题名

建構品牌顧客承諾之量表

并列篇名

Constructing and Developing Customer Engagement Scale toward Brands

作者

張曼玲(Man-Ling Chang)；蘇詩涵(Shih-Han Su)

关键词

顧客承諾 ； 顧客終身價值 ； 顧客參考價值 ； 顧客影響價值 ； 顧客知識價值 ； Customer Engagement ； Customer Lifetime Value ； Customer Referral Value ； Customer Influencer Value ； Customer Knowledge Value

期刊名称

商略學報

卷期/出版年月

6卷3期（2014 / 09 / 01）

页次

181 - 202

内容语文

繁體中文
中文摘要

本研究目的旨在建構顧客承諾之量表。顧客承諾係指顧客對品牌或企業超出購買行為以外的表現。由於顧客承諾被認為可準確衡量顧客為企業所創造之價值，因而成為非常重要的議題。然而，目前文獻僅止於理論上的論述，並無任何研究提出衡量顧客承諾的相關量表。因此，本研究擬發展及建構顧客承諾量表，協助企業有效地發展顧客承諾策略。本研究依據嚴謹的量表發展過程來建構顧客承諾之量表，包括顧客承諾之四大構面（顧客終身價值、顧客參考價值、顧客影響價值及顧客知識價值）之衡量題項。研究結果顯示，此量表具有區別效度與收斂效度，其問卷題項共計15題。除此之外，本研究比較服務業（電影院）與實體產品（智慧型手機）的顧客承諾之程度差異。
英文摘要

