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    Title: 以交易成本理論探討顧客滿意度與忠誠度之關係-舉入口網站及ISP市場為例
    Authors: 郭欣惠
    Kuo, Sin-Hui
    Contributors: 邱志聖
    郭欣惠
    Kuo, Sin-Hui
    Keywords: 入口網站
    交易成本理論
    資產專屬性
    投機主義
    比較訊息複雜度
    轉換成本
    滿意度
    顧客忠誠
    ISP
    Internet Services Provider
    Date: 2000
    Issue Date: 2009-09-18 18:53:41 (UTC+8)
    Abstract: 行銷學研究的重點,從過去著重在單次交換行為形成的原因,到現在已逐漸延伸為探討如何與消費者建立長期關係,也就是說把早期研究重點從發現消費者的需求、確立產品定位、改善產品品質等方式來滿足消費者,逐漸轉為探討如何建立與消費者的長期關係、取得消費者的信任等相關課題。
     本研究研究目的在於以交易成本理論為基礎,探討可能影響消費者滿意度與忠誠度的原因;研究第二目的,由資產專屬建立強弱與否,來比較消費者態度、忠誠度是否因為產品種類而有不同。同時探討投機主義知覺程度、公司信任度、預期更好商品這些因素對滿意度與忠誠度的影響。
     實證結果發現:
    (一)顧客滿意度方面:無論入口網站或ISP消費者,對於入口網站或ISP產品表現的滿意度皆會產生對公司的整體滿意度;同時服務的滿意度會影響消費者對入口網站及ISP業者的信任程度;同時對公司的信任度會影響對消費者對入口網站或ISP業者整體滿意度,而且上述關係皆為顯著正相關。
     (二)顧客忠誠度方面:無論入口網站或ISP消費者,對入口網站或ISP業者整體滿意度及對公司的信任度皆會造成顧客的忠誠度,而且為顯著正相關。
     (三)交易成本方面:無論入口網站或ISP消費者,若資產專屬性越高,則轉換成本愈高,且為顯著正相關。在投機知覺方面,兩群消費者皆表現出若投機知覺度愈高,顧客對公司信任度越不足,且為顯著負相關。
     同時根據實證結果,提供業者在交易成本理論下,如何創造顧客滿意度與顧客忠誠度的實務建議。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    88351036
    89
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001525
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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