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題名 | 顧客價值、顧客滿意、顧客關係與顧客忠誠度之研究--以彰化地區信用卡持卡人為例=The Research of Customer Value, Customer Satisfaction, Customer Relationship and Custmer Loyalty--The Case of Credit Card Bank |
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作者 | 陳永坤; 謝翠芳; 陳素貞; Chen, Yungkun; Hsieh, Tsuifang; Chen, Suchen; |
期刊 | 中州學報 |
出版日期 | 20041200 |
卷期 | 20 2004.12[民93.12] |
頁次 | 頁51-76 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 顧客價值; 顧客滿意; 顧客關係; 顧客忠誠度; Customer value; Customer satisfaction; Customer relation; Customer loyalty; |
中文摘要 | 行銷學者Kotler (1996) 曾指出1990年代是『核心行銷』(Core Marketing) 的時 代,亦即掌握消費者的需求,提供實質的利益和滿意的服務,將是企業致勝的兩項最佳武器。Fredericks and Salter (1995) 更指出使顧客滿意並不能提高企業的營收與利潤,而是要提高顧客的忠誠度。綜上所述,現今顧客關係的發展重點在於使企業透過適當的管道,在適當的時機,以通當的產品和適當的顧客溝通,才能提高顧客滿意度,並與顧客建立長期良好的關係及增加企業的利潤。因此,本研究之動機係以顧客的立場,探討顧客與信用卡發卡銀行往來時,希望從發卡銀行及信用卡本身得到的利益或是重視的因素為何,進而暸解顧客對發卡銀行所提供服務之滿意度是否會影響其與銀行之間的關係,從而分析銀行與顧客之間關係的好壞是否會對顧客忠誠度產生重大的影響。研究結果發現,當顧客與發卡銀行往來時,希望從銀行所獲得的利益或是重視的因素會影響其所認知的滿意度;而顧客滿意亦會再度影響到顧客價值的觀念;並且,滿意的顧客會傾向與發卡銀行發展良好的雙方關係,進而對該發卡銀行保有較高的忠誠度。因此,發卡銀行應該經常透過對市場的調查分析來暸解顧客的需求,並設法在每個與顧客接觸的環節上提供最佳的服務品質來做好顧客服務以促使顧客滿意,才能與顧客建立較佳的雙方關係且緊緊維繫住顧客,這才是發卡銀行為自身保有競爭優勢及能夠永續發展的不二法門。 |
英文摘要 | Kotler had ever indicated that the 1990s was the time of Core Marketing, the company had to held the demand of consumers, supplied the benefits and services that the best for businesses. Fredericks and Salter had (1995) also indicated that the customer satisfaction couldn't rise revenues and profits. The important thing is to increase the customer's loyalty. As above information, the development of customer relates is make business through the suitable way, in the suitable timing and communicate with the suitable customer by the suitable product, this method will enhance the customer degree of satisfaction, and establishes long-term good relational with customer and increase business' profit. Therefore, this research tries to measure the business and customer by the customer dimension, and integrate these factors are like the customer value, customer satisfaction, customer relationship, customer loyalty and so on that research the relations of them. The reason of this research is discusses when the customer and credit card bank's relationship by the customer dimension, hoped the factor from credit card bank and credit card itself obtains the benefit, then understood the customer to credit card bank to provide degree of satisfaction of the service whether can affect it with the bank between relation, thus analyzes the quality which between the back and the customer relates whether can to the customer loyalty have the significant influence. According to the result of this research, there are some factors were provided by the bank that will affect the customers' satisfaction which are the benefits and the values; moreover, the satisfaction from the customers which also influence the concept of the customers value. In addition, the customers will develop the good relation with the banks when they are satisfied, and then maintenance high loyalty. For these reasons, the banks should always find out the demands from the markets through the marketing research, and try to provide the best customer service when they are contact with the customers so that they could establish close relation between both, now at last the one and only way is that the banks should to hold the competitive advantages for oneself and continue to develop forever. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。