臺灣博碩士論文加值系統

許多企業開始實施「分級制忠誠方案」，但目前僅少數研究探討顧客分級的概念。即使是聚焦於顧客分級或分級制忠誠方案之研究，大都著重於探討高獲利層級的顧客群，缺少對於分級制忠誠方案中大多數低層級顧客的探討。因此本研究建立研究架構，並輔以實證調查方式以檢視過去被忽略的這一群顧客，了解其對於分級制忠誠方案之態度與行為意圖的反應。另外指認出影響其態度的重要前置因子，並首度探討關係承諾類型及顧客預期未來升級可能性對變數間關係的干擾效果。
本研究透過實驗法探討，根據180位有效學生樣本的分析，結果發現：(1)顧客對分級制忠誠方案價值降低的認知（經濟價值、服務品質價值、及社會心理價值的降低）會導致他們對於分級制忠誠分案的不滿意，其中以社會心理價值降低的影響力最大，服務品質降低的影響力次之，經濟價值的影響力最小。(2)在方案價值降低的認知與顧客對方案不滿意之關係中，關係承諾類型(情感性承諾vs.計算性承諾)具有顯著干擾作用。(3)顧客對於分級制忠誠分案的不滿意會顯著影響顧客繼續參與該方案之意願。(4)在顧客對分級制忠誠方案的不滿意與其繼續參與分級制忠誠方案之意願的關係中，顧客的預期未來升級可能性具有顯著干擾作用。
　　本研究的結果可以彌補過去學術界對忠誠方案研究之不足，並可幫助企業了解實施分級制忠誠方案對顧客之影響，以提升其方案有效性及顧客保留效果。本研究最後討論研究發現的管理涵意並提供未來研究建議。

Many companies have begun to implement “hierarchical loyalty programs,” but only a few studies have been focused on this theme. Moreover, these studies mostly concentrate on high profitable or top-tier customers, relatively little attention has been paid to the low-tier customers. The purpose of this study is thus to understand the low-tier customers’ attitude and behavioral intention toward hierarchical loyalty programs. Particularly, this study identified some critical antecedents of that attitude and initially investigated the moderating effects of the type of relationship commitment and the customers’ expectation of future status-upgrading.
This study employed experimental scenarios to examine the proposed framework. Based on a sample of 180 college students, we found that (1) Customers’ perceived value-reduction of the hierarchical loyalty program (the reduction of that program’s economical value, service quality value, and social-psychological value) was strongly related to the customers’ dissatisfaction with the hierarchical loyalty program, with the reduction of the social-psychological value being the most influential, followed by the reduction of the service quality value, and them the reduction of the economical value. (2) The type of relationship commitment significantly moderated the above relationship - when the customer was borded affectively (calculatively) with the company, the above relationship was weaker (stronger). (3) Customers’ dissatisfaction with the hierarchical loyalty program was negatively related to their staying intention toward the program. (4) The customers’ expectation of future status-upgrading significantly moderated the aforementioned negative relationship between customers’ dissatisfaction with and their staying intention toward the hierarchical loyalty program – when the expectation was high (low), that relationship became weaker (stronger).
　　This study can provide considerable insight into the research on loyalty programs. It can also help companies to further understand the impact on customers of the implementation of their hierarchical loyalty programs. This knowledge will in turn assist companies inproving the effectiveness of those programs as well as the performance of retaining customers. The authors discussed the managerial implications of the findings and also provided suggestions for both researchers and practitioners who would be interested in this field.

目錄
摘要.................................................................................................................................I
誌謝.............................................................................................................................. IV
目錄................................................................................................................................V
表目錄.........................................................................................................................VII
圖目錄........................................................................................................................VIII
第壹章 緒論..................................................................................................................1
第一節 研究背景與動機......................................................................................1
第二節 研究目的與研究問題..............................................................................5
第三節 研究的重要性..........................................................................................6
第貳章 文獻探討..........................................................................................................8
第一節 分級制忠誠方案…..................................................................................8
第二節 顧客對分級制忠誠方案的價值認知與不滿意....................................22
第三節 分級制忠誠方案之繼續參與意願........................................................37
第四節 關係承諾之干擾作用............................................................................42
第五節 預期未來升級可能性之干擾作用........................................................50
第參章 研究方法........................................................................................................58
第一節 研究架構................................................................................................58
第二節 研究假設................................................................................................59
第三節 變數的定義與衡量................................................................................60
第四節 實驗設計與操弄檢定............................................................................65
第五節 前測與信度分析....................................................................................75
第六節 正式問卷之形成與調查........................................................................78
第肆章 資料分析與討論............................................................................................80
第一節 樣本描述................................................................................................80
第二節 信度與效度分析....................................................................................81
第三節 假設檢定................................................................................................85
第四節 對分級制忠誠方案不滿意之前置因素的相對影響力........................94
第伍章 結論與建議....................................................................................................95
第一節 研究發現及行銷涵意............................................................................95
第二節 研究建議..............................................................................................101
第三節 研究限制與未來研究方向..................................................................103
參考文獻....................................................................................................................105
附錄一 衡量問項與參考來源對照表......................................................................126
附錄二 實驗情境影片..............................................................................................128
附錄三 前測問卷......................................................................................................132
附錄四 操弄檢定影片..............................................................................................136
附錄五 操弄檢定問卷..............................................................................................141
附錄六 實測問卷......................................................................................................142
表 目 錄
表2-1 過去學者對顧客認知價值的定義............................................................ 27
表3-1 分級制忠誠方案相關研究之方法.............................................................65
表3-2 本研究實驗情境.........................................................................................66
表3-3 情感性承諾與預期未來升級可能性高的操弄檢定結果（A團體樣本
37人）........................................................................................................72
表3-4 計算性承諾與預期未來升級可能性低的操弄檢定結果（B團體樣本
33人）........................................................................................................73
表3-5 方案價值降低之合併操弄檢定結果（A+B團體樣本共60人）..........74
表3-6 前測信度分析結果.....................................................................................77
表4-1 實測信賴度分析結果.................................................................................82
表4-2 實測之區別效度分析.................................................................................83
表4-3 實測之收斂效度分析.................................................................................84
表4-4 Pearson相關係數.......................................................................................86
表4-5 簡單迴歸統整表.........................................................................................86
表4-6 複迴歸分析結果.........................................................................................86
表4-7 變數分組敘述.............................................................................................88
表4-8 關係承諾對顧客認知方案價值的降低與對分級制忠誠方案不滿意之
關係的干擾檢定.........................................................................................89
表4-9 關係承諾對於顧客對分級制忠誠方案不滿意與繼續參與分級制忠誠方案意願之關係的干擾檢定.........................................................................90
表4-10 預期未來升級可能性干擾對於顧客對分級制忠誠方案不滿意與繼續參
與分級制忠誠方案意願之關係的干擾檢定.............................................91
表4-11 假設檢定結果彙整表.................................................................................93
圖 目 錄
圖2-1 顧客金字塔 (The Customer Pyramid)..........................................................10
圖2-2 Liu (2007)對重、中、輕度使用者的購買頻率分析...................................20
圖2-3 Liu (2007)對重、中、輕度使用者的交易大小分析...................................20
圖2-4 Snyder對希望的定義釋義圖.......................................................................51
圖3-1 本研究之概念性架構...................................................................................58

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