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    Title: 由商店形象、購買動機探討顧客滿意度與顧客忠誠度─ 以Mister Donut為例
    Authors: 吳惠玲
    Contributors: 祝鳳岡
    吳惠玲
    Keywords: 商店形象
    購買動機
    顧客滿意度
    顧客忠誠度
    Mister Donut
    Date: 2009
    Issue Date: 2016-05-09 11:55:59 (UTC+8)
    Abstract: 本研究係以Mister Donut之消費者為研究對象,探討其購買動機與所重視之商店形象,與顧客滿意度及顧客忠誠度之間的關係。
    研究目的如下:
    一、探討商店形象、購買動機之各因素對顧客滿意度與顧客忠誠度是否有影響。
    二、瞭解顧客滿意度對顧客忠誠度之影響。
    三、探討影響顧客滿意度與顧客忠誠度之商店形象有哪些。
    四、探討影響顧客滿意度與顧客忠誠度之購買動機有哪些。
    五、人口統計變項之不同對顧客滿意度及顧客忠誠度的影響。
    研究結果顯示商店形象、購買動機各因素對於顧客滿意度與顧客忠誠度有顯著的正向影響。顧客滿意度與顧客忠誠度之間有顯著的正向影響。商店形象部份,影響顧客滿意度與顧客忠誠度之商店形象包含「包裝與創新屬性」、「服務屬性」、「廣告代言」、「商品屬性」、「促銷活動」。購買動機部份,影響顧客滿意度與顧客忠誠度之購買動機包含「分享及愉悅感受」、「優質商品與來源國」、「品牌代言吉祥物」。人口統計變項部份,年齡與教育程度之不同,對顧客滿意度及顧客忠誠度有顯著差異。
    中文摘要 2
    Abstract 3
    圖表目錄 5
    表格目錄 5
    第一章 緒論 7
    第一節 研究背景 7
    第二節 研究動機與目的 8
    第三節 研究流程 10
    第二章 文獻探討 11
    第一節 商店形象 11
    第二節 購買動機 13
    第三節 顧客滿意度 14
    第四節 顧客忠誠度 15
    第五節 顧客滿意度與顧客忠誠度 15
    第三章 研究方法 16
    第一節 研究架構 16
    第二節 研究對象 17
    第三節 研究假設 17
    第四節 變數的操作性定義與問卷設計 17
    第五節 統計分析方法 19
    第六節 質性訪談 21
    第四章 資料分析與解釋 23
    第一節 樣本之描述性統計 23
    第二節 信度分析 35
    第三節 因素分析 36
    第四節 T 檢定 42
    第五節 變異數分析(ANOVA) 44
    第六節 迴歸分析 48
    第七節 研究假設驗證 52
    第五章 結論與建議 53
    第一節 研究結論 53
    第二節 研究建議 54
    第三節 研究限制 56
    第四節 後續研究建議 57
    參考文獻 58
    中文文獻 58
    英文文獻 59
    附錄一 量化調查問卷 63
    附錄二 商店形象因素分析 68
    附錄三 刪題後之商店形象因素分析 70
    附錄四 購買動機因素分析 72
    附錄五 訪談記錄 74
    Reference: 中文文獻
    1. 黃建中(民91),高雄市百貨公司消費者購買行為與商店形象之探討,中山大學企業管理所,碩士論文。
    2. 黃銘永(民90),台灣烘焙業品牌形象建構之研究,中原大學企業管理所,碩士論文。
    3. 李健民(民95),消費者對咖啡連鎖店之商店形象、產品涉入及顧客終身價值關係之研究,銘傳大學觀光研究所,碩士論文。
    4. 蔡德忠(民92),商店印象、顧客滿意度與商店忠誠度之實證研究─以醫療用品店為例,高雄第一科技大學行銷與流通管理所,碩士論文。
    5. 吳蕙妤(民93),百貨公司商店品牌權益衡量之研究─以購物動機為基礎,朝陽科技大學行銷與流通管理所,碩士論文。
    6. 林裕翔(民90),淡江大學管理科學所,連鎖性便利商店顧客滿意度與忠誠度研究
    7. 曹明誠(民92),便利商店之消費類型與消費行為之研究,成功大學企業管理所,碩士論文。
    8. 貝佩怡(民93),探討電視購物行為之購買動機,成功大學工業與資訊管理所,碩士論文。
    9. 朱惠中(民95),影響網路書店購買意圖之實驗室研究,中央大學資訊管理所,碩士論文。
    10. 黃東政(民94),自助旅遊購買動機、購買涉入與購買意願關係之研究,中原大學企業管理所,碩士論文。
    11. 袁幸慈(民95),商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、知覺價值與購買意願之影響-以大型量販店為例,成功大學國際企業研究所,碩士論文。
    12. Mister Donut 官方網站,http://misterdonut.com.tw, 2008年10月。
    13. 遠見雜誌,2005,http://www.gvm.com.tw/Board/content.aspx?ser=10433, 2008年10月。

    英文文獻
    1. Ailawadi, K. L. and Keller, K. L. (2004), "Understanding Retail Branding: Conceptual Insights and Research Priorities", Journal of Retailing, Vol.80, pp.331-342.
    2. Baker, J., D. Grewal, and A. Parasuraman (1994), "The Influence of Store Environment on Quality Inferences and Store Image," Journal of the Academy of Marketing Science, 22, pp.328-339.
    3. Baker, J., Parasuraman, A., Grewal, D. & Voss, G. B. (2002), "The influence of multiple store environment cues on perceived merchandise value and patronage intentions", Journal of Marketing, Vol 66, pp.120-141.
