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中國文化大學商學院國際企業管理學系碩士論文Masterprogram,DepartmentofInternationalBusinessAdministrationCollegeofBusinessChineseCultureUniversityMasterThesis藉由顧客忠誠度獲取持續性競爭優勢:行銷組合策略及企業社會責任觀點ObtainingSustainableCompetitiveAdvantagefromCustomerLoyalty:APerspectiveofMarketing-MixStrategyandCorporateSocialResponsibility指導教授:張琦雅Advisor:Chi-YaChang,Ph.D.研究生:泰辉忠GraduateStudent:Thai-Dam-HuyTrung中華民國103年01月January,2014ObtainingSustainableCompetitiveAdvantagefromCustomerLoyalty:aPerspectiveofMarketing-MixStrategyandCorporateSocialResponsibilityStudent:Thai-Dam-HuyTrungAdvisor:Dr.Chi-YaChangChineseCultureUniversityABSTRACT Thispaperaimstoidentifycustomerloyaltyasabusinesssustainablecompetitiveadvantagefromtheperspectiveofservicemarketing-mixstrategyandcorporatesocialresponsibility(CSR),byexaminingthesimultaneouseffectsofselectedservicemarketing-mixelementsincludingpeople,physicalenvironment,andprocesses,andCSRasanotherindependentvariableoncustomerperceivedvalue,trust,andloyaltyinthesmartphoneindustry.Thestudyhasbeenconductedwithaquestionnairesurvey,usingmultipleregressionanalysismethodwithSPSS18.0software.Theresultsfromtheempiricalanalysisshowsthat(1)Theselectedservicemarketing-mixelementsincludingphysicalenvironmentandprocessesofserviceproviderspresentsignificantlypositiveeffectsoncustomerperceivedvaluebutnotwithcustomertrust;(2)Theperformanceofserviceemployeesdoesnothelpenhanceperceivedvalueandtrustofcustomers;(3)Customerperceivedvalueappearsremarkablyinbuildingtrustandstrengtheningcustomerloyalty;(4)Thetrustandloyaltyofcustomersareimprovedwhencustomershavegoodemotionalfeeling,socialrecognition,andqualityassurancewhenusingthesmartphones;(5)Thepricevalueisnotsignificantlyassociatedwiththeperformanceofphysicalenvironment,servicedeliveryprocesses,aswellasnothelpenhancetrustandloyaltyofcustomers(6)CSRplaysapowerfulrolesinenhancingvalueperceivedbycustomers,buildingtrust,andimprovingcustomerloyalty(7)Theperceivedvalueisfoundasafullmediatorbetweenmarketing-mixeffortscustomertrustandapartialmediatorintherelationshipbetweenCSRandcustomertrust.(8)Customertrustpartiallymediatestherelationshipbetweenperceivedvalueandtheloyaltyofcustomer,andbetweentheCSRandcustomerloyalty.(9)Inaddition,threedimensionsoutofthefour,namely‘emotional’,‘social’,and‘quality’valueofiii  iv  perceivedvaluedohaveasignificanteffectoncustomertrustandloyalty.Onlythefourthdimensionofperceivedvalue,‘price’valuedoesnotinfluencetrustaswellasimproveloyaltywhencustomersareconsideringorwhileusingasmart-phone.KeywordsCorporatesocialresponsibility(CSR),customerloyalty,customertrust,emotionalvalue,fourPs,people,perceivedvalue,physicalenvironment,qualityvalue,pricevalue,servicedeliveryprocesses,servicemarketing-mixstrategy,socialvalue,sustainablecompetitiveadvantage.ACKNOWLEDGEMENT Firstly,IwouldliketoexpressmygratitudetoChineseCultureUniversityforthescholarshipwithitsamazinglearningenvironment,andDr.NguyenHuuLam,whomotivatedmetothisscholarshipthatmakesmylearningjourneyofMasterofInternationalBusinessAdministrationpossibleinTaiwan.Secondly,Iamdeeplyindebtedtomythesisadvisor,Dr.Chi-YaChang,forherconstantguidanceandassistance.Thisthesispaperwouldnotbecompletedwithoutherenthusiastichelps.Also,IwouldliketothankDr.Wann-YihWuforguidingmewiththeresearchmethodology;withouthislectures,thisresearchcouldnotproduceaccurateresults.Inaddition,IamgratefultothankDr.Hsien-KuangFangforhissupportduringthetimeandDr.Chien-HengChouforhisvaluecommentsinmakingthisresearchmorepracticalandinsightful.Then,myappreciationswouldliketoextendtoDr.Chi-YuanLiangforhiscommentsonresearchvariables,HuynhHuuHienforhiscommentsonquestionnaire,NadiaAnridhoandVoThiMinhHieuforSPSSinstruction,Dr.MinLiuforthefirstchapterrevision,andgroupsofhelpers,Dr.Shou-WeiChang,MaiDinhKhiem,NguyenHaiTrung,NguyenXuanHien,PhungQuangHung,AceChen,someotherprofessors,peers,andfriendsinvariouscountries,fortheirinformaldiscussions,comments,articlesmaterials,andassistanceinfillinganddistributingthequestionnaireforquicksamplecollection.Finally,Iwouldliketoshowmydeepestlovetomyfamilymemberswhofullyencouragemetostudyaboard,especiallytomyyoungestsister,ThaiDamMinhThu,whohelpsdealwithmyburdensinVietnam,sothatIcantotallyconcentrateinmydegree.Thai-Dam-HuyTrungTaipei,Jan2014vCONTENTSABSTRACT....................................................................................................................iiiACKNOWLEDGEMENT..............................................................................................vLISTOFTABLES..........................................................................................................xLISTOFFIGURES........................................................................................................xiiCHAPTERONE.............................................................................................................1INTRODUCTION..........................................................................................................11.1ResearchBackgroundandMotivation.................................................