题名

服務移轉行為之研究

并列篇名

A Study of Service-Provider Switching Behaviors

DOI

10.6656/MR.2011.30.2.CHI.51

作者

羅珏瑜(Jyue-Yu Lo)；梁富梅(Fu-Mei Liang)

关键词

服務移轉 ； 顧客移轉行為 ； 顧客關係管理 ； 計畫行為理論 ； Service-Provider Switching ； Customer Switching Behavior ； Customer Relationship Management ； Theory of Planned Behavior

期刊名称

管理評論

卷期/出版年月

30卷2期（2011 / 04 / 01）

页次

51 - 78

内容语文

繁體中文
中文摘要

本研究旨在了解服務業的消費者為什麼及如何從事服務移轉行為，所謂服務移轉行為係指消費者與特定服務業者中止關係，或與另一業者新增關係組合的改變行動。以計畫行為理論作為架構，延伸應用為「服務移轉前因→移轉意向→實際關係結果」路徑之計畫移轉行為。本研究採質性取向之個案研究法，以半結構式訪談來獲取研究資料，結合類別分析和情境分析來建立移轉行為過程之要素和其內在關聯。根據分析結果，本研究發展出消費者從事服務移轉之一般化模式，依不同的服務業，其服務移轉的類型包括「關係中止意向－單一關係忠誠」和「關係組合意向－多重關係發展」兩種，而服務移轉頻率也視不同的服務業而定。最後歸納提出新命題、管理意涵和未來研究方向。
英文摘要

This study aims to understand why and how consumers engage in service switching. Service-provider switching is defined as the consumer terminating the relationship with a service provider or adding the relationship portfolio with a new provider. Based on the theory of planned behavior (TPB), the research explores the process of a consumer relationship switching model, and identifies motivations, intentions, and the actual outcomes of the relationship switching. A qualitative-oriented case study is conducted and the data of the study is gathered by semi-structured interviews. Employing both categorical and scenario analysis, we find the major constructs of customer switching behavior and the relationship between them. The results are used to develop the model of service-provider switching, ”relationship termination intention-single relationship loyalty” and ”relationship portfolio intention-multiple relationship loyalty”. Finally, the authors discuss the theoretical and managerial implications.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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