政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/38936
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109952/140887 (78%)
造访人次 : 46332286      在线人数 : 1377
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/38936


    题名: 企業客戶流失因素之研究-以某營建工具業為例
    The study of customer churning factors - An example of a construction products supplier
    作者: 蕭大立
    贡献者: 尚孝純
    蕭大立
    关键词: 工業品市場
    營建工具業
    客戶流失
    客戶轉換
    轉換成本
    口碑傳播
    industrial products industry
    construction products supplier
    customer churn
    customer switch
    switching cost
    word-of-mouth communication
    日期: 2009
    上传时间: 2010-04-23 19:24:46 (UTC+8)
    摘要: 以往針對客戶流失與轉換行為所研究的對象，多偏重以消費品產業為主，較少探討工業品產業客戶流失對於企業經營所造成之影響。本研究針對工業品產業中之營建工具業，探討其客戶流失之原因及行為表現，並期望透過相關研究，使業者可預先發現可能流失之客戶，並做為後續發展客戶慰留專案之參考。
    本研究可分為五部份，第一部份首先將回顧與本論文有關之文獻。第二部份則提出本研究之研究架構及研究方法。第三部份則以SPSS軟體進行實證研究，統計方法係利用敘述性統計分析、因素分析、信度分析、單因子變異數分析及區別分析等進行資料分析。第四部分為討論前述之研究發現，並將其與消費品市場之客戶流失行為模式相比較。最後則為結論與建議。
    研究結果發現：1.流失原因可萃取出產品及服務因素及價格因素兩大構面。轉購原因可萃取出服務及品牌策略、產品策略及價格策略三大構面。2.流失行為係以降低購買頻率及轉換新的供應商兩種方式表現。3.營建工具業與服務業客戶轉換行為模式有明顯差異。4.購買持續時間較長之客戶，對於送貨時間太久之重要性認知程度與購買持續時間較短之客戶有明顯差異。產品價格太高及採購頻率兩項變數可作為判別流失客戶是否會轉換供應商之模式。但由於區別力不甚良好，故並不適合以此兩項變數作為判斷預測之基準。
    A great deal of effort has been made on the causes of customer churn in the consumer products industry. What seems to be lacking, however, is this subject in the industrial products industry. This study will focus the discussion on the causes of customer churn and customer switching behavior in the construction products supplier, in order to provide guidance for developing retention and loyalty programs.
    This study can be divided into five parts; the first part reviews the literature on this subject. The second part introduces the methodology to be utilized throughout the study, first with structural diagram of study followed by study methods, and object in study. The third part utilizes using SPSS for Windows as the tool to conduct statistical analysis, including description statistical analysis, reliability test, Discriminant Analysis, Factor Analysis, and One-way ANOVA. The fourth part discusses the experimental result of this study, and compares it with customer switching behavior in the consumer products industry. The last part is a conclusion of the thesis.
    The results of this study show as follows. 1. The main causes of customer churn are product and service oriented or price oriented. The main causes of customer switch are service and brand strategy, product strategy or price strategy. 2. Customer switching behavior includes decreasing purchased frequency and transferring to a new service provider. 3. Customer switching behavioral model in the service industry is different from the model in the construction products supplier. 4. The customers who have longer purchasing duration have higher recognition of importance for deliver time. Purchasing frequency and product price are not the best variables to predict if the customers would churn or not.
