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    Title: 流行音樂市場消費者抱怨滿意度之研究
    Authors: 蔡雅佩
    Contributors: 邱志聖
    蔡雅佩
    Keywords: 消費者抱怨
    抱怨滿意度
    補償
    唱片市場
    Date: 2003
    Issue Date: 2009-09-11 17:05:26 (UTC+8)
    Abstract: 本研究主要想探討流行音樂市場在面對消費者抱怨的情況下,提供如何的補償方式會讓消費者抱怨滿意度較高。由於近年唱片市場不景氣,假若因為活動規劃不周而造成消費者抱怨的情況,而唱片公司又無法提供讓消費者滿意的補償方式,不但會抹煞了原本舉辦活動的美意,可能也會影響歌手唱片銷售或是公司形象。本研究另一部分也想探討消費者對於歌手專業能力和非專業能力產生的抱怨是否也會對歌手本身、唱片公司信譽有影響。而目前,唱片公司普遍的補償方式是採取給予物質方面的分配補償,並不一定會採用與消費者互動部分的公平補償,而其他的補償動作更是少之又少,因此補償方面本研究想探討唱片公司目前單單給予物質補償是否已足夠彌補消費者抱怨;若再伴隨著互動公平的補償方式是不是會讓消費者抱怨滿意度再提高;除了分配補償和互動補償之外,若能夠再提供程序公平形成更完整的補償方式對消費者抱怨滿意度的影響是否有差異。
    研究分為兩部分進行,一部分是在活動中產生抱怨,另一部分是消費者對歌手能力的抱怨,每一部分設定兩種抱怨歸因。而補償依據目前普遍、唱片公司最常使用的方式,將補償分為三種:第一種為僅有分配補償、第二種為分配補償+互動補償、第三種為分配補償+互動補償+程序補償。
    研究結果顯示,包含三種公平的補償方式讓消費者有最高程度的抱怨滿意度,而目前最普遍的補償方式---僅有分配補償,其抱怨滿意度最低。但是分配補償+互動補償則不一定會優於僅有分配補償的方式。而不同抱怨歸因部分結果顯示,抱怨歸因也會影響消費者抱怨滿意度。
    Reference: 一、中文書目
    闕河士,消費者抱怨行為及其影響因素,政治大學企業管理研究所碩士論文,民國七十八年
    蔡姍樺,品牌聯盟類型與結盟伙伴的品牌形象對消費者態度及購後不滿意之影響分析-----以資訊零組件廠商為例,政治大學國際貿易學系碩士論文,民國九十二年
    楊宗華,喬登來台╱NIKE鞠躬兩次道歉,允諾球迷無條件退貨,東森新聞ETtoday.com,http://www.ettoday.com/2004/05/28/341-1636310.htm
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    91351031
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091351031
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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