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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 雷立芬 | |
dc.contributor.author | You-Cyun Lin | en |
dc.contributor.author | 林祐群 | zh_TW |
dc.date.accessioned | 2021-06-08T05:38:33Z | - |
dc.date.copyright | 2011-08-01 | |
dc.date.issued | 2011 | |
dc.date.submitted | 2011-07-26 | |
dc.identifier.citation | 中文部分:
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24725 | - |
dc.description.abstract | 1998年全聯福利中心成立,在短短的13年間,從一開始的68家分店,到現在已經超過500家分店,除了以低價及多樣化的促銷手法來吸引顧客之外,還加入幽默詼諧廣告讓顧客注意到全聯福利中心,使全聯福利中心的知名度大開。
根據Reichheld and Saser(1990)研究發現,若顧客保留率從90%增加至95%,一年平均將可為公司多帶來總利潤75%,因此與顧客保持良好關係是相當重要的。過去有關顧客忠誠度的文獻多半是在探討促銷效果對於顧客忠誠度的影響,少有加入廣告效果來探討顧客忠誠度,因此本研究除了探討促銷效果對顧客忠誠度的影響之外、還多加了促銷效果對廣告效果及廣告效果對顧客忠誠度之間的影響,並將促銷效果分成財務誘因以及非財務誘因兩種,將廣告效果分成印象效果以及品牌效果兩種,希望藉由結構方程模式的分析,了解促銷效果、廣告效果、顧客忠誠度之間的關係。 本研究以台北市和新北市的全聯福利中心為訪問對象,發放230份問卷,有效問卷為201份,結果如下: 1、財務誘因促銷效果對印象效果和品牌效果有顯著正向影響。 2、非財務誘因促銷效果對顧客忠誠度有顯著正向影響。 3、品牌效果對顧客忠誠度有顯著正向影響。 | zh_TW |
dc.description.provenance | Made available in DSpace on 2021-06-08T05:38:33Z (GMT). No. of bitstreams: 1 ntu-100-R98627019-1.pdf: 760706 bytes, checksum: 662ccb0d051f7ff77134faf50521ddb7 (MD5) Previous issue date: 2011 | en |
dc.description.tableofcontents | 摘要 .................................................................................................................................. i
Abstract ............................................................................................................................. ii 目錄.................................................................................................................................. iii 表目錄 ............................................................................................................................. iv 圖目錄 .............................................................................................................................. v 第一章、緒論 .................................................................................................................. 1 第一節、研究背景與動機 ...................................................................................... 1 第二節、研究問題與目的 ...................................................................................... 2 第三節、研究流程 .................................................................................................. 3 第二章、零售業與全聯福利中心簡介 .......................................................................... 5 第一節、綜合商品零售業的介紹與比較 .............................................................. 5 第二節、超級市場發展史 ..................................................................................... 11 第三節、全聯福利中心簡介與發展 .................................................................... 15 第三章、文獻探討 ........................................................................................................ 17 第一節、顧客忠誠度 ............................................................................................ 17 第二節、促銷效果 ................................................................................................ 20 第三節、廣告效果 ................................................................................................ 25 第四章、研究假設與實證方法 .................................................................................... 27 第一節、研究假設 ................................................................................................ 27 第二節、結構方程模式 ........................................................................................ 30 第三節、問卷設計 ................................................................................................ 37 第五章、實證結果與分析 ............................................................................................ 40 第一節、基本資料分析 ........................................................................................ 40 第二節、配適度分析 ............................................................................................ 46 第三節、信度分析 ................................................................................................ 49 第四節、結構方程模式分析 ................................................................................ 50 第五節、模式假設檢定 ........................................................................................ 54 第六章、結論 ................................................................................................................ 57 參考文獻 ........................................................................................................................ 60 附錄A 問卷 .................................................................................................................. 65 附錄B LISREL 建議修改之後的結果 ......................................................................... 68 | |
dc.language.iso | zh-TW | |
dc.title | 促銷效果、廣告效果與顧客忠誠度之關係:
以全聯福利中心為例 | zh_TW |
dc.title | The Relationship among Promotion Effect, Advertising Effect and Customer Loyalty:
The Case of Chuan Lian Enterprise | en |
dc.type | Thesis | |
dc.date.schoolyear | 99-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 官俊榮,郭震坤 | |
dc.subject.keyword | 顧客忠誠度,促銷效果,廣告效果,結構方程模式, | zh_TW |
dc.subject.keyword | customer loyalty,promotion effect,advertising effect,structural equation, | en |
dc.relation.page | 71 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2011-07-26 | |
dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
顯示於系所單位: | 農業經濟學系 |
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