题名

公平知覺與顧客忠誠關聯之驗證：關係品質的角色

并列篇名

Examining Relationships between Perceived Fairness and Customer Loyalty: The Roles of Relationship Quality

DOI

10.6378/JTM.200809.0060

作者

施錦村(Chin-Tsun Shih)

关键词

公平知覺 ； 關係品質 ； 顧客忠誠 ； Perceived Fairness ； Relationship Quality ； Customer Loyalty

期刊名称

科技管理學刊

卷期/出版年月

13卷3期（2008 / 09 / 01）

页次

60 - 86

内容语文

繁體中文
中文摘要

本研究利用不同驗證模型實證公平知覺（支付公平、互動公平及程序公平）與顧客忠誠的關聯性，同時也驗證關係品質在二者間之中介角色。雖然顧客忠誠仍是21世紀經營管理最盛行的研究課題，且往往相同的類型研究，却有不同的實證結果，而這種情形却鮮有人加以驗證。有鑑於此，仍整合過去實證研究，提出三種驗證模型（直接效果模型、完全中介模型及不完全中介模型）加以競爭比較。驗證結果，不完全中介模型具有最佳整體模型適合度，在該模式各潛在變數間，除互動公平、程序公平與顧客忠誠外，其餘路徑都達顯著水準，且程序公平與顧客忠誠間之弱勢直接效果（0.1顯著水準），是其他忠誠架構研究中未曾驗證的結果，此為未來相關研究值得注意的議題。
英文摘要

