探討社群媒體導向顧客關係管理之滿意度與忠誠度：功利主義、享樂主義與信任度觀點

吳雅靜

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探討社群媒體導向顧客關係管理之滿意度與忠誠度：功利主義、享樂主義與信任度觀點

Exploring Satisfaction and Loyalty of Social Media Based CRM : Utilitarian, Hedonic and Trust Perspectives

吳雅靜 , Masters　　Advisor：吳英隆　　

繁體中文

信任度；享樂主義；功利主義；社群媒體導向顧客關係管理；滿意度；忠誠度； Trust ； Hedonic ； Utilitarian ； Social CRM ； Satisfaction ； Loyalty

Abstract │ Reference (104) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

In recently years, social network has been popular. This trend makes business pay attention to it, and establishing the fan page or brand page for their brand or business. Because social customer relationship management is a two- way communication tool, it provides interactive capabilities with customers. While users do the behaviors of exploring posts, clicking the "like", following, and commenting on social CRM, whether they were influenced by brand loyalty. This study was investigated this issue. Moreover, the formation of the possible factors for user satisfaction.
This study investigated the effect factors on Facebook's fan page user of their utilitarian, hedonic, and trust with user satisfaction . And investigated user satisfaction of effect on loyalty.Data were obtained through internet questionnaire survey. The subjects are users of fan page of Facebook with participation. A total of 313 valid responses were retrieved. The study used partial least squares to analyze the samples. The findings of this paper are as following:
1.Utilitarian has significantly positive effect on the satisfaction.
2.Hedonic has significantly positive effect on the satisfaction.
3.Trust has significantly positive effect on the satisfaction.
4. Satisfaction has significantly positive effect on the customer's loyalty.

Reference ( 104 ) 〈TOP〉

Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management, 34(1), 39-51.
連結：
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
連結：
Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.
連結：
Atkinson, M., & Kydd, C. (1997). Individual characteristics associated with World Wide Web use: an empirical study of playfulness and motivation. ACM SIGMIS Database, 28(2), 53-62.
連結：
Ba, S. (2001). Establishing online trust through a community responsibility system. Decision Support Systems, 31(3), 323-336.
連結：

Times Cited (2) 〈TOP〉

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