(3.238.250.105) 您好!臺灣時間:2021/04/18 20:21
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:吳彥葶
研究生(外文):Yen-Ting Wu
論文名稱:品牌體驗與品牌忠誠度-情感承諾與滿意度之角色
論文名稱(外文):Brand Experience and Loyalty-The Role of Affective Commitment and Satisfaction
指導教授:孫碧娟孫碧娟引用關係
指導教授(外文):Pi-Chuan Sun
口試委員:孫碧娟
口試委員(外文):Pi-Chuan Sun
口試日期:2013-05-23
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
論文頁數:191
中文關鍵詞:品牌忠誠度情感承諾滿意度品牌體驗
外文關鍵詞:Affective CommitmentSatisfactionBrand ExperienceBrand Loyalty
相關次數:
  • 被引用被引用:0
  • 點閱點閱:448
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著物質文明的進步與生活水準的提高,人們對於功能性的需求已獲得大大的滿足,對產品及服務的要求不僅只於其功能上的利益,並將追求更高層次的滿足,因此,消費者的精神文明需求日漸受到重視。簡單來說,品牌不僅要具備『功能性』的利益,也要兼備其所能帶來的『體驗』、『情感』或是『價值』上的效果。如今,品牌體驗在行銷實務上已經吸引大量的關注。行銷從業者已經體悟到,了解消費者如何體驗品牌對發展產品及服務的行銷策略至關重要。隨著體驗經濟的到來,如何藉由品牌體驗迎合新的消費潮流值得深入研究。
本研究以台灣北部地區(台北市、新北市、桃園縣市)大專以上在學學生智慧型手機及群體簡訊應用程式(SMS App)使用者為研究對象,總回收共計455份,包含紙本問卷243份及網路問卷212份,經刪除遺漏作答及規則性作答等無效問卷後,有效問卷為414份,有效問卷回收率為90.99%。本研究旨在探討品牌體驗、滿意度、情感承諾及品牌忠誠度之關係。並以產品及服務之品牌體驗為調節變數來檢驗其帶來的調節效果。
本研究整合品牌體驗之研究架構,Brakus et al. (2009)的研究是以滿意度為中介,而Iglesias et al. (2011)的研究是以情感承諾為中介,本研究將滿意度與情感承諾同時納入研究架構中。實證結果顯示本研究發現品牌體驗對品牌忠誠度的影響完全經由滿意度與情感承諾所中介,過去Brakus et al. (2009)的研究發現品牌體驗對品牌忠誠度有部分透過滿意度為中介,但仍具有直接效果,與本研究發現並不完全一致,可能的原因是,該模式中並未納入情感承諾,而Iglesias et al. (2011)的研究發現情感承諾是完全中介品牌體驗與品牌忠誠度之間的關係。此外,本研究驗證產品的品牌體驗與服務的品牌體驗效果,過去研究並沒有對產品的品牌體驗與服務的品牌體驗進行比較,本研究將同時將產品的品牌體驗與服務的品牌體驗進行比較分析,結果發現產品或服務的品牌體驗是具有調節效果的,也就是說本研究發現產品的品牌體驗與服務的品牌體驗影響效果有所不同。
Brand experience has attracted a lot of attention in marketing practice since only functionalities of products or services cannot satisfy customers. Consumers experience brands is critical for developing marketing strategies for goods and services. Consumer and marketing research has shown that experiences occur when consumers search for products, when they shop for them and receive service, and when they consume them (Arnould, Price, and Zinkhan, 2002; Brakus, Schmitt, and Zhang, 2008; Holbrook, 2000). This research integrated both the conceptual framework of Brakus et al. (2009) which takes satisfaction as mediator, and the conceptual framework of Iglesias et al. (2011) which takes affective commitment as mediator. Both satisfaction and affective commitment are included in this research framework as mediators. Besides, this study includes product and service brand experience as moderators to examine the moderating effect.