    4. Bell, S. J. (1999), "Image and consumer attraction to intraurban retail areas: an environmental psychology approach", Journal of Retailing and Consumer Services, 6, pp. 67-78.
    5. Blackwell, D. R., P. W. Miniard, and J. F. Engel. (2001), Consumer Behavior, 9th.,Harcourt.
    6. Bloemer, Josee & Ko. de Ruyter. (1997), On the relationship between store image, store satisfaction and store loyalty, European Journal of Marketing, Vol.32, No.5/6, pp. 499-513.
    7. Boulding, K.E. (1956), The Image, Ann Arbor, Mich: The University of Michigan Press.
    8. Bowen, J. T. and Chen, S. L. (2001), The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality, Vol. 13, 2001, pp 213-217.
    9. Chowdury, Jhinuk, James Reardon, and Rajesh Srivastava (1998), Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures, Journal of Marketing Theory and Practice, Vol.6, No.2, Spring, pp. 72-84.
    10. Churchill, G. A., Jr., and Surprenant, C. (1982), An Investigation into the Determinants of ConsumerSatisfaction, Journal of Marketing Research, Vol 19, pp 56-60.
    11. Collins-Dodd C., Lindley T. (2003), "Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions", Journal of Retailing and Consumer Services,Vol.10, pp. 345-352.
    12. Dichter, E.(1985), "What`s in An Image?", Journal of Customer Marketing.
    13. Fredericks, Joan O. and Salter, James M. (1995), "Beyond CustomerSatisfaction", Management Review, New York, Vol. 84, pp.29.
    14. Garbarino, E. and M. S. Johnson (1999), "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", Journal of Marketing, Vol.63, 1999, pp.70-87.
    15. Garbarino, Ellen and Johnson, M.S. (1999), "The Different Roles of Satisfaction, Trust, and Commitment in Customer relationships", Journal of Marketing, Vol. 63, pp.70-87.
    16. Gronholdt, L., A. Martensen and K. Kristensen (2000). "The Relationship between Customer Satisfaction and Loyalty: Cross-IndustryDifferences." Total Quality Management 11(4/5&6): pp 509-514.
    17. Hahha, N., and Wozniak, R. (2001). Consumer Behavior, 1th ed.. Printice-Hall.
    18. Hansen, R. A. and Deutscher, T. (1977), "An Empirical Investigation of Attribute Importance in Retail Store Selection", Journal of Retailing, Vol. 53 (Winter), pp. 59-72.
    19. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. Jr., & Leonard, A. S. (1994). Putting the Service-Profit Chain to Work. Harvard Business Review, 72, pp 164-174.
    20. Jagdish N. Sheth (1983),"An Integrative Theory of Patronage PrefereceandBehavior" in Patronage Behavior and Retail Management,New York,North-Holland, pp.17.
    21. Jones, T. O. and Sasser, W. E. Jr.(1995), "Why Satisfied Customer Defect", Harvard Busriness Review, (73:6),pp.88-99.
    22. Kotler, P. (2000), Marketing Management, Tenth edition, New York: Prentice-Hall, pp 36-37.
    23. Kotler, P. and Gary Armstrong(1999), Principles of Marketing, 7th ed.,Prentice Hall.
    24. Kotler, Philip & Levy, Sindey J. (1991). Marketing Management: Analysis, Planning, Implementation and Control, 6th ed., Prentice-Hall.
    25. Kunkel, John H. and Leonard L. Berry (1968), "A Behavioral Conception ofRetail Image", Journal of Marketing, Vol. 32, pp.29-38.
    26. Lindquist, J. D. (1974), "Meaning of Image: A Survey of Empirical and Hypothetical Evidence," Journal of Retailing, 50, 4, pp. 29-38.
    27. Nevin, J. R. and Houston, M.J. (1980), " Image as a component of attraction to intraurban shopping areas," Journal of Retailing, Vol.56, No.1, pp.77-93.
    28. Oliva, T.A., R.L. Oliver and I.C. MacMillan (1992), "A Catastrophe Model for Developing Service Satisfaction Strategies", Journal of Marketing, Vol. 56, pp.83-95.
    29. Oliver, R. L.(1999), "Whence Consumer Loyalty", Journal of Marketing, Vol.53 (Special Issue 1999), pp.33-44.
    30. Oliver, Richard L. (1981), "What is Customer Satisfaction?", Wharton Magazine, Vol.5, pp.36-41.
    31. Reichheld, F. and W. E. Sasser (1990), "Zero Defections: Quality Comes to Services," Harvard Business Review, Vol 68, Issue 5, pp 105-111.
    32. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (7th ed.). NJ: Prentice-Hall.
    33. Sirohi, N., Mclaughlin, E. W. & Wittink, D. (1998), "A model of consumer perceptions and store loyalty intentions for a supermarket retailer", Journal of Retailing, Vol 74(2), pp. 223-245.
    34. Tauber E.M (1972),"Why do people shop?",Marketing Management, Vol.4,(2), pp.58-60.
    35. Thang, D. C. L. and Tan, B. L. B. (2003), "Linking consumer perception to preference of retailing stores: an empirical assessment of the multi-attributes of store image", Journal of Retailing and Consumer Services, Vol.10, pp.193-200.
    36. Thang, Doreen Chze Lin, & Tan, Benjamin Lin Boon (2003). Linking consumer perception to preference of retail store: An empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), pp 193-200.
    37. Wong, J. K. and Teas, R. K. (2001), "A test of the stability of retail store image mapping based on multientity scaling data," Journal of Retailing and Consumer and Services, Vol.8, pp.61-70.
    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    96380069
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096380069
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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