臺灣博碩士論文加值系統

由中華電信首度推出的499吃到飽方案引起民眾爭相簽約，雖然降價促銷可以吸引顧客，但知覺價格不公平引發的負面效果卻也不可小覷。為了釐清499促銷方案帶來的影響，本研究以企業形象和推論動機為前因，知覺價格不公平及知覺價值為中介，滿意度及忠誠度為後果來探討499促銷方案對消費者行為的影響。另外，由於近年來消費者轉換經驗逐漸變多，因此本研究將轉換經驗同時納入討論。本研究透過網路進行問卷調查，有效樣本數為443份，結構方程式分析結果顯示負面推論動機與企業形象對知覺價格不公平分別有負向及正向的影響，知覺價值及知覺價格不公平對滿意度皆有顯著影響，另外知覺價格不公平對忠誠度造成的負向影響會大於知覺價值對忠誠度的正向影響，而轉換經驗會干擾知覺價格不公平對滿意度的影響。最後本研究將結果進行討論並提供未來電信業者制定月租方案及相關行銷策略的參考。

The 499 promotion plan first launched by Chunghwa Telecom attracted a lot of people to sign up for the contract. Although price reduction promotions can catch consumers’eyes, the negative effects of perceived price unfairness should not be underestimated. In order to clarify the impact of the 499 promotion, this research takes the corporate image and inferred motive as the antecedents, perceived price unfairness and perceived value as the intermediary, satisfaction and loyalty as the consequences to explore the impact of 499 promotion on consumer behavior. In addition, due to the increasing consumer switching experience in recent years, our research will also incorporate the switching experience into the discussion. We conducted a questionnaire survey through the Internet. The valid number of samples was 443. The results of the analysis show that the negative inferred motive and the corporate image have positive and negative effects on perceived price unfairness. Perceived value and perceived price unfairness have significant effects on satisfaction and the negative effect of perceived price unfairness on loyalty is bigger than the positive effect of perceived value on loyalty. Besides, switching experience will moderate the effect between perceived price unfairness and satisfaction. Finally, this research discuss the results and provide a reference for future telecom operators to develop monthly rental plans and related marketing strategies.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻回顧 8
第一節 499促銷方案 8
第二節 知覺價格不公平與知覺價值 11
第三節 負面推論動機與企業形象 13
第四節 滿意度與忠誠度 17
第五節 轉換經驗 22
第三章 研究方法 24
第一節 研究架構與假設 24
第二節 研究及抽樣對象 26
第三節 變數衡量 28
第四節 資料分析方法 32
第五節 問卷前測結果 34
第四章 結果分析與討論 37
第一節 問卷回收與資料處理 37
第二節 受測者基本資料 38
第三節 研究變數之敘述性統計分析 42
第四節 信效度分析 45
第五節 研究假設驗證 53
第六節 其他研究分析 61
第五章 結論與建議 67
第一節 研究結論 67
第二節 實務建議 70
第三節 研究限制與未來研究建議 72
參考文獻 74
附錄 問卷 84


