臺灣博碩士論文加值系統

在日益競爭的商業環境中，顧客對於琳瑯滿目的商品或服務日益懂得比較與評估。因此因應顧客比較之多重參考點的研究因運而生。服務業與顧客滿意度之研究已針對參考點之一的「期望失驗」典範，對於不同產品或服務進行大量探索。而本研究針對其他二參考點：「自我形象一致性」「替代方案吸引力」作為研究新變項；此外，從過去文獻資料中，可得知轉換成本與顧客滿意度對品牌轉換行為的影響扮演非常重要的角色，然轉換成本為多重參考點與之關係探討卻付之闕如；據此，本研究即以替代方案吸引力、自我形象一致性為自變項，並加入轉換成本之干擾變項，探究此三者在汽車產業中，顧客滿意及顧客承諾間之影響。
本研究採用問卷調查法，問卷包含多重參考點、轉換成本、顧客滿意度及顧客承諾等題項，有效問卷為402份。問卷分析方法則採用AMOS 16.0，驗證信效度，模型配適度；並採用SPSS之階層迴歸法，調查干擾變項之影響。實證結果發現：其它物體參考點及自我參考點對顧客承諾均產生負向顯著影響；惟其它物體參考點對顧客滿意度並不顯著；再者，當轉換成本增加時，替代方案對顧客服務評估之負向影響均會減弱。

Research of service evaluation and customer satisfaction has examined the reference effects that largely adapted expectancy-disconfirmation paradigm that focuses on referents concentrated on product or service. This research investigates two additional referent effects, alternative attractiveness and self-image. In addition, research which has empirically documented the link between customers’ switching costs and multiple reference points is scant. Therefore, the aim of this paper attempts to explore the direct effect of the two reference effects, alternative attractiveness and self-image congruity on customer satisfaction and commitment, as well as the moderator effect of switching costs between alternative attractiveness and customer service evaluations.
This research involved a survey, comprised of one set of questionnaire concerning the multiple reference points, switching costs, and customer satisfaction and commitment. The primary criterion for selecting 402 valid subjects was that they have ever bought vehicles over twice. The quantitative analysis of the questionnaire was conducted through AMOS 16.0 to indicate the direction, moderator, and relationship among these variables. An examination of the fitness of the model was verified.
Results of this study confirmed that the comparisons including other-object and self-based reference points lead to significant to customer commitment except the association between alternative attractiveness and customer satisfaction; Furthermore, the negative effect of alternative attractiveness on both customer satisfaction and commitment become weaker when the level of switching costs increase. To conclude, this study may be the importance in explaining the relationship between multiple reference points and switching costs, as well as in providing vehicle industries with the best understanding of how customers’ beliefs about referents relate to the switching costs.

Abstract in Chinese I
Abstract II
Acknowledgements III
Content IV
Table Contents VI
Figure Contents VII
Chapter 1 Introduction 1
1.1 Research Motivations and Background 1
1.2 Research Objectives 4
1.3 Research Flow 5
Chapter Two Literature Review 6
2.1 Disconfirmation 6
2.2 Alternative attractiveness 7
2.3 Switching costs 8
2.4 Self concept 10
2.5 Self-image congruity 11
2.6 Customer Satisfaction 12
2.7 Customer Commitment 13
Chapter 3 Research Methodology 15
3.1 Research Framework 15
3.2 Hypotheses and Operational Definition 17
3.3 Instrumentation 19
3.3.1Measure 20
Chapter 4 Data Analysis and Result 22
4.1 Preliminary Data Analysis 22
4.1.1 Respondents’ Characteristics 22
4.1.2 Measure Validation 26
4.2 Overall model fit analysis and Hypothesis test 30
4.3 Regression and Hierarchical Regression 34
4.3.1 The relationship between alternative attractiveness and customer 34
satisfaction and commitment 34
4.3.2 The relationship between self-image congruity and customer satisfaction and commitment 35
4.3.3 Moderating effects of switching costs on customer satisfaction 35
4.4 Results of Hypotheses Test 40
Chapter 5 Conclusions 41
5.1 Discussion 41
5.1.1 The relationship between alternative attractiveness and customer satisfaction and customer commitment 41
5.1.2 The relationship between self-image congruity and customer satisfaction and customer commitment 42
5.1.3 The relationship between alternative attractiveness and customer satisfaction and customer commitment while switching costs is as a moderating variable. 43
5.2 Managerial Implications 44
5.3 Limitations and Further Research 45
References 47
Appendices 57

Table Contents
Table 4-1 Demographic Characteristics of the Respondents (N=402) 23
Table 4-2 Exploratory Factor Analysis 27
Table 4-3 Description of Constructs and Validity Assessment 29
Table 4-4 Correlation Matrix of the Constructs 30
Table 4-5 The Restricted Model 30
Table 4-6 The Freely Estimated Model 30
Table 4-7 Overall Model Fit 32
Table 4-8 Structural Model Results 34
Table 4-9 Regression model testing among alternative attractiveness, switching 36
costs, and customer satisfaction--standardized coefficients (t value) 36
Table 4-10 Regression model testing among alternative attractiveness, switching costs, and customer commitment --standardized coefficients (t value) 38
Table 4-11 The summary of hypothesis results 40

Figure Contents
Figure 1-1 Flow Chart of this study 5
Figure 3-1 Framework 16
Figure 3-2 Framework 17
Figure 4-1 The Proposed Overall Fit Model 32
Figure 4-2 Analysis of Hypothesized Model 33

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