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題名 雙品牌下服務失敗的外溢效果---建模與分析 其他題名 Spillover Effects of Service Failures in Co-branding---Modeling and Analysis 作者 李嘉林 貢獻者 企管系 關鍵詞 雙品牌;服務失敗;外溢效果;自我(他人)參照
Co-branding; Service Failure; Spillover Effect;Self- (Other-)Referencing日期 2012 上傳時間 27-Jul-2015 16:59:29 (UTC+8) 摘要 雙品牌的文獻多為探討顧客對產品(如：索尼-愛立信手機)的 評估，但極少研究提及雙品牌服務(如：美國肯德基與A&W 共 用店面的餐飲服務)的評估。故本計畫目的為彌補此文獻缺 口。本研究調查一個重要問題：在服務失敗下，為何顧客可 能對雙品牌的夥伴有不同程度外溢效果？本研究認為，除了 熟悉度高低，「自我參照」或「他人參照」可能為答案。本 研究利用期望-效用模式建立數學模型驗證兩個命題。第一個 命題應用「自我參照」理論，論述當顧客專注本身需求時， 將更難調適服務失敗(擴大效果)，第二個命題應用「他人參 照」理論，論述當顧客從服務提供者角度思考，對服務失敗 較易釋懷(緩衝效果)。我們認為在聯盟中，擴大效果將導致 負面聯想交互轉移，而緩衝效果則導致其中一個品牌在服務 挽救上發生搭便車效應。本研究有二個學術貢獻：一，就我 們所知，本研究為第一個用自我與他人參照理論澄清尚未明 朗的熟悉度調節外溢效果；二，相較其他「信念更新」模型 (李與戴克，2009)，本模型應用「信念更新」於一個新領域- 服務失敗。
Prior literature has mainly discussed over consumer evaluations of the co-branded products (e.g., the Sony-Ericsson mobile), but the investigations with respect to the intangible co-branded service (e.g., KFC-A&W co-shared fast-food restaurant in U.S.) are rather scarce. The objective of this study is to bridge this gap. In this research we investigate an important question: if a failure occurs in co-branding, why could the customers have different magnitudes of negative spillover effects across each of the partnering brands? We argue that, except different levels of brand familiarity, the different thoughts of self-referencing and other-referencing might be the answer to the question. We adapt the expectancyvalue model to validate two research propositions. The first proposition applies the theory of selfreferencing to argue that the customers may become more upset (i.e., the amplifying effect) when they focus on their own needs； on the contrary, the second proposition applies the theory of other-referencing to posit that the buffering effect may occur if the customer thinks of the failure from the provider＇s perspective. We claim that these amplifying and buffering spillover effects may lead to a transfer of a magnified negative association from one brand to the other as well as a free-rider effect of forgiving in a partnership, respectively. This research makes two distinct contributions to the research field of co-branding. First of all, to the author＇s knowledge, we are the first to use the theory of self-referencing and other-referencing (cf. Wan et al., 2011) to clarify the current conflicting findings of the moderating impacts of brand familiarity on the spillover effects on the belief level. Secondly, in contrast to the belief updating models in co-branding field (cf. Lee and Decker, 2009), our mathematical model offers an innovative way of explaining the mechanism of customers＇ belief updating in a new scenario – service failures. For Taiwanese branding managers, by considering the theory of other-referencing, we can address the importance of altruism, and thus we may help to provide a normative guideline of improving the seller-buyer relationship.關聯 計畫編號NSC102-2410-H004-181 資料類型 report dc.contributor 企管系 - dc.creator (作者) 李嘉林 zh_TW dc.date (日期) 2012 - dc.date.accessioned 27-Jul-2015 16:59:29 (UTC+8) - dc.date.available 27-Jul-2015 16:59:29 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2015 16:59:29 (UTC+8) - dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76985 - dc.description.abstract (摘要) 雙品牌的文獻多為探討顧客對產品(如：索尼-愛立信手機)的 評估，但極少研究提及雙品牌服務(如：美國肯德基與A&W 共 用店面的餐飲服務)的評估。故本計畫目的為彌補此文獻缺 口。本研究調查一個重要問題：在服務失敗下，為何顧客可 能對雙品牌的夥伴有不同程度外溢效果？本研究認為，除了 熟悉度高低，「自我參照」或「他人參照」可能為答案。本 研究利用期望-效用模式建立數學模型驗證兩個命題。第一個 命題應用「自我參照」理論，論述當顧客專注本身需求時， 將更難調適服務失敗(擴大效果)，第二個命題應用「他人參 照」理論，論述當顧客從服務提供者角度思考，對服務失敗 較易釋懷(緩衝效果)。我們認為在聯盟中，擴大效果將導致 負面聯想交互轉移，而緩衝效果則導致其中一個品牌在服務 挽救上發生搭便車效應。本研究有二個學術貢獻：一，就我 們所知，本研究為第一個用自我與他人參照理論澄清尚未明 朗的熟悉度調節外溢效果；二，相較其他「信念更新」模型 (李與戴克，2009)，本模型應用「信念更新」於一個新領域- 服務失敗。 zh_TW dc.description.abstract (摘要) Prior literature has mainly discussed over consumer evaluations of the co-branded products (e.g., the Sony-Ericsson mobile), but the investigations with respect to the intangible co-branded service (e.g., KFC-A&W co-shared fast-food restaurant in U.S.) are rather scarce. The objective of this study is to bridge this gap. In this research we investigate an important question: if a failure occurs in co-branding, why could the customers have different magnitudes of negative spillover effects across each of the partnering brands? We argue that, except different levels of brand familiarity, the different thoughts of self-referencing and other-referencing might be the answer to the question. We adapt the expectancyvalue model to validate two research propositions. The first proposition applies the theory of selfreferencing to argue that the customers may become more upset (i.e., the amplifying effect) when they focus on their own needs； on the contrary, the second proposition applies the theory of other-referencing to posit that the buffering effect may occur if the customer thinks of the failure from the provider＇s perspective. We claim that these amplifying and buffering spillover effects may lead to a transfer of a magnified negative association from one brand to the other as well as a free-rider effect of forgiving in a partnership, respectively. This research makes two distinct contributions to the research field of co-branding. First of all, to the author＇s knowledge, we are the first to use the theory of self-referencing and other-referencing (cf. Wan et al., 2011) to clarify the current conflicting findings of the moderating impacts of brand familiarity on the spillover effects on the belief level. Secondly, in contrast to the belief updating models in co-branding field (cf. Lee and Decker, 2009), our mathematical model offers an innovative way of explaining the mechanism of customers＇ belief updating in a new scenario – service failures. For Taiwanese branding managers, by considering the theory of other-referencing, we can address the importance of altruism, and thus we may help to provide a normative guideline of improving the seller-buyer relationship. en_US dc.format.extent 136 bytes - dc.format.mimetype text/html - dc.relation (關聯) 計畫編號NSC102-2410-H004-181 - dc.subject (關鍵詞) 雙品牌;服務失敗;外溢效果;自我(他人)參照 zh_TW dc.subject (關鍵詞) Co-branding; Service Failure; Spillover Effect;Self- (Other-)Referencing en_US dc.title (題名) 雙品牌下服務失敗的外溢效果---建模與分析 zh_TW dc.title.alternative (其他題名) Spillover Effects of Service Failures in Co-branding---Modeling and Analysis - dc.type (資料類型) report en