表目錄
表2-1 近年4G行動通訊市場的變化 2
表2-2 499促銷方案簽約人數及財務變化 11
表3-1 企業形象之問項 28
表3-2 負面推論動機之問項 29
表3-3 知覺價格不公平之問項 29
表3-4 知覺價值之問項 30
表3-5 滿意度之問項 30
表3-6 忠誠度之問項 31
表3-7 轉換經驗的問項 31
表3-8 前測問卷各構面之Cronbach'sα值 34
表3-9 前測問卷各構面問項結果 35
表4-1 填答者基本資料 39
表4-2 填答者對電信服務的需求 41
表4-3 企業形象及負面推論動機衡量問項之敘述性統計表 42
表4-4 知覺價值及知覺價格不公平衡量問項之敘述性統計表 43
表4-5 滿意度及忠誠度衡量問項之敘述性統計表 44
表4-6 企業形象之信度分析 45
表4-7 企業形象之信度分析 (修改後) 46
表4-8 負面推論動機之信度分析 46
表4-9 知覺價值之信度分析 47
表4-10 知覺價格不公平之信度分析 47
表4-11 知覺價格不公平之信度分析(修改後) 48
表4-12 滿意度之信度分析 48
表4-13 忠誠度之信度分析 49
表4-14 忠誠度之信度分析(修改後) 49
表4-15 轉換經驗之信度分析 50
表4-16 驗證性因素分析適配結果 50
表4-17 收斂效度分析 51
表4-18 區別效度分析 52
表4-19 總體樣本之適配結果 53
表4-20 構面之直接、間接以及總效果 56
表4-21 總體樣本之路徑分析結果 57
表4-22 轉換經驗干擾知覺價格不公平對滿意度影響之結果 58
表4-23 轉換經驗干擾知覺價格不公平對忠誠度影響之結果 59
表4-24 研究假設驗證結果表 60
表4-25 不同業者各構面之差異 61
表4-26 性別與構面之差異 62
表4-27 是否使用499促銷方案與各構面之差異 63
表4-28 轉換次數與各構面之差異 63
表4-29 年齡與各構面之差異果 64

圖目錄
圖3-1 研究架構 24
圖4-1 總體樣本之路徑圖 56
圖4-2 知覺價格不公平與滿意度干擾圖 58
圖4-3 中華電信總體樣本之路徑圖 65
圖4-4 台灣大總體樣本之路徑圖 65
圖4-5 遠傳總體樣本之路徑圖 65
圖4-6 有轉499總體樣本之路徑圖 66
圖4-7 沒轉499總體樣本之路徑圖 66

網站部分
小丰子3C俱樂部(2018)。電信三雄2018年軍公教單門號優惠方案懶人包。 2018年4月17號，取自https://tel3c.tw/blog/post/21079
小丰子3C俱樂部(2017)。中華電信2017年4G吃到飽資費攻略。2018年11月26號，取自https://reurl.cc/WXVyZ
小丰子3C俱樂部(2016)。中華電信2016年Q1電信資費攻略懶人包。2018年11月26號，取自https://reurl.cc/RbQE6
小丰子3C俱樂部(2015)。中華電信2015年度門號資費攻略。2018年11月26號，取自https://reurl.cc/EZaDv
中央社(2018)。軍公教499剛停戰 中華電隨即推469元限速吃到飽。2018年4月30日，取自https://reurl.cc/0D1do
中華電信。每月損益。2018年11月1日，取自https://reurl.cc/MZz8v
中華電信。方案介紹。2018年11月26日，取自https://reurl.cc/Gblgv
台灣大哥大。營運概況。2018年11月1日，取自https://reurl.cc/v5L7L
國家通訊傳播委員會(2017)。行動通訊市場統計資訊2018年11月1號，取自https://reurl.cc/E2QLa
國家通訊傳播委員會(2018)。行動通訊市場統計資訊2018年11月1號，取自https://reurl.cc/E2QLa
張家嘯(2018)。499吃到飽84萬戶跳槽　5月攜碼創近3年新高。2018年6月4日，取自https://reurl.cc/a5x14
黃敬淳(2018)。自由時報。「499 之亂」結果如何？電信三雄 5 月業績出爐了。 2018年6月12日，取自http://3c.ltn.com.tw/news/33809
黃敬淳(2018)。自由時報。「499 之亂」改賺違約金？NCC：8 成申辦人數是老客戶2018年5月25日，取自https://3c.ltn.com.tw/news/33678
遠傳電信。財務資訊與營收發布。2018年11月1日，取自https://reurl.cc/kVoXr
經濟日報(2018)。中華電再出招！499吃到飽15日線上辦 31日前門市認證 2018年5月14日，取自https://reurl.cc/GdAnv
維基百科。中華電信。2018年11月1日，取自https://reurl.cc/g8YDb
維基百科。台灣大。https://reurl.cc/o9Y7M
維基百科。遠傳電信。2018年11月1日，取自https://reurl.cc/XeQE0
蘇宇庭(2018)。「499之亂」擦槍走火 竟是Line惹的禍。商周雜誌1592期。
2018年5月16日，取自 https://reurl.cc/jqDW1
蘋果日報(2018)。電信499飲鴆止渴　外資：短期獲利增長期難提升。2018
年6月13日，取自https://reurl.cc/XeQL0
許家禎(2018)。499還沒結束　電信三雄4月獲利王出爐　股價不同調。2018
年5月10日，取自https://reurl.cc/XxRqD
Zi字媒體(2018)。中華499之亂，到底《499吃到飽》值不值得排隊？2018年
5月10日，取自https://reurl.cc/kVXnd