The subjects of this study are the college students in north of Taiwan (Taipei City, New Taipei City, Tao-yuan County and City) who are smart phone and group SMS application users. It collects 455 questionnaires in total, of which 414 are valid. The effect responding rate is 90.99%. One of the research results indicates that the relationship between brand experience and brand loyalty is fully mediated by the satisfaction and affective commitment. This result provides the explanation why the findings between Brakus et al. (2009) and Iglesias et al. (2011) are not consistent. In addition, this study also finds that the effect of brand experience depends on the type of brand experience. In other words, the finding shows that the effect of service brand experience is stronger than that of product brand experience.
目錄
摘要 i
目錄 iv
表目錄 vii
圖目錄 ix
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
第三節 研究流程 5
第二章 文獻探討 7
第一節 品牌體驗 7
第二節 品牌體驗對忠誠度之影響 8
第三節 滿意度與情感承諾之角色 10
第四節 以產品為主或以服務為主之體驗差異 15
第五節 智慧型手機與群體簡訊應用程式之現況分析 17
第三章 研究架構與假設 23
第一節 研究架構 23
第二節 研究假設 24
第三節 研究變數定義及衡量問項 28
第四節 抽樣設計 34
第五節 問卷前測分析 35
第六節 資料分析方法 36
第四章 研究結果分析 38
第一節 問卷前測 38
第二節 正式問卷基本資料結果 41
第三節 信度與效度分析 49
第四節 假設驗證 54
第五節 中介效果分析 57
第六節 檢驗調節變數之影響 58
第七節 結果討論 61
第五章 結論與建議 66
第一節 研究結果 66
第二節 研究貢獻與管理意涵 68
第三節 研究限制與後續研究建議 70
參考文獻 72
附錄:問卷 86
國際數據中心(IDC),(2012):Smartphones Drive Third Quarter Growth in the Worldwide Mobile Phone Market,取自http://www.idc.com/getdoc.jsp?containerId=prUS23753512#.UNvUnm-HvDU
財團法人資訊工業策進會,「2011臺灣智慧型裝置持有與服務使用行為調查報告」,財團法人資策會創新應用服務研究,(2011):1-120。
李永年,「產品品質與服務品質對顧客滿意度及忠誠度之影響-以加油站為例」,國立政治大學企業管理研究所碩士論文,(1998)。
沈進成、廖若岑,「遊客體驗、品牌形象與忠誠度影響關係之研究-以劍湖山王子大飯店為例」,私立南華大學旅遊事業管理學研究所未出版碩士論文,(2007):41-70。
高端訓,創造品牌體驗利益,南良月刊第59期,(2010),取自http://km.namliong.com.tw/monthly/show_content.php?action=read&;publishid=954
葉怡亨,「從品牌體驗觀點探討消費者忠誠度—以智慧型手機為例」,國立中正大學企業管理學系研究所未出版碩士論文,(2011):1-88。
鄭倩茹,「品牌體驗對品牌忠誠度影響效果之研究-以態度為中介變數」,實踐大學企業管理學系未出版碩士學位論文,(2010),1-112。
謝碧霜,「品牌體驗、認同、信任和滿意度對品牌忠誠度建立的影響—實證研究以吳寶春為例」,國立高雄應用科技大學觀光與餐旅管理研究所未出版碩士論文,(2012):1-101。
顏君彰、張家銘,「加州健身中心會員體驗、品牌形象與忠誠度關係之研究」,台大體育學報,第16期,(2009):27-42。
Aaker, D. A., “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, New York: The Free Press, (1991)
Achrol, R., “Changes in the Theory of Interorganizational Relations in Marketing: Toward a Network Paradigm”, Journal of the Academy of Marketing Science, 25(1), (1997): 56-71.
Allen, N. and J. Meyer, “The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization”, Journal of Occupational Psychology, 63, (1990): 1-18.
Amine, A. “Consumers’ True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, 6(4), (1998): 305-319.
Amitava, C. and J. L. Laborie, “Managing Brand Experience: The Market Contact Audit™”, Journal of Advertising Research, 45(1), (2005): 9-16.
Anderson, E. W. and M. W. Sullivan, “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science, 12 (2), (1993): 125-43.
