淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-0807201023320200
中文論文名稱 產品品質、顧客滿意度及轉換成本對工業產品轉換意願之影響
英文論文名稱 The Effects of Product Quality, Customer Satisfaction and Switching Cost on Switching Intention in Industrial Products
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生中文姓名 許靜文
研究生英文姓名 Ching-Wen Hsu
學號 796610052
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2010-05-29
論文頁數 68頁
口試委員 指導教授-吳坤山
共同指導教授-羅惠瓊
委員-楊志德
委員-楊立人
中文關鍵字 工業產品  產品品質  顧客滿意度  轉換意願  轉換成本 
英文關鍵字 Industrial Product  Product Quality  Customer Satisfaction  Switching Cost  Switching Intention 
學科別分類 學科別社會科學管理學
中文摘要 本研究旨在探討工業產品品質、顧客滿意度、轉換成本及轉換意願間之關
係。本研究從相關的文獻探討開始著手,再根據其理論基礎建立本研究之架構
與假設,並選用適當的量表為研究工具,採用便利抽樣法進行抽樣。本研究問
卷調查對象主要為台灣工業產品廠商中其工作性質為使用或購買工業產品的人
員。問卷調查方式採透過熟識之企業與同業友人,以及研究者任職之企業內部
員工協助,並由研究者說明其研究目的,同時解說問卷填寫方式後發放,本研
究共發放155份問卷,有效回收樣本136份,有效回收率為87.74%。針對回收的
有效樣本136份資料,進行信度分析、敘述性統計、因素分析、相關分析及迴歸
分析,最後根據實證之結果提出結論與建議整理如下:
1. 工業產品品質的提升會提升顧客滿意度,其中以產品舒適與經濟性的提升對
顧客滿意度的影響最大。
2. 顧客滿意度的提升會降低顧客轉換意願,其中以產品或服務時效滿意度的提
升對顧客轉換意願的影響最大。
3. 顧客滿意度對轉換意願的影響會受轉換成本的干擾。
英文摘要 This study intends to develop a marketing strategy to retain our competitive advantage by understanding the effects of product quality, customer satisfaction, and switching cost on switching intention in industrial products. Beginning from the relevant literature, this study has established the structures and assumptions in accordance with its theoretical basis and selected the appropriate scale as research tools to do the questionnaire survey from the user and purchasers of industrial product manufactures in Taiwan. The research was issued through the assistance of researcher’s familiar corporations; industrial filed friends and the colleagues after explain the research goal by the researcher. In this research, total 155 copies are issued and 136 effective copies are received with an effective rate of 87.74%. With the 136 effective samples,this research has done the descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis. After the empirical research, the major findings as follows:
1. The industrial product quality has a significant positive effect on customer satisfaction, more precisely-the promotion of comfort and economic of product show the biggest effect to customer satisfaction
2. The customer satisfaction has a significant positive effect on switching intention, more precisely-the promotion of product and service satisfaction show the biggest effect to switching intention
