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中文論文名稱 行銷溝通對滿意度與忠誠度的影響 -以資訊網路零售商為例
英文論文名稱 A Study of the Influence of Marketing Communication on Satisfaction and Loyalty - Take IT Networking Dealers for Example
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 97
學期 1
出版年 98
研究生中文姓名 侯雅丰
研究生英文姓名 Ya-Feng Hou
電子信箱 rachelhou644@hotmail.com
學號 795520195
學位類別 碩士
語文別 中文
口試日期 2008-01-07
論文頁數 59頁
口試委員 指導教授-曾義明
委員-李文瑞
委員-李月華
中文關鍵字 行銷溝通  滿意度  忠誠度 
英文關鍵字 Marketing Communication  Satisfactory  Loyalty 
學科別分類 學科別社會科學商學
中文摘要 根據Internet World States統計,從2000至2008年,台灣上網人數,成長約146%,至2008年六月底,台灣上網人數約一千五百四十萬,佔台灣總人口的百分之六十七,高上網比例帶給台灣市場許多的商機。台灣網通品牌眾多,競爭激烈,大部份品牌皆採用廣告、促銷等作法來吸引顧客、維持關係,增加銷售額。不過,促銷方式真的能為企業帶來真正的顧客忠誠度嗎?還是只有短暫的消費提高?零售商的轉換成本低,供應商如何應用行銷溝通,讓零售商維持忠誠度繼續採買,達成永續經營。因此,本研究目的有二:
1. 供應商對經銷網通資訊產品零售商所做的廣告、公關、促銷、人員銷售、直效行銷等行銷溝通,對網通資訊產品零售商的滿意度如何影響。
2. 零售門市對供應商的廣告、公關、促銷、人員銷售、直效行銷等行銷溝通的「滿意度」,對忠誠度如何影響。
本研究以桃園以北地區經銷資訊網通產品的零售商,台北縣市的零售商為最主要為研究對象。問卷發放期間於2008/6/15至2008/7/20,總共發放100份問卷,回收69份,有效問卷為62。資料分析方法採用敘述統計分析、因素分析、信度及迴歸分析。研究結果如下:
1. 供應商之「行銷溝通」組合對經銷商之滿意度有正向影響。
2. 供應商之「促銷及直效行銷」活動對經銷商之滿意度有正向影響。
3. 供應商之「合作廣告」活動對經銷商之滿意度沒有正向影響。
4. 供應商之「公關」活動對經銷商之滿意度有正向影響。
5. 供應商之「人員銷售」活動對經銷商之滿意度有正向影響。
6. 供應商之「廣告」活動對經銷商之滿意度有沒有正向影響。
7. 供應商之「企業形象」活動對經銷商之滿意度有正向影響。
8. 經銷商之滿意度對忠誠度有正向顯著影響。
英文摘要 According to Internet World States, up to the end of June in 2008, there are around 15.4 million internet users, 67% of Taiwan population. The growth rate is 146% from 2000 to 2008 and it brings lots of market for networking equipment makers. It indicates networking products are popular in Taiwan market and the competition among these networking brands is fierce. Most networking suppliers use advertising and price discount to maintain the relationship with their dealers. However, is price discount able to bring customer’s loyalty? Does it stimulate customer to buy temporally only? The shifting cost for retailers is low. How to keep dealer’s loyalty is this study would like to find out.
The samples are the networking dealers mostly located in the Taipei city and county, the north part of Taoyuan in Taiwan. 100 questionnaires were issued. 69 replied and 62 copies are valid. Descriptive statistical analysis, factory analysis, reliability analysis and regression analysis were applied to analyze data.
The results are:
1. Marketing Communication Mix from networking suppliers has a positive effect to retailer’s satisfaction.
2. 「Sales Promotion and Direct Marketing」has a positive effect to retailer’s satisfaction.
3. 「Corporative Advertisement」has nothing to do with retailer’s satisfaction.
4. 「Public Relation」has a positive effect to retailer’s satisfaction.
5. 「Personal Selling 」has a positive effect to retailer’s satisfaction.
6. 「Advertising」has nothing to do with retailer’s satisfaction.
7. 「Company Image」has a positive effect to retailer’s satisfaction.
8. 「Retailers’ Satisfaction」has a positive effect to retailer’s Loyalty.
論文目次 誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VII

第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 資訊通路商特性 5
第二節 資訊網通產業與通路結構 7
第三節 行銷溝通 11
第四節 滿意度 14
第五節 忠誠度 21
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 相關變數操作性定義 27
第四節 抽樣法及問卷回收情形 29
第五節 回收問卷的分析方法 30
第四章 資料分析結果 31
第一節 回收樣本資料分析 31
第二節 因素分析之球型檢定 35
第三節 因素分析結果與信度分析 37
第四節 迴歸分析 40
第五章 結論與建議 43
第一節 研究結果與發現 43
第二節 實務建議 44
第三節 後續研究建議 46
第四節 研究限制 46
參考文獻 47
附錄一 問卷 55

表目錄
表 2.1 資訊業行銷溝通與忠誠度相關研究論文 25
表 3.2 研究變項的定義與衡量項目 28
表 3.3 有效問卷分布 29
表 4.4 職務分布 31
表 4.5 網通產品每月營業額 32
表 4.6 公司規模 32
表 4.7 公司成立時間 33
表 4.8 網通產品每月營業額 33
表 4.9 年資分布 34
表 4.10 受訪者性別分佈 34
表 4.11 受訪者年齡分佈 35
表 4.12 KMO之判斷標準表 36
表 4.13 行銷溝通因素分析之KMO AND BARTLETT'S TEST表 37
表 4.14 行銷溝通之轉軸後因素矩陣表 38
表 4.15 行銷溝通信度分析 39
表 4.16 迴歸模型分析結果 41
表 4.17 假說分析結果彙整表 42

圖目錄
圖 1.1 研究流程圖 4
圖 2.2 通路階層圖 7
圖 2.3 電腦網路產業主要產品分類 8
圖 2.4 滿意度結構模式 17
圖 2.5 顧客滿意評量模式 18
圖3.6 研究架構圖 26

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網站部份
1.Internet World States,2008/09/13。http://www.internetworldstats.com/stats3.htm
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