顧客知覺價值、滿意度、忠誠度與轉換成本間的關係之研究

周鼎鈞

doi:10.6846/TKU.2005.00612

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顧客知覺價值、滿意度、忠誠度與轉換成本間的關係之研究

A study on relationship among customer perceived value, customer satisfaction, customer loyalty and switching cost

周鼎鈞 , Masters　　Advisor：陳定國　　

繁體中文 DOI： 10.6846/TKU.2005.00612

顧客價值；顧客滿意度；顧客忠誠度；轉換成本；網路書店； customer value ； customer satisfaction ； customer loyalty ； switching cost ； on-line bookstore

Abstract │ Reference (87) │ Times Cited (4) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

In the business marketing activities, customer loyalty has long been regarded as an important goal. Generally speaking, there two means for enterprise to retain customers. One is to deliver superior customer value and customer satisfaction derived from excellent services and quality products, the other is to set up a high switching obstacle.

The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. Because web shopping is convenient and time saving, consumers can easily compare prices and product features across suppliers with rich, free information available. With now consumers have more bargaining power, lower switching costs, and an increased number of choices available, it is more difficult for enterprise to set up customer satisfaction and customer loyalty. So understanding on-line shoppers’ purchase intentions has become an more important topic for enterprise. And it is necessary to explore how significant the switching costs effect on consumers in the internet too.

This research attempt to investigate the relationship among customer perceived value, satisfaction, loyalty, and switching cost in the on-line bookstores. There are four objectives in this study. They are as follow:
1.To set up the constructs of customer perceived value in the on-line bookstores.
2.Exploring the roles of customer satisfaction and perceived value in producing online customer loyalty.
3.Exploring the mediating role of customer satisfaction in the value-loyalty relationship.
4.Exploring how switching costs moderate the effect of customer satisfaction
and perceived value on customer loyalty.

Reference ( 87 ) 〈TOP〉

1.王祖健（2003），網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響，國立成功大學國際企業研究所。
連結：
10.陳定國（2005），現代行銷管理學(上)－行銷理論分析，華泰文化事業股份有限公司。
連結：
12.陳君地（2004），轉換成本、鎖住效應與夥伴關係之關聯性研究，國立成功大學企業管理研究所。
連結：
13.陳立軒（2004），網路商店形象對於顧客知覺價值之影響，國立成功大學國際企業研究所。
連結：
14.陳進成（2003），電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例，中原大學資訊管理研究所。
連結：

Times Cited (4) 〈TOP〉

Altmetrics

〈TOP〉

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