3. The effect to customer satisfaction to switching intention is interfered with the switching cost.
論文目次 目 錄
目 錄··································································································I
表目錄······························································································· III
圖目錄································································································ V
第一章緖論
第一節 研究背景與動機·················································· 1
第二節 研究目的······························································ 4
第三節 研究流程······························································ 4
第二章文獻探討
第一節 工業產品······························································ 6
第二節 產品品質······························································ 9
第三節 顧客滿意度························································ 13
第四節 轉換意願···························································· 16
第五節 轉換成本···························································· 19
第六節 產品品質、顧客滿意度、轉換成本及轉換意願之
關聯···································································· 22
第三章 研究方法
第一節 研究架構與假說················································ 25
第二節 研究變數之操作性定義···································· 27
第三節 研究對象與範圍················································ 31
第四節 統計分析···························································· 31
第四章資料分析
第一節 樣本結構分析 ·················································· 33
第二節 因素及信度分析 ············································ 36
第三節 研究變項間之因果相關···································· 43
第五章結論與建議
第一節 研究結論與發現················································ 52
第二節 對產業的建議···················································· 52
第三節 研究限制···························································· 54
第四節 未來研究方向建議 ········································ 55
參考文獻
一、中文文獻·································································· 56
二、英文文獻·································································· 58
三、網站·········································································· 66
附錄:本研究研究問卷·························································· 67
表目錄
表 2-1 工業市場與消費市場之結構特性差異·································· 7
表 2-2 工業市場與消費市場之購買行為差異·································· 8
表 2-3 工業市場與消費市場之產品特性差異·································· 9
表 2-4 學者對認知產品品質的定義················································ 11
表 2-5 導致顧客轉換的因素··························································· 18
表 2-6 學者對轉換成本的定義······················································· 20
表 2-7 轉換成本的構面··································································· 21
表 3-1 產品品質評價之衡量問項··················································· 28
表 3-2 顧客滿意度之衡量問項······················································· 29
表 3-3 轉換成本之衡量問項··························································· 30
表 3-4 轉換意願之衡量問項··························································· 31
表 4-1 公司規模分佈狀況······························································· 34
表 4-2 與上游供應商合作時間······················································· 34
表 4-3 品牌屬性統計······································································· 35
表 4-4 產品屬性統計······································································· 35
表 4-5 接觸產品工作經驗統計表··················································· 36
表4 -6 產品品質構面之KMO 值及Bartlett 球形檢定··················· 37
表4 -7 產品品質構面之因素分析··················································· 37
表4 -8 顧客滿意度構面之KMO 值及Bartlett 球形檢定··············· 38
表4 -9 顧客滿意度構面之因素分析················································ 38
表4 -10 轉換成本之KMO 值及Bartlett 球形檢定·························· 39
表4 -11 轉換成本之因素分析··························································· 39
表4 -12 各研究構面之信度分析表··················································· 39
表4 -13 產品品質、顧客滿意度、轉換成本與轉換意願的相關係數
···························································································· 42
