「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。 研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。 質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議： ㄧ、致力縮短品牌形象與知覺價值間之落差 二、提升消費者對價格的接受度 三、針對強調專業功能性之商品提供合作企業之資訊 四、提高線上通路的使用率 五、把握龐大的單身商機 / “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers. Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research. After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. This research also provides 5 marketing suggestions as following: 1. Shorten the gap between brand image and perceived value to customers. 2. Increase customers’ acceptance of the price. 3. Offer more information about co-operative manufactories. 4. Promote MUJI’s online channel. 5. Grasp single customers.

根據資策會產業情報研究所與行政院之調查，台灣線上購物市場近年來以每年20%～30%的成長率持續穩健的發展著，2011年年度總產值預計可達2.515億元，至2015年則可望突破新台幣一兆元。而無論網路購物（B2C）或是網路拍賣（C2C）市場，女性消費者都已躍升為最重要的消費主力，其中，又以「流行女裝」、「美容保養」、「流行女鞋」為產值最高之前三大商品類別。 本研究基於研究興趣與相關文獻資料回顧結果，選擇網路流行女鞋品牌Grace gift作為研究主題，並透過「服務品質」、「知覺價值」、「顧客滿意度」，以及「顧客忠誠度」等四個變項，探討其經營內涵；進一步檢視四個變項之間的影響關係，並深入探究顧客對於Grace gift的觀感與評價。 本研究透過量化網路問卷以及質化深度訪談兩種方式進行資料蒐集與調查，研究結果顯示，網路流行女鞋品牌Grace gift之服務品質、知覺價值對於顧客滿意度、顧客忠誠度確實有顯著正向的影響，且相較於服務品質，知覺價值對於顧客滿意度、顧客忠誠度具有更強大的影響力。然而，顧客對於品牌所提供的商品與服務雖然普遍感到滿意，但忠誠度仍嫌不足，因此，本研究根據問卷統計分析與訪談結果，提出以下行銷策略建議以供業者及其他網路品牌作為參考與借鏡。 一、強化網頁間的連結度，使商品、服務、推廣三位一體 二、通路差異化經營，建議善用官方網站彰顯品牌形象與精神 三、推出特殊節日限定紀念款塑造品牌特色 四、透過大型團購集殺活動吸引新顧客；藉由季末酬賓感恩活動維繫舊顧客 五、舉辦公關及公益活動與社會大眾建立關係，正面提升品牌形象 / According to the survey by Market Intelligence & Consulting Institute（MIC） and the Executive Yuan, Taiwan's online shopping market in recent years keeps developing with the steady growth rate of 20% to 30%. The annual output value of 2011 is expected to reach 251.5 million NT dollars and till 2015 which will exceed NT $ 1 trillion. Nowadays no matter in B2C or C2C market, female consumers have jumped to the most important main position of consumption and become to the most valuable clients. So this research bases on researcher’s personal interest and the results of past related references, selects the most popular online ladies’ fashion shoes brand “Grace gift” as the theme. By using both quantitative and qualitative research methods, this research tries to explore the connotation of its business management through the four variables including “service quality”, “perceived value", "customer satisfaction" and "customer loyalty” and further examines the relationship among these variables. After analyzing the data of online questionnaires and qualitative interviews with customers, the research result shows that the significant and positive impacting relationship deed exist between service quality, perceived value, customer satisfaction and customer loyalty. And compared to service quality, perceived value takes a more obvious, positive and powerful influence in shaping customer satisfaction and customer loyalty. Finally, this research provides 5 marketing strategy recommendations as blow: 1.Strengthen the links between the webpages and make the products, services, and promotion to be the trinity. 2.Create difference of management in the two selling channels and use the official website to highlight the brand image and spirit. 3.Provide unique design shoes for special holiday and anniversary to build brand characteristics. 4.Hold large-scale group-buying events to attract new customers and maintain the old customers through thanksgiving activities. 5.Organize PR events and public charity activities to build relationship with the community and positively enhance the brand image.