Anderson, J. C. and J. A. Narus, “A Model of Distribution Firm and Manufacturer Firm Working Partnership”, Journal of Marketing, 54, (1990): 42-58.
Arnold, M. J., K. E. Reynolds, N. Ponder, and J. E. Lueg, “Customer Delight in a Retail Context: Investigating Delightful and Terrible Shopping Experiences”, Journal of Business Research, 58(8), (2005): 1132-1145.
Arnould, E. J. and L. L. Price, “River Magic: Extraordinary Experience and the Extended Service”, Journal of Consumer Research, 20(6), (1993): 24-45.
Arnould, E. J., L. L. Price, and G. L. Zinkhan, Consumers, 2nd ed., New York: McGraw-Hill/Richard D. Irwin, (2002)
Assael, H., “Consumer Behavior and Marketing Action”, 3rd ed, Boston PWS-Kent Press, (1987): 665.
Athanassopoulos, A., S. Gouiiaris, and V. Stathakopoulos, “Behavioral Responses to Customer Satisfaction: An Empirical Study”, European Journal of Marketing, 35(6), (2001): 687-707.
Atwal, G. and A. Williams, “Marketing In Postmodern India: Bvglari Meets Bollywood”, Indian Journal of Marketing, 38(1), (2008): 3-7.
Aurier, P. and G. N’ Goala, “The Differing and Mediating Roles of Trust and Relationship Commitment In Service Relationship Maintenance and Development”, Journal of Academy of Marketing Science, 38(3), (2010): 303-332.
Banwari, M. and B. Julie, “The Services Marketing System and Customer Psychology”, Psychology and Marketing, 15(8), (1998): 727-733.
Bei, L.T. and Y. C. Chiao, “An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14(1), (2001): 125-140.
Bellizzi, J. A. and R. E. Hite, “Environmental Color, Consumer Feelings, and Purchase Likelihood”, Psychology and Marketing, 9(5), (1992): 347-63.
Bendapudi, N. and L. Berry, “Customers’ Motivations for Maintaining Relationships with Service Providers”, Journal of Retailing, 73(1), (1997): 15-37.
Bennett, R. and S. Rundle-Thiele, “Customer Satisfaction Should Not Be the Only Goal”, Journal of Service Marketing, 18(7), (2004): 514-523.
Bigne’, J. E., L. Andreu, and J. Gnoth, “The Theme Park Experience: An Analysis of Pleasure, Arousal and Satisfaction”, Tourism Management, 26(6), (2005): 833-843.
Bloemer, J. M. and H. D. Kasper, “The Complex Relationship Between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16(2), (1995): 311-329.
Bloemer, J., K. De Ruyter, and P. Peeters, “Investigating Drivers of Bank Loyalty: The Complex Relationship Between Image, Service Quality and Satisfaction”, International Journal of Bank Marketing, 16(7), (1998): 276-286.
Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml, “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions”, Journal of Marketing Research, 30(1), (1993): 7-27.
Brakus, J. Josko, B. H. Schmitt, and L. Zarantonello, “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”, Journal of Marketing, 73(3), (2009): 52-68.
Brakus, J. Josko, B. H. Schmitt, and S. Zhang, “Experiential Attributes and Consumer Judgments”, Northampton, MA: Edward Elgar, (2008)
Cacioppo, J. T. and R. E. Petty, “The Need for Cognition”, Journal of Personality and Social Psychology, 42(1), (1982): 116-131.
Cardozo, R. M., “An Experimental Study of Customer Effort, Expectation, and Satisfaction”, Journal of marketing Research, 2(8), (1965): 244-249.
Chang, P. L. and M. H. Chieng, “Building Consumer–Brand Relationship: A Cross-Cultural Experiential View”, Psychology and Marketing, 23(11), (2006): 927-959.
Chiou, J. S., C. Droge, and S. Hanvanich, “Does Customer Knowledge Affect How Loyalty Is Formed?”, Journal of Service Research, 5(2), (2002): 113-124.
