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:148 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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.
1.高登第譯(科特勒談行銷)臺北:遠流,2000 年。
2.王育惠,服務業類別、關係行銷與顧客忠誠度關係之研究,國立中正大學企業管理系碩士論文,1996 年。
3.呂鴻德,企業策略聯盟-提昇競爭力的經營利器,工具書列系,商周文化,1996 年。
4.武田哲男,林玉珮譯,顧客滿意經營 洪建全基金會 臺北市 p11,1994年。
5.秋庭雅夫,陳耀茂譯,顧客滿意的商品革新 財團法人中衛發展中心 臺北市 P25,2000 年。
6.孫麗豔,顧客就是上帝 維德文化事業 臺北市 p214~217,2004 年。
7.陳鐘文,顧客滿意戰略與應用、超越企管顧問有限公司 臺北市 p317,1995年。
8.黃怡姿,員工之組織信任的形成與影響。國立臺灣大學心理學研究所碩士論文,1999 年。
9.鄭清文,「臺灣壽險業客戶滿意度、信任、承諾及其與購買意願間的關聯性研究」,碩士論文,東吳大學企業管理研究所,(2002)。
10.徐堯年,銀行顧客類型、服務品質與關係品質。國立臺灣大學商管所,民89 年。
11.劉鈞慈,[程序公平、組織承諾、 信任與組織公民行為關係之研究—以我國產物保險業為例],銘傳大學管理科學研究所碩士論文,民國89年
12世界經理文摘編輯部,134期,p120-123
1.Aaker , D. A., 1991, Managing Brand Equity: Capitalizing on theValue of aBrand Name. New York: Free Press.
2.Aaker , D A, & K L Keler 1990, “Consumer Evaluations of BrandExtension,” Journal of Marketing, 54 (January), 27-41.
3.Bagozzi, R. P(1995), “Reflections on Relationship Marketing in Consumer Markets, “Journal of the Academy of Marketing Science, VOL.23 Fall, pp.272-277.
4.Berry, L.L.(1983).Relationship ,marketing ,in Berry, L. Shostack ,G,& Upah,G.(Eds),Emerging Perspectives on Service Marketing ,American marketing Association , Chicago.
5.Berry ,Leonard ,and A. Parasuraman(1991) ,Marketing Service: Competing Through Quality New York: Free Press.
6.Berry(1995).Relationship Msrketing of Service-Gowing Interests,Emergin Perspectives. Journal of the Academy of Marketing Science,23(Fall):236-245.
7.Bitner, M. J.(1992), “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing, vol.56, p.57-71.
8.Boon, S. D., & Holmes, J. G. (1985). The dynamics of interpersonaltrust:Resolving uncertainty in the face of risk. In R. A. Hinde & J.
9. Bolton, Ruth N. & Drew, James H. (1991), "A Multistage Model of Customers'' Assessment of Service Quality and Value , Journal of Consumer Research, vol,17, march, pp.375~384.
10.Buzzel, R. D. & Gale, B. T. (1987). The PIMS Principles. The Free Press, New York.
11.Groebel(Eds.),Cooperation and personal behavior.(pp.190-211).New York:Cambridge University.
12.Chien, Charle s.and Moutinho,Luiz,(2000),”The External Contingency and Internal Characteristic of Relationship Marketing, ”Journal Marketing of MarketingManagement,16,6,July,pp.583-595.
13.Cronroos, C.,Strategic Marketing and Marketing in the Service Sector, “Marketing Service Institute,1983.
14.Day, G. S. (1990). Market Driven Strategy. The Free Press, New York.
15.Doney, Patricia M. and Joseph P. Cannon (1997), “An Examination of theNature of Trust in Buyer–Seller Relationships,” Journalf Marketing, 61 (April), 35–51.
16.Fornell , Claes(1992),"A National Customer Satisfaction Barometer: The SwedishExperiment," Journal of Marketing , 56 (January),6-21.(1995),"The Quality of Economic Output :Empirical Generalizations About Its.
17.Ganesan, Shankar (1994), “Determinants of Long-Term Orientation in Buyer–Seller Relationships,” Journal of Marketing, 58(April), 1–19.
18.Garvin , D. A. (1984). What does "Product Quality" really mean.Sloan Managemeny Rev.26, 25-43.
19.Kumar, N., L. K. Scheer, and Jan-Benedict E. M. Steekamp (1995), “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, 32 (August),pp.348-356.
20.Mayer, R. C., Davis, J. H., and Schoorman, F. D., “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol. 20, No.3,1995, pp.709-734.
21.Michell, P., Reast, J. and J. Lynch, “Exploring the Foundations of Trust,”Journal of Marketing Management, Vol.14, 1998, pp.159-172.
23.Morgan, Robert and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship,” Journal of Marketing, 58 (July), pp. 20-38.
24.O’Brien, R. C. 2001. Trust: Releasing energy to success. England: John Wiley & Sons Ltd.
Luhmann, N. (1979). Trust and Power. Chichester: John Wiley & Sons.
25.Oliver, R.L., 1981. Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing 57(3), 25-48.
26.Oliver, R.L., 1997.satisfaction: A Behavioral Perspective on the Consumer. Irwin/MaGraw-Hill, New York.
27.Oliver, R.L., "Disconfirmation Process Consumer Evaluation in Product Usage, "Journal of Business Research 13,pp. 25.
28.Oliver ,R.L., and S. Desaripo, Response Determinants in Satisfaction Judgment ,"Journal of Consumer Research ,14,March, pp.459-507.1988.
29.Oliver, C. (1990), “Determinants of Inter-organizational Relationships:Integration and Future Directions,” Academy of Management Review,Vol.15, No.2, pp. 241-265.
30.Patterson, P. G. & Smith, T. 2001 Relationship benefits in Service industries: areplication in a Southeast Asian context. Journal of Service Marketing, 15 (6), 425-443.
31.Porter, M. E. (1980), competitive Strategy. The Free Press, New York.
32.Sako, Mari (1992), Prices, Quality, and Trust: Inter-firm Relations in Britain and Japan. New York: Cambridge University Press.
33.Schurr, Paul H.and Julie L. Ozanne(1985),”Influence on Exchange Process:Buyers’Preconceptions of a Seller”s Trustworthiness and Bargaining Toughness,”Journal of Consumer Research, 11(March 1985).939-53.
34.Singh, J. & Sirdeshmukh, D(2000). Agency and trust mechanisms inconsumer Satisfaction and loyalty judgements, Journal of Academy of Marketing Science,150-167.
35.Spekman, Robert E. (1988), “Strategic Supplier Selection: Understanding Long-Term Relationships,” Business Horizons, 31 (July/August), 75–81.