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題名 | Customer Loyalty in Competitive Markets: Alternative Attractiveness, Switching Costs and Satisfaction Effects=其他選擇的吸引力、轉換成本和顧客滿意對競爭市場中顧客忠誠之影響 |
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作者 | 鄭士蘋; Jeng, Shih-ping; |
期刊 | 輔仁管理評論 |
出版日期 | 20040300 |
卷期 | 11:1 2004.03[民93.03] |
頁次 | 頁77-96 |
分類號 | 496.34 |
語文 | eng |
關鍵詞 | 顧客忠誠; 其他選擇的吸引力; 轉換成本; 服務; Customer loyalty; Alternative attractiveness; Switching costs; Service; |
中文摘要 | 本研究探討在競爭的環境下,影響服務業顧客忠誠的因素。除了顧客滿意外,本研究著重探討兩個市場變數:其他選擇的吸引力與轉換成本對顧客忠誠的影響。以臺灣電信服務業為實資料的研究結果發現,這兩個市場變數對顧客忠誠有直接的影響,且其他選擇的吸引力與轉換成本存在互動關係,當轉換成本越高時,其他選擇的吸引力對顧客忠誠的負向影響越低。此外,不同市場區隔的顧客對顧客滿意與市場變數的認知上,有很大的差異。 |
英文摘要 | This study examines market structure variables closely linked with customer loyalty, two particular aspects of market structure are studied, namely, alternative attractiveness and switching costs. In understanding customer loyalty, previous research has paid particular attention to customer satisfaction. We extend previous research by developing a conceptual framework of how these two market structure factors and customer satisfaction influence customer loyalty. We also identify customer segments and analyze the heterogeneity in the perceptions regarding satisfaction and market variables among the different segments. We test the framework empirically in the context of mobile phone service industry. Our results indicate that, in addition to customer satisfaction, market factors in the form of alternative attractiveness and switching costs have direct effects on customer loyalty. Alternative attractiveness and switching costs may not be independent, as often is assumed. Specifically, we show that the negative effect of alternative attractiveness on customer loyalty decreases as the level of switching costs increases. Our results also suggest that different customer segments in the market have divergent perceptions regarding satisfaction and market variables. Implications of the results are discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。