臺灣博碩士論文加值系統

中文摘要

顧客對品牌的忠誠，源自於優良的顧客-品牌互動。然眾多的實證研究顯示，顧客滿意度等重要的關係行銷變數，皆很難去解釋或預測顧客的忠誠度；故學者除了提醒眾人，顧客滿意度與品牌忠誠度之間的關係，並非如預期般的緊密，或顧客滿意度是一個應該避免的陷阱外；亦轉而朝向其他方向去研究，而顧客投入(Customer Engagement)則被視為是一個較顧客滿意度，更能準確預測顧客忠誠度的重要變數。鑒於顧客品牌投入的重要性，且相關實證性研究尚不多見，因此本研究主要的研究目的即在於分析顧客涉入、顧客投入與顧客忠誠度之間的關係。
本研究依據概念性架構提出四個架設，並蒐集資料加以驗證，研究結果顯示，四個假設皆獲得支持，質言之，顧客對品牌涉入程度越高，其品牌投入程度亦較高；顧客品牌投入程度越高，其品牌忠誠度亦較高。顧客對品牌的涉入程度，除會直接影響其對品牌的忠誠度外，亦會透過其對品牌投入的影響，而間接影響品牌的忠誠度；換言之，於顧客涉入與顧客忠誠度的關係中，顧客品牌投入有部分的中介效果。此些研究結論，亦直接或間接印證了相關學者的主張。

關鍵字： 顧客涉入、顧客品牌投入、顧客忠誠度

ABSTRACT

The importance of developing and sustaining strong and enduring customer-brand relationships continues to be heavily documented in relationship marketing research field, since strong customer-brand relationships will positively influence brand loyalty. Within the conceptual framework of relationship marketing, customer satisfaction has traditionally been investigated as perhaps the key mediator of customer loyalty, with high levels of satisfaction being linked to the achievement of customer loyalty. Previous empirical studies, however, generally fail to confirm such view.
Consumer engagement is emerging as a new central concern in brand loyalty strategies. Nonetheless, the concept is new and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary. The basic aim of this study is to explore the relationships among customer involvement, customer brand engagement, and brand loyalty.
The data for this study was collected through a survey. The results of the study indicate that the higher the customer brand engagement, the higher the degree of brand loyalty. Furthermore, customer brand engagement will partially mediating the relationship between customer involvement and brand loyalty. These findings have important implications for the management of customer-brand relationships amongst different customer segments and for the development of operational strategies.
Key words: Customer brand engagement, Customer involvement, Brand loyalty

目錄

中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
圖目錄 ix
表目錄 x

第一章　緒論
1.1　研究背景與動機 1
1.2　研究目的 3
1.3　研究流程 3
第二章　文獻探討
2.1　顧客涉入程度 5
2.2　顧客品牌投入 8
2.2.1　顧客品牌投入定義 10
2.2.2　顧客品牌投入與顧客忠誠度 15
2.3　顧客忠誠度 15
第三章　研究方法
3.1　研究架構 19
3.2　研究假設 20
3.2.1　顧客涉入與顧客品牌投入之關聯性 20
3.2.2　顧客品牌投入與顧客忠誠度之關聯性 20
目錄

3.2.3　顧客涉入與顧客忠誠度之關聯性 21
3.3　變數操作性定義 22
3.3.1　顧客涉入 22
3.3.2　顧客品牌投入 24
3.3.3　顧客忠誠度 25
3.4　問卷設計對象與抽樣方法 26
3.4.1　問卷設計 26
3.4.2　研究對象 27
3.4.3　抽樣方法 27
3.5　資料收集與分析 27
3.5.1　敘述性統計分析 28
3.5.2　信度分析 28
3.5.3　迴歸分析 29
第四章　資料分析
4.1　樣本資料分析 30
4.2　信度分析 33
4.3　假設檢定 33
4.3.1　顧客涉入與顧客品牌投入之關聯性 33
4.3.2　顧客品牌投入與顧客忠誠度之關聯性 35
4.3.3　顧客涉入與顧客忠誠度之關聯性 37
4.3.4　顧客品牌投入的中介效果 39

