隨著時代變遷及國民所得提高，再加上週休二日法令的實施，使得休閒活動逐漸成為生活中重要的一環。因此，一部能兼顧個人及家庭休閒需求的交通工具便成為消費者購車時的重要考量；而具有多功能、多用途的休旅車(Recreation Vehicle, RV)便越來越受到消費者的重視與喜愛。台灣自從在2002年正式加入世界貿易組織(World Trade Organization, WTO)後，伴隨而來的競爭環境全球化，使得台灣休旅車市場競爭越來越趨激烈。所以對於休旅車的業者而言，如何有效提升並維繫顧客的忠誠度，正是其將來生存發展的關鍵。本研究引用本世紀策略性新議題「顧客價值」及關係行銷的重要概念「顧客滿意」，加以探討及驗證顧客忠誠的重要前置因素。本研究結果發現：
1.	在台灣休旅車市場顧客價值的功能價值與情感價值皆會正向影響顧客忠誠。
2.	在台灣休旅車市場顧客滿意在顧客價值與顧客忠誠間具有中介效果。

With the change of times, the enhancement of national incomes, and the practice of the five-day workweek policy, leisure activities have gradually become an important and essential part in people’s lives. For that reason, most consumers will consider if the vehicle can fill individual and family needs for leisure activities when buying vehicles, and a recreation vehicle (RV) which is multi-function and multi-purpose has become more and more valuable and popular to consumers. However, the competition environment has changed into globalization competition since Taiwan joined the World Trade Organization (WTO) in 2002, and it makes the competition in Taiwan recreation vehicle business becomes fiercer. Therefore, how to enhance and maintain customers’ loyalty effectively will be a key point to survive in the future for the recreation vehicle entrepreneur. This research quotes the new issue of strategy of this century “customer value”, and the important concept of customer relationship management “customer satisfaction” to discuss and identify the significant antecedences of customer loyalty. There are two findings from this research: in Taiwan recreation vehicle market (1) the functional and emotional value of customer value will influence the customer loyalty positively (2) the functional and emotional value have mediated effect on customer loyalty through the construct of customer satisfaction.

目 錄
目錄   …………………………………………………………………………………  I
表目錄 ………………………………………………………………………………… Ⅲ
圖目錄 ………………………………………………………………………………… Ⅳ
第一章 緒論  …………………………………………………………………………  1
第一節 研究背景 ………………………………………………………………  1
第二節 研究動機 ………………………………………………………………  4
第三節 研究目的 ………………………………………………………………  6
第四節 研究範圍與對象 ………………………………………………………  7
第五節 研究流程 ………………………………………………………………  8
第二章 文獻探討  ……………………………………………………………………  9
第一節 顧客價值 ………………………………………………………………  9
第二節 顧客滿意 ……………………………………………………………… 17
第三節 顧客忠誠 ……………………………………………………………… 24
第四節 顧客價值、顧客滿意與顧客忠誠之關聯性 ………………………… 30
第三章 研究方法  …………………………………………………………………… 36
第一節 觀念架構 ……………………………………………………………… 36
第二節 研究假說 ……………………………………………………………… 37
第三節 研究變數之定義與衡量 ……………………………………………… 40
第四節 研究設計與抽樣方法 ………………………………………………… 44
第五節 資料分析方法 ………………………………………………………… 45
第四章 資料分析與結果  …………………………………………………………… 49
第一節 敘述性統計 …………………………………………………………… 49
第二節 信度分析 ……………………………………………………………… 55
第三節 結構方程模式分析 …………………………………………………… 56


第五章 研究結論與發現  …………………………………………………………… 64
第一節 研究結論 ……………………………………………………………… 64
第二節 研究發現 ……………………………………………………………… 66
第三節 研究限制與未來研究建議 …………………………………………… 67
參考文獻 ……………………………………………………………………………… 68
附錄一 研究問卷……………………………………………………………………… 77
 
表目錄
表1-1 2000年至2006年台灣休旅車市場的銷售量…………………………………  2
表2-1 顧客價值之定義……………………………………………………………… 10
表2-2 顧客價值之構面……………………………………………………………… 14
表2-3 顧客滿意之定義……………………………………………………………… 18
表2-4 顧客忠誠的定義……………………………………………………………… 24
表2-5 顧客忠誠的衡量方式………………………………………………………… 28
表2-6 顧客價值與顧客滿意之關係………………………………………………… 30
表2-7 顧客價值與顧客忠誠之關係………………………………………………… 31
表2-8 顧客滿意與顧客忠誠之關係………………………………………………… 32
表3-1 功能價值變數之定義與衡量………………………………………………… 40
表3-2 情感價值變數之定義與衡量………………………………………………… 41
表3-3 顧客滿意變數之定義與衡量………………………………………………… 42
表3-4 顧客忠誠變數之定義與衡量………………………………………………… 43
表3-5 整體模式配適度判斷指標…………………………………………………… 47
表4-1 受測者使用休旅車的資訊…………………………………………………… 49
表4-2 受測者的個人基本資料……………………………………………………… 51
表4-3 構面之衡量變數與信度……………………………………………………… 55
表4-4 結構方程模式之參數說明…………………………………………………… 57
表4-5 整體模式之配適度評估……………………………………………………… 59
表4-6 衡量模式之評估……………………………………………………………… 60
表4-7 研究假說驗證結果…………………………………………………………… 61
表4-8 路徑效果之說明……………………………………………………………… 63



圖目錄
圖1-1 2000年至2006年台灣休旅車市場銷售量變化………………………………  1
圖1-2 2004年9月至2006年9月國際與國內油價走勢………………………………  2
圖1-3 研究流程………………………………………………………………………  8
圖2-1 美國顧客滿意度指標(ACSI)模型…………………………………………… 34
圖2-2 顧客價值與顧客關係管理績效之整合模式………………………………… 35
圖3-1 本研究之觀念架構…………………………………………………………… 36
圖4-1 本研究整體模式之線性結構關係圖………………………………………… 57
圖4-2 整體模式結構關係路徑分析圖……………………………………………… 62

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