關係行銷、國家文化價值及消費者價值對消費者滿意度的影響

The Comparative Influences of Relationship Marketing, National Cultural values, and Consumer values on Consumer Satisfaction between Local and Global Coffee Shop Brands

紀淨茹(Ching-Ju Chi)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2014年)

https://doi.org/10.6827/NFU.2014.00255

摘要

本研究主要探討關係行銷、國家文化價值及消費者價值對消費者滿意度是否有影響以及此影響性在全球性與當地性咖啡店品牌是否有差異。研究結果可知，關係行銷之中的信任與承諾、國家文化價值之中的權力距離與避免不確定性及消費者價值之中的唯物主義、消費者創新接受度及環境保護主義對消費者滿意度都有顯著正向影響，而關係行銷(信任、承諾、溝通)、國家文化價值(權力距離、避免不確定性、個人主義、男性主義)及消費者價值(唯物主義、消費者創新接受度、懷舊、消費者我族主義及環境保護主義)對消費者滿意度的影響程度在全球性與當地性咖啡店品牌之間存在顯著差異。

關鍵字

關係行銷 ； 國家文化價值 ； 消費者價值 ； 消費者滿意度

並列摘要

This study mainly examines the influence of relationship marketing, national cultural values, and consumer values on customer satisfaction and whether there is a difference in customer satisfaction towards global and local coffee shop brands. Research results show that while trust and commitment of relationship marketing, power distance and uncertainty avoidance of national cultural values, and materialism, consumer innovativeness, and environmentalism of consumer values demonstrate a significantly positive influence, there is a difference in customer satisfaction in regard to relationship marketing (trust, commitment, communication), national cultural values (power distance, uncertainty avoidance, individualism, masculinity), and consumer values (materialism, consumer innovativeness, nostalgia, consumer ethnocentrism, and environmentalism) towards local and global coffee shop brands.

並列關鍵字

relationship marketing ； national cultural values ； consumer values ； consumer satisfaction

參考文獻

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