This study attempts to develop the customer engagement scale. Customer engagement is defined as the behavioral manifestation from a customer toward a brand beyond the purchasing behavior. The concept of customer engagement becomes the important issue because it can capture the values created by customers for the firm. However, the literature documents the theoretical statement of customer engagement, rather than the empirical scale. Thus, this study attempts to develop and construct the customer engagement scale which further provides the strategy for the management of customer engagement. This study follows a deliberate scale development process to develop the relevant items for four dimensions of customer engagement (i.e., customer lifetime value, customer referral value, customer influencer value, customer knowledge value). The findings indicate the 15-item scale's convergent and discriminant validity. In addition, the differences of customer engagement between product (smart phone) and service (movie theater) are compared.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. 行政院研究發展考核委員會，2011。持有手機民眾數位機會調查報告，台北：聯合行銷研究股份有限公司
  2. Sedley, R., 2008. Six Theses on Digital Customer Engagement in a Troubled Economy, available http://richard-sedley.iuplog.com/default.asp?item¼298747
  3. 行銷人電子報，2012。『機』不可失 智慧型手機 新一代危險情人。取自：http://life.trendgo.com.tw/epaper/4232
  4. 中華民國行政院新聞局，2011。有關大型連鎖電影院市場佔有率分析說明。取自：http://info.gio.gov.tw/ct.asp?xItem=28780&ctNode=3612
  5. 曾如瑩，2010。Uniqlo 創辦人柳井正： 誰能講出Uniqlo 壞話， 我就給他一百萬。取自：http://derek-tseng.blogspot.tw/2010/10/uniqlouniqlo.html
  6. Wikipedia, n. d. Consumer Engagement, available http://en.wikipedia.org/wiki/Customer_engagement
  7. 電子時報Digitimes，2011。台灣智慧型手機市佔。取自：http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?id=0000250556_0TQ4B5XV6PYYS15UR3G16
  8. Aaker, D. A.(1995).Building Strong Brands.New York, NY:The Free Press.
  9. Achterberg, W.,Pot, A.,Kerkstra, A.,Ooms, M.,Muller, M.,Ribbe, M.(2003).The Effect of Depression on Social Engagement in Newly Admitted Dutch Nursing Home Residents.The Goerontologist,43(2),213-218.
  10. Alam, I.(2006).Removing the Fuzziness from the Fuzzy Front-end of Service Innovations through Customer Interactions.Industrial Marketing Management,35(4),468-480.
  11. Albadvi, A.,Shahbazi, M.(2010).Integrating Rating-based Collaborative Filering with Customer Lifetime Value: New Product Recommendation Technique.Intelligent Data Analysis,14(1),143-155.
  12. Anderson, E. W.,Sullivan, M. W.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science,12(2),125-143.
  13. Bagozzi, R. P.,Tybout, A. M.,Craig, S.,Sternthal, B.(1979).The Construct Validity of the Tripartite Classification of Attitudes.Journal of Marketing Research,16(1),88-95.
  14. Barrot, C.,Becker, J. U.,Meyners, J.(2013).Impact of Service Pricing on Referral Behaviour.European Journal of Marketing,47(7),1052-1066.
  15. Barsky, J.,Lin, A.(2004).Referrals, Repeat Purchase Reflect Guest Loyalty.Hotel & Motel Management,219(15),16.
  16. Bijmolt, T. H. A.,Leeflang, P. S. H.,Block, F.,Eisenbeiss, M.,Hardie, B. G. S.,Lemmens, A.,Saffert, P.(2010).Analytics for Customer Engagement.Journal of Service Research,13(3),341-356.
  17. Biyalogorsky, E.,Gerstner, E.,Libai, B.(2001).Customer Referral Management: Optimal Reward Programs.Marketing Science,20(1),82-9.
  18. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.,Di-ching, P.,Yasin, N. M.,Hood, W. J.(2012).Consumer Behavior.Mason, OH:Thomson/South-Western.
  19. Bloch, P. H.,Richins, M. L.(1983).A Theoretical Model for the Study of Product Importance Perceptions.Journal of Marketing,47(2),69-81.
  20. Bohari, A. M.,Rainis, R.,Marimuthu, M.(2011).A Content Analysis on Customer Relationship Management Software (CRM Software) for Visualizing Customer Lifetime Value of Hypermarket.International Journal on Social Science, Economics and Art,2(1),43-47.
  21. Brakus, J. J.,Schmitt, B. H.,Zarantonello, L.(2009).Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?.Journal of Marketing,73(3),52-68.
  22. Brodie, R. J.,Hollebeek, L. D.(2011).Advancing and Consolidating Knowledge about Customer Engagement.Journal of Service Research,14(3),283-284.
  23. Brodie, R. J.,Hollebeek, L. D.,Jurić, B.,Ilić, A.(2011).Customer Engagement: Conceptual Domain, Fundamental Propositions and Implications for Research.Journal of Service Research,14(3),252-271.