表4 -14 產品品質對顧客滿意度之迴歸分析彙整表······················ 43
表4 -15 產品品質構面對顧客滿意度迴歸分析彙整表·················· 44
表 4-16 產品品質各變項對顧客滿意度各變項之複迴歸分析彙整
表························································································ 46
表4 -17 顧客滿意度對轉換意願之迴歸分析彙整表………………48
表4 -18 顧客滿意度之構面對轉換意願之複迴歸分析彙整表······ 49
表4 -19 低轉換成本的顧客滿意度對轉換意願之迴歸分析彙整表.50
表4 -20 高轉換成本的顧客滿意度對轉換意願之迴歸分析彙整表.50
圖目錄
圖 1-1 研究流程圖············································································· 5
圖 3-1 研究架構圖··········································································· 25
圖 4-1 因素分析後之研究架構圖 ················································· 40
參考文獻 一、中文部份
方世榮譯(2004)。Philip Kotler 著。行銷學原理。東華書局。
李永年 (2098) 。產品品質與服務品質對顧客滿意度集中程度的影
響–以加油站為例。國立政治大學企業管理研究所碩士論文。
林宜錚(2001)。顧客轉換因素之探討–以行動電話門號業者為例。
國立成功大學交通管理研究所碩士論文。
林忠義(2002)。轉換成本與變換供應商可能性之關聯性探討-以國
內積體電路製造產業為例。國立台灣科技大學管理研究所在
職學程碩士論文。
林偉修(2002)。產品品質、服務品質與顧客購後行為關係之研究:
以辦公家具個案公司為例。國立台灣大學國際企業研究所碩
士論文。
楊錦洲(1997) 。品質是競爭的最佳策略。華宇企業管理顧問公司
楊錦洲(1999)。顧客需求與顧客滿意度調查的方法。中華民國品質學
會第三十五屆年會暨第五屆全國品質管理研討會論文集。
翁景民、莊亮淵(1995)。產品滿意度、品牌忠誠度與移轉成本關係
之研究,台灣銀行月刊,26(2),頁18-28。
張美惠譯(1999)。Carl Shapiro & Hal R. Varian 著。資訊經營法則。
時報出版。
陳正強、陳正明(1998)。行銷管理。千華出版公司。
郭豐榮(2004)。消費者轉換意向與行為之研究-以傳統壽險轉換投
資型保險為例。國立高雄第一科技大學金融營運系碩士論文。
黃寶惠(2006)。服務品質、關係行銷及轉換成本對工業產品轉換意
願之影響-以台灣電路板廠底片供應商為例。中原大學企業
管理學系碩士論文。
劉水深等人(2002)。工業市場行銷。國立空中大學。
劉沐欣(2004)。定期貨櫃船公司顧客滿意度轉換成本對顧客忠誠度
影響之研究。國立成功大學交通管理科學所碩士論文。
戴永久(1998)。提升服務品質的初步構想。國立交通大學工業工程
研究所碩士論文。
謝耀龍(1993)。基本行銷學: 觀念與實務(Schoell, WilliamF &
Guiltinan, Josephp)。華泰書局 。
李佳璋(1993)。消費者滿意度模型之探討:以汽車產業實證。國立
臺灣大學國際企業研究所碩士論文。
李柏傑(2005)。電信產品與服務品質對顧客滿意度、信任及再購意願
關係之探討-以企業客戶為例。銘傳大學管理研究所碩士論
文。
二、英文部份
Aaker, D. A. (1996). Measuring Brand Equity Across Product and Markets, California Management Review, 38(3), 102-120.
Anderson, E. W., Fornell, C. and Lehman, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing, Vol. 58, No. 7, 53-66.
Anderson, J. and Narus, J. (1990). A model of distributor firm and manufacturer firm working relationships. Journal of Marketing,54(1), 42-58.
Anderson, Eugene W. and Mary W. Sullivan (1993). The Antecedents and Consequences of Customer Satisfaction for Firm. Marketing Science, Vol.12, 125-143.
Anderson, E. and Weitz, B. A. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 29(1), 8-34.
Athanassopoulos, A.D. (2000). Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior. Journal of Business Research, 47(3), 191-207.
Blackwell, D. R., P. W. Miniard, and J. F. Engel (2001). Consumer Behavior, 9th ed., Loudon: Harcourt.
Brucks, M. and V. A. Zeithaml (1991). Price and Brand Name as Indicators of Quality Dimensions, Cambridge, MA: Marketing Science Institute, 91-130.
Burnham, T. A., Judy, K. F., and Mahajan, V. (2003). Consumer
Switching Costs: A Typology, Antecedents, and Consequences,
Journal of the Academy of Marketing Science, 31(2), 109-126.
Chance, William A. and Norman D. French (1972). An Exploratory Investigation of Brand Switching, Journal of Marketing, 92),226-229.
Chen, P.Y., & Hitt, L.M. (2002). Measuring Switching Cost and The Determinants of Customer Retention in Internet-enabled Business: A Study of the Online Brokerage Industry. Information Systems Research, 13(3), 255-274.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort,Expectation and Satisfaction. Journal of Marketing Research, 2(3),244-249
Crosby, P. B. (1979). Quality Is Free: The Art of Making Quality Certain,New York: McGraw-Hill.
Czepiel A John, Larry J Rosenberg. (1997). Academy of Marketing Science Journal (pre-1986). Greenvale: Fall, Vol 5(4), 403-411.
Cuieford (1965). Fundamental Statistics in Psychology and Education, 4th. Ed., New York: McGraw-Hill.
Day, Ralph L. (1984). Modeling Choices Among Alternative Response to Dissatisfaction. In Advance in Consumer Research, T. Kinnear, Ed.,Ann Arbor, MI: Association for Consumer Research.
Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an
Integrated Conceptual Framework. Journal of the Academy of
Marketing Science, 22(2), 99-113.
