研究限制與建議

第五章結論與建議

第二節研究限制與建議

本研究為求客觀與嚴謹，研究結果難免有以下限制。

一、樣本的限制

 由於是根據本公司資料庫客戶為主，因此樣本是否可以代表客戶母體仍待確認。

 另外，此次問卷調查對象中，居住多以高高屏為主，然而就我們所知，台灣南北部的消費習慣及概念，是存在明顯差異，此次的問卷回收無法代表全省客戶。

二、問卷調查執行上的限制

 本研究僅利用公司資料庫，配合問卷調查來蒐集資料，若能輔以實際訪談及質性分析來統整量化與質化資料，相信研究的結論能更加貼切現實情形。

根據本研究的結果，提供後續研究者與實務界以下的建議：

一、後續研究者的建議

 本研究以公司內部資料庫作為調查對象，後續研究可從更為全面的角度來調查客戶的消費意向與行為。

 本研究以金融產品作為此次實驗設計的產品，後續研究可從一般消費產品來著手進行調查，冀望產生更為精細的電話行銷手法。

 目前許多關於電話行銷的研究，多為某個時間點的橫切面資料，較缺乏長期性、縱切面性的資料觀察，若未來的研究人員，能針對電

話行銷的設計與執行，蒐集到長期的研究調查，相信對電話行銷的瞭解將能更為深入。

二、實務界的建議

 如何在設計電話行銷時，將客戶感興趣的條件與公司未來長期的價值作結合，配合公司內部的資料庫及內勤系統，才能在短期、長期皆能為公司帶來更大的效益。

的意願. 中央大學企業管理研究碩士學位論文.

曾玟瑜. 2010. 產品涉入度對消費態度之研究: 比較電話行銷與行動簡訊. 中山大學傳播管理研究所碩士學位論文.

葉俐均. 2011. 男性臉部保養品購買涉入對顧客價值與消費者購買決策影響之研究. 淡江大學國際企業學系碩士在職專班學位論文.

榮泰生. 1999. 消費者行為. 台北: 五南.

龍思羽. 2007. 保險電話行銷通路之消費者行為研究. 高雄第一科技大學-企業管 理研究所碩士學位論文.

簡士家. 2003. 消費者對投資型保險購買行為之研究─費產品認知涉入之應用.

朝陽科技大學保險金融管理系碩士班學位論文.

英文部份

Andrews, J. C. 1989. The dimensionality of beliefs toward advertising in general.

Journal of advertising: 26-35.

Bettencourt, L. A. 1997. Customer voluntary performance: customers as partners in service delivery. Journal of retailing, 73(3): 383-406.

Bhote, K. R. 1996. Beyond customer satisfaction to customer loyalty: The key to greater profitability.

Bian, X., & Moutinho, L. 2011. The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2): 191-216.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. 2001. Consumer behavior, 9th. South-Western Thomas Learning. Mason, OH.

Bloch, P. H., & Richins, M. L. 1983. A theoretical model for the study of product importance perceptions. The Journal of Marketing: 69-81.

Chiou, J.-S. 1998. The effects of attitude, subjective norm, and perceived behavioral control on consumers’ purchase intentions: The moderating effects of product knowledge and attention to social comparison information. Proc. Natl. Sci.

Counc. ROC (C), 9(2): 298-308.

Cohen, J. B., & Goldberg, M. E. 1970. The dissonance model in post-decision product evaluation. Journal of Marketing Research: 315-321.

Craft, S. H. 1999. Marketers gain by measuring true loyalty. Marketing News.

Cram, T. 2001. Customers that count: Financial Times Prentice Hall.

Dick, A. S., & Basu, K. 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2): 99-113.

Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store

information on buyers' product evaluations. Journal of marketing research:

307-319.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

Franke, G. R., Huhmann, B. A., & Mothersbaugh, D. L. 2004. Information content and consumer readership of print ads: a comparison of search and experience products. Journal of the Academy of Marketing Science, 32(1): 20-31.

Gardner, M. P., Mitchell, A. A., & Russo, J. E. 1985. Low involvement strategies for processing advertisements. Journal of Advertising, 14(2): 4-12.

Golodner, L. 1991. Telemarketing: Enhancing consumer choice of the market place: Enhancing opportunities for fraud. Paper presented at the Enhancing

Consumer Choice: Proceedings of the Second International Conference on Research in the Consumer Interest.

