借由顾客忠诚.pdf

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1、中國文化大學商學院國際企業管理學系碩士論文Masterprogram,DepartmentofInternationalBusinessAdministrationCollegeofBusinessChineseCultureUniversityMasterThesis藉由顧客忠誠度獲取持續性競爭優勢:行銷組合策略及企業社會責任觀點ObtainingSustainableCompetitiveAdvantagefromCustomerLoyalty:APerspectiveofMarketing-MixStrategyandCorporateSocialResponsibilit

2、y指導教授:張琦雅Advisor:Chi-YaChang,Ph.D.研究生:泰辉忠GraduateStudent:Thai-Dam-HuyTrung中華民國103年01月January,2014ObtainingSustainableCompetitiveAdvantagefromCustomerLoyalty:aPerspectiveofMarketing-MixStrategyandCorporateSocialResponsibilityStudent:Thai-Dam-HuyTrungAdvisor:Dr.Chi-YaChangChineseCultureUniversi

3、tyABSTRACTThispaperaimstoidentifycustomerloyaltyasabusinesssustainablecompetitiveadvantagefromtheperspectiveofservicemarketing-mixstrategyandcorporatesocialresponsibility(CSR),byexaminingthesimultaneouseffectsofselectedservicemarketing-mixelementsincludingpeople,physicalenvironment,andprocess

4、es,andCSRasanotherindependentvariableoncustomerperceivedvalue,trust,andloyaltyinthesmartphoneindustry.Thestudyhasbeenconductedwithaquestionnairesurvey,usingmultipleregressionanalysismethodwithSPSS18.0software.Theresultsfromtheempiricalanalysisshowsthat(1)Theselectedservicemarketing-mixelement

5、sincludingphysicalenvironmentandprocessesofserviceproviderspresentsignificantlypositiveeffectsoncustomerperceivedvaluebutnotwithcustomertrust;(2)Theperformanceofserviceemployeesdoesnothelpenhanceperceivedvalueandtrustofcustomers;(3)Customerperceivedvalueappearsremarkablyinbuildingtrustandstre

6、ngtheningcustomerloyalty;(4)Thetrustandloyaltyofcustomersareimprovedwhencustomershavegoodemotionalfeeling,socialrecognition,andqualityassurancewhenusingthesmartphones;(5)Thepricevalueisnotsignificantlyassociatedwiththeperformanceofphysicalenvironment,servicedeliveryprocesses,aswellasnothelpen

7、hancetrustandloyaltyofcustomers(6)CSRplaysapowerfulrolesinenhancingvalueperceivedbycustomers,buildingtrust,andimprovingcustomerloyalty(7)Theperceivedvalueisfoundasafullmediatorbetweenmarketing-mixeffortscustomertrustandapartialmediatorinthere