The Study of Affection to Customer Voluntary Performance by LCD/ Plasma TV consumers in Taiwan.

碩士 === 國立東華大學 === 企業管理學系 === 94 === Title of Thesis: The Study of Affection to Customer Voluntary Performance by LCD/ Plasma TV consumers in Taiwan Number of Page: 111 Graduate School and University: Graduate School of Business Administration, National Dong-Hwa University Category...

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Bibliographic Details
Main Authors: Wei-Chen Chou, 周威呈
Other Authors: Wen-Hai Chih
Format: Others
Language:zh-TW
Published: 2006
Online Access:http://ndltd.ncl.edu.tw/handle/67088866316656101560
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Summary:碩士 === 國立東華大學 === 企業管理學系 === 94 === Title of Thesis: The Study of Affection to Customer Voluntary Performance by LCD/ Plasma TV consumers in Taiwan Number of Page: 111 Graduate School and University: Graduate School of Business Administration, National Dong-Hwa University Category of Abstract and Graduation Time: Thesis for Master Degree, The First Semester, and 2005 Academic Year. Name of Student: Chou, Wei-Chen Adviser: Dr. Chih, Wen-Hai and Dr. Wu, His-Jui Abstract Now, Taiwan’s rise in the global TFT-LCD and related industries are nothing short of meteoric. To Compete with Japanese and South Korean flat-panel TV makers which aim the same worldwide market, we must keep on enhancing the manu- facturing ability and reinforcing the integration among our supply chains. Besides, building our own brand and enlarging our market of sales constantly have been the most challenging and urgent tasks for us. The market is well structured by consumer’s consciousness and the leading companies have to do more to catch the spotlight and get better position in the market. Regarding the flat-panel suppliers in the booming market, no one could precisely forecast and fit the market demands before productions. Every activity in each stage of promoting/ launching the new products links the activities later on, some might become burdens in the future and some might get positive feedback or support at the right time. To know the customers more and see what they want would be the main issues of all the leading companies work for at present. Those messages, comments and replies from sincere consumers would be the important business existing and striving forward signals. Accordingly, this study focuses on the customer voluntary performance(Real Sales) and would discuss about different singles and analyze the entire factor-structure. This study executes statistical analysis by using structure equation model(SEM). The concepts we inserted to the frame of this thesis include service quality, brand equity, (customer) perceived risks, relationship quality, customer perceived value and customer voluntary performance. Besides, we have two controlled variables, which are the involvement degree and population statistical variables of the consumers/ testers. Depending on the analysis of real evidences, this research results to two main implications: 1. Research Theory Model Fit And Discoveries According to SEM analysis result, it is pointed that the whole theory model of this study meets the standard of the fit test. Moreover, it evidences that this model could be supported. To sum up, the key factor of customer voluntary performance is customer perceived value. Building mutual interaction in order to get higher degree of relationship quality is important but minor. 2. The Differences among Individual Clusters Customers can be divided into different clusters by their variety in involvement degree and population statistical variables. Our hypotheses are supported, too. In practice, customers are quite different but we still could sort them to be operative segments in marketing. Since we are difficult to fulfill all the customers at the same time via one effective strategy, we continuously understand more and this study fortunately could give us more solutions and hints on forecasting of individual clusters demands and give each of them what they would accepted. Keywords:Customer Voluntary Performance, Customer Perceived Value, SEM, Flat Panel TV