This research investigates the impact of the interaction between the consumer and mobile service provider on the adoption of advanced mobile commerce services by existing consumers of mobile technology. These factors include: 1) Perceived Relationship Quality (PRQ), which is the consumer’s evaluation of the quality of his/her relationship with the mobile service provider, and 2) Perceived Value of the Adoption Incentive (PVI), which is the consumer’s evaluation of the value of incentives that are offered by the service provider to entice him/her to adopt the mobile service. The influence of these factors on consumer attitudes and intentions towards adopting mobile commerce services is studied and compared with three other well-known adoption factors including perceived usefulness, ease of use and the subjective norm. / This study was undertaken in three parts. Firstly, a conceptual study was conducted to investigate and analyse the existing literature on consumer adoption of mobile commerce services. This phase started with a general review of the existing studies using a novel model: the Entities-Interactions Framework, EIF. The EIF explains adoption behaviour in terms of interactions between the consumer and the other entities including the mobile service, the service provider and the social system. This framework was used to analyse the extent to which important adoption factors have been covered by past research and therefore identify the research questions. The conceptual study resulted in the development of a research model and relevant hypotheses. / Secondly, a large-scale questionnaire survey was conducted to test the research model and the proposed hypotheses. This part of the research helped give a broad picture of the influence of consumer-service provider factors on consumer adoption of mobile commerce services. Thirdly, face-to-face interviews with mobile phones users were conducted in order to validate the survey results and provide an understanding of the mechanisms that control the impact of the investigated factors. The research found that PRQ and PVI have an important influence on the attitude and intention of existing mobile phone users towards accepting and using advanced mobile commerce services. Furthermore, the research found that these newly introduced factors are more influential on consumer adoption perceptions than other well-established factors. / The study enriches our understanding of technology adoption by individuals because it explains why an existing user of a technology, such as mobile technology, will or will not adopt advanced versions of that technology. The findings affirm that in the context of communication technologies, which are interactive by nature, understanding the interaction between consumers and service providers is a key to understanding the progressive adoption by consumers of advanced forms of these technologies. The thesis provides practitioners (particularly mobile service providers) with a better understanding of the impact and implication of their interaction with consumers on consumers’ acceptance and use of mobile services. The study emphasises the importance of incorporating this understanding throughout the mobile service provision process, starting from the conceptualisation of the service to the actual provision of the service to the market. The study also offers a novel comprehension of how to view each mobile service offer as a consequence of the previous offer and a precedent of the next in order to enhance consumer adoption of mobile service in the short and long runs.

銀行產業在台灣是屬於一個高度競爭的行業，在競爭下為求生存只能不斷創新獲利模式。由最早的企業金融放款，演進到個人消費信用貸款；由信用卡手續費收入，演進到財富管理手續費收入。回顧過往銀行發展的產業史，可以發現銀行已由承擔放款風險的利差收入，進化到藉由專業化服務賺取無風險手續費收入的新世紀。財富管理業務已是各家銀行兵家必爭之地，而其中決戰的主戰場又以保險產品的行銷最為激烈。 本文以Y銀行為個案研究目標，因為它是首波台灣政府開放民營銀行中，由專業經理人創設且迄今於銀行的各項業務中皆名列前茅的模範生代表。銀行近年來已成為保險公司最大的行銷通路，最主要的原因在於市場低利率的環境下，保險產品能提供相對定存為高的報酬且能享有稅賦上的優惠。然而在主管機關加強對保險業的監理，要求類定存保險產品淡出保險市場後，銀行未來行銷保險產品的策略又該何去何從? 本研究使用問卷調查量化分析之方式，以Y銀行顧客中曾購買過保險產品之顧客為研究對象。另外，也將問卷調查中所發現的問題設計成訪談大綱，針對Y銀行通路主管進行質化深度訪談，期望藉由探討「服務品質、品牌形象、認知價值」對顧客滿意度及顧客忠誠度之關係，提供Y銀行未來訂定保險產品行銷策略的建議，更希望能健全保險產業的發展，讓保險產品回歸最原始的保障需求。 本研究得出下列結論：第一、銀行若能持續提供優質的保險軟硬體服務，銀行通路仍將長期佔據保險公司最大行銷通路的王座。第二，銀行的品牌形象優於保險公司，但仍需慎選合作的保險公司，避免損及自身品牌商譽。第三、認知價值對顧客滿意度及忠誠度影響很大，銀行應善用顧客對銀行認知較保險公司為佳的優勢。第四、銀行應加強理專的保險教育訓練，提升同仁專業的保險知識與行銷技能，方能滿足消費者對於銀行理專服務品質提升的期待。第五、銀行應該多行銷保障型保險產品，讓保險回歸保障之本質，讓顧客保險需求得到滿足，因此產生滿意度進而帶來忠誠度。 / Banking is a highly competitive industry in Taiwan. Banks have to keep renovating the profit model to survive. Banking evolution starts from early corporate lending, consumer lending, and credit card fee income to wealth management fee income. Learnt from the history, banks fee income is moving from lending, which banks bear the risk, to risk free service fee by providing professional services. Wealth management business is now the battle field in banking, and insurance product business is the fiercest area among others. The subject of this research is Y Bank. Y Bank was selected because it’s one of the top banks in all banking categories, established by professional manager, and it’s in the first wave of the Taiwan government to open private banks business. Banks are becoming the largest distribution channel for insurance products. Primarily is due to in the low interest rate environment insurance products could provide higher than fixed deposit interest rate and the tax benefit. However, now the authority is tightening the control in insurance industry and expect the Deposit Classed Insurance Products to be phase out the market, what will be the banks’ next step in insurance business? This study used quantitative analysis of questionnaires way to the bank customer in Y Customers who bought insurance products for the study. In addition, the questionnaire design issues found in a interview outline, qualitative in-depth interviews conducted for the Y channel bank supervisor. This research is looking in the relationship between customer satisfaction and loyalty from service quality, branding, perceived value aspects. Furthermore, hopefully could provide the future insurance product strategies and recommendations to the banks, develop the soundness of insurance industry, and guide the insurance products return to it’s original purpose, protection. In this study, the following conclusions: First, if banks continue to provide hardware and software quality insurance services, banking channel will occupy the throne of the insurance company's largest long-term marketing channels. Second, the bank's brand image is better than the insurance company, but bank still carefully chooses insurance companies, to avoid compromising their brand goodwill. Third, the perceived value of a great impact on customer satisfaction and loyalty, banks should take advantage of the customer perception of banks is better. Fourth, banks should enhance the knowledge of insurance professional colleagues and marketing skills in order to meet consumer demand for banking services designed to enhance the quality of management expectations. Fifth, the bank should be more marketing protection-type insurance products, the protection of the insurance back to basics, so that the customer insurance needs are met, resulting satisfaction and thus bring loyalty.

Nedladdade spel har blivit mer förekommande än vad de var för ett årtionde sedan. Bredbandets framgång har gjort det möjligt att snabbt ladda ner spel och marknaden för digitala spel växer stadigt. I denna studie undersöker vi om konsolspelarnas attityd mot digitala konsolspel skiljer sig från fysiska konsolspel i och med den växande digitala marknaden. Vi presenterar och diskuterar konsolspelares attityd mot digitala och fysiska spel och deras uppfattade värde av dessa format. I de kvantitativa undersökningar som vi utförde visar vi att människor föredrar fysiska konsolspel framför digitala, även fast den digitala marknaden är på stadig uppgång. Baserat på de resultat i vår studie så fann vi att den mest förekommande anledningen till att fysiska konsolspel föredrogs var de möjligheter som fysiska kopior medför, såsom att kunna sälja, byta, visa upp eller återlämna sitt spel. / Downloadable games are more common these days than they were a decade ago. The prowess of broadband has made it possible to quickly download games and the market for digital games is growing steady. In this paper we study if the attitude towards digital console games differentiates from physical console games due to the growing digital market. We present and discuss console users’ attitude towards digital and physical games and their perceived value. From the quantitative studies performed we show that people prefer physical console games over digital, even though the digital market is on a steady climb. Based on the results we found the most common cause for the preference of physical copies was the possibilities the physical format entailed, such as trad- ing, exhibiting, refunding or borrowing.

