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系統識別號 U0002-2706201315543900
中文論文名稱 組織資源基礎與顧客關係管理對品牌延伸評價與顧客滿意度之影響-以中華電信為例
英文論文名稱 The Impact of Resource-Based and Customer Relationship Management on Brand Extension Value and Customer Satisfaction-Using the Example of Chunghwa Telecom Co.,Ltd
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 101
學期 2
出版年 102
研究生中文姓名 黃定鶴
研究生英文姓名 Ting-Ho Huang
學號 700610164
學位類別 碩士
語文別 中文
口試日期 2013-05-30
論文頁數 107頁
口試委員 指導教授-洪英正
共同指導教授-李芸蕙
委員-賴明政
委員-張雍昇
中文關鍵字 數位匯流  中華電信  組織資源基礎  顧客關係管理  品牌延伸評價  顧客滿意度 
英文關鍵字 Digital Convergence  Chunghwa Telecom  Resource-Based Theory  Customer Relationship Management  Brand Extension Valuation  Customer Satisfaction 
學科別分類
中文摘要 在成熟的網路、無線與行動通信環境中,刺激了數位匯流的發展,也加速電信業者積極涉入跨業服務的腳步。本研究以學者Birger Wernerfelt(1984)在企業資源基礎理論中所提出的「企業是資源集合體」的概念出發,希望了解藉由組織資源基礎與品牌能力所提出的延伸性產品服務,是否可成為進入市場之優勢所在。
文獻中學者Birger Wernerfelt(1984)將組織資源基礎視為獨特的競爭優勢,連結Seybold(2001)顧客關係管理中的概念,可知企業除了在產品上吸引顧客之外,持續的經營顧客關係,才能提升企業的獲利,因此企業必須重視資源的應用。而Tauber (1981)在企業的品牌延伸策略亦認為品牌價值是企業的重要資源,它不僅可降低延伸性產品開發新市場的困難度,也可降低進入市場的風險,由此對照顧客關係管理與品牌延伸評價在Russell-Bennett et al.(2007)所提出的顧客滿意度中,認為消費者對顧客服務之品牌看法、品牌意向與品牌忠誠態度可視為預測顧客滿意度的前身。因此藉由上述理論發展為本論文之架構。
本研究問卷調查對象以使用中華電信各項產品之企業客戶為主,採便利抽樣,回收153份問卷,有效問卷回收率為88.4%,藉由因素分析、差異性分析與迴歸分析等方法,進行資料分析,其研究假設:
一、中華電信資通訊產品服務之組織資源基礎與顧客關係管理對其企業客戶之品牌延伸評價有顯著正向的影響。二、中華電信資通訊產品服務之組織資源基礎對企業客戶品牌延伸評價有顯著影響。三、中華電信資通訊產品服務之顧客關係管理對企業品牌延伸評價有顯著影響。四、中華電信資通訊產品服務之組織資源基礎與顧客關係管理對企業之顧客滿意度有顯著影響。五、同組織變項之企業在組織資源基礎、顧客關係管理、品牌延伸評價及顧客滿意度部分有差異性。
研究結果顯示所有假設均具有顯著正向影響,其中組織資源基礎中子構面企業能耐對品牌延伸評價有顯著正向影響,顯示企業能耐與學者所認知的企業異質性,就是企業競爭力的重要依據。而研究中亦發現品牌延伸評價子構面品牌延伸合適性對於顧客滿意度有顯著正向影響,驗證品牌延伸之間相似度即品牌延伸的合適性,將引導著消費者對品牌延伸的評價且影響其購買意願。因此業者必須重視產品與服務的一致性,才能持續吸引消費者的眼光。而中華電信必須在延伸性產品的定位上,注意與現有服務與技術的連結,才能發揮整體品牌延伸的力量。
英文摘要 Driven by the mature development of internet, wireless network and mobile communication, the digital convergence has made tremendous progress as well as the telecom industry has speeded up its involvement in the service industry.This research is based on the perspectives illustrated in the Industry Resource Basic Theory by Birger Wernerfelt (1984). Wernerfelt proposed that the industry is the conglomerate of all types of resources. To have full understanding of the organization resources and the extended product service by the brand shall provide advantages for entering market.
