题名

價格、服務人員正向情緒表達、品牌知名度、及顧客忠誠度之關係：期望失驗理論的運用

并列篇名

The Relationships among Price, Service Staff's Positive Emotional Display, Brand Awareness, and Customer Loyalty: The Application of Expectancy Disconfirmation

作者

吳宗祐(Tsung-Yu Wu)；吳華萍(Hua-PingWu)；連健翔(Chien-Hsiang Lien)；李宜旻(Yi-Min Li)

关键词

價格 ； 服務人員正向情緒表達 ； 品牌知名度 ； 顧客忠誠度 ； 期望失驗理論 ； Price ； Service Staff's Positive Emotional Display ； Brand Awareness ； Customer Loyalty ； Expectancy Disconfirmation Theory

期刊名称

顧客滿意學刊

卷期/出版年月

9卷2期（2013 / 09 / 01）

页次

215 - 245

内容语文

繁體中文
中文摘要

本研究以期望失驗理論為基礎，試圖探討價格對於顧客忠誠所造成的負向影響，並探究服務人員正向情緒表達與品牌知名度是否對顧客忠誠產生正向影響，以及這兩者是否可以調節價格對顧客忠誠度的負向影響。本研究採取2×2×2完全受試者間實驗設計的方式，以餐飲業服務的模擬影片給研究參與者觀看，藉以操弄店家消費價格（高或低）、服務人員正向情緒表達（高或低）及品牌知名度（高或低），並於影片觀賞結束後測量研究參與者對店家的品牌忠誠度，共計240位大學生參與研究。結果顯示，價格對顧客忠誠度其有顯著的負向預測效果。另外，服務人員正向情緒表達可以正向預測顧客忠誠度，卻無法調節店家價格與顧客忠誠度之關係。再者，品牌知名度可以正向預測顧客忠誠度，亦可以調節價格與顧客忠誠度之關係。當品牌知名度越高時，價格與顧客忠誠度之關係越弱。整體而言，本研究之發現大體上支持期望失驗理論的預測，而研究結果對於提昇品牌知名度與服務人員正向情緒表達之管理實務，也其有重要的參考價值。
英文摘要

