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    Title: 以轉換成本執行探討企業顧客忠誠度-以台灣服務業為例
    An Investigation of Switching Costs Execution on Customer Loyalty - The Case of Service Industry in Taiwan
    Authors: 梁輝政
    New, Hui Cheng
    Contributors: 羅明琇
    Lo, Sonia M.
    梁輝政
    New, Hui Cheng
    Keywords: 轉換成本
    顧客忠誠
    服務業
    Switching Costs
    Customer Loyalty
    Service Industry
    Date: 2016
    Issue Date: 2016-07-11 17:52:09 (UTC+8)
    Abstract: 近年來,服務業佔據台灣的 GDP 比例已超過一半以上,成為支撐台灣經濟的重要支柱。隨著服務業競爭越來越激烈,許多企業尋求提高顧客忠誠度以創造並維持其競爭優勢。
    從 20 世紀末開始,許多針對轉換成本的研究都證明了轉換成本是影響顧客忠誠度的重要原因之一,轉換成本可分為主構陎和次構陎,主構陎分別是程序性轉換成本、財務類轉換成本與關係類轉換成本,而主構陎之下又可分為八個次構陎。在提高顧客忠誠度上,此八個次構陎可歸納為正向轉換成本與負向轉向成本,而這兩種轉換成本又分別影響著組成顧客忠誠度中不同的因子。本研究運用轉換成本與顧客忠誠度作為研究框架,並選定台灣服務業中具有代表性的企業作為研究對象,透過文獻、深度訪談、線上資料收集等方式收集資料,整理出個案公司執行轉換成本的方式後,透過檢視其執行方法提出參考建議以提高顧客忠誠度。
    本研究訪談來自零售業與餐飲業的三家台灣本土龍頭企業,透過訪談了解企業在轉換成本上的實務做法,並經由受訪者了解受訪企業顧客在再購意願、主動推薦和價格容忍度上相較於競爭對手的比較。
    在分析企業的轉換成本執行與其顧客忠誠度以後,本研究發現,個案企業在顧客忠誠度上皆有進步的空間。而在影響顧客忠誠度的正負向轉換成本中,個案企業都應以正向轉換成本的執行作為提高顧客忠誠度的方法,因此本研究在給予個案企業的建議上以正向轉換成本為主軸。
    最後,本研究也歸納出以下研究發現:1.個案研究企業著重於經濟風險成本的建置 2.個案研究企業認為評估成本非首要考量 3.個案研究企業皆未使用金錢性損失
    成本 4.個案研究企業皆認為流動率影響個人關係損失成本的建立 5.關係類轉換成本
    與服務-產品連續性有關 6.個案研究企業在三大類轉換成本上皆有著墨。
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    102363112
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1023631123
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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