Made available in DSpace on 2010-04-20T20:08:19Z (GMT). No. of bitstreams: 1 74576.pdf: 2656167 bytes, checksum: 61ba0ad7212e9a482efd0e829f9cf954 (MD5) Previous issue date: 2007-11-27T00:00:00Z / O propósito desta tese foi contribuir para os estudos sobre o tema Valor Percebido, sob a ótica do Marketing de Relacionamento, enfocando a pesquisa na relação entre as instituições de ensino superior privadas e seus alunos. A coleta de dados foi realizada com alunos de instituições de ensino superior privadas do Rio Grande do Sul matriculados em cursos de graduação em Administração, sendo dividida em três etapas. Na primeira etapa foi realizada consulta qualitativa e exploratória, com dez estudantes, através de entrevistas em profundidade. Em seguida foram coletados questionários quantitativos de 133 respondentes, para validação e purificação das escalas de mensuração. Na terceira etapa foram coletados 569 questionários, que permitiram o teste de modelos estruturais que relacionam os temas de interesse desta tese, a saber: Valor Percebido, Satisfação, Satisfação com o Relacionamento e Lealdade. A fundamentação teórica apresenta a discussão sobre estes temas, bem como um modelo conceitual de integração entre eles e treze hipóteses de pesquisa que verificam as relações causais entre os construtos. Através da técnica de Modelagem de Equações Estruturais, as hipóteses são testadas e um modelo estrutural, com índices de ajuste adequados, é proposto. As relações entre construtos estabelecidas no modelo proposto atestam que os preditores de Valor Percebido são a Qualidade Percebida, Preço Comportamental, Preço Monetário, Reputação e Resposta Emocional. Destes, o que apresentou maior influência no Valor Percebido foi o Preço Monetário, seguido da Reputação, indicando a importância da preocupação com a imagem e status da instituição de ensino superior. O Valor Percebido demonstrou grande influência sobre a Satisfação. Outro antecedente da Satisfação foi a Satisfação com o Relacionamento, ressaltando a efetividade das ações de Marketing de Relacionamento em empresas prestadoras de serviços de natureza contínua, em especial no setor educacional. Os antecedentes da Lealdade apontados no modelo são a Satisfação, o Valor Percebido e a Satisfação com o Relacionamento, os dois últimos com influência mais acentuada do que a Satisfação. Desta forma, destaca-se a relevância de gerar valor para os clientes, bem como estabelecer com eles vínculos relacionais satisfatórios. Por fim, são dadas sugestões de novas pesquisas. / This thesis proposal is to give a contribution to Perceived Value studies, in the context of relationship marketing, focusing the research in the relation among higher education institutions and their students. Data were collected with Rio Grande do Sul higher education institutions’ students taking degree in Business Administration, in three phases. In the first phase, qualitative and exploratory research were conducted, with ten in depth interviews with students. Then a sample of 133 respondents was collected, for validation and purification of the measurement scales. In the third phase, 569 questionnaires were collected for the final sample, which allowed the structural models tests relating the following subjects: Perceived Value, Satisfaction, Relational Satisfaction and Loyalty. Discussions about these subjects are presented in the literature review, which also presents a conceptual model integrating them and thirteen hypotheses of causal relations among constructs. Using Structural Equations Modeling, the hypotheses are tested and a structural model is proposed, with adequate adjust indexes. The relations highlighted in the model show that the predictors of Perceived Value are Perceived Quality, Behavioral Price, Monetary Price, Reputation and Emotional Response. Monetary Price is the construct which more influenced the Perceived Value, followed by Reputation, indicating that higher education institutions should concern about image and status. Perceived Value demonstrated heavy influence on Satisfaction. Another Satisfaction predictor was Relational Satisfaction, showing that Relationship Marketing actions are important in continuous service companies, as such in the education sector. Loyalty antecedents in the model are Satisfaction, Perceived Value and Relational Satisfaction, being the last two more influent than Satisfaction. The conclusions highlight the importance of creating value to customers and establishing satisfactory relational ties with them. Last but not least, suggestions to following researches are given.