Elzinga, Kenneth G. and David E Mills (1998) Switching Costs in the
Wholesale Distribution of Cigarettes. Southern Economic Journal,65(2), 282-293
Farrell, J. and Klemperer, Paul (2001). Coordination and Lock-In:Competition with Switching Costs and Network Effects, in M.Armstrong and R. Porter, eds., Handbook of Industrial Organization,vol. 3.
Farrell, J. and Shapiro, C. (1988). Dynamic Competition with Switching Cost. Rand Journal of Economics, 19(1), 123-137.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 55(1), 6-21.
Ganesh, J., Arnold, M. J. and Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. Journal of Marketing,64(3), 65-87.
Garvin, D.A. (1984). What does Product Quality Really Means. Sloan Management Review, 11(3), 25-43.
Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector, Helsingfors: Swedish School of Economics and Business Administration.
Heide, J. B., and George, J. (1990). Alliances in Industrial Purchasing; The Determinants of Joint Action in Buyer-Supplier Relationships.Journal of Marketing Research, 27 (1), 24-36.
Heide, J. B., and John, G. (1988). The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels.Journal of Marketing, 52(1), 20-35.
Holbrook, M. B. and K. P. Corfman (1985). Quality and Value in the Consumption Experience: Phaedrus Riders Again, in Perceived Quality, J. Jacoby and J. Olson, eds.
Jackson, B. B. (1985). Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships, Lexington, Heath and Company, DC.
Jones, T. O. and Sasser, W. E. (1995). Why Satisfied Customer Defects,Harvard Business Review, 73(6), 88-99.
Jones, M. A., David, L., Baugh, M. and Beatty, S. E. (2000). Switching Barriers and Repurchase Intentions in Service, Journal of Retailing,76(2), 259-274.
Juran, J. M. (1974). Quality Control Handbook, 3rd ed., New York:McGraw-Hill.
Keavney, S. M. (1995). Consumer Switching Behavior in Service Industries: An Exploratory Study, Journal of Marketing, 59(2),71-82.
Kahn, B.E. (1995). Consumer Variety-Seeking Among Goods and
Services, Journal of Retailing and Consumer Services, 2(3),
139-148.
Kim, M. K., C. Park and D. H. Jeong (2004). The effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services, Telecommunication Policy,28(2), 145-159
Klemperer, P. D. (1988). Welfare Effects of Entry into Markets with Switching Costs, Journal of Industrial Economics, 37(2), 159-165.
Klemperer, P. (1995). Competition When Consumer Have Switching Cost: An Overview with Applications to Industrial Organization,Macroeconomics, and International Trade, Review of Economic Studies, 62(2), 515-540.
Kotler, P. (2000). Marketing Management, 10th edition, Prentice-Hall,New Jersey, 36-37.
Kumar, V., David, A. Aaker and George, S. Day (1999). Essentials of Marketing Research, John Wiley & Sons, Inc.
Lee, J., Lee, J., and Feick, L. (2001). The Impact of Switching Costs on The Customer Satisfaction-Loyalty Link: Mobile Phone Service in France, Journal of Services Marketing, 15 (1), 35-48.
Lefkoff-Hangius, Poxanne and C.H. Mason (1993). Characteristic,Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference, Journal of Consumer Research, 20(1),100-110.
Liebowitz, S. J. and Stephen, E. M. (1994). Network Externality: An Uncommon Tragedy, Journal of Economic Perspectives, 8(2),133-150.
Kakkar, P. and R. J. Lutz (1983). The Psychological Situation as a Determinant of Consumer Behavior, Advance in Consumer Research,Vol.2, 439-454.
Madden, G., Scott, J. S. and Grant, Coble-Neal (1999). Subscriber Churn in the Australian ISP Market, Information Economics and Policy, 11(2), 195-207.
Nielson, C. C. (1996). An Empirical Examination of Switching Cost Investments in Business Marketing Relationships, Journal of Business and Industrial Marketing, 11(6), 38-60.
