公平知覺對顧客忠誠的影響－中介變數的角色

The Effects of Perceived Fairness to Customer Loyalty: The Role of Intervening Variables

10.29735/SJEB.200803.0002

施錦村(Chin-Tsun Shih)；洪儒瑤(Ju-Yao Hung)

公平知覺 ； 顧客滿意 ； 顧客忠誠 ； 承諾 ； Customer Loyalty ； Perceived Fairness ； Customer Satisfaction ； Commitment

東吳經濟商學學報

60期（2008 / 03 / 01）

39 - 66

繁體中文

「顧客忠誠」的理論觀點自1990年代初期興起以來，其內涵雖廣為理論界及實務界所運用，但其前提要素及中介變數為何？過去屢有實證研究，惟無一致性的結論。因此，本研究乃以咖啡簡餐連鎖業為實證對象，探討公平知覺（支付公平、互動公平及程序公平）與顧客忠誠（口碑及購買意圖）的關係，藉以確認其間有無中介變數存在。本研究範圍界定為台北地區的咖啡簡餐連鎖業，針對該產業前4名業者之顧客施以問卷調查，實證結果發現：公平知覺與顧客忠誠直接效果不顯著，間接效果存在；「顧客滿意」及「承諾」係公平知覺與顧客忠誠間之中介變數，且「顧客忠誠」為「承諾」的前提要素。

The theoretical standpoints of ”customer loyalty” have risen since early 1990's, their connotations are applied by theoretical and actual field widely. Although what are antecedents and interval variables of it that often had been discussed in the past time empirical studies, there are not able to agree identically also. Based on a research of the industry of chain coffee dish that explores the relationships between percevied fairness (payment equity, interaction fairness and procedural fairness) and customer loyalty (word of mouth and purchase intention), to confirm whether interval variables exsit or not. The samples studied from the customers of the front 4 companies of the chain coffee dish in Taipei region. By using LISREL software to resolve the structure equation model, the results are as follow: Between percevied fairness and customer loyalty exist indirect relationship only. Customer satisfaction and commitment occupy the functions of interval role, and customer satisfaction is the antecedent of commitment.

