服務產業已逐漸成為許多國家的核心產業，處於資訊科技的時代之下，傳統服務型態亦受到影響，從面對面的服務型式，已逐漸衍生出透過網路方式加以滿足需求，使服務傳遞的方式有更多元化的選擇，同時，如何有效的衡量顧客價值，並且結合傳統議題進一步探討，為本研究主要動機。依據過去相關文獻指出，顧客價值的研究可分為概念型與數理型，並以企業和顧客的單方面角度做為思考基準，因此，本研究主要探討如何融合兩方觀點建立屬於E化服務產業的顧客價值衡量模式。
    顧客價值衡量模式，主要以利潤值與使用時間為概念，探討在每單位時間之下顧客所能創造出的利潤值，在變數的選擇上，分別以企業和顧客角度選擇適當變數，採用預測方式中的簡單移動平均法與加權移動平均法為基礎方法，並依據行銷指標配合變數進而構成顧客分群的衡量構面，將E化服務產業下的顧客群體區分成四種型態，並以模擬情境的設置加以探討在不同的型態之下面對不同的情境其對於整體顧客價值的影響，以推衍各種顧客型態的特性，提供管理者在實務上的策略方向。
    經由模擬情況得知，額外變數的考量對於整體顧客價值有正向影響效果，且各種型態中以最佳型顧客群體所帶來的效益相對較大，而流失型的顧客群體其效益雖相對較小，但其對於管理者仍不可忽視，本研究彌補過去傳統顧客價值衡量模式的不足，除了在學術上以新思維考量資訊科技服務之下顧客價值的衡量方式，並在實務上中透過模式之變數達到顧客分群依據，配合模擬來驗證本研究，進一步達成在E化服務產業下以建構顧客價值衡量模式為核心的目標。

The service industry has major impact on economics in many countries. In the information age, the concepts of traditional services must be changed in order to adapt the Internet environment. Many customers start to use e-services over the Internet to achieve their demands. Therefore, the motivation of this research is to investigate how to build the new measurement of customer value for e-services.  According to the literature, the researches of customer value can be separated into two concepts: enterprise and customer viewpoints. The research purpose is to understand how to synthesize the different viewpoints and develop the measurement of customer value in the e-services environment.
The major concepts of our customer value model are profits and time usage. In the model, we choice appropriate variables from enterprise and customer viewpoints and utilize simple average method and weighted average method as the basic notion for computation. Finally, we aim to segment the customers in the e-service environment by two marketing indicators: customer profitability and customer satisfaction. This research also provides experimental simulation to validate our proposed model. The simulated results indicate the significance of customer value for managers by analyzing customers’ attributes of each segment. Eventually, researchers can make furnish certain managerial 
 suggestions and establish practical implications of our model.
The result of simulation shows the positive effect of “reach rate” for estimated customer value. Meanwhile, the “best type” customers of customer segments create more profit compared to other types. The “worst type” customers of customer segments create less profit, but it still needs further investigation in order to discover the significance of managerial implications. In summary, this research provides a complement concept for traditional customer value and customer lifetime value model. In addition, our proposed model provides another perspective to consider the customer value for e-services not only for researches but also practices in the future.

目錄	I
表目錄	IV
圖目錄	VII
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的與問題	4
第四節 研究流程	6
第二章 文獻探討	8
第一節 顧客價值(CUSTOMER VALUE)	8
第二節 顧客終身價值(CUSTOMER LIFETIME VALUE；CLV)	13
第三節 服務品質(SERVICE QUALITY)	19
第三章 研究方法	30
第一節 模式變數概念	30
第二節 顧客價值模式	31
第三節 顧客價值模式變數	32
第四節 企業觀點	35
第五節 顧客觀點	41
第六節 模擬情境	46
第四章 顧客型態分析(Ⅰ)	51
第一節 最佳型	51
第二節 潛力型	60
第五章 顧客型態分析(Ⅱ)	70
第一節 消費型	70
第二節 流失型	81
第六章 綜合分析	93
第一節 模擬數值分析	93
第二節 模擬趨勢分析	97
第三節 綜合性整理	104
第四節 管理與實務意涵	109
第七章 結論與建議	115
第一節 研究結果	115
第二節 研究結論	117
第三節 研究限制	119
第四節 後續研究之建議	120
參考文獻	121
附錄	124