Olshavsky, Richard N. and John A. Miller (1972). Consumer
Expectations, Product Performance, and Perceived Product Quality,Journal of Marketing Research, 9(1), 19-21.
Olson, J. C., and Jacoby, J. (1974). Intrinsic versus extrinsic cues as determinants of perceived product quality, Journal of Applied Psychology, 59-74.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Further Research Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988).
Communication and Control Processes in the Delivery of Service Quality, Journal of Marketing, 52(2), 35-48.
Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The Free Press.
Reichheld, F. F., and Sasser, W. E., Jr. (1990). Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), 105-111.
Rust, R. T. and Zahorik, A. J. (1993). Customer Satisfaction, Customer Retention, and Market Share, Journal of Retailing, 69(2), 193-215.
Ruyter, K. D., Wetzels, M., and Bloemer, J. (1998). On the Relationship Between Perceived Service Quality, Service Loyalty and Switching Costs, International Journal of Service Industry Management, 9(5),436.
Sanjit, S., Robert, K. E. and Michael, P. A. (1997). Switching Cost in Key Account Relationships, Journal of Personal Selling and Sales Management, 17(4), 9-16.
Shapiro, C. and Varian, H. C. (1999). Information Rules: A Strategic Guide to the Network Economy, Harvard Business School.
Selnes, Fred (1993). An Examination of the Effect of Product
performance on Brand Reputation, Satisfaction and Loyalty,
European Journal of Marketing, Vol12, No9, 19-35.
Solomon, M.R. (1991). Consumer Behavior: Buying, Having, and Being,Boston: Allyn and Bacon.
Singh, Jagdip.(1991). Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery, Academy of Marketing Science. Vol. 19(3), 223-234.
Tsiros Michael;Vikas Mittal (2000). Regret:A model of its antecedents decision making. Journal of Consumer Research,and consequences in consumer Gainesville,(March):401-402。
Varian, Hal R. (2001). High-Technology Industries and Market Structure,September. University of California, Berkeley.
Wathne, K. H., Biong, H. and Heide, J. B (2001). Choice of Supplier in Embedded Markets: Relationship and Marketing Program Effects,Journal of Marketing, 65(2), 54-66.
Webster, F. (1978). Management science in industrial marketing, Journal of Marketing, 42(1), 21-28.
Webster, F. (1978). Management science in industrial marketing, Journal
of Marketing, 42(1), 21-28.
Weiss, A.M., and Anderson, E. (1992). Converting From Independent to
Employee Sales Forces: The Role of Perceived Switching Cost,
Journal of Marketing Research, 29(1), 101-115.
Young, S. and B. Feigin (1975). Using the Benefit Chain for Improved
Strategy Formulation, Journal of Marketing, 39(3), 72-74.
Zajac, E. J. and Olsen, C. P. (1993). From Transaction Cost to
Transactional Value Analysis: Implications for the Study of
Inter-organizational Strategies, Journal of Management Studies,
30(1), 131-145.
Zeithaml, V.A. (1988). Consumer Perceptions of Price and Value: A
Means-End Model and Synthesis of Evidence, Journal of Marketing,
53(3), 2-22.
Zeithaml, Valarie A. and A. Kirmani (1993). Advertising, Perceived
Quality, and Brand Image, in Aaker, David A. and Alexander L. Biel,
eds., Brand Equity & Advertising: Advertising’ Role in Building
Strong Brands, Iowa City: Lawrence Erlbaum Associations, Inc.,
143-161.
Zeithaml, V. A., and Mary. Jo. Binter (1996). Service Marketing, New
York, NY: McGraw-Hill.
Zeithaml, V. A., and Mary. Jo. Binter (2000). Service Marketing, New
York, NY: McGraw-Hill.
網路
http://www.cdnews.com.tw/cdnews_site/docDetail.jsp?coluid=112&doci
d=101157024 (引自,黃吉實《金融海嘯期間,企業研發費不減反增》
中央日報網路報導)
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2011-07-27公開。
  • 不同意授權瀏覽/列印電子全文服務。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信