臺灣博碩士論文加值系統

過去研究欠缺探討影響租屋顧客忠誠度之重要前因變數，故本研究主要針對知覺價值、服務行為與轉換成本等變數探討其對於顧客忠誠度的影響，以轉換成本作為中介變數，在選擇實證樣本時，以5年內有房屋租賃消費經驗之承租人為研究對象。
本研究共收回有效問卷209份，利用迴歸分析，研究之結果分述如下：(1) 轉換成本對顧客忠誠度無顯著正向影響；(2) 知覺價值對轉換成本具有正向影響；(3) 服務行為對轉換成本具有正向影響；(4)服務行為對知覺價值具有正向影響。並依據本研究之結果，提出相關建議。
關鍵字：轉換成本、知覺價值、服務行為、顧客忠誠度

Few studies have focused on the factors that affect customer loyalty of tenants. Therefore, this research mainly focuses on the impact of perceived value, service behavior, and switching costs on customer loyalty. The switching cost is used as the intermediary variable. When selecting empirical samples, the research is based on tenants with rental experience within 5 years.
In this study, a total of 209 valid questionnaires were collected. Using regression analysis, the results of the study are as follows: (1) Switching costs do not significantly influence customer loyalty；(2) Perceived value has a positive impact on switching costs；(3) Service behavior has a positive impact on switching costs；(4) Service behavior has a positive impact on perceived value. Based on the results of this research, this study proposes relevant recommendations to landlords.
Key Words: Switching costs, Perceived value, Service behavior, Customer loyalty

目錄
中文摘要 ------------------------------------------------ i
英文摘要 ------------------------------------------------ii
誌謝 -----------------------------------------------iii
目錄 ------------------------------------------------iｖ
表目錄 ----------------------------------------------- vi
圖目錄 -----------------------------------------------vii
第一章 緒論------------------------------------------- 1
第一節 研究背景------------------------------------- 1
第二節 研究動機------------------------------------- 3
第三節 研究目的------------------------------------- 4
第四節 研究流程------------------------------------- 5
第二章 文獻探討--------------------------------------- 6
第一節 顧客忠誠度----------------------------------- 6
第二節 轉換成本------------------------------------- 8
第三節 知覺價值------------------------------------- 10
第四節 服務行為------------------------------------- 12
第三章 研究方法--------------------------------------- 16
第一節 研究架構------------------------------------- 16
第二節 研究變項操作型定義與衡量方式------------------- 17
第三節 問卷設計------------------------------------- 21
第四節 研究方法------------------------------------- 21
第四章 研究分析與結果---------------------------------- 23
第一節 敘述性統計分析-------------------------------- 23
第二節 信度分析------------------------------------- 24
第三節 各變數間之相關係數分析------------------------ 29
第四節 各變數與人口統計變項的差異性分析--------------- 30
第五節 中介效果之驗證-------------------------------- 32
第六節 假設結果檢定---------------------------------- 34
第五章 結論與建議-------------------------------------- 35
第一節 研究結論------------------------------------- 35
第二節 研究理論貢獻與實務管理意涵--------------------- 37
第三節 研究限制與建議-------------------------------- 41
參考文獻 ----------------------------------------------- 43
一、中文部分-------------------------------------------- 43
二、英文部分-------------------------------------------- 47
附錄 ----------------------------------------------- 58

表目錄

表3-1 顧客忠誠度之衡量構念與問項--------------------- 17
表3-2 轉換成本之衡量構念與問項----------------------- 18
表3-3 知覺價值之衡量構念與問項----------------------- 19
表3-4 服務行為之衡量構念與問項----------------------- 20
表4-1 基本背景資料百分比次數分配表------------------- 23
表4-2 轉換成本之信度分析表--------------------------- 25
表4-3 知覺價值之信度分析表--------------------------- 25
表4-4 服務行為之信度分析表--------------------------- 26
表4-5 顧客忠誠度之信度分析表------------------------- 27
表4-6 各變數平均數與標準差--------------------------- 28
表4-7 相關分析--------------------------------------- 29
表4-8 個人年所得對於各變數之差異性分析--------------- 31
表4-9 研究假設分析檢驗結果彙整表--------------------- 34

圖目錄

圖1-1 研究流程圖------------------------------------- 5
圖3-1 研究架構圖------------------------------------- 16
圖4-1 知覺價值透過轉換成本對顧客忠誠度的影響--------- 32
圖4-2 服務行為透過轉換成本對顧客忠誠度的影響--------- 33

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