知覺價值、滿意度、轉換成本及其他廠商吸引力對顧客忠誠度的影響

The Effects of Perceived Value, Satisfactions, Switching Cost and Alternative Attractiveness on Loyalty

李奇勳(Chi-Hsun Lee) ； 蘇瑞蓮(Jui-Lien Su)

《台灣管理學刊》 12卷2期 (2012/08) Pp. 117-137

https://doi.org/10.6295/TAMJ.2012.1202.01

摘要

忠誠度是公司競爭優勢的來源，如何提高顧客的忠誠度，一直是學界與業者關心的議題。本研究將忠誠度區分為再惠顧忠誠和推薦忠誠，以探討知覺價值、滿意度、轉換成本和其他廠商吸引力對這兩個忠誠構面的影響，並探索轉換成本的中介效果以及轉換成本和其他廠商吸引力對滿意度－忠誠度關係的干擾效果。本研究以量販店的消費者為實證對象，研究結果顯示：（1）知覺價值、滿意度、轉換成本會正向影響再惠顧忠誠和推薦忠誠，其他廠商吸引力則會負向影響再惠顧忠誠和推薦忠誠；（2）轉換成本中介了知覺價值與惠顧忠誠和推薦忠誠的關係；（3）轉換成本對忠誠度沒有干擾效果；（4）其他廠商的吸引力愈大，則滿意度與忠誠度的關係愈弱。文中並針對研究發現提出相關的建議，提供給業者擬定行銷策略時的參考

關鍵字

知覺價值 ； 滿意度 ； 忠誠度 ； 轉換成本 ； 其他廠商吸引力

並列摘要

Loyalty is an important source of a competitive advantage to a company. The method to improve customer loyalty has been a concerned issue to the academic world and industry. This study divides loyalty into two dimensions -- patronage and recommendation to investigate the effects of perceived value, satisfaction, switching costs and alternative attractiveness on these two dimensions, and then explores the mediating effects of switching costs, and the moderating effects of switching costs and alternative attractiveness on loyalty.The results show: (1) perceived value, satisfaction, switching costs possess a positive effect on recommendation loyalty and patronage loyalty, but alternative attractiveness influences these two loyalty dimensions negatively, (2) perceived switching costs mediate the relationships between perceived value and patronage/recommend loyalty, (3) switching costs do not have moderate effects on loyalty, (4) the greater the alternative attractiveness is, the weaker the relationship between satisfaction and loyalty appears. Finally the study proposes a related management implication for marketing practitioners as reference when they frame marketing strategies.

並列關鍵字

perceived value ； satisfaction ； loyalty ； switching costs ； alternative attractiveness

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