本研究主要在探討企業形象、顧客參與與顧客忠誠度之關係，以美商直銷公司的顧客為研究對象，透過問卷抽樣調查，有效樣本數為523份。根據所得資料以描述性統計分析、信度分析、驗證性因素分析、差異性分析、相關分析及階層迴歸分析等進行實證與分析。
研究結果顯示：
一、企業形象對顧客忠誠度有顯著正向的影響。
二、企業形象對顧客參與有顯著正向的影響。
三、顧客參與對顧客忠誠度有顯著正向的影響。
四、顧客參與對企業形象與顧客忠誠度之關係具有中介效果。
經由上述結果，進一步提出理論上的實務運用以及後續研究之相關意涵與建議。

This study empirically examines the relationships between corporate image, cus-tomer participation and customer loyalty. Based on the questionnaire survey which the subject is the customers of the American Direct Selling Company, 523 valid samples were obtained by the stratified sampling. The tools used for data analysis are descriptive statistics analysis, reliability analysis, confirmatory factor analysis (CFA), compare means (one-way ANOVA), and multiple hierarchical regression analysis to analyze the study results and examine the research hypothesis.
The results of this study are as follows:
1. Corporate image positively influences customer loyalty.
2. Corporate image positively influences customer participation.
3. Customer participation positively influences customer loyalty.
4. Customer participation has the significantly mediated effect to the relation between the corporate image and the customer loyalty.
Finally, according to the conceptual framework and research findings, the study provides some meanings and suggestions in the theories, empirical studies, practices and future directions.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
第二節　　研究目的．．．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　企業形象．．．．．．．．．．．．．．． 6
　　第二節　　顧客參與．．．．．．．．．．．．．．． 12
　　第三節　　顧客忠誠度．．．．．．．．．．．．．． 20
　　第四節　　企業形象與顧客忠誠度之相關研究．．．． 30
　　第五節　　顧客參與與顧客忠誠度之相關研究．．．． 32
　　第六節　　企業形象、顧客參與與顧客滿意度相關研究 33
　　第七節　　影響顧客忠誠度之變項．．．．．．．．． 34
第三章　　研究方法．．．．．．．．．．．．．．．．． 36
第一節　　研究架構與研究假說．．．．．．．．．．．． 36
第二節　　變數操作性定義與衡量工具．．．．．．．．． 39
　　第三節　　研究對象的選取與抽樣方法．．．．．．． 44
　　第四節　　資料分析方法．．．．．．．．．．．．． 44
第四章　　資料分析．．．．．．．．．．．．．．．．． 48
第一節　　前測分析．．．．．．．．．．．．．．．．． 48
　　第二節　　信度與效度分析．．．．．．．．．．．． 52
　　第三節　　描述性統計分析．．．．．．．．．．．． 58
　　第四節　　差異性分析．．．．．．．．．．．．．． 66
　　第五節　　相關分析．．．．．．．．．．．．．．． 76
　　第六節　　階層迴歸分析．．．．．．．．．．．．． 77
第五章　　結論與建議．．．．．．．．．．．．．．．． 81
第一節　　研究結論．．．．．．．．．．．．．．．．． 81
　　第二節　　研究限制．．．．．．．．．．．．．．． 83
　　第三節　　管理實務建議．．．．．．．．．．．．． 84
　　第四節　　後續研究建議．．．．．．．．．．．．． 84
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 86
附錄 　　研究問卷．．．．．．．．．．．．．．．．． 103


