員工顧客導向、企業形象與顧客價值對顧客忠誠度之研究

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題名:	員工顧客導向、企業形象與顧客價值對顧客忠誠度之研究 A Study on the Influences of Employees’ Customer Orientation, Corporate Image, and Customer Values on Customer Loyalty
作者:	許瑀倢 XU, YU-JIE
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	顧客價值;企業形象;員工顧客導向;顧客忠誠度 Customer value;Corporate image;Employees’ customer orientation;Customer loyalty
日期:	2020
上傳時間:	2022-12-19 02:46:38 (UTC+0)
出版者:	亞洲大學
摘要:	企業成立都期待創造利益與永續經營，在服務業逐年攀升的時代，除了加深顧客心中的優良印象，更重要是以顧客導向來提供各樣客制化服務。因此，本研究目的是為了探討員工顧客導向、企業形象與顧客價值對顧客忠誠度的影響，為達本研究目的，以有在實體店面採購3C產品的消費者為研究對象進行資料蒐集。本研究為量化分析，使用網路問卷進行調查，並採用SPSS 19進行敘述統計、次數統計、相關分析以及迴歸分析。本研究採用問卷調查進行資料分析，共回收有效問卷130份。資料分析結果顯示：員工顧客導向、企業形象與顧客價值對顧客忠誠度有正向顯著影響。最後根據實證結果提供研究結果與實務意涵，並建議後續研究者未來研究之方向。 Enterprises are established with the expectation of profit making and sustainable operation. In an era when the service industry is growing each year, aside from reinforcing a good impression in the minds of customers, it is more important to provide diverse customized services with focused customer orientation. Therefore, the purpose of this study was to explore the influences of employees’ customer orientation, corporate image, and customer values on customer loyalty. For the purpose of this study, consumers who purchased 3C products in physical stores were taken as the research subjects from whom data was collected. This study was a quantitative analysis that used a web-based questionnaire for investigation and the SPSS 19 model for narrative statistics, frequency statistics, correlation analysis, and regression analysis. In this study, a questionnaire survey was used to analyze the data. A total of 130 valid questionnaires were collected. The results of the data analysis showed that customer orientation of employees, corporate image, and customer values had a significant and positive impact on customer loyalty. Finally, this study obtained research results and discussed their practical significance based on empirical results, as well as suggested future research directions for subsequent researchers.
顯示於類別:	[經營管理學系 ] 博碩士論文

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