中文部分
吳萬益(民97)，企業研究方法(第三版) ，台北：華泰文化
陳順宇(民98)，多變量分析(第四版)，台北：華泰文化

英文部分
Aaker, D., (1991). Brand Equity. The Free Press, New York.
Andreassen, T.W. and Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, Vol.9, No.1, pp.7-23.
Austin, W., Mcginn, NC; Susmilch, C (1980). Internal Standards Revisited: Effects of Social Comparisons and Expectancies on Judgments of Fairness and Satisfaction. Journal of Experimental Social Psychology, Vol.16, No.5, 426-41.
Lien-Ti Bei and Yu-Ching Chiao (2001). 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, Vol.14, pp.125-31.
Betancourt. Hector and Irene Blair (1992). A Cognition(Attribution)Emotion Model of Violence in Conflict Situations. Personality and Social Psychology Bulletin, Vol.18, No.3, pp.343-50.
Bloemer, J., De Ruyter, K. and Peeters, P. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, Vol.32, No.5, pp.499-513.
Bolton, Lisa E., Luk Warlop, and Joseph W. Alba (2003). Consumer Perceptions of Price (Un)Fairness. Journal of Consumer Research, Vol.29, No.4, pp.474-91.
Bolton, R. N., ＆ Drew, J. H. (1991). A longitudinal analysis of the impact of serv-ices changes on customer attitudes. Journal of Marketing, Vol.55, No.1, pp.1–9.
Bou-Llusar, J.C., Camisón-Zornoza, César, Escrig-Tena Ana Belén (2001). Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, Vol.12, No.6, pp.719–34.
Brown J. Tom. and Dacin A. Peter (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, Vol.61, No.1, pp. 68-84.
Brucks, M., Zeithaml, V.A. and Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, Vol.28, No.3, pp.359-74.
Burnham, T.A., Frels, J.K. and Mahajan, V. (2003). Consumer switching costs: a
typology, antecedents, and consequences. Journal of the Academy of
Marketing Science, Vol.31, No.2, pp.109-26.
Campbell, M.C. (1999). Perceptions of price unfairness: antecedents and consequences. Journal of Marketing Research, Vol.36, No.2, pp.187-199.
Chang, T. Z., and Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, Vol.22, No.1, pp.16–27.
Chiou, J.S. (2004). The antecedents of consumers’ loyalty toward internet service
providers. Information and Management, Vol.41, No.6, pp.685-95.
Cronin, J.J., and Taylor, S.A. (1992). Measuring service quality: A reexamination
and extension. Journal of Marketing, Vol.56, No.3, pp.55–68.
Cronin, JJ; Brady, MK; Hult, GTM (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, Vol.76, No.2, pp.193–218.
Czepiel, J. A., and Gilmore, R. (1987). Exploring the concept of loyalty in services. InJ. A. Czepiel, C. A. Congram, ＆ J. Shanahan (Eds.), The services challenge: Integrating for competitive advantage (pp.91–94). Chicago. IL: American Marketing Association.
Farida, Naili., Ardyan, Elia. (2018). The driving of customer loyalty: relational approach, perceived value and corporate image. International Journal of Business and Society, Vol.19, No.1, pp.15-26.
Ferrand, A., Pages, M., (1999). Image management in sport organizations: the creation of value. European Journal of Marketing, Vol.33, Issue:3/4, pp.387-402.
Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (Reading, MA: Addison-Wesley).