Birger Wernerfelt(1984)Wennerfelt mentioned that the organization resources are regarded to unique competitive advantage. Connect to Seybold (2001) stated in Customer relationship management concept, industry want to attracting the customers not only work on products, ongoing operations customer relationship also can raise the profit.Therefor industry have to emphasized the resources application.Tauber (1981) indicated that Brand extension Theory, the brand value is industry’s assets.It can reduce the difficulties and risks for developing new market. Comparison to use the Customer relationship and Brand extension evaluation, Russell-Bennett et al.(2007)mention that Customer satisfaction is the brand mind、brand attitude and brand loyalty,it ‘s advance to the consumer’s satisfaction. This thesis infrastructure is base on these variable.
This survey targets at industry customers who utilize the products of CHT and uses convenience sampling. 153 questionnaires are collected.The factor analysis, difference analysis and regression analysis are used. The research hypotheses are as follows.
1. The CHT organization resource bases concerning product services of information communication technology and the management of customer relationship have obviously positive effect on industry customers’ brand extension assessment.
2. The CHT organization resource bases concerning product services of information communication technology has obvious effect on industry customers’ brand extension assessment.
3. The CHT customer relationship management of product service of information communication technology has obvious effect on brand extension assessment.
4. The CHT organization resource bases concerning product services of information communication technology and the customer relationship management have obvious effect on industry customers’ satisfaction.
5. The industry with the same variance exerts differences in customer relationship management, brand extension assessment and customer satisfaction.
This research indicates the based on the analysis, the industry capacity with organization resources has positive effect on brand extension assessment. The industry capacity and the scholars’ recognition of industry difference are important foundations for industry competitiveness. The research also finds that suitability of brand extension has positive effect on customers’ satisfaction. Indicates brand extension similarity and suitability of brand extension are influence customers’ evaluation and purchase intention. The industry has to raise the consistence of product and service to continue attract customers’ eyes. Thus, the CHT has to pay attention to the connection of service and technology on positioning extensive products as to fulfill the overall brand extension strength.
論文目次 目 錄 I
表 目 錄 III
圖 目 錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 16
第三節 研究流程 17
第二章 文獻探討 19
第一節 數位匯流 19
第二節 資源基礎理論 22
第三節 顧客關係管理 28
第四節 品牌延伸評價 31
第五節 顧客滿意度 36
第六節 各變項之關係探討 39
第三章 研究方法 44
第一節 研究架構 44
第二節 研究假設 44
第三節 問卷設計 45
第四節 研究對象與範圍 50
第五節 統計分析 50
第四章 研究結果 53
第一節 預試分析 53
第二節 信度與因素分析 58
第三節 研究變項間因果關係與假設驗證 65
第四節 差異性分析 71
第五章 結論、討論及建議 82
第一節 研究結論 82
第二節 研究討論 83
第三節 管理意涵 86
第四節 研究限制與未來研究建議 92
附錄:問卷 103

表目錄
表 1-1 中華電信營運產業現況 ...................................................................... 4
表1-2 我國發展數位匯流五大指標 .............................................................. 6
表1-3 中華電信公司市場地位(用戶數及市占率) ....................................... 9
表3-1 組織資源基礎之資產衡量題項…………………………………... 46
表3-2 組織資源基礎之能力衡量題項 ........................................................ 47
表3-3 顧客關係管理之衡量題項 ................................................................ 48
表3- 4 品牌延伸評價之衡量題項 ................................................................ 49
表3-5 顧客滿意度之衡量題項 .................................................................... 50
表 4-1 各構面之信度分析 ............................................................................. 53
表 4-2 樣本結構 ............................................................................................ 56
表 4-3 修正後各構面之信度分析 ................................................................ 58
