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題名 台灣電信業消費者品牌參與之實證研究
An empirical study on consumer brand engagement in the context of mobile service providers in Taiwan
作者 葉秋焱
Jendrzejczyk, Michalina
貢獻者 白德傑
Brodowsky, Glen
葉秋焱
Jendrzejczyk, Michalina
關鍵詞 消費者品牌參與
消費者參與
移動服務
品牌忠誠度
客戶品牌關係
Consumer brand engagement
Consumer engagement
Mobile service
Brand loyalty
Customer-brand relationship
日期 2017
上傳時間 10-Aug-2017 09:53:56 (UTC+8)
摘要 While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.
參考文獻 Aaker, J., Fournier, S., & Brasel, S. A. (2008). When good brands do bad. Working Paper Series. Center for Responsible Business. UC Berkeley.
Anderson, Eugene W. and Vikas Mittal (2000), ‘‘Strengthening the Satisfaction-Profit Chain,’’ Journal of Service Research, 3 (November), 107-120.
Arnould, E. J. (2007), Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 11) Emerald Group Publishing Limited, pp.57 – 76.
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31, 868–882.
Belk W.R., Price L. , Peñaloza L. (ed.), (2013), Consumer Culture Theory (Research in Consumer Behavior, Volume 15) Emerald Group Publishing Limited, pp.i
Berry, L.L. (1983). Relationship marketing, in Berry, L.L., Shostack, G.L., Upah, G.D. (Eds), Emerging Perspectives of Service Marketing, American Marketing Association, Chicago, IL, pp.25-38.
Berry, L.L and Parasuraman, A. (1991), Marketing Services. Competing Through Quality, Free Press/Lexington Books, Lexington, MA.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 252-271.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79–89.
Coulter, R.A., Price L.L., & Feick L. (2003). “The Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe,” Journal of Consumer Research, 30 (September), 170–83.
Heiner Evanschitzky
a,
⁎
, Gopalkrishnan R. Iyer
b
, Hilke Plassmann
c
,
Joerg Niessing
a
, Heribert Meffert
Evanschitzky, H., Iyer, GR., Plasmann, H., Niesing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research 59(12):1207-1213
Johnson, M.D. and Fornell C., (1991), “A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories,” Journal of Economic Psychology, 12 (2), 267–86.
Gustaffson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210–218.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis - A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education.
Hollebeek, L. (2011): Demystifying customer brand engagement: Exploring the loyalty nexus, Journal of Marketing Management, 27:7-8, 785-807.
Kolter, P. (1992). Marketing`s New Paradigm: What`s Really Happening Out There, Planning Review, 20(5), 50-53.
McAlexander, J.H., Schouten W.J., Koenig K.H. (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.
Morgan, R.M., Hunt. S.D. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, vol. 58, p. 20-38. 291
National Communications Commission, Taiwan. Retreved April 4th, 2017 from: http://www.ncc.gov.tw/chinese/files/17033/3773_37212_170331_1.pdf
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y, & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies.. Journal of Applied Psychology, 88(5), 879–903.
Prahalad, C. K. and Ramaswamy V. (2004), ‘‘Co-Creation Experiences: The Next Practice in Value Creation,’’ Journal of Interactive Marketing, 18 (3), 5-14.
Research Priorities 2010-2012. (2010). Marketing Science Institute. Retrieved April 4th, 2017 from: http://image.sciencenet.cn/olddata/kexue.com.cn/upload/blog/file/2010/9/201091515178616316.pdf
Research Priorities 2014-2016. (2014). Marketing Science Institute. Retrieved April 4th, 2017 from: http://www.msi.org/uploads/files/MSI_RP14-16.pdf
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253–1260.
Sodano, D. (2016, December 16). Mobile Taiwan: A Look at a Highly Mobile Market [article]. Retrieved from https://www.emarketer.com/Article/Mobile-Taiwan-Look-Highly-Mobile-Market/1014877
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92-104
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266.