Gremler, D. D., & Brown, S. W. 1999. The loyalty ripple effect: appreciating the full value of customers. International Journal of Service Industry Management, 10(3): 271-293.

Grönroos, C. 1989. Defining marketing: a market-oriented approach. European journal of marketing, 23(1): 52-60.

Hallowell, R. 1996. The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4): 27-42.

Howard, J. A., & Sheth, J. N. 1969. The theory of buyer behavior.

Jacob, R. 1994. Why some customers are more equal than others. Fortune, 130(6):

215-223.

Jones, T. O., & Sasser, W. E. 1995. Why satisfied customers defect. Harvard business review, 73: 88-88.

Kantsperger, R., & Kunz, W. H. 2010. Consumer trust in service companies: a multiple mediating analysis. Managing Service Quality, 20(1): 4-25.

Kim, M.-K., Park, M.-C., & Jeong, D.-H. 2004. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile

telecommunication services. Telecommunications policy, 28(2): 145-159.

Kristensen, K., Martensen, A., & Gronholdt, L. 2000. Customer satisfaction measurement at Post Denmark: results of application of the European

Customer Satisfaction Index methodology. Total Quality Management, 11(7):

1007-1015.

Krugman, H. E. 1965. The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3): 349-356.

Kumar, V., & Reinartz, W. 2012. Impact of CRM on Marketing Channels, Customer Relationship Management: 235-260: Springer Berlin Heidelberg.

Laurent, G., & Kapferer, J.-N. 1985. Measuring consumer involvement profiles.

Journal of marketing research: 41-53.

Lee, R. P., Naylor, G., & Chen, Q. 2011. Linking customer resources to firm success:

The role of marketing program implementation. Journal of Business Research, 64(4): 394-400.

Liebermann, Y., & Flint-Goor, A. 1996. Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3):

237-249.

Loveman, G. W. 1998. Employee satisfaction, customer loyalty, and financial performance an empirical examination of the service profit chain in retail banking. Journal of Service Research, 1(1): 18-31.

Mende, M., Bolton, R. N., & Bitner, M. J. 2012. Decoding Customer-Firm

Relationships: How Attachment Styles Help Explain Customers' Preferences

for Closeness, Repurchase Intentions, and Changes in Relationship Breadth.

Journal of Marketing Research(ja): 1-65.

Michael, S. R., Stephen, D., Susan, D., & Rebekah, B. 2006. Consumer Behavior.

Buying, Having, and Being. Engelwood Cliffs: Prentice Hall1996.

Moisescu, O. I., & Vu, D. A. 2012. A Study Of The Relation Between Brand Loyalty And Consumer Involvement With Purchase Decision And Product Class.

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA.

Muthana, K. D., & Arora, G. D. 1983. Prosopis juliflora (Swartz) DC A fast growing tree to bloom the desert. CAZRI Monogr, 22: 1-21.

Oliva, T. A., Oliver, R. L., & MacMillan, I. C. 1992. A catastrophe model for

developing service satisfaction strategies. The Journal of Marketing: 83-95.

Parasuraman, A. A. 1990. Delivering quality service: Balancing customer perceptions and expectations: New York: Free Press; London: Collier

Macmillan.

Peltier, J. W., & Westfall, J. 2000. Dissecting the HMO-benefits managers

relationship: what to measure and why. Marketing Health Services, 20(2): 4.

Ping Jr, R. A. 1993. The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3):

320-352.

Prus, A., & Brandt, D. R. 1995. Understanding your customers. Marketing Tools, 2(5): 10-14.

Rangaswamy, A., & Van Bruggen, G. H. 2005. Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing, 19(2): 5-11.

Reicbheld, F. P., & Sasser, W. E. 1990. Zero Defeciions: Quolify Comes to Services.

Harvard business review.

Richins, M. L., & Bloch, P. H. 1986. After the new wears off: the temporal context of product involvement. Journal of Consumer research: 280-285.

Rust, R. T., & Oliver, R. L. 2000. Should we delight the customer? Journal of the Academy of Marketing Science, 28(1): 86-94.

Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior, 7th.

Shen, Y. C., Chi, C. H., & Chen, J. S. 2007. A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society. International Journal of Consumer Studies, 31(4): 385-390.

Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.

Sheth, J. N. 2002. A generic concept of customer behaviour. Journal of Customer Behaviour, 1(1): 7-18.