表目錄
表2-1顧客價值的定義 ............................................................................. 9
表2-2顧客終身價值的定義 ................................................................... 14
表2-3 顧客終身價值與顧客獲利力模型概念之比較 .......................... 17
表2-4 顧客價值概念與模型之比較 ...................................................... 18
表2-5傳統服務品質的定義 ................................................................... 21
表2-6服務品質衡量的十大構面 ........................................................... 22
表2-7 服務品質的五大構面 .................................................................. 23
表2-8 E化服務品質的七大構面 ............................................................ 26
表2-9 影響E化服務品質的三大方向 .................................................. 27
表2-10 E化服務品質構面 ................................................................... 28
表2-11 E化服務品質構面之比較 .......................................................... 29
表3-1顧客價值模型之組成份子 ........................................................... 31
表3-2顧客模型組成變數 ....................................................................... 33
表3 -3企業觀點變數說明 ...................................................................... 37
表 3-4顧客觀點變數說明 ...................................................................... 42
表3-5各變數的模擬方式 ....................................................................... 47
表4-1最佳型之模擬情境 ....................................................................... 51
表4-2最佳型-各模擬情境之顧客價值 .................................................. 58
表4-3最佳型-各模擬情境之顧客價值趨勢 .......................................... 59
表 4-4最佳型-精簡各模擬情境之顧客價值趨勢 ................................. 59
表4-5潛力型之模擬情境 ....................................................................... 61
表4-6潛力型-各模擬情境之顧客價值 .................................................. 68
表4-7潛力型-各模擬情境之顧客價值趨勢 .......................................... 68
表5-1消費型之模擬情境 ....................................................................... 71
表5-2消費型-各模擬情境之顧客價值 .................................................. 79
表5-3消費型-各模擬情境之顧客價值趨勢 .......................................... 80
表5-4流失型之模擬情境 ....................................................................... 82
表5-5流失型-各模擬情境之顧客價值 .................................................. 89
表5-6流失型-各模擬情境之顧客價值趨勢 .......................................... 90
表 6-1模擬情境之要素 .......................................................................... 93
表 6-2考量觸及率變化情況之數值 ...................................................... 94
表 6-3各型態模擬數據 .......................................................................... 94
表6-4各型態之顧客價值趨勢 ............................................................... 97
表6-5各情境之概念 ............................................................................. 104
表6-6各顧客型態對E化服務之態度 ................................................. 105
表 6-7各顧客型態之特性 .................................................................... 106
表 6-8各型態因應之管理策略 ............................................................ 110
表6-9顧客終身價值與顧客價值模式之比較 ..................................... 112

圖目錄
圖1-1各國服務業占GDP的比率 ........................................................... 1
圖1-2台灣地區經常上網人口 ................................................................. 2
圖1-3研究流程 ......................................................................................... 7
圖2-1影響顧客認知價值的因素 ........................................................... 11
圖2-2認知價值模式 ............................................................................... 11
圖2-3顧客價值層級模型 ....................................................................... 12
圖2-4影響服務價值的因素 ................................................................... 23
圖3-1簡單移動平均法-收益淨值 .......................................................... 38
圖3-2加權移動平均法-廣告觸及率 ...................................................... 39
圖3-3服務品質衡量流程 ....................................................................... 44
圖3-4顧客分群 ....................................................................................... 49
圖4-1最佳型之各模擬情境範圍 ........................................................... 52
圖4-2最佳型之情境Ⅰ ........................................................................... 53
圖4-3最佳型之情境Ⅱ ........................................................................... 54
圖4-4最佳型之情境Ⅲ ........................................................................... 56
圖4-5最佳型之情境Ⅳ ........................................................................... 57
圖4-6潛力型之各模擬情境範圍 ........................................................... 61
圖4-7潛力型之情境Ⅰ ........................................................................... 62
圖4-8潛力型之情境Ⅱ ........................................................................... 63
圖4-9潛力型之情境Ⅲ ........................................................................... 65
圖4-10潛力型之情境Ⅳ ......................................................................... 66
圖5-1消費型之各模擬情境範圍 ........................................................... 71
圖5-2消費型之情境Ⅰ ........................................................................... 72
圖5-3消費型之情境Ⅱ ........................................................................... 74
圖5-4消費型之情境Ⅲ ........................................................................... 76
圖5-5消費型之情境Ⅳ ........................................................................... 78
圖5-6流失型之各模擬情境範圍 ........................................................... 82
圖5-7流失型之情境Ⅰ ........................................................................... 83
圖5-8流失型之情境Ⅱ ........................................................................... 85
圖5-9流失型之情境Ⅲ ........................................................................... 86
圖5-10流失型之情境Ⅳ ......................................................................... 88
圖5-11歷史資料與未來值的關係 ......................................................... 91
圖6-1各情境之顧客價值分怖情況 ....................................................... 95
圖6-2各顧客型態之顧客價值 ............................................................... 95
圖6-3模擬情境後之排列 ....................................................................... 96
圖6-4各型態之情境Ⅰ ........................................................................... 98
圖6-5各型態之情境Ⅱ ......................................................................... 100
圖6-6各型態之情境Ⅲ ......................................................................... 101
圖6-7各型態之情境Ⅳ ......................................................................... 103
圖6-8本研究與技術採用生命週期之對應 ......................................... 107

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