Vargo, S., Lusch, R. (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68, 1, 1–17.
Vargo, S., Lusch, R. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. The Journal of Marketing Theory and Practice, 22(4), 401
Vivek, S.D., Beatty, S.E. & Morgan, R.M. (2012) Customer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, 20:2, 122-146
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
104933039
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104933039
資料類型 thesis
dc.contributor.advisor 白德傑zh_TW
dc.contributor.advisor Brodowsky, Glenen_US
dc.contributor.author (Authors) 葉秋焱zh_TW
dc.contributor.author (Authors) Jendrzejczyk, Michalinaen_US
dc.creator (作者) 葉秋焱zh_TW
dc.creator (作者) Jendrzejczyk, Michalinaen_US
dc.date (日期) 2017en_US
dc.date.accessioned 10-Aug-2017 09:53:56 (UTC+8)-
dc.date.available 10-Aug-2017 09:53:56 (UTC+8)-
dc.date.issued (上傳時間) 10-Aug-2017 09:53:56 (UTC+8)-
dc.identifier (Other Identifiers) G0104933039en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111768-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 104933039zh_TW
dc.description.abstract (摘要) While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.en_US
dc.description.tableofcontents 1. Introduction 1
1.1. Overview 1
1.2. Research Problem 1
1.3. Research Questions 3
1.4. Research Objectives 3
1.5. Research Context 4
1.6. Thesis Structure 5
2. Literature review 7
2.1. Overview 7
2.2. The theoretical foundations of consumer engagement 7
2.2.1. Consumer culture theory 8
2.2.2. Relationship marketing 9
2.2.3. S-D logic 10
2.3. The concept of consumer engagement 12
2.4. Engagement in the context of mobile service providers 19
2.5. Research context: Taiwan mobile service providers – industry overview 20
3. The conceptual model 23
3.1. Overview 23
3.2. Definition of constructs and hypotheses 23
3.3. Measures and hypotheses 25
3.3.1. Antecedents of consumer brand engagement 26
3.3.1.1. Customer satisfaction 26
3.3.1.2. Trust 27
3.3.1.3. Commitment 27
3.3.1.4. Involvement 28
3.3.1.5. Participation 30
3.3.1.6. Self-expressive brand 30
3.3.2. Consumer brand engagement dimensions 31
3.3.2.1. Cognitive Processing 32
3.3.2.2. Affection 32
3.3.2.3. Activation 32
3.3.3. Consequences of customer brand engagement 32
3.3.3.1. Brand loyalty 32
4. Research Methodology 35
4.1. Overview 35
4.2. Research approach 35
4.3. Data collection 36
4.3.1. Pretest survey 37
4.3.2. Main survey 38
4.4. Measurement of constructs 39
4.5. Questionnaire design 41
5. Results and discussion 43
5.1. Overview 43
5.2. Socio-economic characteristics 43
5.2.1. Constructs’ descriptive statistical characteristics 46
5.3. Descriptive analysis 49
5.3.1. Factor analysis 49
5.3.2. Reliability of the constructs 50
5.4. Correlations 53
5.5. Common method bias 53
5.6. SEM results for Model 1 – Relationship quality model 54
5.7. SEM results for Model 2 – Leckie, Munyaradzi & Johnson’s model 57
5.8. SEM results for Model 3 – Combined research model 61
5.9. Managerial implication 65
5.10. Research limitation and area for further research 66
5.11. Conclusion 67
References 68
Appendix 1: Research questionnaire in English 72
Appendix 2: Research questionnaire in Chinese 79		zh_TW
dc.format.extent 1995482 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104933039en_US
dc.subject (關鍵詞) 消費者品牌參與zh_TW
dc.subject (關鍵詞) 消費者參與zh_TW
dc.subject (關鍵詞) 移動服務zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) 客戶品牌關係zh_TW
dc.subject (關鍵詞) Consumer brand engagementen_US
dc.subject (關鍵詞) Consumer engagementen_US
dc.subject (關鍵詞) Mobile serviceen_US
dc.subject (關鍵詞) Brand loyaltyen_US
dc.subject (關鍵詞) Customer-brand relationshipen_US
dc.title (題名) 台灣電信業消費者品牌參與之實證研究zh_TW
dc.title (題名) An empirical study on consumer brand engagement in the context of mobile service providers in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aaker, J., Fournier, S., & Brasel, S. A. (2008). When good brands do bad. Working Paper Series. Center for Responsible Business. UC Berkeley.