Made available in DSpace on 2010-04-20T20:51:26Z (GMT). No. of bitstreams: 3 155025.pdf.jpg: 17982 bytes, checksum: 6b884d10e6e1305fdad06d16c76f3cdd (MD5) 155025.pdf: 1071311 bytes, checksum: 08a43f2dba2774959a7b44a78519cee5 (MD5) 155025.pdf.txt: 262203 bytes, checksum: 36cab83d49be85b008e787610d91f203 (MD5) Previous issue date: 2006-02-13T00:00:00Z / No Brasil, os varejos de grande escala estão perdendo espaço para os formatos menores como pequenos supermercados, mercadinhos, feiras, padarias, entre outros. Além disso, a inflação baixa e os preços sem grandes diferenças nos vários formatos de varejo criaram opções para os consumidores comprarem em várias lojas. Estes buscam realizar suas compras em locais que diminuam o ônus e aumentem o bônus na realização das compras. Portanto, os diversos formatos varejistas devem adquirir conhecimento a respeito do que os seus consumidores percebem como sacrifício (o ônus) ou benefício (o bônus) destas atividades, para poderem oferecer proposições mercadológicas coerentes com as demandas existentes. Para oferecer subsídios para melhor compreensão desse fenômeno, formulou-se o seguinte problema de pesquisa: quais os ônus e bônus que os consumidores percebem existir na escolha de um determinado formato de loja para realizarem suas compras de alimentos? Uma revisão do conhecimento a respeito de valor percebido e de seus antecedentes se fez necessária para responder a essa questão. A qualidade percebida e o sacrifício percebido (esforços e riscos) foram estudados. Também foi efetuado um estudo da evolução dos modelos de valor percebido apresentados ao longo dos anos, com o intuito de estabelecer o relacionamento dos construtos e variáveis presentes nos modelos. Uma pesquisa exploratória foi conduzida junto a consumidores destes estabelecimentos em uma média cidade brasileira que possui em seu território a diversidade de formatos varejistas presentes no país. Foram feitas entrevistas em profundidade com 51 donas-de-casa que realizam a compra de alimentos de suas residências e têm escolaridade acima da 4ª série, sendo 26 de baixa e 25 de alta renda. Os resultados apontaram a grande preocupação das consumidoras principalmente com a questão do preço e do tempo de viagem (proximidade), os quais são considerados como dois esforços pela literatura. Os valores de Holbrook (1999) também foram analisados segundo a ótica das consumidoras. Além do tempo de viagem, os outros esforços não-monetários de tempo foram categorizados, sendo que um dos mais destacados foi o tempo de espera (filas), seguido pelos tempos de compra e de monitoramento. Diversos riscos foram percebidos pelas consumidoras de alimentos, destacando-se aqueles relacionados tanto à loja varejista quanto aos produtos comprados, bem como outros associados à manipulação dos produtos pelos varejistas. Os diversos formatos varejistas apresentaram peculiaridades, sendo que as consumidoras se valem desses atributos positivos e negativos para realizarem suas escolhas. Muitas delas estão pautadas também nas características sócio-econômicas e nos recursos disponíveis às pessoas para que consigam ter acesso aos tipos de lojas. Na conclusão do trabalho são apresentadas limitações e sugestões para novas pesquisas. / In Brazil, big food retails are losing space to small formats like, among others, small supermarkets, traditional retailers, street formats, and bakeries. Besides, the low inflation and the prices without high differences among the retailing formats created options to the consumers that can buy in several stores. These consumers try to do their shopping in places where the onus is decreased and the bonus is increased. So, the different retail formats should acquire knowledge about what their consumers perceive as sacrifice (the onus), or benefit (the bonus) of these activities, to offer marketing propositions coherent with the existent demands. To offer information in order to enhance this phenomenon comprehension, the following research problem was presented: what are the onus and bonus that consumers perceive in the choice of a kind of store format to do theirs food s shopping? A knowledge review about perceived value and its antecedents was necessary to answer this question. The perceived quality and the perceived sacrifice (efforts and risks) were studied. A study about the evolution of the perceived value models presented through the years was also conducted to set up the relationship of the constructs and the variables that form these models. An exploratory research was conducted with consumers of these retails in a medium Brazilian city that has in its territory the various retail formats existing in this country. In- depth interviews were done with 51 households who do their home s food shopping and have at least four years of formal education; they were divided into 26 women of low income and 25 of high income. The results showed that the consumer s mainly preoccupation was with the issues of price and travel time (proximity), that are considered as two efforts by the literature. The Holbrook s (1999) values were also analyzed according to the consumer s view. Besides travel time, the others non-monetaries time efforts were categorized, and one of the most prominent was the waiting time (lines), followed by shopping time and monitoring time. Various risks were perceived by food s consumers, and were highlighted those related with retailing and bought products, and also others associated with the product s that are handled by the retailers. The different retail formats presented peculiarities, and the consumers use these positives and negatives attributes to do their choices. Most of these are based on socio- economics characteristics and on the available resources to access some kinds of stores. In the work s conclusion limitations and suggestions for new researches are presented.