This study examined the relationships between perceived fairness (payment equity, interaction fairness and procedural fairness) and customer loyalty, simultaneously examined the mediating roles of relationship quality among them by different empirical models. Although a study of customer loyalty also will prevail in the 21 century business management area, and there are different empirical results in the same type studies, but little study validates above issues in the previous researches. Based on those reasons, this study integrates past empirical results and addresses 3 different models (Direct Effect Model, Full Mediate Model and Non-full Mediate Model) to examine. The empirical results confirm that the ”Non-full Mediate Model” is the best fitness model among them. They also confirm paths of ”Non-full Mediate Model” are significant except between interaction fairness, procedural fairness and customer loyalty. Furthermore, it is a notice issue that there is a weak direct effect (90% significant) between procedural fairness and customer loyalty，this result has not been examined by previous study.
主题分类 社會科學 > 管理學
参考文献
  1. 婁文信、李政達、劉義聖(2007)。通路成員交易公平性、關係品質與關係績效之研究－以北台灣零售業為例。中原企管評論，5(2)，97-123。
    連結：
  2. Ajzen, I.,Fishbein, M.(1977).Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research.Psychological Bulletin,84(Sep.),888-918.
  3. Anderson, J.C.,Sullivan, M.W.(1993).The Antecedents and Consequences of Consumer Satisfaction for Firms.Marketing Science,12,125-143.
  4. Bagozzi, R.,Yi, Y.(1988).On the Evaluation of Structural Equation Models.Academic of Marketing Science,16,76-94.
  5. Bei, L. T.,Chiao, Y. C.(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.
  6. Bentler, P. M.(1989).Multivariate analysis with latent variable: Cause modeling.Annual Review of Psychology,31,419-456.
  7. Blodgett, J.G.,Tax, S.S.(1993).The Effects of Distributive and Interaction Justice on Complaints Repatronage Intentions and Negative Word of Mouth Intentions.Journal of Consumer Satisfaction, Dissatisfaction and Complaints Behavior,6,100-110.
  8. Bloemer, J.,Odekerken-Schröder, G.(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.,Ruter, K. D.,Peeters, P.(1998).Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, Service Quality and Satisfaction.The International Journal of Bank Marketing,16(7),274-284.
  10. Bollen, K. A.(1989).Structural Equation Modeling with Latent Variables.New York:John & Wiley.
  11. Bolton, L. E.,Warlop, L.,Alba, J. W.(2003).Consumer Perception of Price (Un)Fairness.Journal of Consumer Research,29(4),474-492.
  12. Bolton, R.N.,Lemon, K.N.(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.
  13. Campbell, D.T.,Fiske, D.W.(1959).Convergent and discriminant validation by the multitrait-multimethod matrix.Psychological Bulletin,56,81-105.
  14. Cardozo, R. N.(1965).An Examinational Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,2(3),244-249.
  15. Chiou, J. S.,Droge, C.,Hanvanich, S.(2002).Does Customer Knowledge Affect How Loyalty is Formed？.Journal of Service Research,5(2),113-124.
  16. Churchill, G. A.(1979).A Paradigm for Developing Better Measures of Marketing Constructs.Journal of Marketing Research,16(1),64-74.
  17. 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, Dissatisfaction and Complaining Behavior,16,67-80.
  18. Day, G. S.(1969).A Two-Dimension Concept of Brand Loyalty.Journal of Advertising Research,9(3),29-35.
  19. Deutsch, M.(1985).Distributive Justice: A Social Psychological Perspective.New Haven, CT:Yale University Press.
  20. Dick, A. S.,Basu, K.(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-114.
  21. Dube, L.,Maute, M.F.(1996).The Antecedents of Brand Switching, Brand Loyalty and Verbal Responses to Service Failure.Advance in Service Marketing and Management,5,127-151.
  22. Fishbein, M.(1963).An Investigation of the Relationship between Beliefs about an Object and the Attitude toward the Objects.Human Relations,16,233-240.
  23. Fornell, B. W.(1987).Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.Journal of Marketing Research,24,337-346.
  24. Fullerton, G.(2005).How Commitment both Enables and Undermines Marketing Relationships.European Journal of Marketing,39(11/12),1372-1391.
  25. Gay, J.,Laidlaw, H.(2004).Improving the Measurement of Communication Satisfaction.Management Communication Quarterly,17(3),425-448.
  26. Goodwin, C.,Ross, I.(1992).Consumer Response to Service Failure: Influence of Procedural and Interaction Fairness Perceptions.Journal of Business Research,25,149-163.
  27. Grayson, K.,Ambler, T.(1999).The Dark Side of Long-Term Relationship in Marketing Service.Journal of Marketing Research,36(1),132-141.
  28. Hair, J.F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariable data analysis.London:Prentice Hall International.
  29. Hu, L.,Bentler, P M.(1999).Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives.Structural Equation Modeling,6(1),1-55.
  30. Iwasaki, Y.,Havitz, M. K.(2004).Examining Relationship between Leisure Involvement, Psychological Commitment to a Recreation Agency.Journal of Leisure Research,36(1),45-72.
