题名

忠誠度方案對知覺價值及忠誠之影響－以涉入干擾變數

并列篇名

Effect of Loyalty Program Design on Perceived Value and Loyalty: Involvement as Moderator

DOI

10.29931/MR.200603.0005

作者

張雅婷(Ya-Ting Chang)；李賜郎(Ssu-Lang Lee)；陳芳萍(Fang-Ping Chen)

关键词

忠誠度方案 ； 知覺價值 ； 方案忠誠 ； 品牌忠誠 ； Loyalty Program ； Perceived Value ； Program Loyalty ； Brand Loyalty

期刊名称

行銷評論

卷期/出版年月

3卷1期（2006 / 03 / 01）

页次

665 - 688

内容语文

繁體中文
中文摘要

忠誠乃是企業獲利之指標，現今企業紛紛採用忠誠度方案，積極吸引新顧客並留住現有顧客。然而忠誠度方案增加忠誠與否，仍是爭論未休之議題。本研究探討忠誠方案、知覺價值、方案忠誠、品牌忠誠之關係，並將涉入程度納入干擾變數。本研究採用實驗設計，將受訪者利用隨機分派至四個情境進行資料蒐集。實證結果發現：(1)涉入對門檻與知覺價值間具有干擾作用；(2)知覺價值會正向影響方案忠誠；(3)方案忠誠在知覺價值及品牌忠誠間具有中介作用。最後，本研究針對研究發現進行討論，提出研究限制與後續研究之建議。
英文摘要

