消費者無抱怨行為之前因探討 李志彬、吳孟玲
E-mail: 9417993@mail.dyu.edu.tw
摘 要
近年來隨著消費者意識抬頭，消費糾紛案件有逐年攀升之勢， 如何透過有效率的抱怨管理技巧，留住不滿意的顧客及維持 市場佔 有率，已是當前企業重要策略。然而多數不滿意消費者並不會採取 直接抱怨。本研究透過轉換成本與個人資本等 因素，探討對消費者 無抱怨行為之影響性。 本研究對283 份有效問卷進行多元迴歸分析，主要之研究結果 為(1)轉換成本 對於無抱怨行為具有相當重要解釋力。(2) 象徵個人 條件特質的個人資本理論，對無抱怨行為具有相當重要解釋力。
關鍵詞 : 無抱怨行為，轉換成本，個人資本
目錄
封面內頁 簽名頁 授權書... iii 中文摘要... v 英 文摘要... vi 誌謝... vii 目
錄... ix 圖目錄... xi 表目
錄... xii 第一章 緒論... 1 第二章 文獻與假 說... 4 2.1 消費者無抱怨行為... 4 2.2 轉換成本與無抱怨行 為... 5 2.3 消費者特性因素與無抱怨行為... 6 2.4 情境因素與無抱怨 行為... 7 2.5 個人資本理論與無抱怨行為... 8 第三章 研究方 法... 12 3.1 研究架構... 12 3.2 問卷設 計... 13 3.3 樣本... 16 第四章 結果分 析... 17 第五章 結論與討論... 22 5.1 研究結 論... 22 5.2 研究意涵... 23 5.3 管理意
涵... 24 第六章 研究限制與研究建議... 26 6.1 研究限 制... 26 6.2 研究建議... 26 6.3 實務建
議... 27 參考文獻... 28 一、中文部 份... 28 二、英文部分... 30 附錄 問 卷... 39
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