目錄

第五章　結論與建議
5.1　研究結論 43
5.2　研究建議 44
參考文獻 46
附錄 57
 
圖目錄

圖1-1研究流程圖 4
圖3-1研究架構圖 19
圖4-1中介分析 39













 
表目錄

表2-1 顧客投入及品牌投入定義 12
表3-1 顧客涉入的操作性定義與衡量問項 23
表3-2 顧客品牌投入的操作性定義與衡量問項 24
表3-3 顧客忠誠度的操作性定義與衡量問項 26
表4-1 樣本特性統表 32
表4-2 信度分析表 33
表4-3 顧客涉入與顧客品牌投入之間的迴歸分析 34
表4-4 顧客品牌投入與顧客忠誠度的迴歸析 36
表4-5 顧客涉入與顧客忠誠度的迴歸分析 37
表4-6 顧客涉入、顧客投入與顧客忠誠度的迴歸分析 41

參考文獻

1.Atkinson, Lucy and Rosenthal, Sonny (2014),” Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust.” Journal of Advertising.43 (1), 33-45.

2.Baron, R. M. & Kenny, D. A. (1986).”The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.” Journal of Personality and Social Psychology. 51(6), 1173-1182.

3.Behe, Bridget K., Bae, Mikyeung, Huddleston, Patricia T., and Sage, Lynnell (2015),” The effect of involvement on visual attention and product choice.” Journal of Retailing & Consumer Services. 24, 10-21.

4.Bloemer, Josée and Ruyter, Ko De (1999),” Customer Loyalty in High and Low Involvement Service Settings: The Moderating Impact of Positive Emotions.” Journal of Marketing Management. 15 (4), 315-330.

5.Bowden, Jana Lay-Hwa (2009a),” The Process of Customer Engagement: A Conceptual Framework.” Journal of Marketing Theory & Practice. 17 (1), 63-74.

6.Bowden, Jana Lay-Hwa (2009b),” Customer Engagement: A Framework for Assessing Customer-Brand Relationships: The Case of the Restaurant Industry.” Journal of Hospitality Marketing & Management. 18(6), 574-596.

7.Bowden, Jana L. H., Gabbott, Mark, and Naumann, Kay (2015),” Service relationships and the customer disengagement – engagement conundrum.” Journal of Marketing Management. 31 (7/8), 774-806.

8.Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011),“Customer engagement: conceptual domain, fundamental propositions and implications for research”, Journal of Service Research, 14 (3), 252-271.

9.Carlson, Jamie, Rosenberger, Philip J., and Rahman, Mohammad M.(2015),” Cultivating group-oriented travel behaviour to major events: assessing the importance of customer-perceived value, enduring event involvement and attitude towards the host destination.”Journal of Marketing Management. 31 (9/10), 1065-1089.

10.Carrillat, François A., Jaramillo, Fernando Jaramillo, and Mulki, Jay Prakash (2009),” Examining the Impact of Service Quality: A Meta-Analysis of Empirical Evidence.” Journal of Marketing Theory & Practice. 17 (2), 95-110.

11.Castañeda, José (2011),” Relationship Between Customer Satisfaction and Loyalty on the Internet.” Journal of Business & Psychology; 26(3), 371-383

12.Chen, Shu-Ching (2015),” Customer value and customer loyalty: Is competition a missing link?” Journal of Retailing & Consumer Services. 22, 107-116.

13.Chiou, Jyh-Shen and Droge, Cornelia (2006),” Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction -Loyalty Framework.” Journal of the Academy of Marketing Science. 34 (4), 613-627.

14.Curran, James M. and Healy, Brian C. (2014),” The Loyalty Continuum: Differentiating Between Stages of Loyalty Development.” Journal of Marketing Theory & Practice. 22 (4), 367-384.

