認知價值、關係品質與忠誠階段之探討

The Exploration of Perceived Value, Relationship Quality, and Loyalty Stage

吳立偉(Li-Wei Wu) ； 張國雄(Kuo-Hsiung Chang) ； 鍾沛蔓(Pei-Man Chung)

《台灣管理學刊》 11卷1期 (2011/02) Pp. 1-28

https://doi.org/10.6295/TAMJ.2011.1101.01

摘要

獲取高階忠誠其實不如預期的直接與簡單，事實上，不同層次的顧客忠誠是無法同時顯現，而是會隨著時間推移而依序呈現。根據Oliver(1999)所提出認知－情感－意圖－行動忠誠模型，顧客會在不同的關係結構下，在不同的階段展現不同的忠誠行為。有鑑於此，本研究結合認知價值及關係品質來建構忠誠階段模型，藉以闡明顧客在邁向高階忠誠的內部發展過程。研究結果發現認知―情感－意圖－行動忠誠有顯著的順序性。結果亦支持認知價值影響滿意度，滿意度影響信任，信任影響承諾等因果關係。另外，認知價值、滿意度、信任及承諾分別是四階段忠誠的前因變數。最後，本研究強調當服務提供者在設計服務計畫的同時，應適度達成認知經濟層面及關係層面之間的平衡。

關鍵字

忠誠階段 ； 認知價值 ； 關係品質 ； 滿意度 ； 信任 ； 承諾

並列摘要

Gaining a higher level of loyalty is less straightforward and more complex than one would expect. In fact, the different stages of loyalty do not emerge simultaneously; rather, they are developed consecutively over time. According to the loyalty model pioneered by Oliver (1999), customers can be loyal at each of four consecutive stages of loyalty (i.e., cognitive, affective, conative, and action), and that each of these stages relates to different elements of the relationship structure. In this study, perceived value and relationship quality are incorporated to structure the model of loyalty and to clarify the internal processes of the customers that lead them to obtain higher-level long-term loyalty relationships with a service provider. The findings reveal that in the development of loyalty, the cognitive-affective-conative-action sequence is significant. The findings also provide support for the positive effects of perceived value on satisfaction, of satisfaction on trust, and of trust on commitment. In addition, perceived value, satisfaction, trust, and commitment are found to be the antecedents of the four stages of loyalty. Finally, this study underlines the importance of striking the right balance between economic and relationship resources when designing service programs.

並列關鍵字

loyalty stage ； perceived value ； relationship quality ； satisfaction ； trust ； commitment

參考文獻

Agustin, C.,Singh, J.(2005).Curvilinear effects of consumer loyalty determinants in relational exchanges.Journal of Marketing Research.42,96-108.

Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Upper Saddle River, NJ:Prentice Hall.

Ali, H.,Birley, S.(1998).The role of trust in the marketing activities of entrepreneurs establishing new ventures.Journal of Marketing Management.14,749-763.

Andaleeb, S. S.(1996).An experimental investigation of satisfaction and commitment in marketing channels: The role of trust and dependence.Journal of Retailing.72,77-93.

Anderson, E.,Weitz, B.(1992).The use of pledges to build and sustain commitment in distribution channels.Journal of Marketing Research.29,18-34.