臺灣博碩士論文加值系統

網路購物平台的關鍵模式是要成功吸引及留住消費者，除了吸引消費者進行單次消費，更要建立長期的互相關係，增強其忠誠度，因此各網路購物平台藉以各種虛擬服務場景及建立良好關係的形式來提高其競爭力。
本研究主要探討虛擬服務場景與網路平台滿意度、虛擬服務場景與線上參與度、知覺關係投資對線上參與度、線上參與度對網路平台滿意度及網路平台滿意度對網路平台忠誠度的影響，主要是以其常用的網路購物平台作為工具，據此，本研究的假設為：(1)虛擬服務場景會對網路平台滿意度具正面顯著影響；(2)虛擬服務場景對線上參與度具正面顯著影響；(3)知覺關係投資對線上參與度具正面顯著影響；(4)線上參與度對網路平台滿意度具正面顯著影響；(5)網路平台滿意度會對網路平台忠誠度產生正面顯著影響。本研究之方法是以LISREL結構模式技術來探討「虛擬服務場景」、「知覺關係投資」、「線上參與度」、「網路平台滿意度」與「網路平台忠誠度」之間的因果關係。本研究以便利抽樣之方式，透過網路問卷調查法方式來進行樣本收集。收集問卷期間為2017/04/01至2017/04/11，共計回收322份，扣除無效問卷後，最終有效問卷為303份。
本研究實證分析之結果為：(1)虛擬服務場景越佳，則其對網路關係滿意度越有正向顯著影響；(2)虛擬服務場景越佳，則其對線上參與度越有正向顯著影響；(3)網路平台具有知覺關係投資時，則對線上參與度會越高；(4)對線上參與度越高則對網路平台滿意度越有正向影響；(5)對網路平台越滿意則對網路平台忠誠度越具正面顯著影響。

The key of the online shopping platform is to attract and retain the consumers who not only do a single consumption, but also establish a long-term relationship and enhance their loyalty with a variety of Virtual Servicescape.
This study is focus on the relationship between (1)Virtual Servicescapes to E-Relationship Satisfaction; (2)Virtual Servicescapes to Online Engagement; (3)Perceptual Perceived Relationship Investment to Online Engagement; (4)Online Engagement to E-Relationship Satisfaction; (5)E-Relationship Satisfaction to Online Platform’s Loyalty. This study is based on the LISREL structure model technology to explore the causal relationship between "Virtual Servicescapes", "Perceptual Perceived Relationship Investment", "Online Engagement", "E-Relationship Satisfaction" and "Online platform’s loyalty". In This study issued questionnaires through the internet methods to subjects selected using the convenience sampling method to collect data. The questionnaire was collected from 2017/04/01 to 2017/04/11, with a total of 322 copies. After deducting the invalid questionnaires, the final valid questionnaires were 303.
The results of the empirical analysis of this study are as follows: (1)The better Virtual Servicescapes is positively related to E-Relationship Satisfaction; (2)The better Virtual Servicescapes leads to a positive related to Online Engagement; (3)The high level of Perceptual Perceived Relationship Investment leads to high Online Engagement; (4)The greater the degree of Online Engagement, the greater the E-Relationship Satisfaction; (5)The greater the degree of E-Relationship Satisfaction, the more satisfying on the Online Platform’s Loyalty.