Folkes, Susan Koletsky, and John Graham (1987). A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport. Journal of Consumer Research, Vol.13, No.4, pp.534-39.
Folkes, Valerie S. (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research. Vol.14, No.4, pp.548-65.
Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research . Vol.18, No.1, pp. 39-50.
Ganesh, J., Arnold, M.J. and Reynolds, K.E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, Vol.64, No.3, pp. 65-87.
Greenberg, J. (1988). Equity and Workplace Status: A Field Experiment. Journal of Applied Psychology, Vol.73, No.4, pp. 606-613.
Grewal, Dhruv, David M. Mardesty, and Gopalkrishnan R. Iyer (2004). The effects of buyer identification and purchase timing on consumers' perceptions of trust, price fairness, and repurchase intentions. Journal of consumer research,
Vol. 25, pp. 160-174.
Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., ＆ Tatham, R. L. (2010).
SEM: An introduction. Multivariate data analysis: A global perspective, 629-686
Hegtvedt, Karen A.and Caitlin Killian (1999). Fairness and Emotions: Reactions to the Process and Outcomes of Negotiations. Social Forces, Vol.78, No.1, pp. 269-302.
Herbig, P. and Milewicz, J. (1993). The Relationship of Reputation and Credibility to Brand Success. Journal of Consumer Marketing, Vol. 10, No.3, pp.18-24.
Herstein, R., Mitki, Y. and Jaffe, E.D. (2008). Communicating a new corporate image during privatization: the case of EL AL airlines. Corporate Communication an International Journal, Vol.13, No.4, pp.380-93.
Holbrook, M.B. (1994). The nature of customer value: An axiology of service in the
consumption experience. In R. Rust and R. Oliver (Eds.), Service quality: New
directions in theory and practice (pp.21–71). London: Sage.
Huang, C. C., Wang, Y. M., Wu, T. W.,and Wang, P. A. (2013). An Empirical Analysis of the Antecedents and Performance Consequences of Using the Moodle Platform. International Journal of Information and Education Technology, Vol. 3, No. 2.
Huber, F., Hermann, A., and Morgan, R.E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, Vol.18, No.1, pp.41–53.
Hunt, S. D., and Nevin, J. R. (1974). Power in a channel of distribution: Sources and consequences. Journal of Marketing Research, Vol.11, No. 2, pp.186-93.
Inge Geyskens, Jan-Benedict Steenkamp N. Nirmalya Kumar (1999). A Meta-Analysis of Satisfaction in Marketing Channel Relationships. Journal of Marketing Research, Vol. 36, No 2, pp.223238.
Jin, Naehyun (Paul); Line, Nathaniel Discepoli; Merkebu, Jerusalem. (2006). The effects of image and price fairness A consideration of delight and loyalty in the waterpark industry. International Journal of Contemporary Hospitality Management, Vol.28, No.9, pp.1895-1914.
Joireman. J., Grégoire. Devezer. Y., B., Tripp. T.M.. When do customers offer firms a “second chance following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, Vol.89, No.3, pp.315-37.
Kahneman, Daniel, Jack L. Knetsch, and Richard Thaler (1986a). Fairness and the Assumptions of Economics. Journal of Business, Vol.59, No.4, pp.285–300.
Kahneman, Daniel, Jack L. Knetsch, and Richard Thaler (1986b). Fairness as a Constraint on Profit Seeking Entitlements in the Market. The American Economic Review, Vol.76, No.4, pp.728–41.
Keller, K.L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, Upper Saddle River, NJ.
Kennedy, S.H. (1977). Nurturing corporate images. European Journal of Marketing,
Vol.11 No.3, pp.119-64.
Kim, W.G., Lee, Y.K., and Yoo, Y.J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality ＆ Tourism Research, Vol.30, No.2, pp.143–69.
Kotler, P. and Barich, H. (1991). A Framework for Marketing Image Management. Sloan Management Review, Vol.32, No.2, pp.94-104.
Kuo, Ying-Feng; Wu, Chi-Ming; Deng, Wei-Jaw (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, Vol. 25, No. 4, pp.887-896.
Kurt Matzler, Andreas Strobl, Norbert Thurner, Johann Füller (2015). Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management, Vol.26, No.1, pp.117-36.
Lai, F., Griffin, M. and Babin, B.J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, Vol. 62, No.10, pp.980-6.
Lehu, J-M. (2001), Fidelizar al Cliente, Piado´s, Barcelona.
Lisa E. Bolton. Luk Warlop. Joseph W. Alba (2003). Consumer Perceptions of Price
(Un)Fairness. Journal of Consumer Research, Vol.29, No.4, pp.474-91.
MacInnis, D.J., and Price, L.L. (1987). The role of imagery in information processing:Review and extensions. Journal of Consumer Research, Vol.13,　No.4, pp.473-91.
Margaret C. Campbell (2007). “Says Who?! How the Source of Price Information and Affect Influence Perceived Price (Un)fairness. Journal of Marketing Research, Vol.44, No.2 , pp. 261-71.
Martins, Marielza (1995). An Experimental Investigation of the Effects of Perceived Price Fairness on Perceptions of Sacrifice and Value. doctoral dissertation, Department of Business Administration, University of Illinois.
Martin, W.C., Ponder, N. and Lueg, J.E. (2009). Price Fairness Perceptions and Customer Loyalty in a Retail Context. Journal of Business Research, Vol.44, No.6, pp.588-93.
McDoughall, G.H. and Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, Vol. 14, No.5, pp.392-410.

