ASIA unversity:Item 310904400/113789
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    题名: 探究關係行銷與服務創新對再購意圖之影響效果
    Investigating the Effects of Relationship Marketingand Service Innovation on Repurchase Intention
    作者: 林高立
    Lin, Gao-Li
    贡献者: 經營管理學系碩士在職專班
    关键词: 關係行銷;服務創新;體驗價值;顧客滿意度;再購意圖
    Relationship marketing;Service innovation;Experiential value;Customer satisfaction;Repurchase intention
    日期: 2021-06-25
    上传时间: 2022-10-31 05:38:06 (UTC+0)
    出版者: 亞洲大學
    摘要: 依據相關理論且運用量化實證研究方法依序探究關係行銷之影響效果、服務 創新之影響效果，以及體驗價值、顧客滿意度與再購意圖之關聯性為本研究之主 要核心價值。本研究以 google 表單發放線上問卷並針對具有消費經驗之消費者 進行立意抽樣，並分析關係行銷與服務創新對於體驗價值與顧客滿意度所產生之 結果，並探討體驗價值、顧客滿意度與再購意圖之關聯性。主要分析實證資料運 用敘述性統計分析、因素分析、信度分析、結構方程模型等多變量分析方法。本 研究結果顯示關係行銷對於體驗價值與顧客滿意度存在正向顯著影響效果，其次 服務創新對於體驗價值與顧客滿意度存在正向顯著影響效果，最後體驗價值對於 再購意圖存在正向顯著影響效果。
    The core value of this research is to investigate the effect of relationship marketing, the effect of service innovation, and the relationship between experiential value, customer satisfaction, and repurchase intention according to correlation theory and by adopting quantitative and evidence-based research methods. In this research, online questionnaires were distributed through google forms and purposive sampling was conducted on consumers with consumer experience. The results of relationship marketing and service innovation on experiential value and customer satisfaction were also analyzed. The correlation between the experiential value, customer satisfaction, and repurchase intention is also explored. The main analysis of evidence-based data uses multivariate analysis methods such as descriptive statistics analysis, factor analysis, reliability analysis, and structural equation modeling. Results indicate that relationship marketing has a positive and significant effect on the experiential value and customer satisfaction, followed by service III innovation has a positive and significant effect on the experiential value and customer satisfaction, and finally, experiential value has a positive and significant effect on repurchase intention.
    显示于类别:[經營管理學系 ] 博碩士論文

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