A Study of the Relationship between Market Share and Customer Satisfaction from the Perspective of Network Externality

本研究的主要目的是從網路外部性的觀點，探討市場佔有率與顧客滿意程度的關係。根據Fornell(1992) 的研究，市場佔有率與顧客滿意程度成顯著負向相關。而 Hellofs and jacobson (1999) 研究市場佔有率與顧客品質知覺的關係，認為與網路外部性有關。當正面網路外部性時，市場佔有率與顧客品質知覺的關係為正相關。在文獻大多證實顧客品質知覺與滿意程度為正相關的前提下，若將網路外性以及品質知覺納入考慮，則市場佔有率與顧客滿意程度是否仍為負相關，是本研究所關切的核心議題。因此，本研究主要從網路外部性的觀點，探討市場佔有率、顧客品質知覺以及顧客滿意度的關係。研究結果發現，當存在正面的網路外部性時，市場佔有率透過品質知覺影響顧客滿意度，市場占有率對顧客滿意度的直接影響效果不顯著。而負面網路外部性時，則市場占有率對顧客滿意度的影響直接的負相關。本研究的結果，除了修正Fornell的論點之外，並對於「市場佔有率」極大化策略，提出新的見解。

關鍵字

網路外部性；市場佔有率；顧客滿意度；品質知覺

並列摘要

The purpose of this research is to explore the relationship between market share and customer satisfaction from network externality perspective. The correlation between market share and customer satisfaction is negative as Fornell (1992) confirmed, while he didn’t consider network externality. The relationship between market share and customers’ perception of quality depends on network externality. As positive network externality does exist, the correlation between market and customers’ perception of quality is positive. As negative network externality does exist, the correlation between those variables is negative. This article is trying to investigate, while considering the effect of network externality, whether the relationship between market share and customer satisfaction is negative or not. Finally this article propose one conceptual model to summarize some propositions we infer from theory and discuss their managerial implication of market share strategies

並列關鍵字

network externality ； market share ； satisfaction ； quality perception

參考文獻

Aaker, David A.(1991).Managing Brand Equity.New York:The Free Press.

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