The field of technological subscription-based services are growing, and more organizations are using this strategy to provide their customers with products and services. Even though the market is growing the theories concerning the perceived value of their customers are not. The perception of value is an important part of a company’s strategy and the need for validated aspects concerning this is important to formulate. Customer-perceived value is a complex area and the gap in the theoretical understanding of this in the technological subscription-based products and services needs to be filled. The aim of this research is to explore this field and to gain a better understanding of what situational factors of the perceived value is. The situation studied in this research lies within the visitor-centered organizations perception of value of subscription-based multi-media guides. After an extensive literature review in this area data has been collected through eight semi-structured interviews. This has resulted in the findings of factors that affect both the beneficial and costly domains of the customer-perceived value. It was also clear that the situation plays a big role in the perceived value. The factors that was mentioned most of the respondents were seen as the most influential and these has been presented in a list in the end of the study. The results can be used as a base for future studies to gain a deeper insight in the area and also to conduct more studies to see if different situations have a bigger affect. The results can also be used as a guideline for practitioners within the field as they develop their products and services to increase value for their customers. / Företag som erbjuder tekniska prenumerationsbaserade lösningar blir fler, och allt fler företag använder sig av denna strategi för att förse sina kunder med produkter och tjänster. Även fast denna marknad växer saknas fortfarande teorier som rör området kring vad deras kunder har för upplevt kundvärde. Upplevt kundvärde är en viktig del av ett företags strategi och behovet av validerade teorier kring vilka aspekter som påverkar detta är viktiga att formulera. Upplevt kundvärde är ett komplext område och gapet i den teoretiska förståelsen kring detta inom området som erbjuder tekniska prenumerationsbaserade produkter och tjänster behöver fyllas. Syftet med denna rapport är att undersöka detta område för att få en bättre förståelse för vilka de situationsbaserade faktorer som påverkar det kundupplevda värdet är. Situationen som har studerats i denna rapport ligger i besöksorienterade organisationers upplevda värde av prenumerationsbaserade multi-mediaguider. Efter en omfattande litteraturstudie inom detta område har data samlats in med hjälp av åtta semi-strukturerade intervjuer. Tack vare det insamlade materialet har denna studie resulterat i en lista på faktorer som påverkar både de fördelaktiga samt kostsamma domänerna av det upplevda kundvärdet. Det var även tydligt att situationen spelar en stor roll i det upplevda kundvärdet. De faktorer som nämndes mest av respondenterna har ansetts haft störst påverkan och det är dessa som presenteras i en lista i slutet av rapporten. Resultatet kan användas som bas för fortsatta studier för att fördjupa sig inom området samt för att genomföra fler studier för att se om olika situationer har mer inverkan. Resultatet kan även användas som en riktlinje för de som praktiserar inom fältet när de utvecklar sina produkter och tjänster för att höja värdet för sina kunder.

