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研究生:王慧萍
研究生(外文):Huei-Ping Wang
論文名稱:顧客滿意、再購意願與購買行為之間的關聯研究-探討轉換成本與關係聯結的影響
論文名稱(外文):The Association among Customer Satisfaction, Repurchase Intention, and Purchase Behavior: Exploring the Effects of Switching Cost, and Relationship Bonding
指導教授:趙沛趙沛引用關係
指導教授(外文):Pei Chao
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:94
中文關鍵詞:正面轉換成本品牌社群認同行為慣性品牌名稱負面轉換成本
外文關鍵詞:Positive Switching CostsNegative Switching CostsBrand NameAction InertiaBrand Community Identification.
相關次數:
  • 被引用被引用:19
  • 點閱點閱:713
  • 評分評分:
  • 下載下載:302
  • 收藏至我的研究室書目清單書目收藏:8
Abstract
Because of the intensive competition of wholesale industry in Taiwan, price cuts
may lead to a negative effect on gross margins. The business strategy is composed of
two purposes: the offense strategies for acquiring new customers and the defense
strategies for protecting existing customers. For firms, however, the latter becomes
more important than the former.
The effective defensive strategies tend to build up switching barriers and increase
customer satisfaction. The switching barrier can make it costly for the customers to
switch to another supplier. Customer satisfaction, in contrast, makes it costly for
competitors to take away a given firm’s customers. The previous studies on switching
cost were from a presumed positive perspective. However, the nature of the switching
costs may provide no intrinsic benefits and create feelings of entrapment (e.g., high
membership and application fees). Such “negative” switching costs may do more harm
than positive ones in the long run.
We investigated the multi-item scales of consumer switching costs with AMOS 4.0,
and separated switching costs into positive and negative parts according to the
arguments proposed in literature. Then we explored the strategies of consumer retention
from the different perspectives of such as relationship bonding as B2C, C2C, and
customer’s inherent mechanism.
The results indicate that procedural switching costs will be positively associated
with repurchase intention; whereas the financial switching costs have a negative impact
on repurchase intention. Furthermore, the results suggest that the influence of
satisfaction on repurchase intention decreases under conditions of high positive
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switching costs. In addition, satisfaction and brand name will be positively associated
with repurchase intentions. Finally, we found that action inertia has a dominant impact
on purchase behavior.
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