關係行銷、顧客滿意度對顧客忠誠度影響之研究－以台北春季電腦展為例

The Impact of Relationship Marketing and Customer Satisfaction on Customer Loyalty-A Study of Taipei Spring Computer Show

曾春敏(CHUN-MIN TSENG)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工業工程與管理系碩士班/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00189

摘要

本研究針對會展產業對地方經濟可產生直接效益，會展產業主辦單位行銷能力至為關鍵，有效運用行銷手法，吸引更多企業客戶參展，可讓參展資源多元豐富。隔年老企業客戶願意繼續參展，能讓主辦單位節省龐大的開發新客戶費用，更能因此招募更多新企業參展。主辦單位與參展企業接洽往來互動頻繁，客戶滿意度影響未來繼續參展意願，善用關係行銷更是不可或缺。
本研究最主要係探討關係行銷與企業顧客滿意度對其忠誠度影響，並分析參展廠商參展前與參展時所重視的因素，以提供展覽主辦單位於往後辦展之參考。其目的如下：了解參展廠商在展前進行參展決策時所重視的因素。了解參展廠商於展覽中決定再次參展時所重視的因素。分析展覽主辦單位之關係行銷與企業顧客滿意度對參展廠商忠誠度的影響。對未來辦展單位能有更好的參考依據，並能提昇參展廠商的滿意度，願意再次參加展覽。

關鍵字

關係行銷 ； 顧客滿意度 ； 顧客忠誠度 ； 多元迴歸分析 ； 邏輯斯迴歸分析

並列摘要

The key of this study is to explore the correlation effect between marketing and customer satisfaction, and how it can impact on customer loyalty. The study will further analyze the key influential elements that exhibitors focus the most pre- and during exhibitions, of which can be used for future reference. To understand the key influential factors that can potential dominate exhibitors’ decision making before the exhibition. To understand the decisive elements that make corporate exhibitors to participate again. To analyze the correlation effects between exhibition organizer’s marketing strategies applied and corporate exhibitors’ satisfaction, and how it can impact on customer loyalty as a whole.

並列關鍵字

Relationship Marketing ； Customer Satisfaction ； Customer loyalty ； Multi Factor line Regression ； Logistic Regression

參考文獻

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