目 錄 I
圖 目 錄 III
表 目 錄 IV
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與步驟 4
第貳章 文獻探討 5
第一節 O2O的定義 5
一、O2O電子商務定義 5
第二節 虛擬服務場景 7
一、虛擬服務場景定義 7
二、互動式廣告 9
第三節 知覺關係投資 (Perceived Relationship Investment) 10
一、知覺關係投資定義 10
二、知覺關係投資衡量構面 11
第四節 網路關係滿意度 13
一、網路關係滿意度定義 13
二、網路關係滿意度衡量 15
第五節 線上參與程度 16
一、線上參與之定義 16
二、線上參與衡量構面 18
三、影響服務參與的因素 20
第六節 網路平台忠誠度定義 21
一、網路平台忠誠度定義 21
二、網路平台忠誠度的衡量構面 24
第參章 研究設計與方法 25
第一節 研究架構 25
第二節 研究假設 26
一、虛擬服務場景會對網路關係滿意度之影響 26
二、虛擬服務場景對線上參與度之影響 26
三、知覺關係投資對線上參與度之影響 26
四、線上參與度對網路關係滿意度之影響 27
五、網路關係滿意度對網路平台忠誠度之影響 27
第三節 問卷設計 31
一、問卷設計 31
二、資料處理與方法 34
第四節 資料分析方法 35
一、敘述性統計分析 35
二、信度分析 35
三、效度分析 35
四、LISREL 36
第肆章 實證分析與假設檢定 37
第一節 基本資料之統計分析 37
第二節 敘述性統計分析 38
第三節 信效度分析 42
一、知覺關係投資 42
二、虛擬服務場景 43
三、網路關係滿意度 44
四、線上參與度 44
五、網路平台忠誠度 46
六、本章小結 46
第四節 結構模式結果分析 47
一、結構模型與變數衡量 47
二、估測結果 50
三、假設驗證 53
第伍章 結論與管理意涵 56
第一節 結論 56
第二節 管理意涵 59
一、消費者 59
二、網路購物平台 61
第三節 研究限制與未來研究之建議 63
一、研究對象及範圍之限制 63
二、資料蒐集時間之限制 63
參考文獻 64
附錄：研究問卷 76

（一）中文文獻：
1.林明杰、尤詩怡、莊雅茹、陳德釗，2012。擴增實境廣告對消費者沉浸經驗與廣告溝通效果之研究，輔仁管理評論，第十九卷第三期，55-82。
2.吳芝新，2012。簡析O2O電子商務模式，重慶科技學院學報（社會科學板），第十三期，73-74。
3.馬紅春，2012。O2O電子商務模式在我國我應用現狀分析，科技視界，第26期，244-432。
4.資策會，2014。行動購物調查，2016年9月16日，取自ASIP情報顧問服務網站：http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=428&cred
5.資策會，2015。電商產業趨勢，2016年9月16日，取自ASIP情報顧問服務網站：http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=377&cred
6.資策會，2016。行動購物消費者調查，2016年9月16日，取自ASIP情報顧問服務網站：http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=430&cred
7.李厚均，2016。愛立信：人們越來越習慣網路融入生活，2016年10月19日，取自FIND網站：http://www.find.org.tw/market_info.aspx?n_ID=8917
8.羅之盈，2013。虛實整合再進化，2016年10月15日，取自數位時代網站：http://www.bnext.com.tw/article/28557/BN-ARTICLE-28557
 
（二）英文文獻：
1.Alvarez, C., and Fournier, S., 2016. Consumers’ Relationships with Brands, Current Opinion in Psychology, 10(1), 129-135.
2.Anderson, R.E. and Srinivasan, S.S. 2003. E-Satisfaction and E-Loyalty: A Contingency Framework, Psychology and Marketing, 20(1), 123-138.
3.Andreasen, A. R., 1983. Emerging Perspectives on Services Marketing, Chicago: American Marketing Association.
4.Arnold B. Bakker, Marisa Salanova, Vicente González-Romá and Wilmar B. Schaufeli, 2002. The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach, Journal of Happiness Studies, 3(1), 71-92.
5.Aron O'Cass and Jamie Carlson, 2011. Developing a Framework for Understanding E‐Service Quality, its Antecedents, Consequences, and Mediators, Managing Service Quality: An International Journal, 21(3), 264-286.
6.Baek, Tae. Hyun, Kim. Jooyoung and Yu, Jay. Hyunjae, 2010. The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice, Psychology & Marketing, 27(7), 662-678.