Loyalty is a profit index for enterprises. Enterprises nowadays widely adapt the loyalty programs to reward customers' loyal behaviors. This is to attract new customers as well as to keep the existing customers. However, there are still various views on whether the loyalty program really increases the loyalty of customers effectively. This study seeks to examine how two aspects of the loyalty program, type of rewards and threshold, influence customers' perceived value and how customers' perceived value relates to program loyalty and brand loyalty. This study also adds consumer's involvement as moderate variable. This study conducts a 2×2 between-subjects experiment design and collects the primary data by questionnaire. The results show that involvement moderates the relationship between threshold and customers' perceived value. In addition, customers' perceived value positively associates with the program loyalty. Finally, regardless of high-involvement or low-involvement conditions, customers' perceived value influences the brand loyalty indirectly through the loyalty program. The final section discusses the theoretical implication of this research, and also discusses the research limitations and further researches.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Baron, R. M.,Kenny, D. A.(1986).The Moderator-mediator Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations.Journal of Personality and Social Psychology,51(6),1173-1186.
  2. Bolton, R. N,Kannan, P. K.,Bramlett, M.D.(2000).Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value.Journal of Academy of Marketing Science,28(1),95-108.
  3. Brody, R. P.,Cunningham, S. M.(1968).Personality Variables and the Consumer Decision Process.Journal of Marketing Research,5(1),50-57.
  4. Christopher, M.,Payne, A.,Ballantyne, D.(1991).Relationship Marketing.London:Butterworth Heinemann.
  5. Day, G.(1990).Market-Driven Strategy: Processes for Creating Value.New York:The Free Press.
  6. Deighton, J.、Dawn Iacobucci、Teresa A. Swartz編、李茂興、戴靖惠、吳偉慈譯(2002)。服務業的行銷與管理。弘智文化。
  7. Dick, A. S.,Basu, K(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-114.
  8. Dickson, P. R.,Sawyer, A. G.(1990).The Price Knowledge and Search of Supermarket Shoppers.Journal of Marketing,54(3),42-53.
  9. Dowling, G. R.,Uncles M.(1997).Do Customer Loyalty Programs Really Work?.Sloan Management Review,38(4),71-82.
  10. Dreze, X.,Hoch, S. J.(1998).Exploiting the Installed Base Using Cross-Merchandising and Category Destination Programs.International Journal of Research in Marketing,15(5),459-471.
  11. Farley, J. U(1964).Why Does Brand Loyalty Vary Over Products.Journal of Marketing Research,1(4),9-14.
  12. Gummesson, E.(1999).Total Relationship Marketing; Rethinking Marketing Management from 4Ps to 30Ps.Oxford:Butterworth Heinemann.
  13. Gupta, S.,Cooper, L. G.(1992).The Discounting of Discounts and Promotion Thresholds.Journal of Consumer Research,19(3),401-411.
  14. Hsee, Christopher K.(2000).Myopic Maximization: Medium Effect in Decision-Making, working paper, Graduate School of Business.University of Chicago.
  15. Jones, T. O.,Sasser, Earl W.(1995).Why Satisfied Customer Defect.Harvard Business Review,73(6),88-99.
  16. Kim, B.,Shi, M,Srinivasan, K.(1997).Working Paper.Pittsubrgh, PA:Carnegie Mellon University.
  17. Kivetz, R.,Simonson, I.(2002).Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards.Journal of Marketing Research,39(2),155-170.
  18. Latham, G. P.,Locke, E. A.(1991).Self Regulation Through Goal Setting.Organizational Behavior and Human Decision Processes,50(2),212-247.
  19. Leszinski, R.,Marn, M. V.(1997).Setting Value, Not Price.The Mckinsey Quarterly,1,99-115.
  20. Neal, W. D.(1999).Satisfaction is Nice, But Value Drives Loyalty.Marketing Research,11(1),21-23.
  21. Nicholls, J. G.(1989).The Competitive Ethos and Democratic Education.Cambridge, MA:Harvard University Press.
  22. Nunnally, J. C.(1994).Psychometric Theory.New York:McGraw-Hill.
  23. O`Brien, L.,Jones, C.(1995).Do Rewards Really Create Loyalty?.Harvard business Review,73(3),75-82.
  24. Oliver, L. R.(1997).Satisfaction: A Behavioral Perspective on the Consumer.New York:McGraw-Hill.
  25. Parasuraman, A.,Grewal, D.(2000).The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda.Journal of Academy of Marketing Science,28(1),168-174.
  26. Partch, K(1994).Electronic Marketing: Promises to Keep.Supermarket Business,49(10),25-32.
  27. Petty, R. E.,Cacioppo, J. T.(1983).Advertising and consumer psychology.Lexington, MA:D. C. Heath.
  28. Reichheld F. F.,Sasser, Earl W.(1990).Zero Defections: Quality comes to Services.Harvard Business Review,68(5),105-116.
  29. Rosenberg, L. J.,Czepiel, J. A.(1984).A Marketing Approach for Customer Retention.The Journal of Consumer Marketing,1(2),45-52.
  30. Rothschild, M. L.,Gaidis, W. C.(1981).Behavioral Learning Theory: Its Relevance to Marketing and Promotion.Journal of Marketing,45(2),70-78.
  31. Sirdeshmukh, D.,Singh J.,Barry S.(2000).Consumer Trust, Value, and Loyalty in Relational Exchanges.Journal of Marketing,66(1),15-37.
  32. Soman, D.(1998).The Illusion of Delayed Incentives: Evaluating Future Effort-Money Transactions.Journal of Marketing Research,35(4),427-437.
  33. Turnley, W. H.,Feldman, D. C.(2000).Re-Examining the Effect of Psychological Contract Violations: Unmet Expectations and Job Dissatisfaction as Mediators.Journal of Organizational Behavior,21(1),25-42.
  34. Uncles, M.(1994).Do You or Your Customer Need a Loyalty Scheme?.Journal of Targeting, Measurement and Analysis,2(4),335-350.
  35. Uncles, M. D.,Dowling, G. R.,Hammond, K.(2003).Customer Loyalty and Customer Loyalty Programs.Journal of Consumer Marketing,20(4),294-316.
  36. Varki, S.,Wong, S.(2003).Consumer Involvement in Relationship Marketing of Service.Journal of Service Research,6(1),83-91.
  37. Verhoef, P. C.(2003).Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development.Journal of Marketing,67(4),30-45.
  38. Warrington, P.,Shim, S.(2000).An Empirical Investigation of the Relationship Between Product Involvement and Brand Commitment.Psychology & Marketing,17(9),761-782.
  39. Woodruff, R. B.(1997).Customer Value The Next Source for Competitive Advantage.Journal of the Academic of Marketing Science,25(2),139-153.
  40. Youjae Yi,Hoseong, J.(2003).Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty.Journal of Academy of Marketing Science,31(3),229-241.
  41. Zaichkowsky, J. L.(1985).Measuring the Involvement Construct.Journal of Consumer Research,12(3),341-352.
  42. Zeithaml, V. A(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(3),2-22.
  43. 謝文雀(2001)。消費者行爲。華泰文化。
被引用次数
  1. Wang, Chih-Hao,Kuo, Nien-Te,Hsu, Ya-Ti,Hsu, Chia-Lin,Chang, Kuo-Chien(2017).HOW THE EFFECTS OF LOYALTY PROGRAMS, RELATIONSHIP BENEFITS, AND RELATIONSHIP QUALITY CREATE CUSTOMER LOYALTY? THE CASE OF TAIWAN STARBUCKS COFFEE.品質學報,24(2),131-158.
  2. 謝孟志,黃國光,曹敦欽(2022)。連鎖藥局品牌形象、知覺價值與顧客忠誠度之研究。休閒運動健康評論，11(2)，29-40。
  3. 鍾志強、陳仁精、許秀貞(2010)。登山步道遊客涉入程度、知覺價值與行為意圖關係之研究。文化體育學刊 ，11，1-10。
  4. (2014)。七美社區健康營造實施成效之評估－知覺與體驗觀點。社區發展季刊，145，330-348。
  5. (2021)。CEO 決策錯誤下品牌形象與知覺價值對滿意度與忠誠度之影響─以 N 保險公司為例。績效與策略研究，18(1)，1-24。
print cancel