顧客價值、顧客滿意度、口碑與再購意願關聯性之研究

A Study on the Relationships among Customer Value, Customer Satisfaction, Word of Mouth and Repurchase Intention

蕭婉玲(Wan-Ling Hsiao)

指導教授 ： 廖述賢

淡江大學/管理學院/管理科學研究所碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.01035

摘要

近幾年受到卡債、金融風暴以及油價攀升的影響，我國各產業皆受到影響，汽車業也不例外，雖然各品牌汽車銷售量都下滑，但Toyota仍在不景氣中佔居銷售第一，本研究主要在探討顧客價值、顧客滿意度、口碑與再購意願之間的關聯性，以汽車產業做為研究母體，並以Toyota車主作為研究樣本，共計發放375份，回收258份。本研究透過線性結構化方程式模型將顧客價值、顧客滿意度、口碑與再購意願的影響進行實證分析，研究結果發現，顧客滿意度會透過顧客價值對口碑及再購意願造成影響，顧客價值是具部份中介效果。

關鍵字

顧客價值 ； 顧客滿意度 ； 口碑 ； 再購意願 ； 結構化方程式

並列摘要

In recent years comes under the influence which the card debt, the financial storm as well as the oil price climb, various industries all comes under the influence in our country, the automobile industry is not exceptional, although various brands automobile sales volume all glides down, but Toyota still in not booming occupied sells first, this study mainly investigates the relationship among customer value, the customer satisfaction, word-of-mouth and repurchase intention. Toyota was selected as this research object. 375 questionnaires were issues and 258 valid replies were received. This study uses the structural equation model to empirically explore the relationships among customer value, customer satisfaction, word-of-mouth and repurchase intention. The research results indicates customer satisfaction has an effect on word-of-mouth and repurchase intention through customer value, and customer value has a partial mediation effect.

並列關鍵字

Customer Value ； Customer Satisfaction ； Word-of-Mouth ； Repurchase Intention ； Structural Equation Modeling

參考文獻

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