7.Bastian Popp, Wilson Bradley, Horbel Chris, and Woratschek Herbert, 2016. Relationship building through Facebook Brand Pages: the Multifaceted Roles of Identification, Satisfaction and Perceived Relationship Investment, Journal of Strategic Marketing, 24(3-4), 278-294.
8.Bitner, M. J., 1992. Servicescape: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56, 57-71.
9.Bitter, S., and Grabner-Kräuter, S., 2015. Trust in Online Social Networks: a Multifaceted Perspective, Forum for Social Economics, 44(1), 48-68.
10.Blackwell, R. D., Miniard, P. W., & Engel, J. F., 2006. Consumer Behavior, Orlando: Thomson Learning Company.
11.Blau, P., 1964. Exchange and Power in Social Life, New York: Wiley.
12.Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. 2013. Consumer Engagement in a Virtual Brand Cmmunity: An Exploratory Analysis, Journal of Business Research, 66(1), 105-114.
13.Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research, Journal of Service Research, 14(3), 252-271.
14.Cermak, Dianne, S. P., File, K. M., and Prince, R. A., 1994. Customer Participation in Service Specification and Delivery, Journal of Applied Business Research, 2(1), 90-97.
15.Christine Moorman, Gaurav Bhalla and Rust, Roland T., 2010. Rethinking marketing, Harvard Business Review, 88(1), 94-101.
16.Corstjens, M., and Lal, R., 2000. Building Store Loyalty through Store Brands, Journal of Marketing Research, 37(3), 281-291.
17.Dailey, L., 2004. Navigational Web Atmospherics: Explaining the Influence of Restrictive Navigation Cues, Journal of Business Research, 57 (7), 795-803.
18.De Wulf, K., Odekerken-Schröder, G., and Iacobucci, D., 2001. Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration, Journal of Marketing, 65(1), 33-50.
19.Ennew, C. T., and Binks, M. R., 1999. Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study, Journal of Business Research, 46(2), 121-132.
20.Erdem, T., and Swait, J., 2004. Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198.
21.Erdem, T., Swait, J., and Valenzuela, A., 2006. Brands as Signals: A Cross-Country Validation Study, Journal of Marketing, 70(1), 34-49.
22.Evans, K. R., Kleine III, R. E., Landry, T. D., and Crosby, L. A., 2000. How First Impressions of a Customer Impact Effectiveness in an Initial Sales Encounter, Journal of the Academy of Marketing science, 28(4), 512-526.
23.Fullerton, G. (2005). The Impact of Brand Commitment on Loyalty to Retail Service Brands, Canadian Journal of Administrative Sciences, 22(2), 97-110.
24.Ganesan S., 1994. Determinats of Long-Term Orientation in Buyer-Seller Relationship, Journal of Marketing, 58(2), 1-19.
25.Gefen, David, Karahanna, E., and Straub, D. W., (2003). “Inexperience and Experience With Online Stores: The Importance of TAM and Trust,＂IEEE Transactions on Engineering Management, 50(3), 307-321.
26.Gerbing, D. W., & Anderson, J. C. (1993). Monte Carlo evaluations of goodness-of-fit indices for structural equation models. In K. A. Bollen & J. S. Long (Eds.). Testing Structural Equation Models, 40-65. Newbury Park, CA: Sage.
27.Gilaninia, S., Almani, A.M., Pournaserani, A., and Mousavian, S.J., 2012. Relationship Marketing: a New Approach to Marketing in the Third Millennium, Australian Journal of Basic and Applied Sciences, 5(5), 787-799.
28.Guo, L., Gruen, T. W., and Tang, C., 2017. Seeing Relationships through the Lens of Psychological Contracts: the Structure of Consumer Service Relationships, Journal of the Academy of Marketing Science, 45(3), 357-376.
29.Harris, L. C., and Goode, M. M. H., 2010. Online Servicescapes, Trust and Purchase Intentions, Journal of Services Marketing, 24(213), 230-243.
30.Henion, K. E., and Wilson, W. H., 1975. The Ecologically Concerned Consumer and Locus of Control, Chicago: American Marketing Association.