    第壹章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 3
    第三節 研究流程 4
    第四節 論文結構 5
    一、 第壹章 緒論 5
    二、 第貳章 文獻探討與理論基礎 5
    三、 第參章 研究方法與設計 5
    四、 第肆章 實證資料分析 5
    五、 第伍章 研究發現與討論 5
    六、 第陸章 結論與建議 6
    第貳章 文獻探討與理論基礎 7
    第一節 工業品市場特性分析 7
    一、 定義之差異 7
    二、 市場內涵之差異 9
    第二節 客戶流失與客戶轉換行為理論 16
    一、 客戶流失與客戶轉換定義 16
    二、 客戶流失文獻回顧 16
    第三節 轉換成本理論 21
    一、 轉換成本定義 21
    二、 轉換成本產生原因 22
    三、 轉換成本類型 23
    第四節 口碑傳播理論 25
    一、 口碑傳播定義 25
    二、 口碑傳播種類及影響 25
    第參章 研究方法與設計 29
    第一節 研究架構 29
    第二節 研究方法 31
    一、 文獻回顧法 31
    二、 個案研究法 31
    三、 專家訪談法 31
    四、 問卷調查分析法 31
    第三節 研究對象與抽樣方法 32
    一、 研究對象 32
    二、 研究範圍 32
    三、 抽樣方法 32
    四、 問卷調查方式 33
    五、 樣本大小 33
    第四節 問卷設計、變數定義與衡量方式 34
    一、 客戶流失之影響因素與表現行為 34
    二、 流失客戶之特質分類 38
    第五節 統計分析方法 40
    一、 敘述性統計分析 40
    二、 因素分析 40
    三、 信度分析 41
    四、 單因子變異數分析 41
    五、 區別分析 42
    第肆章 實證資料分析 43
    第一節 樣本特性分析 43
    一、 依行業類別分 43
    二、 依公司規模分 45
    三、 依每次採購金額分 46
    四、 依採購頻率分 47
    五、 依購買持續時間分 48
    第二節 客戶流失、轉購原因及流失行為表現分析 49
    一、 客戶流失原因客戶認知強度分析 49
    二、 流失原因因素分析及信度分析 50
    三、 轉購原因客戶認知強度分析 52
    四、 轉購原因因素分析及信度分析 53
    五、 流失行為表現分析 55
    六、 客戶流失行為分析架構建立 55
    第三節 不同客戶特質對客戶流失原因及行為表現之差異分析 57
    一、 不同客戶特質對各流失原因之差異分析 57
    二、 不同客戶特質及著重流失因素對客戶流失後表現行為之差異分析 68
    第伍章 研究發現與討論 70
    第一節 研究發現 70
    一、 樣本特性分析 70
    二、 客戶流失、轉購原因及流失行為表現分析 71
    三、 客戶流失、轉購原因及流失行為表現分析 71
    第二節 工業品市場與消費品市場客戶流失行為模式差異分析 72
    一、 流失原因不同 72
    二、 流失行為表現不同 73
    三、 流失原因順序不同 74
    第陸章 結論與建議 76
    第一節 研究結論 76
    第二節 研究限制 77
    第三節 建議 78
    參考文獻 80
    附錄：問卷內容 87
    參考文獻: 英文部分
    1. Aaker, David A. (1973). Toward a normative model of promotional decision making. Management Science, 19(6), pp. 593-603.
    2. Albrecht, K. & R. Zemke. (1985). Service America, Dow-Jones Irwin, Homewood, IL, p.129.
    3. Anderson, E. W. & M. W. Sullivan. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), pp. 125-143.
    4. Anderson, J. C. & Gerbing, D. W. (1988). An updated paradigm for scale development incorporating uni. Journal of Marketing Research, 103(3), pp. 186-192.
    5. Arndt, Johan (1967b), Word of Mouth Advertising and Informal Communication, in D. F. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard Business University, pp.188-239.
    6. Bagozzi, R. P. (1988). Performance and satisfaction in an industrial sales force: AnExamination of their antecedents and simultaneity. Journal of Marketing, Spring, pp. 65-77.
    7. Bagozzi, R. P., & Yi Y. (1998). On the evaluation of structure equations models. Academic of Marketing Science, 16, pp. 76-94.
    8. Beem, Eugene R. & H. Jay Shaffer. (1981). Triggers to customer action-some elements in a theory of promotional inducement. Marketing Science Institute, 27, pp. 81-106.
    9. Blodgett, J. G., D. H. Granbois and R. G. Walters (1993), The Effects of Perceived Justice on Complaints’ Negative Word-of-Mouth Behavior and Repatronage Intention, Journal of Retailing, Vol.69 ,Winter , pp.339-428.
