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題名 百貨／購物中心消費者忠誠度形成因素之探討
作者 洪萱
貢獻者 邱志聖
洪萱
關鍵詞 百貨／購物中心
交易成本理論
滿意度
忠誠度
產品功能屬性
服務品質
信任度
態度忠誠
行為忠誠
專屬資產
日期 2002
上傳時間 9-May-2016 16:17:33 (UTC+8)
摘要 　　消費者滿意與顧客忠誠一直都是行銷學術研究的重點之一。過去研究指出，如果產品或服務的表現能夠符合顧客的先前期望，顧客便會感到滿意，而滿意的顧客，會提升他們對品牌的忠誠。但在現今科技發達、資訊複雜的市場中，顧客的滿意並不一定會轉變成忠誠。而事實上研究也發現，留住現有顧客所能帶給公司的利潤往往比吸收新顧客來得高。隨著消費者需求不斷提升，對產品的認知也越來越清楚，消費者瞭解如何在成本的考量下，替自己創造最高的效用。因此，光是滿意的顧客顯然是不夠的，可能還是無法保證顧客的再惠顧行為，進而增加公司的利潤。相信不論對行銷學界或是實務應用上，深入瞭解顧客忠誠的形成因素，是非常迫切且值得探討的。
     　　在追求顧客滿意與顧客忠誠之間，滿意度或許是達到忠誠度的必要條件，但並非充分條件，可能還有其他因素會直接影響顧客忠誠。換句話說，提升顧客滿意，進而使得他們在態度與行為上對廠商忠誠，勢必還有一些其他的因素，是廠商必須深入瞭解且努力的目標。本研究以交易成本理論為主，透過以大型百貨／購物中心消費者為假設驗證對象，希望能夠深入探討影響顧客滿意與忠誠的形成因素。
     　　根據實證結果發現，對百貨／購物中心的消費者來說，廠商所提供的產品、服務，以及消費者對該廠商的信任度都會影響消費者的整體滿意度；而整體滿意度、信任度，以及消費者與該廠商所建立的專屬資產會影響消費者在態度上的忠誠；此外，本研究實證結果也說明，除了態度忠誠外，與消費者建立相當的專屬資產，也可以使消費者在行為上忠誠該廠商。
     　　最後，由上述實證結果，以交易成本理論為基礎，提供給百貨／購物中心業者關於如何創造顧客滿意度與忠誠度的建議。
參考文獻 中文部分：
     郭欣惠，以交易成本理論探討顧客滿意度與忠誠度之關係─舉入口網站及ISP市場為例，政治大學國際貿易研究所未出版碩士論文，民國九十年。
     林祐全，購物中心環境與購物型態對惠顧意願影響之研究─以台茂與金銀島購物中心為例，成功大學企業管理研究所未出版碩士論文，民國九十年。
     黃珮婷，顧客滿意度與忠誠度之關係─交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十九年。
     林傑斌、劉明德，SPSS10.0與統計模式建構，文魁資訊，民國九十年初版。
     英文部分：
     Anderson, Eugene W. and Mary W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (Spring), 125-143.
     --------, Claes Fornell, and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden,” Journal of Marketing, 58(July), 53-66.
     Babin Barry J., and William R. Darden. (1996).”Good and Bad Shopping Vibes:Spending and Patronage Satisfaction,” Journal of Business Research, 35: pp. 201-206.
     Bagozzi, R. P. (1992), “The Self-Regulation of Attitudes, Intentions, and Behavior,” Social psychology Quarterly, 55, 178-204.
     Baker, Julie. (1986). “The Role of the Environment in Marketing Services: The Consumer Perspective.” Pp.79-84 in John A. Czepeil, Carole A. Congram, and James Shanahan (eds.), The Services Challenge: Integrating for Competitive Advantage.Chicago IL: The American Marketing Association.
     Barney, Jay B. and William G. Ouchi (1986), Organizational Economics, San Francisco, CA: Jossey-Bass.
     Berry, Leonard L.(1996), “Retailers with a Future,” Marketing Management, 5(Spring),39-46.
     Blattberg, Robert C., and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods,and Strategies. Englewood Cliffs, NJ: Prentice Hall.
     Brady, Michael K., J. Joseph Cronin and Richard R. Brand (2002),”Performance-Only Measurement of Service Quality：A Replication and Extension,”Journal of Business Research,55,17-31
     Cardozo, Richard M (1965), “An Experimental Study of Consumer Effort, Expectation and Satisfaction,” Journal of Marketing Research 2 (August): 244-249.