1. 張重昭、韓維中、張心馨(2003)。服務缺失、顧客歸因與補救回復措施之顧客滿意度模式。企業管理學報，57，129-162。
   連結：
2. Anderson, J. C.,D. W. Gerbing(1988).Structural Equation Modeling in Practice: A Review and Recommened Two-Step Approach.Psychological Bulletin,103(3),411-423.
3. Anderson, J. C.,M. W. Sullivan(1993).The Antecedents and Consequences of Consumer Satisfaction for Firms.Marketing Science,12,125-143.
4. Aspinall, E.,C. Nancarrow,M. Stone(2001).The Meaning and Measurement of Customer Retention.Journal of Targeting Measurement and Analysis for Marketing,10(1),79-87.
5. Bagozzi, R.,Y. Yi(1988).On the Evaluation of Structural Equation Models.Academic of Marketing Science,16,76-94.
6. Bei, L. T.,Y. C. Chiao(2001).An Integrated Model for the Effect of Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,14,125-140.
7. Blodgett, J. G.,D. J. Hill,S. S. Tax(1997).The Effect of Distributive, Procedural, and International Justice on Postcomplaint Behavior.Journal of Retailing,73(2),185-210.
8. Bloemer, J.,G. Odekerken-Schröder(2002).Store Satisfaction and Store Loyalty Explained by Customer and Store-Related Factors.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,15,68-80.
9. Bloemer, J.,K. De Ruter,P. Peeters(1998).Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, Service Quality and Satisfaction.The International Journal of Bank Marketing,16(7),276-286.
10. Bolton, R. N.,K. N. Lemon(1999).A Dynamic Model of Consumers` Usage of Service: Usage as an Antecedent and Consequence of Satisfaction.Journal of Marketing Research,36(2),171-186.
11. Brashear, T. G.,J. S. Boles,D. N. Bellenger,C. M. Brooks(2003).An Empirical Test of Trust-Building Processes and Outcomes in Sales Manager-Salesperson Relationship.Journal of Academy of Marketing Science,31(2),189-200.
12. Buttle, F.,G. Burton(2002).Does Service Failure Influence Customer Loyallty.Journal of Consumer Behavior,1(3),217-227.
13. Campbell, D. T.,D. W. Fiske(1959).Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix.Psychological Bulletin,56,81-105.
14. Chiou, J. S.,C. Droge,S. Hanvanich(2002).Does Customer Knowledge Affect How Loyalty Is Formed?.Journal of Service Research,5(2),113-124.
15. Connor, P. E.(1974).Dimensions in Modern Management.Boston:Houghton Mifflin.
16. Davidow, M.(2003).Have You Heard The Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intention Following Complaint Handling.Journal of Consumer Satisfaction, Dissatiafaction and Complaining Behavior,16,67-80.
17. Dick, A. S.,K. Basu(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-114.
18. Dube, L.,M. F. Maute(1996).The Antecedents of Brand Switching, Brand Loyalty and Verbal Resposes to Service Failure.Advance in Service Marketing and Management,5,127-151.
19. Fornell, B. W.(1987).Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.Journal of Marketing Research,24,337-346.
20. Goodwin, C.,I. Ross(1992).Consumer Response to Servuce Failure: Influence of Procedural and Interactional Fairness Perceptions.Journal of Business Research,25,149-163.
21. Greenberg, J.(1987).A Taxonomy of Organizational Justice Theories.Academy of Management Review,12,9-22.
22. Greenberg, J.(1986).Determinants of Perceived Fairness of Performance Evaluation.Journal of Applied Psychology,71,340-342.
23. Greenberg, J.(1990).Organizational Justice: Yesterday, Today, and Tomorrow.Journal of Management,16,399-432.
24. Harrison-Walker, L. J.(2001).The Measurement of Word-of-Mouth Commitment and an Investigation of Service Quality and Customer Commitment as Potential Antecedents.Journal of Service Research,4(1),60-75.
25. Henning-Thurau, T.,K. P. Gwinner,D. D. Gremler(2002).Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality.Journal of Service Research,4(3),230-247.
26. Javalgi, R. R. G.,C. R. Moberg(1997).Service Loyalty: Implications for Service Providers.The Journal of Service Marketing,11(3),165-179.
27. Kelley, S.W.,M. A. Davis(1994).Antecedents to Customer Expectations for Service Recovery.Journal of the Academy of Marketing Science,22(1),52-61.
28. Kim, W. G.,Y. Cha(2002).Antecedents and Consequence of Relationship Quality in Hotel Industry.Hospitality Management,21,321-338.
29. Mattila, A. S.(2001).The Effectiveness of Service Recovery in a Multi-Industry Setting.The Journal of Service Marketing,15(6/7),583-596.
30. Mittal, V.,P. Kumar,M. Tsiros(1999).Attribute-Level Performance, Satisfaction, and Behavior Intentions Over Time: A Consumption-System Approach.Journal of Marketing,63(2),88-101.
31. Morgan, R. M.,S. D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
32. O`Malley, L.(1998).Can Loyalty Schemes Really Build Loyalty?.Marketing Intelligence and Planning,16(1),47-55.
33. Oliver, R. L.(1997).Satisfaction: A Behavior Perspective on the Consumer.New York:McGraw-Hill.
34. Oliver, R. L.,J. E. Swan(1989).Consumer Perceptions of Interpersons Equity and Satisfaction in Transactions: A Field Survey Approach.Journal of Marketing,53(2),21-35.
35. Oliver, R. L.,J. E. Swan(1989).Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction.Journal of Consumer Research,16(3),372-383.
36. Olsen, L. L.,M. D. Johnson(2003).Service Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations.Journal of Service Research,5(3),184-195.
37. Pritchard, M. P.,M. E. Havitz,D. R. Howard(1999).Analyzing the Commitment-Loyalty Link in Service Context.Journal of the Academy of Marketing Science,27(3),333-348.
38. Ranaweera, C.,J. Prabhu(2003).On the Relative Importance of Customer Satisfaction and Trust as Retention and Positive Word of Mouth.Journal of Targeting, Measurement and Analysis for Marketing,12(1),82-90.
39. Reichheld, F. F.(1996).Learning from Customer Defections.Harvard Business Review,March-April,56-69.
40. Reichheld, F. F.,W. E. Sasser(1990).Zero Defections: Quality Comes to Service.Harvard Business Review,May-June,495-507.
41. Rusbult, C. E.,D. Ferrel,G. Rogers,A. G. Mainous(1988).Impact of Exchange Variable on Exit, Voice, Loyalty and Neglect: An Integrative Model of Responses to Declinging Job Satisfaction.Academy of Management Journal,31,599-627.
42. Rusbult, C. E.,M. I. Zembrodt,L. K. Gunn(1982).Exit ,Voice, Loyalty, and Neglect: Respones to Dissatisfaction in Romantic Involvement.Journal of Personality and Social Psychology,43,1230-1242.
43. Shemwell, D. J.,J. J. Cronin,W. R. Bullard(1994).Relational Exchange in Service: An Empirical Investigation of Ongoing Customer Service-Provider Relationship.International Journal of Service Industry Management,5(4),255-272.
44. Smith, A.,R. Bolton,J. Wagner(1999).A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery.Journal of Marketing Research,36(3),356-372.
45. Tax, S. S.,S. W. Brown,M. Chandrashekaran(1998).Customer Evaluation of Service Complaint Experience: Implication for Relationship Marketing.Journal of Marketing,62(1),60-76.
46. Verhoef, P. C.(2003).Understanding the Effect of Customer Relationship Management Effects on Customer Retention and Customer Share Development.Journal of Marketing,67(3),30-45.
47. Verhoef, P. C.,P. H. Franses,J. C. Hoekstra(2002).The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservuce Provider: Does Age of Relationship Matter?.Journal of the Academy of Marketing Science,30(3),202-216.
48. Walster, E.,G. W. Walster,E. Berscheid(1978).Equity: Theory and Research.Boston:Allyn and Bacon.
49. Zeithaml, V. A.,L. L. Berry,A. Parasuraman(1996).The Behavioral Consequence of Service Quality.Journal of Marketing,60(1),31-46.
50. 方世榮、黃美卿(2002)。銀行業關係價值－忠誠度模式之實證研究。輔仁管理評論，8(2)，47-72。
51. 吳萬益、林清河(2000)。企業研究方法。台北:華泰圖書出版公司。
52. 陳正男、曾倫崇、張婷玥(2001)。連鎖便利商店服務品質、服務滿意度與加盟意向的關連性研究。産業金融，112，86-105。
53. 曾真真、何雍慶、黃淑琴(2003)。產品核心利益與認知價值、滿意度及忠誠度之整合分析－以台中市壽險保戶為例。輔仁管理評論，10(3)，89-104。

1. 王寶玉(2016)。租屋品質對房客知覺價值、滿意度與忠誠度之實證研究──以台中市套房為例。臺中科技大學企業管理系碩士班學位論文。2016。1-114。