31.Hoffman, D. L., and Novak, T. P., 1996. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Journal of Marketing, 60(3), 50-68.
32.Hollebeek, L. D., 2010. Demystifying Customer Brand Engagement: Exploring the Loyalty Nexus, Journal of Marketing Management, 27(7-8), 785-807.
33.Huang, A. H., Yen, D.C., and Zhang, X., 2008. Exploring the Potential Effects of Emoticons, Information & Management, 45(7), 466-473.
34.Jacoby, J., and Kyner, D. B., 1973. Brand Loyalty vs. Repeat Purchasing Behavior, Journal of Marketing Research, 10(1), 1-9.
35.Kelley, H. H., and Thibaut, J. W., 1978. Interpersonal Relations: A Theory of Interdependence. New York: Wiley.
36.Kellogg, D. L., Youngdahl, W.E., and D.E. Bowen., 1997. On the Relationship between Customer Participation and Satisfaction: Two Frameworks, International Journal of Service Industry Management, 8(3), 206-219.
37.Koering, S.K., 2003. E-Scapes: The Electronic Physical Environment and Service Tangibility, Psychology & Marketing, 20(2), 151-167.
38.Kumar, A., Lee, H. J., and Kim, Y. K., 2009. Indian Consumer's Purchase Intention Toward a United States Versus Local Brand, Journal of Business Research, 62(5), 521-527.
39.Kumar, V., Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel and Sebastian Tillmanns 2010. Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value, Journal of Service Research, 13(3), 297-310.
40.Kumar, V., Pozza, I. D., and Ganesh, J., 2013. Revisiting the Satisfaction-Loyalty Relationship: Empirical Generalizations and Directions for Future Research, Journal of Retailing, 89(1), 246-262.
41.Kwon, R. H., Kim, K. J., Kim, K. H., Hong, Y. S., and Kim, B., 2015. Evaluating Servicescape Designs using a VR-based Laboratory Experiment: A case of a Duty-Free Shop, Journal of Retailing and Consumer Services, 26(1), 32-40.
42.L.G. Harris and M.H. Goode, 2010. Online Servicescape, Trust, and Purchase Intentions, Journal of Services Marketing, 24(3), 230-243.
43.Li, C., and Bernoff, J., 2008. Groundswell: Winning In a World Transformed by Social Technologies, Harvard Business School.
44.Li, Y. N., Tan, C. K., and Xie, M., 2002. Measuring Web-Based Service Quality, Total Quality Management, 13(5), 685-700.
45.Lloyd, S. M., Schlosser, A. E., and White, T. B., 2006. Converting Website Visitors Into Buyers: How Website Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions, Journal of Marketing, 70 (1), 133-148.
46.Lovelock, C. H., and Young, R. F., 1979. Look to Consumers to Increase Productivity, Harvard Business Review, 57(3), 168-179.
47.Lusch, R.F., and Vargo, S.L., 2010. S-D Logic: Accommodating, Integrating, Transdisciplinary, Grand Service Challenge, University of Cambridge.
48.Manganari, E. E., Siomkos, G. J., and Vrechopoulos, A. P., 2009. Store Atmosphere in Web Retailing, European Journal of Marketing, 43(9-10), 1140-1153.
49.McDonald, R. P., & Ho, M. R. (2002). Principles and practice in reporting structural equation analysis. Psychological Methods, 7, 64-82.
50.McMullan, R., and Gilmore, A., 2003. The Conceptual Development of Customer Loyalty Measurement: A Proposed Scale, Journal of Targeting, 11(3), 230-243.
51.Michael D. Johnson and Fred Selnes, 2004. Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships, Journal of Marketing, 68(2), 1-17.
52.Michela Mari and Sara Poggesi, 2013. Servicescape Cues and Customer Behavior: A Systematic Literature Review and Research Agenda, The Service Industries Journal, 33(2), 171-199.
