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研究生: 林佑峰
Lin , YU - FENG
論文名稱: 提升客戶重複購買行為之研究—以某企管公司為例
How to Enhance Customer Repeat Purchase: The Study of An Enterprise Management Consultants
指導教授: 蕭中強
Hsiao, Chung-Chiang
學位類別: 碩士
Master
系所名稱: 高階經理人企業管理碩士在職專班(EMBA)
Executive Master of Business Administration
論文出版年: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 93
中文關鍵詞: 信任度滿意度永續經營
英文關鍵詞: trust, satisfaction, sustainable development
DOI URL: https://doi.org/10.6345/NTNU202205430
論文種類: 學術論文
相關次數: 點閱:127下載:0
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  • 本研究係針對客戶重覆購買行為以企管公司進行探討,內容以某企管公司畢業學員再其它課程的關鍵因素做為個案研究。首先探討某企管公司目前在成長上所面臨的挑戰為何,再經由文獻探討、二手資料整理,進行畢業學員再報名其它課程的主要因素分析,找出其成功關鍵因素,最後也針對該訓練機構提出最佳的解決方案,進一步為某企管公司持續成為領先地位,擬訂可供參考之經營模式。
    某企管公司目前是臺灣訓練機構領導品牌,而主要優勢本身具有知名度,在教學上已有口碑。不管是知名企業及個人客戶很多人都參加過的課程,但某企管公司能否持續保有領先地位,仍取決於畢業學員對課程的信任度而提升高滿意度,此對某企管公司未來的發展影響甚大。
    對臺灣市場的飽和狀態、企業外移和成長趨緩及越來越多企管公司分食市場的現況中,某企管公司要永續經營與持續成長,學員的黏著度須強化,且講師能力持續提督導能力提升,並貼近學員的工作形態,透過扎實的輔導,才能提升學員對課程的忠誠度與信任度,確保某企管公司續成為領導品牌。

    The research department for customers to repeat purchase behavior in business management company to discuss the contents of Carnegie Training graduates of other courses and then apply a key factor as case study. First explore Carnegie Training in Taiwan, currently facing growing challenges in the why, and then through the literature review, secondary data compilation, were graduates of other courses and then apply the main factor analysis to identify key factors in their success, and finally for The training institutes propose the best solution, and further training in Taiwan Carnegie Carnegie training continues to be a global leader in the formulation of the business model for reference.
    A business management training institutions in Taiwan is currently the leading brand, but the main advantage of having a well-known per se, in the teaching has been word of mouth. Whether it is well-known corporate and individual clients a lot of people have participated in the program, but a business management company's ability to continue to maintain a leading position, still depends on graduates of degree courses and to enhance confidence high satisfaction, this for the future development of a Management Company great influence.
    Taiwan market saturation, slowing growth and corporate relocation and business management company eating more and more of the current situation in the market, a business management company for a sustainable and sustained growth, adhesion of students to be strengthened, and the ability to continue lecturer mention supervision capacity building, and close to the work form students through a solid counseling, in order to enhance the loyalty and trust of the participants of the course to ensure that a business management company continued to become the leading brand.

    目 錄 第壹章 緒 論 第一節 研究背景----------------------------------------11 第二節 研究動機----------------------------------------12 第三節 研究議題與研究範圍-------------------------------13 第四節 研究目的----------------------------------------15 第五節 研究流程----------------------------------------16 第貳章 文獻探討 第一節 顧客滿意-----------------------------------------18 第二節 關係行銷---------------------------------------- 26 第三節 信任相關文獻-------------------------------------31 第四節 顧客接受度---------------------------------------41 第參章 研究方法----------------------------------------46 第一節 深度訪談法 -------------------------------------48 第二節 個案分析法--------------------------------------52 第肆章 個案分析 第一節 某企管公司發展歷程--------------------------------55 第二節 某企管公司組織文化--------------------------------60 第三節 某企管公司4P-------------------------------------62 第四節 某企管公司服務流程--------------------------------65 第五節 某企管公司教學特色--------------------------------67 第六節 產業概況-----------------------------------------69 第七節 政府扮演的角色------------------------------------71 第八節 經濟對某企管公司的影響----------------------------72 第九節 某企管公司客戶分析--------------------------------73 第十節 個案訪談初級資料分析------------------------------76 第五章 結論與建議 第一節 研究結論----------------------------------------83 第二節 研究建議----------------------------------------86 第三節 研究貢獻----------------------------------------87 參考文獻 中文部分----------------------------------------------88 英文部分----------------------------------------------90 圖 目 錄 圖1 研究流程 -----------------------------------------17 圖2-1預期-不配合模式-----------------------------------21 圖2-2品質知覺的形成概成--------------------------------23 圖4-1 Marketing構圖----------------------------------42 表 目 錄 表2-1-1顧客關係生命週期所示-----------------------------30 表2-2-2信任的定義--------------------------------------33 表2-2-3信任的重要性------------------------------------36 表2-2-4信任的衡量構面----------------------------------40 表4-1某企管公司的企業客戶------------------------------56 表4-2某企管公司簡介------------------------------------59 表4-3某企管公司課程費用---------------------------------63 表4-4第忠誠客戶訪談表-----------------------------------77 表4-5第一次上課學員訪談表-------------------------------78 表4-6沒有再報名其它課程訪談表---------------------------79

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