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博碩士論文: 客家桐花祭之政策行銷暨滿意度分析=Policy marketing and Customer satisfacation Analysis : A case study of Tung Blossom of Hakka Festival

  • 作者:朱雅群(研究生)、YA-CHUN CHU(研究生)
  • 其他作者:翁興利(指導教授)、HSING-LI WENG(指導教授)
  • 語文:中文
  • 出版者:國立台北大學
  • 系所名稱:公共行政暨政策學系
  • 學位類別:碩士
  • 出版日期:2005
  • 畢業學年度:93
  • 頁數:144
      • 關鍵詞:政策行銷、知覺價值、顧客價值、顧客滿意度、Policy marketing、Perceived value、Customer value、Customer satisfaction

        摘要:

        許多管理理論和顧問皆極力呼籲政府應著重於顧客的需求和滿意度上─而這就是政策行銷的通稱。其中包括了行銷概念,「卓越」的追逐,政策行銷,知覺價值,顧客價值,以及行為意圖理論。僅管在決策過程中,評估顧客滿意度的技術被認為是有效的,但在顧客滿意度衡量過程上卻常面臨了無法落實的問題。因此,一種以顧客價值為途徑的觀點隨之出現,並意味著此困境將直接反映出外部市場的行銷問題。這導致在顧客滿意的衡量上,政策行銷策略的運用將扮演重要角色。本研究將包含整合及努力建構政策行銷、知覺價值、顧客價值及顧客行為意圖之影響概念。特別在建構經驗性的政策行銷評估模式中,將同時並直接考慮自變數對行為意圖的影響為何。本研究經由新興的政策行銷理論為基礎,客家桐花祭為例,佐以一些顯著的研究發現,驗證政策行銷對知覺價值、顧客價值及顧客滿意度都將直接的影響顧客後續行為意圖。研究結果發現,顧客滿意度比想像中還要複雜,可能需經由顧客價值的途徑才得以提昇;研究結果發現不是「政策」本身,而是須異於傳統模式,考慮政策對預期後續行為的影響因此建議宜透過知覺價值及顧客價值為途徑,藉以提高對行為意圖的影響力。
        Many management theorists and consultants urge government to focus on their customers needs and satisfaction – this is common to Policy marketing, the marketing concept, the pursuit of “excellence”, policy marketing, perceived value, customer value, and behavior intention theorists. However, in spite of the availability of many techniques and systems for monitoring and measuring customer satisfaction and using it in decision making, there are major implementation problems facing a customer satisfaction strategy which have been totally ignored. A customer value perspective suggests where these implementation barriers may arise policies in ways which directly mirror the external market. This leads to the identification of a need for a policy marketing strategy for customer satisfaction that goes far beyond questionnaires, to confront the perceived value and customer value to delivering customer satisfaction where it matters – in the external customer marketplace.The following study both synthesizes and builds on the efforts to conceptualize the effects of policy marketing, perceived value , and customer value on consumers’ behavioral intentions. Specifically, it reports an empirical assessment of a model of policy marketing that simultaneously considers the direct effects of these variables on behavioral intentions. The study builds on recent advances in policy marketing theory and assesses the relationships between the identified constructs across Tung Blossom of Hakka Festival. A number of notable findings are reported including the empirical verification that policy marketing, perceived value , customer value , and satisfaction may all be directly related to behavioral intentions when all of these variables are considered collectively. It is now clear that a more sophisticated view of customer satisfaction is required-one that considers not only the point expectation but also the likelihood across the customer value. This distinction is not "just policy," because it results in predictable behavior that deviates significantly from that which was traditionally expected based on the models. The results suggest that the indirect effects of the perceived value and customer value constructs enhanced their impact on behavioral intentions.

        目錄:

        第一章 緒 論 1
        第一節 研究動機 1
        第二節 研究問題與研究目的 4
        第三節 研究概念界定 6
        第四節 研究流程 11
        第五節 研究方法與範圍 12
        第六節 章節安排 13

        第二章 文獻探討 15
        第一節 政策行銷 15
        第二節 知覺價值 26
        第三節 顧客價值 35
        第四節 顧客滿意度 44

        第三章 研究設計 55
        第一節 研究架構 55
        第二節 研究假設 57
        第三節 研究變數與問卷設計 66
        第四節 資料分析方法 72
        第五節 抽樣方式 74

        第四章 實證分析 75
        第一節 客家桐花祭遊客特性分析 75
        第二節 信度與效度分析 83
        第三節 個人屬性對本研究變數之差異性分析 100
        第四節 結構方程式模組分析 104

        第五章 結論與建議 115
        第一節 研究結論 115
        第二節 理論與實務涵意 120
        第三節 研究限制與後續研究建議 128