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Rubi Bibliotecária CRB80-6635 on 2017-11-08T14:43:41Z (GMT) / Submitted by Camila Favoretto (camila_favoretto@hotmail.com) on 2017-11-08T15:55:59Z No. of bitstreams: 2 Texto defesa_versao final_Camila Favoretto.pdf: 2205553 bytes, checksum: f0eb5f68e7c969c71aeb1e0a97148ff1 (MD5) modelo-carta-comprovanteLOGOdosPPGs.pdf: 499135 bytes, checksum: 915988512c9ee206f974e3c96e6afa73 (MD5) / Approved for entry into archive by Milena Rubi ( ri.bso@ufscar.br) on 2017-11-08T17:08:14Z (GMT) No. of bitstreams: 2 Texto defesa_versao final_Camila Favoretto.pdf: 2205553 bytes, checksum: f0eb5f68e7c969c71aeb1e0a97148ff1 (MD5) modelo-carta-comprovanteLOGOdosPPGs.pdf: 499135 bytes, checksum: 915988512c9ee206f974e3c96e6afa73 (MD5) / Approved for entry into archive by Milena Rubi ( ri.bso@ufscar.br) on 2017-11-08T17:08:24Z (GMT) No. of bitstreams: 2 Texto defesa_versao final_Camila Favoretto.pdf: 2205553 bytes, checksum: f0eb5f68e7c969c71aeb1e0a97148ff1 (MD5) modelo-carta-comprovanteLOGOdosPPGs.pdf: 499135 bytes, checksum: 915988512c9ee206f974e3c96e6afa73 (MD5) / Made available in DSpace on 2017-11-08T17:08:37Z (GMT). No. of bitstreams: 2 Texto defesa_versao final_Camila Favoretto.pdf: 2205553 bytes, checksum: f0eb5f68e7c969c71aeb1e0a97148ff1 (MD5) modelo-carta-comprovanteLOGOdosPPGs.pdf: 499135 bytes, checksum: 915988512c9ee206f974e3c96e6afa73 (MD5) Previous issue date: 2017-09-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / The service sector has gained prominence both in the Brazilian and in the world’s economies, impelling organizations to seek excellence in their service. Faced with this need, in the banking sector, institutions have emphasized a mutually beneficial relationship with their clients, in order to make the management of services a competitive differential. Service quality and customer satisfaction have been identified as key factors for competitiveness and customer retention. In this context, there is a challenge in understanding the relationships among the antecedent factors of customer satisfaction. In fact, previous research agrees neither on the direction nor on the degree of relationship of these factors, besides being studied in different countries and service sectors. Thus, the purpose of this study is to investigate the multiple relationships among the constructs – service quality, perceived value, corporate image and customer satisfaction. For that, a literature review was carried out on the concepts pertinent to this research; the constructs were conceptualized individually, providing the theoretical basis for their operationalization. Then, the relations among them were evidenced by the statement of hypothetical links, thus specifying the theoretical model. After articulating the knowledge in a theoretical manner, in the city of Sorocaba-SP, a survey was conducted, using a questionnaire randomly applied to 136 clients of the banking services, which use at least one of the five largest Brazilian banks. Data analysis was performed through the structural equation modeling technique, in order to test the consistency of the hypotheses and to identify the direction of the relations. The results showed that service quality directly influences the perceived value and the corporate image and that the image directly impacts customer satisfaction, making it a potential mediating variable for the quality-satisfaction relationship. The direct relationship between quality and satisfaction as well as perceived value and satisfaction were not observed, considering the sample of this research and the levels of significance. Therefore, this study might be both theoretically and practically relevant. Such knowledge directs banking institutions to prioritize the allocation of resources and efforts on the corporate image. Through this factor, the expected implications related to customer satisfaction will be achieved directly. Simultaneously, banks must acknowledge that the delivery of high quality is an important driver of corporate image and perceived value. In the academic field, the study develops architecture of measurable indicators making it possible to evaluate the proposed constructs, besides constructing an explanatory theory in the understanding of the relations among them for the banking sector. / O setor de serviços tem ganhado destaque nas economias brasileira e mundial, impulsionando