Responsive image
博碩士論文 etd-0519118-133509 詳細資訊
Title page for etd-0519118-133509
論文名稱
Title
磁磚產業的行銷策略研究
A Study on Marketing Strategy of Ceramic Tile Industry
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
100
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-04-20
繳交日期
Date of Submission
2018-06-19
關鍵字
Keywords
服務品質、服務滿意度、磁磚供應商、行銷策略、客戶忠誠度
Service Quality, Satisfaction, Marketing Strategy, Tile Suppliers, Customer Loyalty
統計
Statistics
本論文已被瀏覽 5833 次,被下載 0
The thesis/dissertation has been browsed 5833 times, has been downloaded 0 times.
中文摘要
近年來因公共工程預算不斷縮減、不動產市場不景氣,造成建設案量急速萎縮,需求下降;到貿易商大量進口東南亞、中國大陸等質地良莠不齊的磁磚以低價傾銷競爭;再論戶外防水塗料的興起,使得國內磁磚材料商面臨經營上的困境。
磁磚供應商於行銷時如能找對主要決策者 (Primarily Decision Marker) 並提供主要決策者真正的需求,對於成功承攬業務的機率將大幅提高。
本研究透過文獻收集及整理,藉由問卷及統計方法,以獲得營建案中不同類別的主要決策者對磁磚供應商的選商因子,以及對磁磚供應商所提供服務的品質及滿意度評分與對磁磚供應商的客戶忠誠度的特徵。並由分析結果提出對既有客戶與的潛在客戶的行銷策略建議,供磁磚供應商尋求改善,以期能滿足主要決策者的需求並取得業務。
Abstract
Due to recent budget cut in public construction and declining of real estate market, demand and scale of new buildings shrink rapidly. Plus, huge amounts of low price tiles with questionable quality from China and south-east Asia flooded into Taiwan’s market. Together with the rising of water proofing paints make local tiles suppliers hard to run their business.
If tile suppliers can find the right Primarily Decision Makers (PDM) when marketing and give them what they needed, it will greatly increase the chance of getting new deals.
Through collecting and organizing documents and using questionnaires and statistical methods, this research acquires the characteristic of different categories of Primary Decision Makers (PDM) in construction projects’ selection factors of tile suppliers, quality and satisfaction of suppliers’ service, and the customer loyalty to suppliers. With all the information, this article proposes marketing strategies for existing customers and potential customers for tile suppliers to seek improvement in order to meet the needs of PDMs and increase business.
目次 Table of Contents
論文審定書 i
論文公開授權書 ii
誌 謝 iii
摘 要 iv
目 錄 vi
圖 次 viii
表 次 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第四節 研究範圍與限制 3
第五節 陶瓷產業現況分析 4
第二章 文獻探討 8
第一節 服務品質 8
第二節 客戶滿意度 11
第三節 客戶忠誠度 14
第四節 行銷理論 16
第三章 研究設計 23
第一節 研究架構 23
第二節 調查對象 23
第三節 問卷設計 24
第四節 問卷發放與回收 27
第四章 資料分析與結果 28
第一節 問卷對象的背景分析 28
第二節 選商因子序位 35
第三節 服務品質評分 50
第四結 服務滿意度 58
第五結 忠誠度 64
第六節 小結 70
第五章 因應策略 77
第一節 不同客群產生不同選商因子序位之因應行銷策略 77
第二節 服務缺口改善建議 78
第三節 服務缺口之因應策略 79
第六章 結論與建議 81
第一節 研究結論及建議 81
第二節 研究限制 81
參考文獻 82
附錄一 問卷 87
參考文獻 References
Anderson, C. R. and Zeithaml, C. P. (1984). Stage of the Product Life Cycle, Business Strategy, and Business Performance. The Academy of Management Journal, 27(1), 5-24.
Anderson, E. W. & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 2, 25-43.
Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
Bowen, J. T. & Shoemaker, K.(1998). Loyalty: A strategic commitment. Cornell Hotel & Restaurant Administration Quarterly, 39, 12-27.
Brunner, T., Stöcklin, M., & Opwis, K. (2008). Satisfaction, Image and Loyalty: New versus Experienced Customers. European Journal of Marketing, 42, 1095-1105.
Buell, V. P. (1984). Marketing Management: A strategic Plane Approach, New York: McGraw-Hill Book Company.
Cadotte. E. R., Woodruff, R. B. & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24, 305-314.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2(3), 244-249.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: are-examination and extension. Journal of Marketing, 56(3), 55-68.
Crosby, P. B. (1979). Quality is Free: The Art of Marketing Quality Certain. New York: New American Library.
Czepiel, J. A., Rosenberg, L. J. & Akerele, A.(1974). Perspectives on Consumer Satisfaction. Quoted in AMA Educators’ Proceedings (Chicago: American Marketing Association), 119-123.
Day, G. S. (1969). A two dimensional concept of brand loyalty. Journal of advertising Research, 9, 29-35.
Daly, M. B. & Hulka, B. S.(1975). Media and Medicine talking With the Doctor, 2. Journal of Communication, 25(3), 148-152.
Day, R. L. (1977). Extending the Concept of Consumer Satisfaction. Advances in Consumer Research, 4(1), 149-154.
Demmg, W. E. (1986). Out of the Crisis. Melboume Sydney: Cambridge University Press, New York: McGraw-Hill.
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations. Management Research News, 29, 782-800.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior, 7th Ed., Fort Worth, Dryden Press.
Evans, J. R. & Lindsay, W. M. (1996). The Management and Control of Quality. New York: West Publishing Company.
Fornell, C. (1992). National customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56, 6-21.