Sheth, J. N., & Venkatesan, M. 1968. Risk-reduction processes in repetitive consumer behavior. Journal of Marketing Research: 307-310.

Smith, E. R. 2001. E-loyalty: HarperCollins World.

Smith, R. E., & Wright, W. F. 2004. Determinants of customer loyalty and financial performance. Journal of management accounting research, 16(1): 183-205.

Thamizhchelvan, G. 2012. Consumers’ Attitude towards Telemarketing. Advances In Management Vol, 5: 12.

Vaughn, R. 1986. How advertising works: a planning model revisited. Journal of Advertising Research, 26(1): 57-66.

Warrington, P., & Shim, S. 2000. An empirical investigation of the relationship between product involvement and brand commitment. Psychology &

Marketing, 17(9): 761-782.

Wells, J. D., Valacich, J. S., & Hess, T. J. 2011. What signal are you sending? How website quality influences perceptions of product quality and purchase

intentions. MIS Quarterly, 35(2): 373-396.

Xue, F., & Phelps, J. E. 2013. Self-Concept, Product Involvement, and Responses to Self-Congruent Advertising. Journal of Current Issues & Research in Advertising, 34(1): 1-20.

Zaichkowsky, J. L. 1985. Measuring the involvement construct. Journal of consumer research: 341-352.

Zaichkowsky, J. L. 1987. The emotional affect of product involvement. Advances in Consumer Research, 14: 32-35.

Zaichkowsky, J. L. 1994. The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising: 59-70.

Zeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing: 2-22.

附錄一親愛的先生、小姐您好：

首先，感謝您撥空填寫這份問卷。這是一篇學術問卷，目的是想要瞭解消費者對於銀行推銷保險理財的看法。本研究採匿名方式，資料純屬學術探討，絕對保密，研究後將立即銷毀，請放心地作答。本問卷填答時間僅需 3-5 分鐘，請依照您的個人想法，填寫以下的每一問題，請勿空白，您的詳實填寫是本研究順利完成的關鍵。

再次謝謝您的參與。敬祝順心

國立高雄大學高階經營管理碩士在職專班教授：李博志博士學生：藍詩韻謹啟

 請填寫基本資料，或在適當的□內打「」

1.請問您是幾年出生的？民國_____________年 2.性別：□男性 □女性

3.教育程度： □國中以下 □高中 □大學 □研究所及以上

4.公司產業別： □ 傳統製造業 □ 高科技製造業 □ 金融服務業 □ 通訊服務業

□ 醫療服務業 □ 一般服務業 □ 流通零售業 □ 其他＿＿＿＿

5.職級：□ 一般職 □ 中階幹部（課級） □ 高階幹部（理級）幹部其他＿＿＿

6.年收入金額： □ 25 萬元以下 □ 26 萬元－45 萬元 □ 46 萬元－80 萬元 □ 80 萬元－120 萬元 □ 121 萬元－180 萬元 □ 181 萬元以上 7.每月用於保險理財的金額：□3,000 元以下 □3,001 元－5,000 元 □5,001 元－7,000 元

□7,001 元－9,000 元 □9,001 元－15,000 元 □15,001 元以上 8.戶藉縣市:__________________________

【請接下一頁】

 以下的題項是請問你對於保險理財產品的涉入程度，請圈選『○』一個適當的數字說明您的看法。【1:非常不同意; 2:不同意; 3:普通; 4:同意; 5:非常同意】

      

1. 保險理財產品對我而言是重要的 1 2 3 4 5 6 7

2. 保險理財產品對我而言是煩人的 1 2 3 4 5 6 7

3. 保險理財產品對我而言是關係重大的 1 2 3 4 5 6 7

4. 保險理財產品對我而言是令人興奮的 1 2 3 4 5 6 7

5. 保險理財產品對我而言是沒什麼意義的 1 2 3 4 5 6 7

6. 保險理財產品對我而言是吸引人的 1 2 3 4 5 6 7

7. 保險理財產品對我而言是迷人的 1 2 3 4 5 6 7

8. 保險理財產品對我而言是沒有價值的 1 2 3 4 5 6 7

9. 保險理財產品對我而言是令人關切的 1 2 3 4 5 6 7

10 保險理財產品對我而言是不需要的 1 2 3 4 5 6 7