     Carman, James M.（1990）.”Consumer Perceptions of Service Quality：An Assessment of the SERVQUAL Dimensions,” Journal of Retailing 66(1)：33-55.
     Chaudhuri, Arjun and Morris B. Holbrook(2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65 (April), 81-93
     Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), “SERVPERF Versus SERVQUAL：Reconciling Performance-Based and Perceptions—Minus- Expectations Measurement of Service Quality,” Journal of Marketing, 58 (January), 125-131.
     Fornell, Claes（1992）,”A National Customer Satisfaction Barometer：The Swedish Experience,“ Journal of Marketing, Vol. 56（January）, 403-412.
     Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (April), 70-87.
     Gotlieb, Jerry B., Dhruv Grewal and Stephen W. Brown (1994), “Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs?” Journal of Applied Psychology, 79 (6), 875-885.
     Helson, H.（1964）, Adaptation —Level Theory, New York: Harper and Row,1964.
     Hesket, James L. , Jones, Thomas O. , Loveman, Gary W. , Sasser, W.Earl. & Schlesinger, Leonard A.（1994）, “Putting the service-Profit Chain to Work,” Harvard Business Review, March-April, pp.164-174.
     Hovland, C.I., O. J. Harvey and M. Sherif（1957）, “Assimilation and Contrast Effects in Reactions to Communication and attitude Change,”Journal of Abnormal and Social Psychology, Vol.55, July, pp.244-254.
     Jones M. A., David L. Mothersbaugh and Sharon E. Beatty（2000）,”Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, Vol 76(2), 259-274.
     Jap, Sandy D. and Shankar Ganesan (2000),”Control Mechanisms and the Relationship Life Cycle：Implications for Safeguarding Specific Investments and Developing Commitment,” Journal of Marketing Research,37(May),227-245
     Mittal, Vikas, William T. Ross, Jr., and Patrick M.Baldasare (1998), “The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions,” Journal of Marketing, 62 (January), 33-47
     Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38.
     Moorman, Christine, Gerald Zaltman, and Rohit Deshpande（1992）. “Relational Between Providers and Users of Marketing Research, 29(August) 314-329.
     Oliver, Richard L.（1999）, “Whence Consumer Loyalty,” Journal of Marketing, Vol.53（Special Issue 1999）, pp.33-44.
     Oliver, Richard L.（1997）. “Satisfaction：A Behavior Perspective on the Consumer,” New York：McGraw-Hill.
     Oliver, R. L. and W. S. Desarbo（1988）, “Resonse Determinants in Satisfaction Judgement,’’ Journal of Customer Research, Vol.14, March,pp.495-507.
     Oliver, Richard L (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17 (November), 460-469.
     --------- (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, 57 (Fall), 25-48.
     Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64 (1) (Spring), 12-40.
     --------- (1993), “Cognitive, Affective, and Attribute Bases of the Satisfaction Response.” Journal of Consumer Research, 20 (December), 418-30.
     ---------,---------, and -------- (1994), “ Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research,” Journal of Marketing, 58 (January), 111-124.
     Pritchard, Mark P., Mark E. Havitz, and Dennis R. Howard (1999), “Analyzing the Commitment-Loyalty Link in Service Contexts,” Journal of the Academy of Marketing Science, 27 (3), 333-348.
     Reichheld, Frederick F. and Phil Schefter(2000), “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, 78(July/August), 105-13.
     Simon, H. A.（1957）, Model of Man, Social and Rational：Mathematical Essays on Rational Human Behavior in a Social Setting, Garland Pub., New Tork, P.199.
     Singh, Jagdip and Deepak Sirdeshmukh (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, 28 (1), 150-167.
     Smith, J. Brock (1997), “Selling Alliances: Issues and Insights,” Industrial Marketing Management, 26(2), 146-161.
     Spekman, Robert E. (1988), “Perceptions of Strategic Vulnerability among Industrial Buyers and its Effect on Information Search and Supplier Evaluation,” Journal Business Research, 23, 313-326.
     Spreng, R.A., Scott B. MacKenzie, and Richard W. Olshavsky（1996）”A Reexamination of the Determinants of Consumer Satisfaction,” Journal of Marketing Vol. 60, 15-32/
     Teas, R. Kenneth.（1993）.”Expectations, Performance Evaluation, and Consumers’ Perception of Quality,” Journal of Marketing, 57 （October）:18-34.