Based on expectancy disconfirmation theory, our study explores the relationships among price, service staff's display of positive emotion, brand awareness, and customer loyalty. We tend to (1) examine whether price had negative effect on customer loyalty, (2) investigate whether the service staff’s display of positive emotion and brand awareness had positive effects on customer loyalty, and (3) explore whether the service staff's display of positive emotion and brand awareness play the moderating roles in the relationship between the price and customer loyalty. Using 2 x 2 x 2 between-subject experimental design, we manipulated price (high and low), service staff’s display of positive emotion (high and low), and brand awareness (high and low). The results showed that price had significant negative predictive effect on customer loyalty. In addition, the service staff's display of positive emotion significantly and positively predicted customer loyalty, but it did not moderate the relationship between price and customer loyalty. Also, brand awareness significantly and positively predicted customer loyalty, and it weakened the relationship between price and customer loyalty as well. Above all, our research findings generally supported the prediction of expectancy disconfirmation theory, and our results provided valuable contribution to the managerial practices of increasing brand awareness and service personnel's positive emotional display.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. 曾信超(2006)。服務品質、關係價值與關係品質對顧客忠誠度影響之研究。企業管理學報，71，77-105。
    連結：
  2. 蔡維奇、黃櫻美(2002)。員工情緒表達影響因素之研究─以鞋店銷售員為例。管理評論，21(1)，67-84。
    連結：
  3. Scitovsky, T., 1945, Some Consequences of the Habit of Judging Quality by Price, The Review of Economic Studies, 12(32), 100-105.
  4. Aaker, D. A.(1996).Measuring Brand Equity across Products and Markets.California Management Review,38(3),102-120.
  5. Aaker, D. A.(1991).Managing Brand Equity: Capitalising on the Value of a Brand Name.New York, NY:The Free Press.
  6. Aaker, D. A.,Biel, A. L.(1993).Brand Equity and Advertising: Advertising's Role in Building Strong Brands.Mahwah, NJ:Lawrence Erlbaum Associates.
  7. Aaker, D. A.,Keller, K. L.(1990).Consumer Evaluations of Brand Extensions.Journal of Marketing,54(1),27-41.
  8. Ahluwalia, R.,Unnava, H. R.,Burnkrant, R. E.(2001).The Moderating Role of Commitment on the Spillover Effect of Marketing Communications.Journal of Marketing Research,38(4),458-470.
  9. Alba, J. W.,Hutchinson, J. W.(1987).Dimensions of Consumer Expertise.Journal of Consumer Research,13(4),411-454.
  10. Ashforth, B. E.,Humphrey, R. H.(1993).Emotional Labor in Service Roles: The Influence of Identity.Academy of Management Review,18(1),88-115.
  11. Barger, P. B.,Grandey, A. A.(2006).Service with a Smile and Encounter Satisfaction: Emotional Contagion and Appraisal Mechanism.Academy of Management Journal,49(6),1229-1238.
  12. Bateson, J. E. G.,Hui, M. K.(1992).The Ecological Validity of Photographic Slides and Videotapes in Simulating the Service Setting.Journal of Consumer Research,19(2),271-281.
  13. Berkowitz, L.(Ed.)(1972).Advances in Experimental Social Psychology.New York, NY:Academic Press.
  14. Brexendorf, T. O.,Mühlmeier, S.,Tomczak, T.,Eisend, M.(2010).The Impact of Sales Encounters on Brand Loyalty.Journal of Business Research,63(11),1148-1155.
  15. Chi, H. K.,Yeh, H. R.,Yang, Y. T.(2009).The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty.The Journal of International Management Studies,4(1),135-144.
  16. Churchill, G. A., Jr.,Surprenant, C.(1982).An Investigation into the Determinants of Customer Satisfaction.Journal of Marketing Research,19(4),491-505.
  17. Darke, P. R.,Ashworth, L.,Main, K. J.(2010).Great Expectations and Broken Promises: Misleading Claims, Product Failure, Expectancy Disconfirmation and Consumer Distrust.Journal of the Academy of Marketing Science,38(3),347-362.
  18. de Ruyter, K.,Bloemer, J.(1999).Customer Loyalty in Extended Service Settings: The Interaction between Satisfaction, Value Attainment and Positive Mood.International Journal of Service Industry Management,10(3),320-336.
  19. Duchessi, P.(2003).Crafting Customer Value: The Art and Science.West Lafayette, IN:Purdue University Press.
  20. East, R.,Harris, P.,Willson, G.,Hammond, K.(1995).Correlates of First­brand Loyalty.Journal of Marketing Management,11(5),487-497.
  21. Fay, C. J.(1994).Loyalties from Loyalties.Journal of Business Strategy,15(2),47-51.
  22. Forgas, J. P.(1995).Mood and Judgment: The Affect Influence Model (AIM).Psychological Bulletin,117(1),39-66.
  23. Fredericks, J. O.,Salter, J. M.(1995).Beyond Customer Satisfaction.Management Review,84(5),29-32.
  24. Grandey, A. A.,Fisk, G. M.,Mattila, A. S.,Jansen, K.,Sideman, L. A.(2005).Is Service with a Smile Enough? Authenticity of Positive Displays in Service Encounters.Organizational Behavior and Human Decision Processes,96(1),38-55.
  25. Hagerty, M. R.(1978).Model Testing Techniques and Price-quality Tradeoffs.Journal of Marketing Research,5(3),194-205.
  26. Han, H.,Ryu, K.(2009).The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry.Journal of Hospitality & Tourism Research,33(4),487-510.
  27. Homburg, C.,Hoyer, W. D.,Koschate, N.(2005).Customers' Reactions to Price Increases: Do Customer Satisfaction and Perceived Motive Fairness Matter?.Journal of the Academy of Marketing Science,33(1),36-49.