Churchill, G. A. and Jr. C. Surprenant, “An Investigation into the Determinants of Customer Satisfaction”, Journal of marketing Research, 19 (4), (1982): 491-504.
Cronin, J. J. and Jr. S. A. Taylor, “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, 56(3), (1992): 55-68.
Cronin, J. J., Jr. M. K. Brady, and G. T. M. Hult, “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intention in Service Environments”, Journal of Retailing, 76(2), (2000): 193-218.
Da Silva, R. V. and S. F. Syed Alwi, “Cognitive, Affective and Conative Behavioural Responses in Retail Corporate Branding”, Journal of Product and Brand Management, 15(5), (2006): 293-305.
Desmet, P. M. A. and P. Hekkert, “Framework of Product Experience”, International Journal of Design, 1(1), (2007): 57-66.
Dewey, J., “Experience and Nature”, New York: Dover, (1925) : 1-468.
Dewey, J., “Human Nature and Conduct”, New York: Henry Holt And Company, (1922)
Dick, A. S. and K. Basu, “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22(2), (1994): 99-113.
Dube, L. and J. L. LeBel, “The Content and Structure of Laypeople’s Concept of Pleasure”, Cognition and Emotion, 17(2), (2003): 263-95.
Evanschitzky, H., R. I. Gopalkrishnan, H. Plassmann, J. Niessing, and H. Meffert, “The Relative Strength of Affective Commitment in Securing Loyalty in Service”, Journal of Business Research ,59(12), (2006): 1207-1213.
Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant, “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, 60(4), (1996): 7-18.
Fournier, S., “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24(3), (1998): 343-73.
Freud, S., “Beyond Pleasure Principle”, New York: Liveright, ([1920] 1950)
Fullerton, G., “When Does Commitment Lead to Loyalty?”, Journal of Service Research, 5(4), (2003): 333-344
Fullerton, G., “The Impact of Brand Commitment on Loyalty to Retail Service Brands”, Canadian Journal of Administrative Sciences, 22(2), (2005a): 97-110.
Fullerton, G., “The Service Quality-Loyalty Relationship in Retail Service: Does Commitment Matter?”, Journal of Retailing and Consumer Service, 12(2), (2005b): 99–111.
Garbarino E. and M. S. Johnson, “The Different Roles of Satisfaction, Ttrust, and Commitment in Customer Relationships”, Journal of Marketing, 63(2), (1999): 70-87.
Goldberger, L., “Sensory Deprivation and Overload”, in Handbook of Stress: Theoretical and Clinical Aspects, New York: The Free Press, (1993): 333-341.
Gorn, G. J., A. Chattopadhyay, T. Yi, and D. W. Dahl, “Effects of Color as an Executional Cue in Advertising: They are in the Shade”, Management Science, 43(10), (1997):1387-1400.
Grace, D. and A. O’Cass, “Examining Service Experiences and Post-Consumption Evaluations”, Journal of Services Marketing, 18(6), (2004): 450-461.
Gruen, T., J. Summers, and F. Acito, “Relationship Marketing Activities. Commitment and Membership Behaviors in Professional Associations”, Journal of Marketing, 64(3), (2000): 34-49.
Guadagni, P. M. and J. D. C. Little, “A Logit Model of Brand Choice Calibrated on Scanner Data”, Marketing Science, 2(3), (1983): 203-238.
Gundlach G. T., R. S. Archol, and J. T. Mentzer, “The Structure of Commitment in Exchange”, Journal of Marketing, 59(1), (1995): 78-92.
Gupta, S., “Impact of Sales Promotions on When, What, and How Much to Buy” Journal of Marketing Research, 25(4), (1988): 342-355.
Gustafsson, A., M. D. Johnson, and I. Roos, “The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention”, Journal of Marketing, 69(4), (2005): 210-218.
Ha, Y. H. and H. Perks, “Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust”, Journal of Consumer Behaviour, 4(6), (2005):438-452.
Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson, “Multivariate Data Analysis”, 7th ed., NJ: Prentice-Hall International, Inc., (2010): 1-781.