表目錄
表 2- 1 企業形象定義彙整表．．．．．．．．．．．．． 7
表 2- 2 顧客參與定義彙整表．．．．．．．．．．．．． 13
表 2- 3 顧客參與之重要文獻．．．．．．．．．．．．． 19
表 2- 4 顧客忠誠度定義彙整表．．．．．．．．．．．． 21
表 2- 5 顧客忠誠度之衡量構面彙整表．．．．．．．．． 24
表 2- 6 顧客忠誠度五階段．．．．．．．．．．．．．． 30
表 3- 1 企業形象衡量問項．．．．．．．．．．．．．． 40
表 3- 2 顧客參與衡量問項．．．．．．．．．．．．．． 41
表 3- 3 顧客忠誠度衡量問項．．．．．．．．．．．．． 42
表 3- 4 顧客滿意度衡量問項．．．．．．．．．．．．． 43
表 3- 5 信任衡量問項．．．．．．．．．．．．．．．． 43
表 4- 1 企業形象前測之信度分析．．．．．．．．．．． 49
表 4- 2 顧客參與前測之信度分析．．．．．．．．．．． 50
表 4- 3 顧客忠誠度前測之信度分析．．．．．．．．．． 51
表 4- 4 顧客滿意度前測之信度分析．．．．．．．．．． 51
表 4- 5 信任前測之信度分析．．．．．．．．．．．．． 52
表 4- 6 樣本人口統計變數次數統計表．．．．．．．．． 54
表 4- 7 企業形象問項分析表．．．．．．．．．．．．． 56
表 4- 8 顧客參與問項分析表．．．．．．．．．．．．． 57
表 4- 9 顧客忠誠度問項分析表．．．．．．．．．．．． 57
表 4-10 顧客滿意度問項分析表．．．．．．．．．．．． 58
表 4-11 信任問項分析表．．．．．．．．．．．．．．． 58
表 4-12 企業形象量表之驗證性因素分析．．．．．．．． 59
表 4-13 顧客參與量表之驗證性因素分析．．．．．．．． 60
表 4-14 顧客忠誠度量表之驗證性因素分析．．．．．．． 60
表 4-15 顧客滿意度量表之驗證性因素分析．．．．．．． 61
表 4-16 信任量表之驗證性因素分析．．．．．．．．．． 61
表 4-17 企業形象量表之衡量模型分析表．．．．．．．． 62
表 4-18 顧客參與量表之衡量模型分析表．．．．．．．． 63
表 4-19 顧客忠誠度量表之衡量模型分析表．．．．．．． 64
表 4-20 顧客滿意度量表之衡量模型分析表．．．．．．． 65
表 4-21 信任量表之衡量模型分析表．．．．．．．．．． 65
表 4-22 區別效度分析暨變項相關係數表．．．．．．．． 66
表 4-23 人口統計變項獨立樣本t檢定及單因子變異數分析表 67
表 4-24 企業形象之差異性檢定表．．．．．．．．．．． 69
表 4-25 顧客參與之差異性檢定表．．．．．．．．．．． 70
表 4-26 顧客忠誠度之差異性檢定表．．．．．．．．．． 71
表 4-27 顧客滿意度之差異性檢定表．．．．．．．．．． 73
表 4-28 信任之差異性檢定表．．．．．．．．．．．．． 75
表 4-29 變項相關分析表．．．．．．．．．．．．．．． 76
表 4-30 企業形象與顧客忠誠度之迴歸分析表．．．．．． 77
表 4-31 企業形象與顧客參與之迴歸分析表．．．．．．． 78
表 4-32 顧客參與與顧客忠誠度之迴歸分析表．．．．．． 79
表 4-33 顧客參與、企業形象與顧客忠誠度之迴歸分析表． 80
表 5- 1 研究假說與實證結果彙整表．．．．．．．．．． 83

圖目錄
圖 2- 1 忠誠三角架構．．．．．．．．．．．．．．．． 27
圖 2- 2 顧客忠誠度的五個階段．．．．．．．．．．．． 29
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．． 36

一、中文部分

方真祥(2006)，企業形象、購買行為、顧客滿意度與顧客忠誠度之關聯性研究－以台灣ABS樹脂生產廠家為例。國立成功大學高階管理碩士在職專班未出版之碩士論文。

何錦聰(2004)，顧客參與和顧客忠誠度關係之研究。私立中國文化大學國際企業管理研究所未出版之碩士論文。

吳勇德(2002)，關係行銷方式對於顧客忠誠度的影響—以資訊教育業為例，國立台灣科技大學企業管理研究所未出版之碩士論文。

林育卉(1999)，企業形象、顧客滿意與品牌權益之關係研究-以連鎖便利商店為例，私立銘傳大學管理科學研究所未出版之碩士論文。

林佳弘(2008)，產品開發流程、顧客參與與顧客滿意度之研究。國立政治大學管理碩士學程未出版之碩士論文。

徐嵐(2007)，顧客為什麼參與創造，消費者參與創造的研究動機，心理學報，39 (2)，343-354。

楊世瑩(2009)，SPSS統計分析實務，台北：旗標出版公司。
張懿華(2004)，影響顧客忠誠度的因素研究－以銀行業信用貸款產品為例，私立東吳大學企業管理學系未出版之碩士論文。

