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顧客參與程度對顧客價值之影響 -以顧客經驗與信任為干擾變數

The Impact of Customer Participation on Customer Value  Moderating Effect of Customer Experience and Trust

作者:姚舒萍
畢業學校:東吳大學
出版單位:東吳大學
核准日期:2012-10-30
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--scu....

中文摘要

顧客參與的概念是將顧客納為生產的一部分,作為共同生產者或是部分生產者。過去的研究是探討廠商之間共同生產創造的價值。本研究則是以企業與消費者間的行銷關係,從消費者的角度來探討顧客參與能創造的價值。
  本研究以房屋裝潢行為作為觀察標的,有/無房屋裝潢行為之顧客為研究對象,回收有效問卷共394份,並利用信度分析、敘述性統計,以及迴歸分析等分析方法來進行統計分析。
  研究結果顯示,(1)顧客參與程度對顧客價值有正向影響。(2)顧客經驗豐富會弱化顧客參與程度與顧客價值之關係,顧客經驗不足反而會強化兩者之關係。(3)顧客對企業或是服務提供者的信任感高,會強化顧客參與程度與顧客價值之關係。建議企業應主動了解顧客的消費經驗,採取相關措施以提升顧客對企業的信任感。後續研究者可針對其他產業之參與行為進行探討,了解顧客經驗與信任在不同產業之間的影響效果。

英文摘要

The concept of customer participation is that customers are regarded as co-producer. However, recent researches suggested that it was only applied to B2B marketing. This research tried to explore the customers experience in service industry and the value that customer participation created for providers.
 This research framework took the impact of customer participation on customer value and tested the moderating effect of customer experience and trust. 394 valid questionnaires from buyers for interior decoration service were collected and data were analyzed with reliability analysis, descriptive statistics and regression analysis.
 The results showed that: First, the relationship between customer participation and customer value was positive. Second, the richness of customer experience might weaken the relationship between customer participation and customer value. Finally, trust had positive moderating effect of customer participation on customer value. If customer had high level of trust to service provider, the relationship between customer participation and customer value would be more positively strengthened. Researcher suggests that companies should deeply understand customers experience and make policy to enhance customers trust.


指導教授 - 謝文雀

口試委員 - 吳玲玲

口試委員 - 陳惠芳


 

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