    10. Bollen, K. A. (1989). Structural equations with latent variables, N. Y.: Wiley.
    11. Bolton, Ruth N. & James H. Drew. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55, pp. 1-9.
    12. Bolton, Ruth N. (1998). A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17, pp. 45-65.
    13. Bolton, Ruth N. & Katherine Lemon. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, pp. 171-186.
    14. Bolton, Ruth N., P. K. Kannan & Matthew D. Bramlett. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28, pp. 95-108.
    15. Brady, Michael K. & J. Joseph Cronin Jr. (2001). Some new thought on conceptualizing perceived service quality：A hierarchical approach. Journal of Marketing, 65, pp. 34-49.
    16. Brown, J. S. & Duguid, P. (2000). The social life of information. Boston: Harvard Business School Press.
    17. Burzynski, Michael H. and Bayer, Dewey J. (1977), The Effect of Positive and Negative Prior Information on Motion Picture Appreciation, The Journal of Social Psychology, Vol.101, No.2, April, pp.215-218.
    18. Christo, B. (1996). An experimental study of service recovery options. International Journal of Service Industry Management, 8, pp. 110-130.
    19. Colgate, M. & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing, 18, pp.332-347.
    20. Cronin, J. Joseph Jr., Michael K. Brady, & G. Tomas M. Hult. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavorial intentions in service environments. Journal of Retailing, 76, pp. 193-218.
    21. Day, D. S. (1978), Are Consumers Satisfied? In D.A. Aaker & G.S. Day (Eds.), Consumerism: Search for the Consumer Interest, 3rd Edition. New York: Free Press, pp. 406-417.
    22. Dommermuth, W. P. (1989). Promotion: Analysis, creativity and strategy (2nd ed.). Boston：PWS-Kent Publishing Company.
    23. Etzel, M. J. & Silverman, B. I. (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing, 57, pp. 124-136.
    24. Firnstahl, T. W. (1989). My employees are my service guarantees. Harvard Business Review, 12, pp. 4-8.
    25. Fornell, C. & Wernerfelt, B. (1988). A model for customer complaint management. Marketing Science, 7, pp. 287-298.
    26. Fornell, C. & Larcker, D. (1981). Evaluating structure equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, pp.39-50.
    27. Ganesh, Jaishankar, Mark J. Arnold & Kristy E. Reynolds. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 56, pp. 65-87.
    28. Gerpott, Torstem J. Wolfgang Rams, & Andresa Schindler. (2001). Customer retention loyalty and satisfaction in the german mobile celluar telecommunications market. Telecommunications Policy, 25, pp.249-269.
    29. Gershoff, Andrew D., Broniarczyk, Susan M. and West, Patricia M. (2001), Recommendation or Evaluation? Task Sensitivity in Information Source Selection, Journal of Consumer Research, Vol.28, No.3, December, pp.418-438.
    30. Gershoff, Andrew D., Mukherjee, Ashesh and Mukhopadhyay, Anirban (2003), Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects, Journal of Consumer Psychology, Vol.13, Issue 1/2, pp.161-170.
    31. Gilly, M. C. (1987). Post complaint processes: From organizational response to repurchase behavior. Journal of Consumer Affairs, 21, pp.32-38.
    32. Gilly, M. C., W. B. Stevenson & L. J. Yale. (1991). Dynamics of complain management in the service organization. Journal of Consumer Affairs, 25(2), pp. 295-322.
    33. Graeff, Timothy R. (1995). Product comprehension and promotional strategies. Journal of Consumer Marketing, 12, pp. 28-39.
    34. Gronroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), pp. 30-41.
    35. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Upper Saddle River, NJ：Prentice Hall. 30. Hart, C. W. L., J. L. Heskett & W. E. Sasser Jr. (1990). The profitable art of service recovery. Harvard Business Review, 31, pp. 148-156.
    36. Herr, Paul, Frank Kardes and John Kim (1991), Effect of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnostic Perspective, Journal of Consumer Research, Vol.17, No.4, March, pp.454-462.