  24. Buttle, F. A.(1998).Word of Mouth: Understanding and Managing Referral Marketing.Journal Strategic Marketing,6(3),241-254.
  25. Cambra-Fierro, J. J.,Melero-Polo, I.,Vázquez-Carrasco, R.(2013).Customer Engagement: Innovation in Non-technical Marketing Processes.Innovation: Management, Policy & Practice,15(3),326-336.
  26. Cermak, D. S. P.,File, K. M.,Prince, R. A.(1994).Customer Participation in Service Specification and Delivery.Journal of Applied Business Research,10(2),90-97.
  27. Chang, M.,Wu, W.(2012).Revisiting Perceived Risk in the Context of Online Shopping: An Alternative Perspective of Decision-making Styles.Psychology & Marketing,29(5),378-400.
  28. Cheung, M. S.,Anitsal, M. M.,Anitsal, I.(2007).Revisiting Word of Mouth Communications: A Cross-national Exploration.Journal of Marketing Theory and Practice,15(3),235-249.
  29. Cheung, S. O.,Wong, W. K.,Yiu, T. W.,Pang, H. Y.(2011).Developing a Trust Inventory for Construction Contracting.International Journal of Project Management,29(2),184-196.
  30. Chiou, J.-S.,Droge, C.(2006).Service Quality, Trust, Specific Asset Investment and Expertise: Direct and Indirect Effects in a Satisfaction-loyalty Framework.Journal of the Academy of Marketing Science,34(4),613-627.
  31. Churchill, G. A., Jr.(1979).A Paradigm for Developing Better Measures of Marketing Constructs.Journal of Marketing Research,16(1),64-73.
  32. Clark, P.(2006).Customer Lifetime Value: The Best Measure of Loyalty?.European Retail Digest,52,14-17.
  33. Claycomb, C.,Lengnick-Hall, C. A.,Inks, L. W.(2001).The Customer as a Productive Resource: A Pilot Study and Strategic Implications.Journal of Business Strategies,18(1),47-69.
  34. Cooper, R. G.,Kleinschmidt, E. J.(1996).Winning Businesses in Product Development: The Critical Success Factors.Research Technology Management,39(4),18-29.
  35. Cronin, J. J.,Brady, M. K.,Hult, G. T. M.(2000).Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments.Journal of Retailing,76(2),193-218.
  36. Deshpande, R.(1983).Paradigms Lost: On Theory and Method in Research in Marketing.Journal of Marketing,47(4),101-110.
  37. Dwyer, F. R.(1997).Customer Lifetime Valuation to Surport Marketing Decision Making.Journal of Direct Mareting,11(4),6-13.
  38. Farris, P. W.,Bendle, N. T.,Pfeifer, P. E.,Reibstein, D. J.(2006).Marketing Metrics: 50+ Metrics Every Executive Should Master.Upper Saddle River, NJ:Wharton School Publishing.
  39. Fornell, C.(1992).A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,56(1),6-21.
  40. Garbarino, E.,Johnson, S. M.(1999).The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships.Journal of Marketing,63(2),70-87.
  41. Garcia-Murillo, M.,Annabi, H.(2002).Customer Knowledge Management.Journal of Operational Research Society,53(8),875-884.
  42. Garnefeld, I.,Eggert, A.,Helm, S. V.,Tax, S. S.(2013).Growing Existing Customers' Revenue Streams through Customer Referrai Programs.Journal of Marketing,77(4),17-32.
  43. Gibbert, M.,Leibold, M.,Probst, G.(2002).Five Styles of Customer Knowledge Management and How Smart Companies Use Them to Create Value.European Management Journal,20(5),459-69.
  44. Goldsmith, R. E.,De Witt, T. S.(2003).The Predictive Validity of an Opinion Leadership Scale.Journal of Marketing Theory and Practice,11(1),28-35.
  45. Griffin, J.(1995).Customer Loyalty: How to Earn It and How to Keep It.New York, NY:Lexington Books.
  46. Gruen, T.,Osmonbekov, T.,Czaplewski, A.(2007).Customer-to-customer Exchange: Its MOA Antecedents and Its Impact on Value Creation and Loyalty.Journal of the Academy of Marketing Science,35(4),537-549.
  47. Gupta, S.,Lehmann, D. R.(2003).Customers as Assets.Journal of Interactive Marketing,17(1),9-24.
  48. Gupta, S.,Lehmann, D. R.,Stuart, J. A.(2004).Valuing Customers.Journal of Marketing Research,41(1),7-18.
  49. Hair, J. F., Jr.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis.Upper Saddle River, NJ:Prentice Hall.
  50. Harris, K.,Harris, R.,Baron, S.(2001).Customer Participation in Retail Services: Lessons from Brecht.International Journal of Retail and Distribution Management,29(8),359-369.
  51. Harrison-Walker, J. L.(2001).The Measurement of Word-of-mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents.Journal of Service Research,4(1),60-75.
  52. Hellén, K.,Sääksjärvi, M.(2011).Happiness as a Predictor of Service Quality and Commitment for Utilitarian and Hedonic Services.Psychology & Marketing,28(9),934-957.