53.Mollen, A., and Wilson, H., 2010. Engagement, Telepresence, and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives, Journal of Business Research, 63(9-10), 919-925.
54.Moorman, C. R., Deshpande, R., & Zaltman, G., 1993. Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81–101.
55.Mummalaneni, V., 2005. An Empirical Investigation of Website Characteristics, Consumer Emotional States and On-line Shopping Behaviors, Journal of Business Research, 58(4), 526-32.
56.Namasivyam, K., and Lin, I., 2008. The Servicescape. NewYork: Elsvier Ltd.
57.Nambisan, P., and Watt, J. H., 2010. Managing Customer Experiences In Online Product Communities, Journal of Business Research, 64(8), pp.889-895.
58.Natalie J. Allen & John P. Meyer, 1990. The measurement and antecedents of affective, continuance and normative commitment to the organization, Journal of Occupational and Organizational Psychology, 63(1), 1-18.
59.Nitse, P.S., Parker, K.R., Krumwiede, D., and Ottaway, T., 2004. The Impact of Color in the E-commerce Marketing of Fashions: An Exploratory Study. European Journal of Marketing, 38(7), 898-915.
60.Nørskov, Sladjana., Chrysochou, Polymeros., and Milenkova, Marina., 2015. The Impact of Product Innovation Attributes on Brand Equity, The Journal of Consumer Marketing, 32(4), 245-254.
61.Oh, J. Fiorito. S.S., Cho, H. Hofacker. C.F., 2008. Effects of Design Factors on Store Image and Expectation of Merchandise Quality in Web-Based Stores, Journal of Retailing and Consumer Services, 15(4), 237-249.
62.Oliver, R. L., 1999. Whence Consumer Loyalty?, Journal of Marketing, 63(1), 33-44.
63.Pagani, M., and Mirabello, A., 2011. The Influence of Personal and Social-Interactive Engagement In Social TV Websites. International Journal of Electronic Commerce, 16(2), 41-68.
64.Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., and Kardes, F. R., 2009. The Role of Customer Gratitude in Relationship Marketing, Journal of marketing, 73(5), 1-18.
65.Park, H., 2011. The Role of Social Network Websites in Consumer-Brand Relationship (PhD Dissertation). University of Tennesse.
66.Patterson, P., Yu, T., and De Ruyter, K., 2006. Understanding Customer Engagement in Services, Proceedings of Australia-New Zealand Marketing Academy Conference, December.
67.Polites, G. L., Williams, C. K., Karahanna, E., and Seligman, L., 2012. A Theoretical Framework for Consumer E-Satisfaction and Site Stickiness: An Evaluation in the Context of Online Hotel Reservations, Journal of Organizational Computing and Electronic Commerce, 22(1), 1-37.
68.Price, L.L., Feick, L.F., and Guskey, A., 1995. Everyday Market Helping Behavior. Journal of Public Policy & Marketing, 14(2), 255-266.
69.Rafaeli, A., and Pratt, M., 2005. Artifacts and Organizations: Beyond Mere Symbolism, Mahwah, NJ: Lawrence Erlbaum Associates.
70.Rafaeli, S. 1988. Interactivity: From New Media to Communication, Sage Annual Review of Communication Research: Advancing Communication Science 16(1), 110-134.
71.Rami Mohammad Al-dweeri, Zaid Mohammad Obeidat, Mohammad Ahmad Al-dwiry, Muhammad Turki Alshurideh and Alaa Mohammad Alhorani, 2017. The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust, International Journal of Marketing Studies, 9(2), 92-103.
72.Reichheld, F. F., and Schefter, P., 2000. E-loyalty: Your Secret Weapon on the Web, Harvard Business Review, 78(4), 105-113.
73.Ribbink, D., Van Riel, A. C., Liljander, V., and Streukens, S., 2004. Comfort your Online Customer: Quality, Trust and Loyalty on the Internet, Managing Service Quality: An International Journal, 14(6), 446-456.
