從知覺控制觀點探討錯失數量折扣後之顧客滿意度

Exploring Customer Satisfaction after Missing a Quantity Discount from the Perspective of Perceived Control

陳佳誼(Chia-Yi Chen) ； 李怡禎(Yi-Zhen Li)

《行銷科學學報》 13卷2期 (2017/10) Pp. 153-170

https://doi.org/10.3966/181666012017101302003

摘要

數量折扣為廠商常見的促銷方式，然而近年的研究指出，錯失數量折扣的消費者可能因較低的知覺公平而降低顧客滿意度。本研究則主張當消費者錯失數量折扣時，會因知覺控制的減低而導致顧客滿意度的下降。根據認知評價理論，本研究建議廠商若能提升消費者對於數量折扣的知覺控制，便可改善錯失數量折扣後之顧客滿意度。本研究共進行兩個實驗，實驗一發現相較無條列選項，條列選項的陳述方式可提升消費者在錯失數量折扣後之知覺控制及顧客滿意度；實驗二結果則發現，在錯失數量折扣後，相較於數量折扣是由廠商決定，若數量折扣是由消費者參與決定時，消費者有較高的知覺控制及顧客滿意度。本研究並根據此發現，建議企業可以透過足以提升消費者知覺控制的措施，降低錯失數量折扣可能的負面影響。

關鍵字

認知評價理論 ； 錯失數量折扣 ； 知覺控制

並列摘要

The quantity discount is one of the most popular ways of promotion. However, recent studies reported that consumers missing a quantity discount may perceive less fairness and report lower satisfaction. From the perspective of perceived control, this study proposes that perceived control of customers is reduced which decreases customer satisfaction after missing out on the quantity discount. According to cognition evaluation theory, the current research suggests that customer satisfaction after missing a quantity discount can be improved by enhancing customers' perceived control on the quantity discount. Two experimental designs were conducted in this study. The first experiment found that quantity discount describing by listed options could enhance perceived control and customer satisfaction after missing a quantity discount, compared to without listed options. Furthermore, the second experiment showed that perceived control and customer satisfaction after missing a quantity discount is higher when the quantity discount is decided with customer participation than determined by firms. Based on the findings, this study suggests that firms could take measures enhancing perceived control to alleviate potential negative impacts of missing a quantity discount.

並列關鍵字

cognition evaluation theory ； missing a quantity discount ； perceived control

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