Hoch, S. J., “Product Experience Is Seductive”, Journal of Consumer Research, 29 (3), (2002): 448-454.
Hoch, S. J. and J. Deighton, “Managing What Consumers Learn from Experience”, Journal of Marketing, 53(2), (1989): 1-20.
Hoch, S. J. and Y. W. Ha, “Consumer Learning: Advertising and the Ambiguity of Product Experience”, Journal of Consumer Research, 13(2), (1986): 221-233.
Holbrook, M. B., “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment” , Journal of Macromarketing, 20 (2), (2000): 178-92.
Holbrook, M. B. and E. C. Hirschman. “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun”, Journal of Consumer Research, 9(2), (1982): 132-140.
Howard, J. A. and J. N. Sheth, “The Theory of Buyer Behavior”, New York: Wiley, (1969) : 1-458.
Huffman, C. and M. J. Houston, “Goal-Oriented Experiences and the Development of Knowledge” , Journal of Consumer Research, 20(2), (1993): 190-207.
Hui, M. K. and J. E.G. Bateson, “Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience”, Journal of Consumer Research, 18(2), (1991): 174-184.
Iglesias, O., J. J. Singh, and J. M. Batista-Foguet, “The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty”, Journal of Brand Management, 18(4/5), (2011): 1-13.
Ismail, I., H. Hasnah, D. N. Ibrahim, and S. Mohd Isa, “Service Quality, Client Satisfaction, and Loyalty Towards Audit Firms. Perceptions of Malaysian Public Listed Companies”, Managerial Auditing Journal, 22(7), (2006): 738-756.
Jacoby, J. and R. W. Chestnut, “Brand Loyalty”, New York: John Wiley and Sons, (1978) : 1-157.
Johnson, M. D., A. Gustafsson, T. W. Andreassen, L. Lervik, and J. Cha, “The Evaluation and Future of National Customer Satisfaction Index Models”, Journal of Economic Psychology, 22(2), (2001): 217-245.
Jones, M. A., “Entertaining Shopping Experiences: An Exploratory Investigation”, Journal of Retailing and Consumer Services, 6(3), (1999): 129-139.
Kandampully, J. and D. Suhartanto, “Customer Loyalty in The Hotel Industry: The Rrole of Customer Satisfaction and Image”, International Journal of Contemporary Hospitality Management, 12(6), (2000): 346-351.
Keller, K. L., “Memory Factors in Advertising: The Effects of Advertising Retrieval Cues on Brand Evaluations”, Journal of Consumer Research, 14(3), (1987): 316-333.
Kempf, D. S. and R. E. Smith, “Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach”, Journal of Marketing Research, 35(3), (1998): 325-338.
Kerin, R. A., A. Jain, and D. J. Howard, “Store Shopping Experience and Consumer Price–Quality–Value Perceptions”, Journal of Retailing, 68(4), (1992): 376–97.
Kerlinger, F., “Foundations of Behavioral Research”, 3 ed, NY: Holt, Rinehart and Winston, (1986): 1-667.
Konovsky, M. A. and R. Cropanzano, “Perceived Fairness of Employee Drug Testing As a Predictor of Employee Attitudes and Job Performance”, Journal of Applied Psychology, 76(5), (1991): 689-707.
Kumar, N., J. D. Hibbard, and L. W. Stern, “The Nature and Consequences of Marketing Channel Intermediary Commitment”, Cambridge, MA: Marketing Science Institute, (1994): 94-115
Kumar, N., L. Scheer, and J. Steenkamp, “The Effects of Perceived Interdependence on Dealer Attitudes”, Journal of Marketing Research, 32(3), (1995): 348-356.
Kumar, S. R., and J. Y. Advani, “Factors Affecting Brand Loyalty: A Study in an Emerging Market on Fast Moving Consumer Goods”, Journal of Customer Behaviour, 4(2), (2005): 251-275
Li, X. and J. F. Petrick, “Revisiting the Commitment-Loyalty Distinction in a Cruising Context”, Journal of Leisure Research, 42(1), (2010): 67-90.