as organizações a buscarem por excelência no seu atendimento. Diante dessa necessidade, no setor bancário, as instituições vêm enfatizando um relacionamento mutuamente benéfico com seus clientes, no sentindo de tornar a gestão dos serviços um diferencial competitivo. A qualidade em serviços e a satisfação do cliente têm sido identificadas como fatores-chave nessa diferenciação e retenção de clientes. Nesse contexto, há um desafio na compreensão das relações entre os fatores antecedentes da satisfação dos clientes. De fato, pesquisas anteriores não convergem quanto à direção nem ao grau de relacionamento desses fatores, além de serem abordadas em diferentes países e setores de serviços. Dessa forma, o objetivo desse estudo é investigar as múltiplas relações entre os construtos qualidade em serviços, valor percebido, imagem corporativa e satisfação do cliente. Para tanto, realizou-se uma revisão da literatura sobre os conceitos pertinentes a esta pesquisa, os construtos foram conceituados individualmente, fornecendo a base teórica para operacionalização dos mesmos. Em seguida, foram evidenciadas as relações entre eles por meio da declaração das ligações hipotéticas, especificando assim o modelo teórico. Após o conhecimento ter sido articulado de forma teórica, foi conduzida uma pesquisa de levantamento (survey), utilizando para coleta de dados um questionário aplicado de forma aleatória a 136 clientes dos serviços bancários na cidade de Sorocaba-SP, que utilizam ao menos um dos cinco maiores bancos brasileiros. A análise dos dados aconteceu mediante a técnica de modelagem de equações estruturais, a fim de testar a consistência das hipóteses e identificar a direção das relações. Os resultados obtidos revelaram que a qualidade em serviços influencia diretamente o valor percebido e a imagem corporativa, a imagem impacta diretamente a satisfação do cliente, tornando-a uma potencial variável mediadora para relação qualidade e satisfação. Não foi observada, diante da amostra desta pesquisa e dos níveis de significância utilizados, a relação direta entre qualidade e valor percebido com satisfação. Acredita-se, portanto, que este estudo seja relevante tanto para a academia quanto para a prática. Tal conhecimento direciona as instituições bancárias a priorizarem a alocação de recursos e esforços sobre a imagem corporativa, é por meio desse fator que as implicações esperadas em relação à satisfação dos clientes serão alcançadas diretamente. Ao mesmo tempo, os bancos devem admitir a entrega de níveis elevados de qualidade como importante motor da imagem corporativa e do valor percebido. No âmbito acadêmico, desenvolve uma arquitetura de indicadores mensuráveis tornando possível a avaliação dos construtos propostos, além de construir uma teoria explicativa na compreensão das relações entre eles para o setor bancário.

共享經濟為近幾年廣為討論的議題之一，本研究欲以Uber、Airbnb等媒合共享服務類型的網路平台，探討使用者採用共享平台的相關因素為研究方向，從價值觀點出發，考量使用者認知犧牲及認知效益，以交易成本作為採用共享平台服務所認知的犧牲，又將認知的效益分為經濟效益與非經濟效益兩種影響層面，來綜合評估使用者對於整體共享產品服務的認知價值，透過認知價值進而探討影響使用者採用共享平台的參與意圖。其中，交易成本又會受到不確定性和資產特殊性所影響。 本研究將共享平台提供的產品及服務假設五種情境，共收集476份有效問卷樣本回收分析，研究結果發現，使用者採用共享平台時認知的交易成本越低或使用者認知利益越大時，獲得的認知價值越高。其中又以認知效益對於價值感受的影響程度又比使用者認知所做出的犧牲更強。 / Sharing economy is an emerging trend with rapid growth. Many firms such as Uber and Airbnb have taken advantage of the sharing platform to provide innovative services. However, many more have failed after a substantial amount of investment. Not much research has conducted with regard to why consumers chose to use some sharing services but not others. In this research, the value-based perspective and the transaction cost theory are adopted to build a research model for explaining users’ intention to accept a sharing platform. In our model, transaction costs of using the sharing platform is considered as a sacrifice, while economic and non-economic benefits are the benefit side of the model. Uncertainty and asset specificity are considered two main factors that affect the transaction cost. A questionnaire survey was conducted to evaluate the research model. A total of 476 responses were received. SmartPLS3.0 was used to analyzed the data. The results indicate that perceived value is negatively affected by the transaction cost and positively affected by benefits gained from the platform. Perceived value has a significant effect on users’ intention to adopt a service provided on a sharing platform.