15.Dagger, Tracey S. and David, Meredith E.(2012),” Uncovering the real effect of switching costs on the satisfaction-loyalty association: The critical role of involvement and relationship benefits.” European Journal of Marketing. 46 (3/4), 447-468.

16.Dwivedi, Abhishek (2015),” A higher-order model of consumer brand engagement and its impact on loyalty intentions.” Journal of Retailing and Consumer Services, 24, 100–109.

17.Gambetti, Rossella C. and Graffigna, Guendalina (2010),” The concept of engagement.” International Journal of Market Research. 52 (6), 801-826.

18.Guthrie, Michelle F. and Hye-Shin Kim (2009),” The relationship between consumer involvement and brand perceptions of female cosmetic consumers.” Journal of Brand Management. 17 (2), 114-133.

19.Hamza, V. K. (2014),” A Study on the Mediation Role of Customer Satisfaction on Customer Impulse and Involvement to Word of Mouth and Repurchase Intention.” International Journal of Business Insights & Transformation. 7 (1), 62-67.

20.Higgins, E.T. (2006), “Value from hedonic experience and engagement”, Psychological Review, 113 (3), 439-460.

21.Hollebeek, Linda D. (2011),” Demystifying customer brand engagement: Exploring the loyalty nexus.” Journal of Marketing Management. 27 (7/8), 785-807.

22.Hollebeek, Linda D. and Chen, Tom (2014),” Exploring positively- versus negatively-valenced brand engagement: a conceptual model.” Journal of Product & Brand Management. 23(1), 62-74.

23.Houston, M.J. & Rothschild, M.L. (1978). “Conceptual and methodological perspectives on involvement.” In: Hunt, H.K. (Ed.), Advances in Consumer Research 5, Ann Arbor MI: Association for Consumer Research, 184-187.

24.Hoyer, W.D., Chandy, R., Dorotic, M., Krafft, M. and Singh, S.S. (2010), “Consumer cocreation in new product development”, Journal of Service Research, 13 (3), 283-296.

25.Javornik, Ana and Mandelli, Andreina (2012),” Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands.” Journal of Database Marketing & Customer Strategy Management. 19 (4), 300-310.

26.Jin, Naehyun (Paul) (2015),” Moderating Role of Relationship Quality on the Link between Restaurant Experiences and Customer Loyalty for the Market of Mature Customers.” Journal of Quality Assurance in Hospitality & Tourism. 16 (3), 259-282.

27.Kaltcheva, Velitchka D., Patino, Anthony, Laric, Michael V., Pitta, Dennis A., and Imparato, Nicholas (2014),” Customers' relational models as determinants of customer engagement value.” Journal of Product & Brand Management. 2014, 23 (1), 55-61.

28.Kandampully, Jay, Zhang, Tingting (Christina), and Bilgihan, Anil (2015),” Customer loyalty: a review and future directions with a special focus on the hospitality industry.” International Journal of Contemporary Hospitality Management. 27 (3), 379-414.

29.Kapferer, Jean-Noël1 and Laurent, Gilles (1986),” Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement.” Journal of Advertising Research. 25 (6), 48-56.

30.Kemp, Elyria (2015),” Engaging consumers in esthetic offerings: conceptualizing and developing a measure for arts engagement.” International Journal of Nonprofit & Voluntary Sector Marketing.” 20 (2), 177-188.

31.Kiran, K. and Diljit, S. (2011),” Antecedents of customer loyalty : Does service quality suffice?” Malaysian Journal of Library & Information Science, 16 (2), 95-113,

32.Krugman, H.E. (1967), “The Measurement of advertising involvement.” Public Opinion Quarterly,
30(4), 583-596.

32.Kumar, V, Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., and Tillmanns, S. (2010),”Undervalued or overvalued customers: capturing total customer engagement value.” Journal of Service Research, 13 (3), 297-310.

33.Marketing Science Institute (2010), 2010–2012 Research Priorities, Cambridge, MA.