    37. Hoffman, K. D., Kelley, S. W. & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Service Marketing, 9(2), pp.49-61.
    38. Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Newbury Park: Sage.
    39. Johnston, T. C. & Hewa, M. A. (1997). Fixing service failures. Industrial Marketing Management, 26, pp. 467-473.
    40. Jones, Michael A., Mothersbaugh David L., & Beatty Sharon E. (2000). Switching barriers and repurchase intention in service. Journal of Retailing, 76, pp. 259-274.
    41. Jöreskog, K.G. & Sörbom, D. (1993). LISREL8: Structural equation modeling with SIMPLIS command language. Chicago: Scientific Software International Inc.
    42. Katz, Elihu and Paul F. Lazarfeld (1955), Personal influence, New York:Free Press.
    43. Keaveney, Susan M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59, pp. 71-82.
    44. Kelley, S. W., K. D. Hoffman & M. A. Davis. (1993). A typology of retail fairures and recoveries. Journal of Retailing, 69(4), pp. 429-452.
    45. Kerin, R. A., P. R. Varadarajan & R. Peterson. (1992). First mover advantages: A synthesis and critique. Journal of Marketing, 56, pp.33-52.
    46. Kim Moon Koo, Park Myeong Cheol, & Jeong Dong Heon. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in korean mobile telecommunication services. Telecommunications Policy, 28, pp. 145-159.
    47. Klemperer, P. (1995). Competition when consumer have switching cost: An overview with applications to industrial organization, macroeconomics, and international trade. Review of Economic Studies, 62(4), pp. 515-540.
    48. Kolter, P. (1991). Marketing management: Analysis, planning, implementation, and control (7th ed.). N J: Prentice-Hill Inc.
    49. Kumar, V., David A. Aaker & George S. Day. (1999). Essentials of Marketing Research, John Wiley and Sons, INC.
    50. Lee, Jonathan, Janghyuk Lee, & Lawerence Feick. (2001). The impact of switching costs on the customer-loyalty link﹕Mobile phone service in france. Journal of Services Marketing, 15, pp. 35-48.
    51. Madden, Gary, Scott J. Savage & Grant Coble-Neal. (1999). Subscriber churn in the australian ISP market. Information Economics and Policy, 11, pp. 195-207.
    52. Mittal, Vikas, William T. Ross Jr., & Patrick M. Baldasare. (1999). The asymmetric impact of negative and positive attribute level performance on overall satisfaction and repurcgase Intentions . Journal of Marketing, 62, pp. 33-47.
    53. Oftel (1997). Economic evaluation of Number Portability in the UK Mobility Telephony Market, U.K.
    54. Paley, & Norton. (1989). The Manager’s Guide to Competitive Marketing Strategies, American Management Association.
    55. Parasuraman, A., Valarie A. Zeithaml, & Leonard L. Berry. (1985). A conceptual model of service quality and its implications for future Research. Journal of Marketing, 49(4), pp. 41-50.
    56. Parasuraman, A., Valarie A. Zeithaml, & Leonard L. Berry. (1994). Reassessment of expectations as a comparison standard measuring service quality: Implicateions further research. Journal of Marketing, 58, pp. 111-124.
    57. Pierre Chandon, Brian Wansink, & Gilles Laurent. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64, pp. 65-81.
    58. Ray, M.L. (1973). A decision sequence analysis of developments in marketing communication. Journal of Marketing, 1, pp. 29-38.
    59. Richins, Marsha L. (1983), Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing, Vol.47, No.1, Winter, pp.68-78.
    60. Rosander. A. C. (1980). Service Industry QC-Is the Challenge Be Met, Quality Progress.
    61. Ruyter, Ko de., Wetzels, M. & Bloemer. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), pp.436-453.
    62. Schiffman, Leon G. and Leslie Lazar Kanuk (1997), Consumer Behavior, 6th edition, Upper Saddle River, NJ: Prentice Hall.