Garvin, D. A. (1983). Quality on the Line. Harvard Business Review, 61, 64-75.
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality. Harvard Business Review, 65. 101-109.
Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and consequences of brandloyalty: An empirical study. The Journal of Brand Management, 11(4), 283-306.
Griffin, J. (1995). Customer loyalty: How to earn It and how to keep It. Lexington Books, New York.
Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Hampel, C. J. (1977). Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement. The Conceptualization of Consumer Satisfaction and Dissatisfaction, Hunt H.K. ed., Cambridge, Marketing Science Institute.
Howard, J. A. & Sheth, J.N. (1969). The Theory of Buyer Behavior. New York: John Wiley.
Ishikawa, K. (1985). How to Operate QC Circle Activities. Tokyo: QC Circle Headquarters, Japanese Union of Scientists and Engineers.
Jacoby, J. & Kyner, D.B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10, 1-9.
Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(6), 88-99.
Juran, J. M. (1974). Quality Control Handbook (3rd Ed.). New York: McGraw-Hill Book Company.
Juran, J. M. & Gryna, F. M. (1980). Quality Planning and Analysis, 2nd Ed., New York: McGraw-Hill Book Company.
Juran, J. M. (1986). A Universal Approach to Managing for Quality. Quality Progress, 12, 19-24.
Kotler, P. (1967). Marketing Management: Analysis, Planning and Control. Englewood Cliffs, N. J.: Prentice-Hall.
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control (7th ed.), N. J.: Prentice-Hall.
Kotler, P. & Anderson, A. (1987). Strategic Marketing for Non-profit Organizations, Englewood Cliffs, N. J. : Prentice Hall.
Kotler P. & Armstrong G. (2014). Principles of Marketing (15th ed.), Upper Saddle River, NJ: Pearson Education.
Kotler, P. & Keller, K. (2006). Marketing Management (12th ed.). New Jersey: Prentice Hall International.
Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Consumer Satisfaction Measurement at Post Denmark: Results of Application of European Customer Satisfaction Index Methodology. Total Quality Management & Business Excellence, 11(7), 1007-1015.
Lauterborn, B. (1990). New Marketing Litany: Four P's Passe: C-Words Take Over. Advertising Age, 61(4), 26-26.
McCarthy, E. J. (1960). Basic Marketing, Homewood, IL: Irwin.
Mittal, V. & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior:investigating the moderating effect of customer characteristics. Journal of Marketing Research, 31, 131-14
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 25-48.
Oliver, R. L. & MacMillian, I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56, 83-95.
Ostrom, A. & Iacobuccy D. (1995). Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, 59, 17-28.
Parasuraman, A., Zeithamal, V. A. & Berry, L. L. (1985). Conceptual model of service quality and Its Implications for future research. Journalofmarketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL. A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-41.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1994).Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing, 58, 111-124.
Parasuraman, A., Zeithamal, V. A. & Berry, L. L. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Pessemier, E. A. ( 1959 ). A new way to determine buying decisions. Journal of Marketing, 24(1) , 41.
Prus, A. & Randall, B. D. (1995). Understanding Your Customers. Marketing Tools, 10-14.
Reeves, C. A. & Bednar, D. A. (1994). Defining Quality: Alternatives and Implications. Academy of Management Review, 19(3), 419-445 •
Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68, 105-111.
Schultz, D. E. (1999). Perhaps the 4Ps Really Should Be the 4Rs. Marketing News, 33, 7-7.
Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66, 15-37.
Tellis, G. J. 1988. Advertising exposure, loyalty and brand purchase: A two-stage model of choice. Journal of Marketing Research, 25(2) 134–144.
Tepeci, M. (1999). Increasing Brand Loyalty in Hospitality Industry. International Journal of Contemporary Hospitality Management, 11(5), 223-230.
Woodruff, R. B., Cadotte, E. R. & Jenkins R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-based Norms. Journal of Marketing Research, 20(3), 296-304.
Zeithaml, V. A. & Bitner, M. J. (1996). Services Marketing. New York, NY: McGraw-Hill.
杉本辰夫 (1991). 事務營業-サービスの品質管理(改訂版). 東京:日本規格協會.

三、網路部分
Definition of Marketing (AMA).
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx (2018/04/06).

科學月刊(2015/04/02)
http://scimonth.blogspot.tw/2015/04/blog-post_83.html
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 18.97.9.174
論文開放下載的時間是 校外不公開

Your IP address is 18.97.9.174
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code