34.McMullan, Rosalind (2005),” A multiple-item scale for measuring customer loyalty development.” The Journal of Services Marketing, 19 (6/7),470-481.

35.Michaelidou, Nina and Dibb, Sally (2008), “Consumer involvement: a new perspective.” Marketing Review,
8(1), 83–99.

36.Nysveen, Herbjørn and Pedersen, Per Egil 92014),” Influences of co-creation on brand experience.” International Journal of Market Research. 56 (6), 807-832.

37.Oliver, Richard L.(1999),” Whence Consumer Loyalty?” Journal of Marketing. 63 (4), 33-44.

38.Patrizia, Gazzola and Gianluca, Colombo (2013),” Stakeholder Engagement between Managerial Action and Communication.” Annals of the University of Oradea, Economic Science Series. 22 (2), 97-105.

39.Pérez, Andrea and Rodríguez del Bosque, Ignacio (2015),” An Integrative Framework to Understand How CSR Affects Customer Loyalty through Identification, Emotions and Satisfaction.” Journal of Business Ethics. 129 (3), 571-584.

40.Piong, Chee (2014/2015),” Perceived status enhancement, brand involvement and brand loyalty.” Journal of Brand Strategy. 3 (4), 387-398.

41.Quester, P. and Lim, A. L. (2003). “Product involvement/brand loyalty: is there a link?” Journal of Product & Brand Management, 12(1), 22-38.

42.Reichheld, F. F. (1994). “Loyalty and the renaissance of marketing.” Marketing Management, 2(4), 10–21.

43.Roberts, C. and Alpert, F. ( 2010 ),” Total customer
engagement: Designing and aligning key strategic
elements to achieve growth.” Journal of Product and
Brand Management, 19 (3), 198 – 209.

44.Sarkar, Abhigyan and Sreejesh, S. (2014),” Examination of the roles played by brand love and jealousy in shaping customer engagement.” Journal of Product & Brand Management. 23 (1), 24-32.

45.Sauro, Jeff (2015),” Tips for Measuring Customer Loyalty.” ABA Bank Marketing & Sales; 47 (6), 18-21

46.Sprott, D., Czellar, S., and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: Development and validation of a scale.” Journal of Marketing Research, 46, 92-104.

47.Tripathi, M. N.(2014),” Customer Satisfaction and Engagement - Customer Retention strategies for brand manager.” Vilakshan: The XIMB Journal of Management. 11 (1), 123-134.

48.van Doorn, Jenny, Katherine N. Lemon, Vikas Mittal, Stephan Nass, Doreén Pick, Peter Pirner, and Peter C. Verhoef (2010),“Customer Engagement Behavior: Theoretical Foundations and Research Directions,” Journal of Service Research, 13 (3),253–266.

49.Vargo, S.L. and Lusch, R.F. (2004), “Evolving to a new dominant logic for marketing”, Journal of Marketing, 68 (1), 1-17.

50.Vivek, Shiri D.,Beatty, Sharon E., and Morgan, Robert M.(2012),” Customer Engagement: Exploring Customer Relationships Beyond Purchase.” Journal of Marketing Theory & Practice. 20(2), 122-146.

51.Wang, Mei-Ling(2015),” Linking service climate to customer loyalty.” Service Industries Journal. 35 (7/8), 403-414.

52.Yoshida, Masayuki, Gordon, Brian, Nakazawa, Makoto, and Biscaia, Rui (2014),” Conceptualization and Measurement of Fan Engagement: Empirical Evidence From a Professional Sport Context.” Journal of Sport Management. 28(4), 399-417.

53.Zaichkowsky, J. L. (1985), “Measuring the involvement construct.” Journal of Consumer Research, 12(3), 341–352.

54.Zaichkowsky, J. L. (1994), “The Personal Involvement Inventory: Reduction, Revision and Application to Advertising,” Journal of Advertising, 23 (4), 49–70.

55.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996),”The behavioral consequences of service
quality.” Journal of Marketing, 60(2), 31–46.