     Wakefield, Kirk L. and Julie Baker(1998),”Excitement at the Mall: Determinants and Effects on Shopping Response,”Journal of Retailing,74(4),515-539
     Westbrook, Robert A. (1981), "Source of Satisfaction with Retail Outlet,” Journal of Retailing, 57(Fall), 68-85.
     Williamson, Oliver E. (1975), Market and Hierarchies: Analysis and Anti-Trust Implication, NY: The Free Press.
     ---------- (1985), The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting, NY: The Free Press.
     ---------- (1991), Strategizing, Economizing, and Economic Organization, Strategic Management Journal, 12, 75-94.
     Zaltman V. A. （1988）, “Consumer Perception of Price, Quality and Value:A Means-End Model and Synthesis of Evidence, ” Journal of Marketing,Vol.52, No.4, pp.2-22.
     Zeithaml, Valerie A., Leonard L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60 (April), 31-46.
     Zeithaml, Valarie A. and Mary Jo Binter, Service Marketing, New York：McGraw-Hill 1996.
描述 碩士
國立政治大學
國際經營與貿易學系
89351021
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2010000191
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 洪萱zh_TW
dc.creator (作者) 洪萱zh_TW
dc.date (日期) 2002en_US
dc.date.accessioned 9-May-2016 16:17:33 (UTC+8)-
dc.date.available 9-May-2016 16:17:33 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 16:17:33 (UTC+8)-
dc.identifier (Other Identifiers) A2010000191en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95439-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 89351021zh_TW
dc.description.abstract (摘要) 　　消費者滿意與顧客忠誠一直都是行銷學術研究的重點之一。過去研究指出，如果產品或服務的表現能夠符合顧客的先前期望，顧客便會感到滿意，而滿意的顧客，會提升他們對品牌的忠誠。但在現今科技發達、資訊複雜的市場中，顧客的滿意並不一定會轉變成忠誠。而事實上研究也發現，留住現有顧客所能帶給公司的利潤往往比吸收新顧客來得高。隨著消費者需求不斷提升，對產品的認知也越來越清楚，消費者瞭解如何在成本的考量下，替自己創造最高的效用。因此，光是滿意的顧客顯然是不夠的，可能還是無法保證顧客的再惠顧行為，進而增加公司的利潤。相信不論對行銷學界或是實務應用上，深入瞭解顧客忠誠的形成因素，是非常迫切且值得探討的。
     　　在追求顧客滿意與顧客忠誠之間，滿意度或許是達到忠誠度的必要條件，但並非充分條件，可能還有其他因素會直接影響顧客忠誠。換句話說，提升顧客滿意，進而使得他們在態度與行為上對廠商忠誠，勢必還有一些其他的因素，是廠商必須深入瞭解且努力的目標。本研究以交易成本理論為主，透過以大型百貨／購物中心消費者為假設驗證對象，希望能夠深入探討影響顧客滿意與忠誠的形成因素。
     　　根據實證結果發現，對百貨／購物中心的消費者來說，廠商所提供的產品、服務，以及消費者對該廠商的信任度都會影響消費者的整體滿意度；而整體滿意度、信任度，以及消費者與該廠商所建立的專屬資產會影響消費者在態度上的忠誠；此外，本研究實證結果也說明，除了態度忠誠外，與消費者建立相當的專屬資產，也可以使消費者在行為上忠誠該廠商。
     　　最後，由上述實證結果，以交易成本理論為基礎，提供給百貨／購物中心業者關於如何創造顧客滿意度與忠誠度的建議。		zh_TW
dc.description.tableofcontents 謝辭
     摘要
     目錄
     第一章 緒論-----1
     　　1.1 研究動機-----1
     　　1.2 研究目的-----2
     　　1.3 研究流程-----3
     第二章 文獻探討-----5
     　　2.1 構念的定義-----5
     　　2.2 理論基礎-----8
     　　2.3 研究假設推論-----19
     　　2.4 研究架構-----26
     第三章 研究方法-----28
     　　3.1 研究對象-----28
     　　3.2 研究假設-----29
     　　3.3 各項變數的定義與衡量-----29
     　　3.4 深度訪談-----33
     　　3.5 抽樣方法與問卷設計-----35
     　　3.6 資料分析方法-----40
     第四章 研究結果-----42
     　　4.1 信度與效度分析-----42
     　　4.2 樣本結構說明-----43
     　　4.3 整體概念結構模型-----46
     　　4.4 實證結果-----51
     第五章 結論與建議-----56
     　　5.1 研究結論-----56
     　　5.2 實務上建議-----58
     　　5.3 理論上的貢獻-----61
     　　5.4 研究限制-----61
     　　5.5 後續研究建議-----62
     參考文獻-----64
     附錄：量表前測一-----70
     附錄：量表前測二-----72
     正式問卷-----73
     
     圖次
     圖1-1　研究架構流程圖-----4
     圖2-1　組織失靈圖-----16
     圖2-2　本研究架構圖-----27
     圖4-1　本研究架構圖-----47
     圖4-2　本研究整體配適圖-----49
     
     表次
     表3-1　研究假設及相關係數表-----29
     表3-2　百貨／購物中心功能屬性統計表-----37
     表3-3　百貨／購物中心資產專屬性統計表-----39