  53. Helm, S.(2003).Calculating the Value of Customers' Referrals.Managing Service Quality,13(2),124-133.
  54. Henard, D. H.,Szymanski, D. M.(2001).Why Some New Products Are More Successful than Others.Journal of Marketing Research,38(3),362-375.
  55. Hernández-Espallardo, M.,Arcas-Lario, N.(2003).The Effects of Authoritative Mechanisms of Coordination on Market Orientation in Asymmetrical Channel Partnerships.International Journal of Research in Marketing,20(2),133-152.
  56. Hidding, G. S.,Shrieen, M. C.(1998).Anatomy of a Learning Organization: Turning Knowledge into Capital at Anderson Consulting.Knowledge and Process Management,1(1),3-13.
  57. Hill, S.,Provost, F.,Volinsky, C.(2006).Networkbased Marketing: Identifying Likely Adopters via Consumer Networks.Statistical Science,21(2),256-276.
  58. Hirschman, E. C.(Ed.)(1990).Research in Consumer Behavior.Greenwich, CT:JAI Press.
  59. Hollebeek, L.(2011).Exploring Customer Brand Engagement: Definition and Themes.Journal of Strategic Marketing,19(7),555-573.
  60. Hughes, A. M.(1994).Strategic Database Marketing.Chicago, IL:Probus Publishing.
  61. Jones, T. O.,Sasser, W. E.(1995).Why Satisfied Customers Defect.Harvard Business Review,73(6),88-101.
  62. Joshi, A. W.,Sharma, S.(2004).Customer Knowledge Development: Antecedents and Impact on New Product Performance.Journal of Marketing,68(4),47-59.
  63. Kahreh, M. S.,Kahreh, Z. S.(2012).An Empirical Analysis to Design Enhanced Customer Lifetime Value Based on Customer Loyalty: Evidences from Iranian Banking Sector.Iranian Journal of Management Studies,5(5),145-167.
  64. Kelley, S. W.,Donnelly, J. H., Jr.,Skinner, S. J.(1990).Customer Participation in Service Production and Delivery.Journal of Retailing,66(3),315-335.
  65. Knauer, V.(1992).Increasing Customer Satisfaction.Pueblo, CO:United States Office of Consumer Affairs.
  66. Kotler, P.,Keller, K.L.(2012).Marketing Management.Upper Saddle River, NJ:Pearson Education, Inc..
  67. Krueger, R. A.,Casey, M. A.(2009).Focus Groups: A Practical Guide for Applied Research.Thousand Oaks, CA:Sage Publications.
  68. Kumar, V.(2008).Managing Customers for Profit.Upper Saddle River, NJ:Wharton School Publishing.
  69. Kumar, V.,Akzoy, L.,Donkers, B.,Wiesel, T.,Venkatesan, R.,Tillmanns, S.(2010).Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value.Journal of Service Research,13(3),297-310.
  70. Kumar, V.,Petersen, J. A.,Leone, R. P.(2010).Driving Profitability by Encouraging Customer Referrals: Who, When and How.Journal of Marketing,74(1),1-17.
  71. Lawshe, C. H.(1975).A Quantitative Approach to Content Validity.Personnel Psychology,28(4),563-575.
  72. Lee, J. N.(2001).The Impact of Knowledge Sharing, Organizatuinal Capability and Partnership Quality on IS Outsourcing Success.Information and Management,38(5),323-335.
  73. Lovelock, C.,Wirtz, J.(2011).Services Marketing: People, Technology, Strategy.Boston, MA:Pearson.
  74. Macey, W. H.,Schneider, B.(2008).The Meaning of Employee Engagement.Industrial and Organizational Psychology: Perspectives on Science and Practice,1(1),3-30.
  75. Mangold, W. G.,Miller, F.,Brockway, G. R.(1999).Word-of-mouth Communication in the Service Marketplace.Journal of Service Research,13(1),73-89.
  76. McDonald, M. A.(1996).Amherst, MA, USA,University of Massachusetts.
  77. Mollen, A.,Wilson, H.(2010).Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives.Journal of Business Research,63(9-10),919-925.
  78. Morgan, R.M.,Hunt, S.D.(1994).The Commitment-trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
  79. Mulhern, F. J.(1999).Customer Profitability Analysis: Measurement, Concentration and Research Directions.Journal of Interactive Marketing,13(1),25-40.
  80. Murray, K. B.(1991).A Test of Services Marketing Theory: Consumer Acquisition Activities.Journal of Marketing,55(1),10-25.
  81. Neff, J.(2007).OMD Proves the Power of Engagement.Advertising Age,78(27),3-4.
  82. Oliver, R. L.(1977).Effect of Expectation and Disconfirmation on Postexposure Product Evaluations: An Alternative Interpretation.Journal of Applied Psychology,62(4),480-486.
  83. Pan, B.,MacLaurin, T.,Crotts, J. C.(2007).Travel Blogs and the Implications for Destination Marketing.Journal of Travel Research,46(35),35-45.
  84. Patterson, P.,Yu, T.,De Ruyter, K.(2006).Understanding Customer Engagement in Services Advancing Theory, Maintaining Relevance.Proceedings of ANZMAC 2006 Conference,Brisbane:
  85. Peppers, D.,Rogers, M.(1993).The One to One Future: Building Relationships One Customer at a Time.New York, NY:Currency Doubleday.
  86. Pervan, S. J.,Bove, L. L.(2011).The Engagement of Customers beyond Their Expected Roles.Journal of Strategic Marketing,19(7),551-554.
  87. Prahalad, C. K.,Ramaswamy, V.(2004).Co-creation Experiences: The Next Practice in Value Creation.Journal of Interactive Marketing,18(3),5-14.
  88. Pritchard, M. P.,Havitz, M. E.,Howard, D. R.(1999).Analyzing the Commitment-loyalty Link in Service Contexts.Journal of the Academy of Marketing Science,27(3),333-348.
  89. Quinn, J. B.,Anderson, P.,Finkelstein, S.(1996).Managing Professional Intellect: Making the Most of the Best.Harvard Business Review,74(2),71-80.
  90. Ranaweera, C.,Prabhu, J.(2003).The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting.International Journal of Service Industry Management,14(4),374-395.
  91. Reichheld, F. F.(1996).The Loyalty Effect.Boston, MA:Harvard Business School Press.
  92. Resnick, E.(2001).Defining Engagement.Journal of International Affairs,54(2),551-566.
  93. Rust, R. T.,Lemon, K. N.,Zeithaml, V. A.(2004).Return on Marketing: Using Customer Equity to Focus Marketing Strategy.Journal of Marketing,68(1),109-127.
  94. Schau, H. J.,Muñiz, A. M.,Arnould, E. J.(2009).How Brand Communities Create Value.Journal of Marketing,73(5),30-51.
  95. Schmitt, P.,Skiera, B.,Van den Bulte, C.(2011).Referral Programs and Customer Value.Journal of Marketing,75(1),46-59.
  96. Selnes, F.(1993).An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty.European Journal of Marketing,27(9),19-35.
  97. Sewell, C.,Brown, P. B.(1990).Customers for Life: How to Turn That One-time Buyer into a Lifetime Customer.New York, NY:Doubelday.
  98. Stum, D. L.,Thiry, A.(1991).Building Customer Loyalty.Training and Development Journal,45(4),34-36.
  99. Swartz, T.A.(Ed.),Iacobucci, D.(Ed.)(2000).Handbook of Services Marketing and Management.Thousand Oaks, CA:Sage.
  100. Taylor, S. A.,Baker, T. L.(1994).An Assessment of the Relationship between Service Quality and Customer Satisfaction in Formation of Consumers' Purchase Intentions.Journal of Retailing,70(2),163-178.
  101. Treacy, M.,Wiersema, F.(1993).Customer Intimacy and Other Value Disciplines.Harvard Business Review,41(1),84-93.
  102. van Doorn, J.(2011).Customer Engagement: Essence, Dimensionality and Boundaries.Journal of Service Research,14(3),280-282.
  103. van Doorn, J.,Lemon, K. N.,Mittal, V.,Nass, S.,Pick, D.,Pirner, P.,Verhoef, P. C.(2010).Customer Engagement Behavior: Theoretical Foundations and Research Directions.Journal of Service Research,13(3),253-266.
  104. Verhoef, P. C.,Reinartz, W. J.,Krafft, M.(2010).Customer Engagement as a New Perspective in Customer Management.Journal of Service Research,13(3),247-252.
  105. Verlegh, P. W. J.,Ryu, G.,Tuk, M. A.,Feick, L.(2013).Receiver Responses to Rewarded Referrals: The Motive Inferences Framework.Journal of the Academy of Marketing Science,41(6),669-682.
  106. Villanueva, J.,Yoo, S.,Hanssens, D. M.(2008).The Impact of Marketing-induced versus Word-of-mouth Customer Acquisition on Customer Equity Growth.Journal of Marketing Research,45(1),48-59.
  107. Vivek, S. D.,Beatty, S. E.,Morgan, R. M.(2012).Consumer Engagement: Exploring Customer Relat ionships beyond Purchase.Journal of Marketing Theory and Practice,20(2),127-146.
  108. Voyles, B.(2007).,未出版
  109. Yang, Z.,Peterson, R. T.(2004).Customer Perceived Value, Satisfaction and Loyalty: The Role of Switching Costs.Psychology & Marketing,21(10),799-822.
  110. Zaichkowsky, J. L.(1985).Measuring the Involvement Construct.Journal of Consumer Research,12(3),341-352.
  111. Zhang, J. Q.,Dixit, A.,Friedmann, R.(2010).Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods.Journal of Marketing Theory and Practice,18(2),127-139.
  112. 吳萬益(2011)。企業研究方法（第四版）。台北:華泰文化出版。
  113. 洪邦豪(2011)。碩士論文(碩士論文)。國立臺灣科技大學工業管理系研究所。
  114. 洪楨雅(2009)。碩士論文(碩士論文)。靜宜大學觀光事業學系研究所。
  115. 浩騰媒體(2011)。亞太地區消費者媒體使用行為趨勢。ONMEDIA，4，1-17。
  116. 張智鈞(2008)。碩士論文(碩士論文)。國立台灣師範大學運動與休閒管理研究所。
  117. 許晉龍、林娟娟(2010)。高涉入消費性電子產品購買決策行為之研究：以智慧型手機為例。電子化企業經營管理理論暨實務研討會（第11屆）
被引用次数
  1. 賴盈孝,柳立偉,何昶鴛(2020)。選擇反映性測量模式或形成性測量模式？以社群媒體形式之顧客參與行為構念設定為例。觀光休閒學報，26(3)，307-336。
  2. 邱紹群,江靜華(2022)。氣候變遷淨水器服務人員銷售力之研究。管理資訊計算，11(1)，113-127。
print cancel