  31. Jarvis, L.P.,Wilcox, J.B.(1977).True Vendor Loyalty or Simply Repeat Purchase Behavior.Industrial Marketing Management,6(1),9-14.
  32. Johlke, M. C.,Duhan, D. F.(2001).Testing Competing Models of Sales Force Communication.The Journal of Personal Selling & Sales Management,21(4),265-277.
  33. Jöreskog, K. G.,Sörbom, D.(1993).LISREL 8: Structural equation modeling with the SIMPLIS command language.Chicago:Science Software International.
  34. Kotler, P.,Keller, K. L.,Ang, S. H.,Leong, S.M.,Tang, C.T.(2006).Marketing Management: An Asian Perspective.Singapore:Prentice Hall.
  35. Kumar, N.,Scheer, L.K.,Steenkamp, E.M.(1995).The Effects of Perceived Inter-dependence on Dealer Attitude.Journal of Marketing Research,32(3),348-357.
  36. Lanning, M. J.(1998).Delivering Profitable Value.Oxford, U.K.:Capstone.
  37. Levy, M.(1999).Revolutionizing the Retail Pricing Game.Discount Store News,38,15.
  38. Lin, C.P.,Ding, C.G.(2006).Evaluating Group Differences in Gender during the Formation of Relationship Quality and Loyalty in ISP Service.Journal of organizational and end user computing,18(2),38-62.
  39. Lutz, R. J.,Harold H. Kassarjian,Thomas S. Robertson(1991).Perspective in Customer Behavior.Upper Saddle River, NJ:Prentice Hall.
  40. Mattila, A. S.(2001).The effectiveness of service recovery in a multi-industry setting.The Journal of Service Marketing,15(6/7),583-596.
  41. O`Malley, L.(1998).Can Loyalty Schemes Really Build Loyalty?.Marketing Intelligence and Planning,16(1),47-55.
  42. Oliver, R. L.(1997).Satisfaction: A Behavior Perspective on the Consumer.New York:McGraw-Hill.
  43. Oliver, R. L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,57,460-469.
  44. Oliver, R.L.(1999).Whence Consumer Loyalty?.Journal of Marketing,63,33-44.
  45. Oliver, R.L.,Swan, J.E.(1989).Consumer Perceptions of Interperson Equity and Satisfaction in Transactions: A Field Survey Approach.Journal of Marketing,53,21-35.
  46. Olsen, L. L.,Johnson, M. D.(2003).Service Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations.Journal of Service Research,5(3),184-195.
  47. Parasuraman, A.,Zeithaml,V. A.,Berry, L.L.(1994).Refinement of Expectations as a Comparison Standard in Measuring Service Quality: Implication for Future Research.Journal of Marketing,58(1),111-124.
  48. Peter, J.P.,Olson, J.C.(1990).Consumer Behavior and Marketing Strategy.Homewood:Richard D. Irwin.
  49. Pritchard, M.,Silvestro, R.(2005).Applying the service profit chain to analyze retail performance.International Journal of Service Industry Management,16(4),337-356.
  50. Rathmell, J.M.(1966).What Is Meant by Service?.Journal of Marketing,30(3),32-36.
  51. Reichheld, F.F.,Sasser, W.E.(1990).Zero Defections: Quality Comes to Service.Harvard Business Review,14,495-507.
  52. Robbins, T.,Jeffords, B.,Summers, S.(2002).Identifying Client Fairness Criteria in Income Tax Services.Service Marketing Quarterly,23(4),33-43.
  53. Robbins, T.L.,Miller, J.L.(2004).Considering Customer Loyalty in Developing Service Recovery Strategies.Journal of Business Strategies,21(2),95-109.
  54. Seiders, K.,Berry, L.L.(1998).Service fairness: What it is and why it matters.The Academic of Management Executive,12(2),8-20.
  55. Shehryar, O.,Hunt, D.M.(2005).Buyer Behavior and Procedural Fairness in Pricing: Exploring the Moderating Role of Product Familiarity.The Journal of Product and Brand Management,14(4),271-276.
  56. Sindhav, B.,Holland, J.,Rodie, A.R.,Adidam, P.T.,Pol, L.G.(2006).The Impact of Perceived Fairness on Satisfaction: Are Airport Security Measures Fair？Does It Matter？.Journal of Marketing Theory and Practice,14(4),323-335.
  57. Tax, S.S.,Brown S.W.,Chandrashekaran, M.(1998).Customer Evaluation of Service Complaint Experience: Implication for Relationship Marketing.Journal of Marketing,62,60-76.
  58. Thibaut, J.,Walker, L.(1975).Procedural Justice: A Psychology Analysis.Hillsdale, NJ:Lawrence Erlbaum Association.
  59. Thorsten, H.T.,Gwinner, K.P.,Gremler, D.D.(2002).Understanding Relationship Marketing Outcomes: An Integrated of Relational Benefits and Relationship Quality.Journal of Service Research,4(2),230-247.
  60. Tyler, T.R.(1994).Psychological Models of the Justice Motive: Antecedents of Distributive and Procedural Justice.Journal of Personality and Social Psychology,67,850-863.
  61. Verhoef, P.C.,Franses, P.H.,Hoekstra, J.C.(2002).The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter.Journal of the Academy of Marketing Science,30(3),202-216.
  62. Wirtz, J.,Kimes, S. E.(2007).The Moderating Role of Familiarity in Fairness Perceptions of Revenue Management Pricing.Journal of Service Research,9(3),229-240.
  63. Wong, A.,Sohal, A. S.(2006).Understanding the quality of relationships in consumer service.The International Journal of Quality & Reliability Management,23(3),224-264.
  64. Zeithaml, V.A.,Berry, L.L.,Parasuraman, A.(1996).The Behavioral Consequence of Service Quality.Journal of Marketing,60,31-46.
  65. 台灣連鎖暨加盟協會(2006)。2005連鎖店年鑑。台北:台灣連鎖暨加盟協會。
  66. 吳萬益(2005)。企業研究方法。台北:華泰書局。
print cancel