    63. Shimp, T. A. (1997). Advertising, Promotion, and Supplemental Aspects Integrated Marketing Communications (4th ed.). Harcourt Brace Chicago, Dryden Press.
    64. Sundaram, D. S., Mitra, Kaushik and Webster, Cynthia (1998), Word of Mouth Communications: A Motivational Analysis, Advances in Consumer Research, Vol. 25, pp.527-531.
    65. Tax, S. S., Brown, S. W., & Chandrashekaran. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Part Three：Competing as a service, 62, pp.60-77.
    66. Tsiros, Michael & Vikas Mittal, (2000). Regret: A model of its antecedents and a consequences in consumer decision making. Journal of Consumer Research, 26, pp. 401-417.
    67. Von Weizsacker, C. C. (1984). The Cost of Substitution. Econometrica, 52(5), pp. 1085-1116.
    68. Wathne, Kenneth H., Harald Biong, & Jan B. Heide, (2001). Choice of supplier in embedded markets﹕Relationship and marketing program effects. Journal of Marketing, 65, pp. 54-65.
    69. Webster, F. E. (1965). The deal-prone consumer. Journal of Marketing Research, 2, pp. 186-189.
    70. Whyte, W. H., Jr. (1954), The Web of Word-of-Mouth, Fortune, November, pp.140-143.
    71. Woo, Ka-Shing & Henry K. Y. Fock. (1999). Customer satisfaction in the Hong Kong mobile phone industry. The Service Industries Journal, 19(3), pp. 162-174.
    72. Zeithaml, V. A. (1998). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, pp. 2-22.
    73. Zemke, R. & Chip B. (1990). Doing it right the second time. Training, pp. 234-238.
    中文部份
    1. 王淑靜(2003)，寬頻客戶流失因素之研究，國立台北科技大學商業自動化與管理研究所碩士論文。
    2. 李冠佑(2004)，台灣大型多人線上遊戲沉浸玩家之消費者轉換行為研究，元智大學資訊傳播學系碩士班碩士論文。
    3. 李澤源(2006)，服務品質、供貨條件、人際的關係對轉換成本的影響-以瓦斯分裝場與瓦斯行之間關係為例，國立高雄第一科技大學行銷與流通管理學系碩士班碩士論文。
    4. 李賜郎(2007)，顧客轉換行為模式之研究，國立台北大學企業管理學系博士班博士論文。
    5. 林傑斌等人(2008)，SPSS12統計建模與應用實務，博碩文化股份有限公司。
    6. 林宗延(2005)，行動電話服務轉換障礙對轉換意願之影響-以大台北地區為例，銘傳大學管理研究所碩士論文。
    7. 吳明隆(2008)，SPSS操作與應用問卷統計分析實務，五南圖書出版股份有限公司。
    8. 陳昱誠(2008)，影響產險消費者忠誠度因素之分析-以汽車險商品為例，銘傳大學管理研究所在職專班碩士論文。
    9. 俞洪亮等人(2007)，商管研究資料分析SPSS的應用，華泰文化事業股份有限公司。
    10. 黃寶惠(2006)，服務品質、關係行銷及轉換成本對工業產品轉換意願之影響-以台灣電路板廠底片供應商為例，中原大學企業管理學系碩士班碩士論文。
    11. Gary Armstrong and Philip Kotler(2005)著，張逸民譯，行銷學七版，華泰文化事業股份有限公司。
    12. 張競宇(2007)，網路負面口碑訊息對消費者轉換行為之影響-以次世代電玩主機為例，國立台灣科技大學企業管理學系碩士班碩士論文。
    13. 劉水深等人(2002)，工業市場行銷，國立空中大學。
    14. 鄭紹成、洪世雄、李正綱(1997)，服務業顧客轉換因素之研究，成大亞太管理評論，第2卷第1期，pp.85-98。
    15. 簡惠珠(2006)，顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究-以量販店為例，國立成功大學高階管理碩士在職專班碩士論文。
    描述: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    97380027
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097380027
    数据类型: thesis
    显示于类别:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML2712检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