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

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

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

《顧客滿意學刊》 9卷2期 (2013/09) Pp. 215-245

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。

關鍵字

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

並列摘要

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.

並列關鍵字

Price ； Service Staff's Positive Emotional Display ； Brand Awareness ； Customer Loyalty ； Expectancy Disconfirmation Theory

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