陳秉翔(2008)，部落格之品牌形象、顧客參與及顧客價值對顧客滿意度與網路忠誠度影響之研究－以「無名小站」為例。私立南台科技大學行銷與流通管理系未出版之碩士論文。

陳鉦達(2002)，企業形象、服務補救期望與補救後滿意度關係之研究。私立中國文化大學國際企業管理研究所未出版之碩士論文。

黃明政(2004)，銀行業服務品質、企業形象與顧客忠誠度之研究，私立南華大學管理科學研究所未出版之碩士論文。

劉文智(2010)，跨國企業品牌形象、顧客參與與顧客滿意度關係之研究，私立大葉大學管理學院碩士班未出版之碩士論文。

鄭紹成(1997)，服務業服務失誤、挽回服務與顧客反應之研究，私立中國文化大學國際企業管理研究所未出版之博士論文。

蕭文龍(2007)，多變量分析最佳入門實用書，台北市：碁峰資訊。

謝叔芬(2009)，銀行業顧客參與和服務補救偏好之研究－以企業形象為干擾，私立中國文化大學際企業管理研究所未出版之碩士論文。

謝順金，黃雅鳳(2005)，拍賣網站服務品質與信任認知對顧客忠誠度關係之研究，資訊管理展望，7(2)，91-112。

二、英文部分

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation mod-eling in practice: A review and recommended two-step ap-proach. Psychological Bulletin, 103(3), 411-423.

Andreas, B. E., & Simon, J. B. (2006). Relationship marketing in the financial services industry: The importance of customer educa-tion, participation and problem management for customer loyalty. Journal of Financial Services Marketing, 10(4), 86-97.

Baron, B. J., & 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.

Bateson, J. E. G. (1985). Self-service consumer: An exploratory study. Journal of Retailing, 61(3), 49-76.

Baumann, C., Burton, S., & Elliott, G. (2005). Determinants of cus-tomer loyalty and share of wallet in retail banking. Journal of Financial Service Marketing, 9(3), 231-248.
Bayton, J. A. (1959). Researching the corporate image. Public Rela-tion, 4(10), 3-8.

Belt, J. A., & Paolillo, J. G. P. (1982). The influence of corporate im-age and specificity of candidate qualifications on response to recruitment advertisement. Journal of Management, 8, 105-122.

Bettencourt, L. A. (1997). Customer voluntary performance: Custom-ers as partners in service delivery. Journal of Retailing, 73(3), 383-406

Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty the key to greater profitability. American Management Association, New York, 31.

Bitner, B. J., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.

Bollen, K. A. (1989). Structural equations with latent variables. NY : John Wiley and Sons.

Bowen, J. (1990). Development of a taxonomy of services to gain strategic marketing insights. Journal of the Academy of Mar-keting Science, 18(1), 43-49.

Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A strategic commit-ment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.

Cardozo, R. N. (1965). An experimental study of customer effort, ex-pectation, and satisfaction. Journal of Marketing Research, 24, 244-249.

Cermak, S. P. D., File, M. K., & Prince, A. R. (1994). Customer par-ticipation in service specification and delivery. Journal of Ap-plied Business Research, 10(2), 90-98.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Claycomb, C., Lengnick-Hall, C. A., & Inks, L. W. (2001). The cus-tomer as a productive resource: A pilot study and strategic im-plications. Journal of Business Strategies, 18(1), 47-68

Coner, A., & Gungor, M. O. (2002). Factors affecting customer loyal-ty in the competitive turkish metropolitan retail markets. The Journal of American Academy of Business, 189-195.

Cuningham, R. M. (1958). Brand loyalty: What, where, how much. Harvard Business Review, 34(1), 116-128.

Czepiel, J. A. (1990). Service encounters and service relationship: Implications for research. Journal of business Research,20(1), 13-21.

Dabholkar, A. P. (1990). How to improve perceived service quality by improving customer participation. In Developments in Marketing Science, B.J. Dunlap, ed. Cullowhee, NC: Academy of Marketing Science, 483-487.

Day, R. L. (1977). Extending the concept of consumer satisfaction. Advance in Consumer Research, 4(1), 149-154.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an inte-grated conceptual framework. Journal of the Academy of Mar-keting Science, 22(2), 99-113.

Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119.

Dowling, G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15(2), 110-125.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior. Orlando: Dyrden Press.

Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationship on quality, satisfaction and retention: An explora-tory study. Journal of Business Research, 46, 121-132.

File, K. M., Judd, B. B., & Prince, R. A. (1992). Interactive marketing: The influence of participation on positive word-of-mouth and referrals. The Journal of Services Marketing, 6(4), 5-14.

Fisk, R. P., Bitner, M. J., & Brown, S. W. (1993). Tracing the evalua-tion of the service marketing literature. Journal of Retailing, 69(1), 61-123.

Fodness, D., Pitegoff, E. B., & Sautter, T. E. (1993). From customer to competitor: Consumer co-option in the service. The Journal of Services Marketing, 7(3), 18-25.

Fornell, C. (1992). A national customer satisfaction barometer：The swedish experience. Journal of Marketing, 55, 6-21

Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer management: A theoretical analysis. Journal of Marketing, 24(11), 337-346.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.

Garbarino, E., & Johnson, M. (1999). The different roles of satisfac-tion, trust, and commitment in customer relationship. Journal of Marketing, 63, 70-87.

Gartner, A., & Reissman, F. (1974). The service society and the new consumer vanguar. NY: Harper & Row.

Glenn, W. C. (1974). Consumer behavior: Theory and practice. Chi-cago: Richard D. Irwin Inc.

Gray, E. R., & Balmer, J. M. T. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-703.

Griffin, J. (1995). Customer loyalty. Simmon & Schuster Inc.

Griffin, J. (1996). The internet's expanding role in building customer loyalty. Direct Marketing, 59(7), 50-53.

Griffin, J. (1997). Customer loyalty: How to earn it, how to keep it. Lexington Book, N.Y.

Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relation-ship between customer satisfaction and loyalty: Cross-industry different. Total Quality Management, 11, 509-516.

Gunther, E. E. (1959). Evaluating corporate image measurement. Paper presented at the Proceedings of The ARF Conference, New York.
Halstead, D., Morash, E. A., & Ozment, J. (1996). Comparing objec-tive service failures and subjective complaints: An investigation of domino and halo effects. Journal of Business Research, 36(2), 107-115.

Hart, A. E., & Rosenberger, P. J. (2004). The effect of corporate image in the formation of customer loyalty: An australian replication. Australasian Marketing Journal, 12(3), 88-96.

Hubbert, A. R. (1995). Customer co-creation of service outcomes: ef-fects of locus of causality attributions. Unpublished doctoral dissertation, Arizona State University, 1-318.

Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: Wiley.

Johnston, T. C., & Hewa, M. A. (1997). Fixing service failures. In-dustrial Marketing Management, 26(5), 467-473.

Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers effect. Harvard Business Review, 73(11 /12), 88-89.

Keller, K. L. (1993). Conceptualizing, measuring, and managing cus-tomer -based brand equity. Journal of Marketing, 57(1), 1-22.

Kellogg, D. L., Youngdahl, W. E., & Bowen, D. E. (1997). On the re-lationship between customer participation and satisfaction: Two frameworks. International Journal of Service Industry Management, 8(3), 206-219.

Kelly, S. W., Donnelly, J. H., & Skinner, S. J. (1990). Customer par-ticipation in service production and delivery. Journal of Retail-ing, 66(3), 315-335.

Ken, H. T., & Teo, C. W. (1990). Retail customers as partial em-ployess in service provision: A conceptual framwork. Interna-tional Journal of Retail, 66(3), 315-335.

Kolter, P. (1999). Marketing management-an asian perspective. Sin-gapore, Prentice Hall, Inc.

Lars, G., Anne, M., & Kai, K. (2000). The relationship between cus-tomer satisfaction and loyalty : cross-industry differences. Total Quality Management, 11, 509-514.

Lengnick-Hall, C. A. (1996). Customer contributions to quality : A different view of the customer-oriented firm. The Academy of Management Review, 21(3), 791-824.

Lin, X., & Germain, R. (2004). Antecedents to customer involvement in product development: Comparing US and Chinese firms. European Management Journal , 22(2), 244-255.

London, D. L., Albert, J., & Bitta, D. (1993). Consumer behavior theory. New York: McGraw-Hill, Inc.

Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1/2), 47-55.

Mills, P. K., & Moberg, D. J. (1982). Perspectives on the technology of service organizations. Academy of Management Review, 7(3), 467-478.

