臺灣博碩士論文加值系統

研究顧客終身價值 (CLV) 和顧客權益 (CE) 對於在競爭激烈的咖啡餐飲產業中建立顧
客關係管理及分配行銷預算至關重要。 本研究模式參照 Rust、Lemon 和 Zeithaml
(2004) 開發的模式加以修改建構新的模式來計算顧客終身價值 (CLV) 和顧客權益 (CE)
和顧客再購機率。 本研究應用主成分因素分析和標準化最大變異轉軸(Normalize
Varimax) 萃取三個因素：顧客宣導、負責任的採購和客戶體驗，研究了這三個因素對
顧客滿意度、再購意願和忠誠度的影響，同時建立了反應曲面回歸模型來預測顧客的
再購機率。並以馬可夫鏈試算連續再購機率代入建構模式試算終身價值 (CLV) 和顧客
權益 (CE)。本研究再印度尼西亞茂物的咖啡店針對來店顧客進行問卷調查，共蒐集及
剔除品質不佳問卷後，共有127份有效問卷進行資料分析以計算每個顧客的顧客終身價
值 (CLV) 和顧客再購機率及整體咖啡店的顧客權益 (CE)。 本研究提出影響客戶滿意
度、再購意願和忠誠度的重要因素，並且試算出顧客終身價值和顧客權益並根據顧客
終身價值將行銷預算分配給每個客戶群。本研究最後針對廠商提供管理及行銷上的建
議並對後續研究者提出建議。

Building a solid client base in the cutthroat coffee market requires an understanding of customer
characteristics via the study of customer lifetime value (CLV) and customer equity (CE). The
paradigm created by Rust, Lemon, and Zeithaml (2004) was used in this research to compute
customer equity, customer lifetime value, and repurchase likelihood. Varimax and Principal
Component Analysis Three characteristics were found by normalized rotation: customer
advocacy, ethical sourcing, and customer experience. The effects of these three factors on
customer happiness, repurchase intention, and loyalty were investigated, and a response surface
regression model was created to forecast the likelihood that consumers would make another
purchase. Customers of a coffee shop in Bogor, Indonesia, were given a questionnaire, and the
answers were utilized to calculate each customer's equity and lifetime value according to the
framework. While the research was able to pinpoint important elements that might boost client
retention, repurchase intent, and loyalty as well as pinpoint clients with the greatest lifetime
value and equity. In order to help the coffee shop allocate their marketing budget to each
customer category in accordance with customer lifetime value and customer equity, this
research offered recommendations.

Chinese Abstract ......................................................................................................................... i
English Abstract ........................................................................................................................ ii
Acknowledgements .................................................................................................................. iii
Table of Contents ..................................................................................................................... iv
List of Tables ............................................................................................................................ vi
List of Figures .......................................................................................................................... vii
Chapter 1 Introduction ............................................................................................................... 1
1.1 Research Background ...................................................................................................... 1
1.2 Research Purpose and Objective ...................................................................................... 2
1.3 Research Structure ........................................................................................................... 2
Chapter 2 Literature Review...................................................................................................... 4
2.1 Product Quality ................................................................................................................ 4
2.2 Service Quality ................................................................................................................. 4
2.3 Price ................................................................................................................................. 5
2.4 Atmosphere ...................................................................................................................... 5
2.5 Responsible Sourcing ....................................................................................................... 5
2.6 Customer Satisfaction ...................................................................................................... 5
2.7 Repurchase Intention ....................................................................................................... 6
2.8 Customer Loyalty ............................................................................................................. 6
2.9 Customer Relationship Management ............................................................................... 6
2.10 Customer Lifetime Value ................................................................................................. 7
2.11 Customer Equity .............................................................................................................. 7
Chapter 3 Methodology ............................................................................................................. 8
3.1 Switching Matrix and Customer Lifetime Value ............................................................. 8
3.1.1.Customer utility ...................................................................................................... 8
v
3.1.2.Customer Lifetime Value ........................................................................................ 9
3.1.3.Customer Equity ................................................................................................... 10
3.1.4.Repurchase probability ......................................................................................... 10
3.2 Research Design ............................................................................................................. 10
3.2.1.Questionnaire Design ............................................................................................ 10
3.2.2.Distribution of Questionnaire ............................................................................... 14
3.2.3.Samples Description – Response Rate .................................................................. 14
Chapter 4 Analysis and Results ............................................................................................... 15
4.1 Profile of Respondents ................................................................................................... 15
4.2 Factor Analysis .............................................................................................................. 17
4.3 Customer Lifetime Value ............................................................................................... 22
4.4 Customer Equity ............................................................................................................ 24
Chapter 5 Conclusion, Discussion, Recommendation............................................................. 25
5.1 Conclusion ..................................................................................................................... 25
5.2 Discussion ...................................................................................................................... 25
5.3 Recommendation ........................................................................................................... 26
References ............................................................................................................................... 27
Appendix I – English Questionnaire ....................................................................................... 34
Appendix II – Indonesian Questionnaire ................................................................................. 41
Appendix III – Journal Paper Acceptance Letter .................................................................... 47
Appendix IV – Journal Paper Manuscript ............................................................................... 48
Extended Abstract.................................................................................................................... 69

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