Magin, S., R. Algesheimer, F. Huber, and A. Herrmann, “The Impact of Brand Personality and Customer Satisfaction on Customer's Loyalty: Theoretical Approach and Findings of a Causal Analytical Study in the Sector of Internet Service Providers”, Electronic Markets, 13(4), (2003): 294-308.
Mandel, N. and E. J. Johnson, “When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices”, Journal of Consumer Research, 29(2), (2002): 235-245.
Mano, H. and R. L. Oliver, “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction”, Journal of Consumer Research, 20(3), (1993): 451-466.
Mattila, A. S., “Emotional Bonding and Restaurant Loyalty”, Cornell Hotel and Restaurant Administration Quarterly, 42(6), (2001): 73-79.
McAllister, L. and E. A. Pessemier, “Variety Seeking Behavior: An Interdisciplinary Review”, Journal of Consumer Research, 9(3), (1982): 311-322.
McDougall, G. H. G. and T. Levesque, “Customer Satisfaction with Services: Putting Perceived Value into the Equation”, Journal of Service Marketing, 14(5), (2000): 392-410.
Meyers-Levy, J. and L. A. Peracchio, “How the Use of Color in Advertising Affects Attitudes: The Influence of Processing Motivation and Cognitive Demands”, Journal of Consumer Research, 22(2), (1995): 121-138.
Mittal, V. and W. A. Kamakura, “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics”, Journal of Marketing Research, 38(1), (2001): 131-142.
Moorman, C., G. Zaltman, and R. Deshpande, “Relationship between Providers and Users of Marketing Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29(3), (1992): 314-329.
Morgan, R. N. and S. D. Hunt, “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58(3), (1994): 20-38.
Morrison, S. and G. F. Crane, “Building the Service Brand by Creating and Managing an Emotional Brand Experience”, Journal of Brand Management, 14(5), (2007):410-421.
Nguyen, N. and G. LeBlanc, “The Mediating Role of Corporate Image on Customers’ Retention Decisions: An Investigation in Financial Services”, International Journal of Bank Marketing, 16(2), (1998): 52-65.
Nunnally, J. C., “Psychometric Theory”, 2nd ed, NY: McGraw-Hill, (1978): 1-51.
O’Reilly, C. and J. Chatman, “Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification and Internalization on Prosocial Behavior”, Journal of Applied Psychology, 71(3), (1986): 492-499.
Ofir, C. and I. Simonson, “The Effect of Stating Expectations on Consumer Satisfaction and Shopping Experience”, Journal of Marketing Research, 44(1), (2007): 164-174.
Oh, H., “Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective”, International Journal of Hospitality Management, 18(1), (1999): 67-82.
Oliver, R. L., “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, 17(4), (1980): 460-469.
Oliver, R. L., “Measurement and Evaluation of Satisfaction Process in Retail Settings”, Journal of Retailing, 57(3), (1981): 25-48.
Oliver, R. L., “Satisfaction: A Behavioral Perspective on the Consumer”, New York: McGraw-Hill, (1997): 392.
Oliver, R. L., R. T. Rust, and S. Varki, “Customer Delight: Foundations, Findings, and Managerial Insight”, Journal of Retailing, 73 (3), (1997):311-336.
Padgett, D. and D. Allen, “Communicating Experiences: A Narrative Approach to Creating Service Brand Image”, Journal of Advertising, 26(4), (1997): 49-62.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry, “Perceived Service Quality as a Customer Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model”, Human Resource Management, 30(3), (1991): 335-364.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry, “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research”, Journal of Marketing, 58(1), (1994): 111-124.
Pine, B. J. and J. H. Gilmore, “The Experience Economy: Work is Theatre and Every Business a Stage”, Harvard Business School Press, (1999): 1-359.
Pinker, S., “How the Mind Works”, New York: Norton, (1997): 1-672.
Pritchard, M., M. E. Havitz, and D. Howard, “Analyzing the Commitment-Loyalty Link in Service Contexts”, Journal of Academy of Marketing Science, 27(3), (1999): 333-348.