Mills, P. K., & Morris, J. H. (1986). Clients as partial employees of service organizations: Role development in client participation. Academy of Management Review, 11(4), 726-35.

Monroe, K. B., & Guiltinan, J. P. (1975). A path-analysis exploration of retail patronage influences. Journal of Customer Research, 19-28.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.

Muller, W. (1991). Gaining competitive advantage through customer satisfaction. European Management Journal Jun, 234-245.

Newell, F. (2000). Loyalty.com : Customer relationship management in the new era of internet marketing. McGraw-Hill.

Nguyen, N., & Leblanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16(2), 52-65.

Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers retention decisions in services. Journal of Retailing and Consumer Services, 8 , 227-236.

Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Market-ing, 63, 33-44.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill, N.Y.

Peltier, J. W., & Westfall, J. E. (2000). Dissecting the hmo-benefits managers relationship: What to measure and why. Marketing Health Services, 20(2), 4-13.

Peppers, D., & Rogers, M. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, 77, 151.

Piotr, Z. (2004). Technical analysis as the representation of typical cognitive biases. International Review of Financial Analysis, 13(2), 217-225.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1-2), 79-87.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing , 18(Summer).

Ramsey, R. P., & Sohi, R. S. (1997). Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes. Journal of the Academy of Marketing Science, 25(2), 127-137.

Raphel, N., & Raphel, M. (1995). Up the loyalty ladder. Harper Col-lins Publishers Inc.

Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105-111.

Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.

Reichheld, F. F., & Teal, T. A. (2001). The loyalty effect: The hidden force behind growth, profits. and Lasting Value, Boston, MA: Harvard Business School Press.

Remy, E., & Kopel, S. (2002). Social linking and human resources management in the service sector. The Service Industries Jour-nal, 22(1), 35-56.

Robertson, T. S., & Gatignon, H. (1986). Competitive effects on technology diffusion. Journal of Marketing, 50(3), 1-12.

Rodie, A. R., & Kleine, S. S. (2000). Customer participation in ser-vices production and delivery, in Swartz, T. A. and Iacobucci, D. (Eds.), Handbook of Services Marketing and Management, California: Sage Publications, Inc., 111-126.

Rowley, J., & Dawes, J. (2000). Disloyalty: a closer look at on loyalty. Journal of Customer Marketing, 17(6/7), 538-547.

Sauerhaft, S., & Atkins, C. (1989). Image wars. John Wiley & Sons, New York.

Selnes, F. (1993). An examination of the effect of product perfor-mance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.

Shoemaker, S., & Lewis, R. (1999). Customer loyalty: The future of hospitality management. Hospitality Management, 18, 345-370.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.

Slipakit, P., & Fisk, R. P. (1985). Participating the service encounter: A theoretical framework. in Bloch, Services Marketing in a Changing Environment, Chicago: American Marketing Associ-ation, 117-121.

Smith, J. B., & Barclay, D. W. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(1), 3-21.

Spector, P. (1961). Basic dimension of the corporate image. Journal of Marketing, 1(25), 47-51.

Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-51.

Stum, D. L., & Thiry, A. (1991), Building customer loyalty. Training and Development Journal, 4, 34-36

Tax, S. S., & Brown, S. W. (1998). Recovering and learning from ser-vice failure. Sloan Management Review, 55(4), 75-88.

Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. The Journal of Product and Brand Management, 13(4/5), 217-227.

Vlachos, A., Tsamakos, A., Vrechopoulos, A., & Avramidis, K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy Marketing Science, 37, 170-180.

Walters, C. G. (1978). Consumer behavior: An integrated framework. New York: Richard D. Irwin Inc.

Walton, S. D. (1996). American business and its environment. New York: Mac Milton Company.

Wind, J., & Rangaswamy, A. (2000). Customerization: The next rev-olution in mass customization. Marketing Science Institute Working Paper, No.00-108, Cambridge, MA: Marketing Science Institute.

Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two level of retail relationship. Journal of Ser-vices Marketing, 17(5), 495-513.

Woodruff, R. B. (1993). Developing and applying consumer satisfac-tion knowledge: Implications for future research. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Beha-vior, 6, 1-11.

Worcester, R. M. (1972). Consumer market research handbook. McGraw-Hill Book Company, 507.

Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services, in donnelly, J. H. and George, W. R. (Eds.), Marketing of Services, Chicago: American Marketing Association, 186-190.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.