體服務品質對顧客忠誠度之關係具中介作用
    六、 服務價值與使用者顧客忠誠度有正向影響
    Reference: 一、中文部分
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    2. 李郁菁(2000),「影響虛擬社群成員忠誠度產生之因素探討」,國立中山大學資訊管理研究所碩士論文。
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    7. 陳怡君(2003),「品質競爭之成本結構變異分析-以國內KTV產業為例」,國立政治大學財政研究所碩士論文。
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    二、英文部分
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    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    97380015
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097380015
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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