Punniyamoorthy, M. and M. Prasanna, “An Empirical Model for Brand Loyalty Measurement”, Journal of Targeting, Measurement and Analysis for Marketing, 15(4), (2007): 222-233.
Reicheld, F. F. and T. Teal, “The Loyalty Effect: The Hidden Force behind Growth, Profits, and Lasting Value”, Boston: Harvard Business School Press, (1996): 1-323.
Reynolds, F. D., W. R. Darden, and W. Martin, “Developing an Iimage the Store-Loyal Customer”, Journal of Retailing, 50(4), (1974): 73-84.
Richins, M. L., “Measuring Emotions in the Consumption Experience”, Journal of Consumer Research, 24(2), (1997): 127-146.
Schmitt, B. H., “Experiential Marketing”, Journal of Marketing Management, 15(1), (1999a):53-67.
Schmitt, B. H., “The Concept of Brand Experience”, Journal of Brand Management. 16(7), (2009): 417-419.
Schmitt, B. H., “Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands”, New York: The Free Press, (1999b): 1-304.
Schultz, H. and D. J., Yang, “Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time”, New York: Hyperion, (1997): 1-368.
Selnes, F., “An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty”, European Journal of Marketing, 27(9), (1993): 19-35.
Shaw, C. and J. Ivens, “Building Great Customer Experiences”, New York: Palgrave/Macmillan, (2002): 1-240.
Smith, S. and J. Wheeler, “Managing the Customer Experience: Turning Customers into Advocate”, Upper Saddle River, NJ: Financial Times/Prentice Hall, (2002): 1-254.
Stephen J. H. and Y. W. Ha, “Consumer Learning: Advertising and the Ambiguity of Product Experience”, Journal of Consumer Research, 13(2), (1986): 221-233.
Thomson, M., D.J. MacInnis and C.W. Park, “The Ties That Bind: Measuring the Strength of Consumers’ Attachments to Brands”, Journal of Consumer Psychology, 15(1), (2005): 77-91.
Tse, D. K. and P. C. Wilton, “Models of Consumer Satisfaction: An Extension”, Journal of Marketing Research, 25(2), (1988): 204-212.
Turner, A., “Brand=Experience”, Marketing Magazine, 106(27), (2001): 16.
Veryzer, R. W. and J. W. Hutchinson, “The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs”, Journal of Consumer Research, 24(4), (1998): 374-94.
Voss, G. B., A. Parasuraman and D. Grewal, “The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges”, Journal of Marketing, 62(4), (1998): 46-61.
Walter, A., T. Ritter, and H. G. Gemunden, “Value Creation in Buyer Seller Relationships”, Industrial Marketing Management, 30(4), (2001): 365-377.
Westbrook, R. A. and R. L. Oliver, “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction”, Journal of Consumer Research 18(1), (1991): 84-91.
Westbrook, R. A. and M. D. Reilly, “Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction”, Advances in Consumer Research, 10(1), (1983): 256-261.
White, C. and T. Yu, “Satisfaction Emotions and Consumer Behavioral Iintentions”, Journal of Services Marketing, 19(6), (2005): 411-420 .
Wiener, Y., “Commitment in Organizations: A Normative View”, Academy of Management Review, 7(3), (1982): 418-428.
Wilson, D. T., “An Integrated Model of Buyer-Seller Relationship”, Journal of the Academy of Marketing Science, 23(4), (1994): 335-345.
Yang, Z. and R. T. Peterson, “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology and Marketing, 21(10), (2004): 799-822.
You, X. and N. Donthu, “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, 52(1), (2001): 1-14.
Yu, Y. T. and A. Dean, “The Contribution of Emotional Satisfaction to Consumer Loyalty”, International Journal of Service Industry Management, 12(3), (2001): 234-250.
Zarantenello, L. and B. H. Schmitt, “Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior”, Brand Management, 17(7), (2000): 532-540.
Zeithaml, V. A., L. L. Berry, and A. Parasuraman, “The Behavioural Consequences of Service Quality”, Journal of Marketing, 60(2), (1996): 31-46.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