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題名 | 品牌信任、品牌情感和關係品質對顧客忠誠之影響:認知公平之 角色探討=The Effects of Brand Trust, Brand Affect, and Relationship Quality on Customer's Loyalty: The Role of Perceived Justice |
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作者姓名(中文) | 許鈴金; 葉小華; | 書刊名 | 遠東學報 |
卷期 | 30:3 2013.12[民102.12] |
頁次 | 頁205-218 |
分類號 | 496.34 |
關鍵詞 | 品牌信任; 品牌情感; 關係品質; 顧客忠誠; 認知公平; Brand trust; Brand affect; Relationship quality; Customers' loyalty; Perceive justice; |
語文 | 中文(Chinese) |
中文摘要 | 公平對待是顧客消費過程中的心理感受,也是評估信任和維持忠誠的重要因素,而品牌信任與情感代表了消費者對品牌的喜愛程度,當顧客因消費過程得到公平對待而支持特定品牌時,將進一步對此品牌產生滿意,進而產生忠誠。本研究目的為探討消費者對品牌的信任及情感是否會影響和企業之間的關係品質,再以認知公平為前題要素,來探討其對於關係品質和顧客忠誠度是否有相互的影響關係,最後以認知公平為干擾變數,探討其對關係品質和顧客忠誠度之關係是否具有干擾效果。本研究共發放500份問卷進行研究調查,其中有效問卷為473份,無效問卷為27份,扣除無效問卷後,回收率達94.6%。最後,本研究得到以下結果:(1)顧客對於品牌的信任和情感會正向影響關係品質;(2)顧客的認知公平會正向影響關係品質; 其中互動公平對關係品質影響最大;(3)顧客的認知公平會正向影響顧客忠誠;其中分配公平對顧客忠誠影響最大;(4)顧客和企業間的關係品質會正向影響顧客忠誠;(5) 認知公平會弱化關係品質與顧客忠誠之間的關係。 |
英文摘要 | Fair treatment is the feeling of purchasing processes and also the important elements of trust and loyalty. The degree of customer’s brand favorite depends on brand trust and affect. When customers feel fair treatments and especially favorite on one brand, they would further increase satisfactions and then create brand loyalty. The purpose of this study is to examine the effects of customers’ brand trust and affect on relationship quality, and then test the relationship between of customers’ perceive justice, relationship quality and customers’ loyalty. Finally, viewing perceived justice as moderator, we examine the moderating effects of perceived justice in the relationship of relationship quality and customers’ loyalty. A total of 500 questionnaires were conducted, and 27 responses were incomplete. The remaining 473 valid questionnaires were received, representing 94.6% response rate. The results show that (1) customers’ brand trust and affect have significantly positive effects on relationship quality, (2) customers’ perceive justice has a positive effects on relationship quality; the effect of interactive justice on relationship quality is better than distributive and procedural justice, (3) customers’ perceive justice has a positive effects on customers’ loyalty; the degree of effect of interactive justice on customers’ loyalty is higher than others, (4) customers’ relationship quality has a positive effects on customers’ loyalty. Furthermore, perceive justice is found to negatively moderate the relationship of relationship quality and customers’ loyalty. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。