Anderson, Eugene W. and Vikas Mittal (2000), ‘‘Strengthening the Satisfaction-Profit Chain,’’ Journal of Service Research, 3 (November), 107-120.
Arnould, E. J. (2007), Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 11) Emerald Group Publishing Limited, pp.57 – 76.
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31, 868–882.
Belk W.R., Price L. , Peñaloza L. (ed.), (2013), Consumer Culture Theory (Research in Consumer Behavior, Volume 15) Emerald Group Publishing Limited, pp.i
Berry, L.L. (1983). Relationship marketing, in Berry, L.L., Shostack, G.L., Upah, G.D. (Eds), Emerging Perspectives of Service Marketing, American Marketing Association, Chicago, IL, pp.25-38.
Berry, L.L and Parasuraman, A. (1991), Marketing Services. Competing Through Quality, Free Press/Lexington Books, Lexington, MA.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 252-271.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79–89.
Coulter, R.A., Price L.L., & Feick L. (2003). “The Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe,” Journal of Consumer Research, 30 (September), 170–83.
Heiner Evanschitzky
a,
⁎
, Gopalkrishnan R. Iyer
b
, Hilke Plassmann
c
,
Joerg Niessing
a
, Heribert Meffert
Evanschitzky, H., Iyer, GR., Plasmann, H., Niesing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research 59(12):1207-1213
Johnson, M.D. and Fornell C., (1991), “A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories,” Journal of Economic Psychology, 12 (2), 267–86.
Gustaffson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210–218.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis - A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education.
Hollebeek, L. (2011): Demystifying customer brand engagement: Exploring the loyalty nexus, Journal of Marketing Management, 27:7-8, 785-807.
Kolter, P. (1992). Marketing`s New Paradigm: What`s Really Happening Out There, Planning Review, 20(5), 50-53.
McAlexander, J.H., Schouten W.J., Koenig K.H. (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.
Morgan, R.M., Hunt. S.D. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, vol. 58, p. 20-38. 291
National Communications Commission, Taiwan. Retreved April 4th, 2017 from: http://www.ncc.gov.tw/chinese/files/17033/3773_37212_170331_1.pdf
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y, & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies.. Journal of Applied Psychology, 88(5), 879–903.
Prahalad, C. K. and Ramaswamy V. (2004), ‘‘Co-Creation Experiences: The Next Practice in Value Creation,’’ Journal of Interactive Marketing, 18 (3), 5-14.
Research Priorities 2010-2012. (2010). Marketing Science Institute. Retrieved April 4th, 2017 from: http://image.sciencenet.cn/olddata/kexue.com.cn/upload/blog/file/2010/9/201091515178616316.pdf
Research Priorities 2014-2016. (2014). Marketing Science Institute. Retrieved April 4th, 2017 from: http://www.msi.org/uploads/files/MSI_RP14-16.pdf
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253–1260.
Sodano, D. (2016, December 16). Mobile Taiwan: A Look at a Highly Mobile Market [article]. Retrieved from https://www.emarketer.com/Article/Mobile-Taiwan-Look-Highly-Mobile-Market/1014877
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92-104
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266.
Vargo, S., Lusch, R. (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68, 1, 1–17.
Vargo, S., Lusch, R. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. The Journal of Marketing Theory and Practice, 22(4), 401
Vivek, S.D., Beatty, S.E. & Morgan, R.M. (2012) Customer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, 20:2, 122-146
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14		zh_TW