||The Effects of Product Quality, Customer Satisfaction and Switching Cost on Switching Intention in Industrial Products
||Department of Business Administration
||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.
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
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
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 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
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