表 4-4 資源基礎之KMO 與BARTLETT 檢定 .............................................. 61
表 4-5 組織資源基礎特徵值變量解釋程度及因素負荷量分析 ................ 61
表 4-6 顧客關係管理之KMO 與BARTLETT 檢定 ...................................... 62
表 4-7 顧客關係管理特徵值變量解釋程度及因素負荷量分析 ................ 62
表 4-8 品牌延伸評價之KMO 與BARTLETT 檢定 ...................................... 62
表 4-9 品牌延伸評價特徵值變量解釋程度及因素負荷量分析 ................ 63
表 4-10 顧客滿意度之KMO 與BARTLETT 檢定 ........................................ 63
表 4-11 顧客滿意度特徵值變量解釋程度及因素負荷量分析 .................. 64
表 4-12 各研究構面信度分析表 .................................................................. 64
表 4-13 組織資源基礎與顧客關係管理對品牌延伸評價之多元迴歸分析
................................................................................................................. 65
表 4-14 組織資源基礎對品牌延伸評價之簡單迴歸分析 .......................... 66
表 4-15 組織資源基礎子構面對品牌延伸評價之多元迴歸分析 .............. 66
表 4-16 組織資源基礎子構面對品牌延伸評價子構面品牌延伸合適性之
簡單迴歸分析 ......................................................................................... 67
表 4-17 組織資源基礎子構面對品牌延伸評價子構面品牌延伸購買意願
之簡單迴歸分析 ..................................................................................... 67
表 4-18 顧客關係管理對品牌延伸評價之簡單迴歸分析 .......................... 68
表 4-19 顧客關係管理對品牌延伸評價子構面品牌延伸合適性之簡單迴
歸分析 ..................................................................................................... 68
表 4-20 顧客關係管理對品牌延伸評價子構面品牌延伸購買意願之簡單
迴歸分析 ................................................................................................. 68
表 4-21 組織資源基礎與顧客關係管理對顧客滿意度之多元迴歸分析 .. 69
表 4- 22 組織資源基礎對顧客滿意度之簡單迴歸分析.............................. 69
表 4-23 組織資源基礎子構面對顧客滿意度之多元迴歸分析 .................. 70
表 4-24 顧客關係管理對顧客滿意度之簡單迴歸分析 .............................. 70
表 4- 25 企業品牌延伸評價對顧客滿意度之簡單迴歸分析 ..................... 71
表 4-26 企業品牌延伸評價子構面對顧客滿意度之多元迴歸分析 .......... 71
表 4- 27 性別在各變項之T 檢定 .................................................................. 72
表 4-28 工作性質在各變項之差異分析 ...................................................... 72
表 4-29 年齡在各變項之差異分析 .............................................................. 73
表 4-30 教育程度在各變項之差異分析 ...................................................... 74
表 4-31 服務年資在各變項之差異分析 ...................................................... 75
表 4-32 公司經營類別在各變項之差異分析 .............................................. 75
表 4-33 服務公司規模在各變項之差異分析 .............................................. 76
表 4-34 公司使用分機數量在各變項之差異分析 ...................................... 77
表 4-35 公司配發行動門號數量在各變項之差異分析 .............................. 78
表 4-36 使用電話總機系統在各變項之差異分析表 .................................. 79
表 4-37 負責資通訊產品決策單位在各變項之差異分析 .......................... 80
表 4-38 假設驗證結果表 .............................................................................. 81

圖目錄
圖 1-1 2010 全球上網人口統計 ...................................................................... 2
圖1-2 2005~2010 全球2G 與3G 用戶數統計 .............................................. 2
圖1-3 我國電信服務市場用戶普及率 .......................................................... 7
圖1-4 IP 總機系統與網路資通訊整合架構 .............................................. 11
圖1-5 2006~2010 年企業連網與固網寬頻連網普及率 ............................. 13
圖1-6 選擇使用網路電話的原因(複選) ................................................ 14
圖1-7 曾使用過網路電話的功能(複選) ................................................ 15
圖1-8 研究流程 ............................................................................................ 18
圖2-1 資源特性與持久競爭優勢之關係 .................................................... 26
圖2-2 CRM 義涵 ........................................................................................... 29
圖2-3 CR 與CE 與企業價值的關係 ........................................................... 30
圖2-4 成長機會矩陣 .................................................................................... 32
圖2-5 ACSI「美國顧客滿意度指標」模型 ............................................. 36
圖3-1 研究架構 ............................................................................................ 44
圖4-1 因素分析後修正之研究架構 ............................................................ 65
圖5-1 2004~2010 台灣電信市場服務規模 ................................................. 87
圖5-2 2010 年台灣電信服務市場結構 ........................................................ 88
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