  28. Hossien, E.(2011).Determinants of Brand Equity: Offering a Model to Chocolate Industry.World Academy of Science, Engineering and Technology,59,1205-1213.
  29. Hoyer, W. D.,Brown, S. P.(1990).Effects of Awareness on Choice for a Common Repeat-purchase.Journal of Consumer Research,17(2),141-148.
  30. Jones, T. O.,Sasser, W. E., Jr.(1995).Why Satisfied Customers Defect.Harvard Business Review,85(6),88-99.
  31. Juga, J.,Juntunen, J.,Grant, D. B.(2010).Service Quality and Its Relation to Satisfaction and Loyalty in Logistics Outsourcing Relationships.Managing Service Quality,20(6),496-510.
  32. Keller, K. L.(2001).Building Customer-based Brand Equity.Marketing Management,10(2),14-19.
  33. Keller, K. L.(1993).Conceptualizing, Measuring, and Managing Customer-based Brand Equity.Journal of Marketing,57(1),1-22.
  34. Keller, K. L.,Lehmann, D. R.(2003).How Do Brands Create Value?.Marketing Management,12(3),26-31.
  35. Kim, E.,Yoon, D. J.(2012).Why Does Service With a Smile Make Employees Happy? A Social Interaction Model.Journal of Applied Psychology,97(5),1059-1067.
  36. Kim, H. B.,Kim, W. G.,An, J. A.(2003).The Effect of Consumer-based Brand Equity on Firms' Financial Performance.Journal of Consumer Marketing,20(4),335-351.
  37. Kimpakorn, N.,Tocquer, G.(2010).Service Brand Equity and Employee Brand Commitment.Journal of Services Marketing,24(5),378-388.
  38. Liao, C.,Liu, C. C.,Liu, Y. P.,To, P. L.,Lin, H. N.(2011).Applying the Expectancy Disconfirmation and Regret Theories to Online Consumer Behavior.Cyberpsychology, Behavior, and Social Networking,14(4),241-246.
  39. Lindzey, G.(Ed.),Aronson, E.(Ed.)(1985).Handbook of Social Psychology.New York, NY:Random House.
  40. Nguyen, N.,Leblanc, G.(2001).Corporate Image and Corporate Reputation in Customers Retentions Decisions in Services.Journal of Retailing and Consumer Services,8(4),227-236.
  41. Oh, H.(2000).The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions.Journal of Hospitality & Tourism Research,24(2),136-162.
  42. Oliver, R. L.(1997).Satisfaction: A Behavioral Perspective on the Consumer.New York, NY:Irwin/McGraw-Hill.
  43. Oliver, R. L.(1993).Cognitive, Affective, and Attribute Bases of the Satisfaction Response.Journal of Consumer Research,20(3),418-430.
  44. Oliver, R. L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,17(4),460-469.
  45. Parasuraman, A.,Berry, L. L.,Zeithaml, V. A.(1991).Understanding Customer Expectations of Service.Sloan Management Review,32(3),39-48.
  46. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A Conceptual Model of Service Quality and Its Implications for Future Research.Journal of Marketing,49(4),41-50.
  47. Pugh, S. D.(2001).Service with a Smile: Emotional Contagion in the Service Counter.Academy of Management Journal,44(5),1018-1027.
  48. Rafaeli, A.,Sutton, R.(1987).Expression of Emotion as Part of the Work Role.Academy of Management Review,12(1),23-37.
  49. Reichheld, F.,Sasser, W. E., Jr.(1990).Zero Defects: Quality Comes to Services.Harvard Business Review,68(5),105-111.
  50. Rupp, D. E.,Spencer, S.(2006).When Customers Lash out: The Effects of Customer Interactional Injustice on Emotional Labor and the Mediating Role of Discrete Emotions.Journal of Applied Psychology,91(4),971-978.
  51. Shapiro, B. P.(1968).The Psychology of Pricing.Harvard Business Review,46(4),14-25.
  52. Shim, S. Y.,Lee, B.,Whinston, A. B.(2008).Does Lower Transaction Price Attract More Customers? An Empirical Study on the Short and Long Term Impacts of Online Brokerage Services.Proceeding of the 29th International Conference on Information Systems (ICIS 2008),Paris, France:
  53. Solomon, M. R.(2007).Consumer Behavior: Buying, Having, and Being.Upper Saddler River, NJ:Prentice Hall.
  54. Suh, J. C.,Youjae, Y.(2006).When Brand Attitudes Affect the Customer Satisfaction-loyalty Relation: The Moderating Role of Product Involvement.Journal of Consumer Psychology,16(2),145-155.
  55. Tsai, H.,Cheung, C.,Lo, A.(2010).An Exploratory Study of the Relationship between Customer-based Casino Brand Equity and Firm Performance.International Journal of Hospitality Management,29(4),754-757.
  56. Tsai, W. C.(2001).Determinants and Consequences of Employee Displayed Positive Emotions.Journal of Management,27(4),497-512.
  57. Tsai, W. C.,Huang, Y. M.(2002).Mechanisms Linking Employee Affective Delivery and Customer Behavioral Intentions.Journal of Applied Psychology,87(5),1001-1008.
  58. Voss, G. B.,Parasuraman, A.,Grewal, D.(1998).The Roles of Price, Performance, Expectation in Determining Satisfaction in Service Exchanges.Journal of Marketing,62(4),46-61.
  59. Watson, D.,Clark, L. A.,Tellegen, A.(1988).Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales.Journal of Personality and Social Psychology,54(6),1063-1070.
  60. Yadav, J. I.(2012).A Study on Brand Awareness and Influence of Brand Loyalty on Women Footwear in Sangli City, Maharashtra.International Journal of Research in Commerce & Management,3(2),139-142.
  61. 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.
  62. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1996).The Behavioral Consequences of Services Quality.Journal of Marketing,60(2),31-46.
  63. 臺灣連鎖暨加盟協會(2011)。2011 年臺灣連鎖店年鑑。臺北市:TCFA 臺灣連鎖暨加盟協會。
  64. 劉昌立(2011)。碩士論文(碩士論文)。逢甲大學經營管理碩士在職專班。
被引用次数
  1. 陳宏斌、陳元陽、胡俊傑、李慧龍(2015)。品牌形象、品牌知名度、品牌識別對消費者知覺風險與購買意願之影響－以澎湖A旅行社為例。島嶼觀光研究，8(1)，87-108。
print cancel