     表3-4　正式問卷衡量變數與題數表-----40
     表4-1　問卷信度分析表-----42
     表4-2　問卷發放地點回收樣本年齡分佈表-----43
     表4-3　百貨／購物中心消費樣本之年齡分佈表-----44
     表4-4　百貨／購物中心消費樣本之教育程度分佈表-----44
     表4-5　百貨／購物中心消費樣本之職業分佈表-----45
     表4-6　百貨／購物中心消費樣本之個人平均月收入表-----46
     表4-7　相關係數矩陣-----48
     表4-8　研究架構圖各項配適值表-----50
     表4-9　研究架構配適結果-----50		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2010000191en_US
dc.subject (關鍵詞) 百貨／購物中心zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 產品功能屬性zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 信任度zh_TW
dc.subject (關鍵詞) 態度忠誠zh_TW
dc.subject (關鍵詞) 行為忠誠zh_TW
dc.subject (關鍵詞) 專屬資產zh_TW
dc.title (題名) 百貨／購物中心消費者忠誠度形成因素之探討zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分：
     郭欣惠，以交易成本理論探討顧客滿意度與忠誠度之關係─舉入口網站及ISP市場為例，政治大學國際貿易研究所未出版碩士論文，民國九十年。
     林祐全，購物中心環境與購物型態對惠顧意願影響之研究─以台茂與金銀島購物中心為例，成功大學企業管理研究所未出版碩士論文，民國九十年。
     黃珮婷，顧客滿意度與忠誠度之關係─交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十九年。
     林傑斌、劉明德，SPSS10.0與統計模式建構，文魁資訊，民國九十年初版。
     英文部分：
     Anderson, Eugene W. and Mary W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (Spring), 125-143.
     --------, Claes Fornell, and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden,” Journal of Marketing, 58(July), 53-66.
     Babin Barry J., and William R. Darden. (1996).”Good and Bad Shopping Vibes:Spending and Patronage Satisfaction,” Journal of Business Research, 35: pp. 201-206.
     Bagozzi, R. P. (1992), “The Self-Regulation of Attitudes, Intentions, and Behavior,” Social psychology Quarterly, 55, 178-204.
     Baker, Julie. (1986). “The Role of the Environment in Marketing Services: The Consumer Perspective.” Pp.79-84 in John A. Czepeil, Carole A. Congram, and James Shanahan (eds.), The Services Challenge: Integrating for Competitive Advantage.Chicago IL: The American Marketing Association.
     Barney, Jay B. and William G. Ouchi (1986), Organizational Economics, San Francisco, CA: Jossey-Bass.
     Berry, Leonard L.(1996), “Retailers with a Future,” Marketing Management, 5(Spring),39-46.
     Blattberg, Robert C., and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods,and Strategies. Englewood Cliffs, NJ: Prentice Hall.
     Brady, Michael K., J. Joseph Cronin and Richard R. Brand (2002),”Performance-Only Measurement of Service Quality：A Replication and Extension,”Journal of Business Research,55,17-31
     Cardozo, Richard M (1965), “An Experimental Study of Consumer Effort, Expectation and Satisfaction,” Journal of Marketing Research 2 (August): 244-249.
     Carman, James M.（1990）.”Consumer Perceptions of Service Quality：An Assessment of the SERVQUAL Dimensions,” Journal of Retailing 66(1)：33-55.
     Chaudhuri, Arjun and Morris B. Holbrook(2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65 (April), 81-93
     Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), “SERVPERF Versus SERVQUAL：Reconciling Performance-Based and Perceptions—Minus- Expectations Measurement of Service Quality,” Journal of Marketing, 58 (January), 125-131.
     Fornell, Claes（1992）,”A National Customer Satisfaction Barometer：The Swedish Experience,“ Journal of Marketing, Vol. 56（January）, 403-412.
     Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (April), 70-87.
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