74.Rich, B. L., LePine, J. A., and Crawford, E. R., 2010. Job Engagement: Antecedents and Effects on Job Performance, Academy of Management Journal, 53(1) 617-635.
75.Rodie, A. R., and Kleine, S. S., 2000. Customer Participation in Services Production and Delivery, California: Sage Publications, Inc.
76.Russell Williams and Miriam Dargel, 2004. From Servicescape to Cyberscape, Marketing Intelligence & Planning, 22(3), 310-320.
77.S Tuzovic, 2008. Investigating the Concept of Potential Quality: An Exploratory Study in the Real Estate Industry, Managing Service Quality: An International Journal 18(3), 255-271.
78.Salvatore G. Fiore, Shaun Kelly, 2007. Surveying the Use of Sound in Online Stores: Practices, Possibilities and Pitfalls for User Experience, International Journal of Retail & Distribution Management, 35(7), 600-611.
79.Sengupta, J., and Fitzsimons, G. J., 2000. The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement? Journal of Marketing Research, 37(3), 318-330.
80.Shankar, V., Smith, A., and Rangaswamy, A., 2003. Customer Satisfaction and Loyalty in Online and Offline Environments, International Journal of Research in Marketing, 20(1), 153-175.
81.Silpakit, P., and Fisk, R. P., 1985. Participating the service encounter: A theoretical framework, Chicago: American Marketing Association.
82.Smith J. B., and 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.
83.Srinivasan, S. S., Anderson, R., and Ponnavolu, K., 2002. Customer Loyalty in E-Commerce: An Exploration of its Antecedents and Consequences, Journal of Retailing, 78(1), 41-50.
84.Steuer, J., 1992. Defining Virtual Reality: Dimensions Determining Telepresence, Journal of Communication, 42(4), 73-93.
85.Sweeney, J., & Swait, J., 2008. The Effects of Brand Credibility on Customer Loyalty, Journal of Retailing and Consumer Services, 15, 179-193.
86.Tauber, E.M., 1988. Brand leverage: Strategy for Growth in A Cost-Controlled World, Journal of Advertising Research, 28(8-9), 26-30.
87.Uncles, M. D., Dowling, G. R., and Hammond, K., 2003. Customer Loyalty and Customer Loyalty Programs, Journal of Consumer Marketing, 20(4), 294-316.
88.Van Doorn, J., Lemon, K.E., Mittal, V., Naβ, S., Pick, D., Pirner, P., and Verhoef, P.C., 2010. Customer Engagement Behavior: Theoretical Foundations and Research Directions, Journal of Service Research, 13(3), 253-266.
89.Vargo, Stephen L., 2009. Towards a Transcending Conceptualization of a Relationship: A Service-Dominant Perspective, Journal of Business and Industrial Marketing, 26(5-6), 373-379.
90.Vera, M., Le Blanc, P. M., Taris, T. W., and Salanova, M., 2014. Patterns of Engagement: the Relationship between Efficacy Beliefs and Task Engagement at the Individual Versus Collective Level, Journal of Applied Social Psychology, 44(2), 133-144.
91.Vilnai-Yavets, I., and Rafaeli, A., 2006. Aesthetics and Professionalism of Virtual Servicescapes, Journal of Service Research, 8(3), 245-259.
92.Vivek, S.D., Beatty, S.E., and Morgan, R.M., 2010. Consumer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, 20(2), 122–146.
93.Yoon, D., Choi, S. M., and Sohn, D., 2008. Building Customer Relationships in an Electronic Age: The Role of Interactivity of E-Commerce Web Sites, Journal of Psychology and Marketing, 25(1), 602-618.
94.Zeithaml, V.A., and Bitner, M.J., 2000. Services marketing: integrating customer focus across the firm (2rd. ed.), London: McGraw-Hill.
95.Zhao, M., and Dholakia, R.R., 2009. A Multi-Attribute Model of Website Interactivity and Customer Satisfaction: An Application of the Kano Model, Managing Service Quality, 19(3), 286-307.