Minkiewicz, J., Evaans, J., Bridson, K. and Mavondo, F. (2011). Corporate image in the leisure services sector. Journal of Services Marketing, Vol.25, No.3,
pp.190-201.
Monroe, K.B. (1990). Pricing. New York: McGraw-Hill.
Neal, W. D. (1999). Satisfaction is nice, but value drives loyalty. Marketing
Research, Vol.11, No.1, pp.21–23.
Nguyen, N. and LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions. International Journal of Bank Marketing,
Vol.16, No.2, pp. 52-65.
Nha Nguyen, Gaston Leblanc (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Service, Vol.8, No.4, pp.227-36.
Oliver (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York:
Irwin/McGraw-Hill.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail
settings. Journal of Retailing, Vol.57, No. 3, 25–48.
Oliver, R. L (1993). Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer Research, Vol.20, No.3, pp.418–430.
Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, Vol.63,
pp.33–44.
Oliver, R.L. (2010), Satisfaction: A Behavioral Perspective on the Consumer, 2nd ed., M.E. Sharpe, Armonk, NY.
Oliver, R. L. and Swan, J.E. (1989a). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, Vol. 53, No. 2, pp. 21-35.
Polo, Y. and Sesé, F.J. (2009), “How to make switching costly: the role of marketing and relationship characteristics, Journal of Service Research, Vol. 12 No. 2, pp. 119-137.
Rajiv Vaidyanathan and Praveen Aggarwal (2003). Who is the fairest of them all? An attributional approach to price fairness perceptions. Journal of Business Research, vol.56, No.6, pp.453-63.
Rust, R.T. and Oliver, R.L. (1994). Service quality: insights and managerial implication from the frontier. in Rust, R. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks, CA,
pp. 1-19.
Shapiro, Carl (1982). Consumer Information, Product Quality, and Seller Reputation. Bell Journal of Economics. Vol.13, No.1. pp.20-35.
Sirdeshmukh, D., Singh, J., and Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, Vol. 66, No. 1, pp.15–37.
Smith, E. R., and Miller, F. D. (1983). Mediation among attributional inferences and comprehension processes: Initial findings and a general method. Journal of Personality ＆ Social Psychology, 44, 492–505.
Sprecher, Susan(1986). The Relation between Inequity and Emotions in Close Relationship. Social Psychology Quarterly, Vol.49, No.4, pp.309-21.
Sureshchandar, G.S., Rajendran, C., and Anantharaman, R.N. (2002). The relationship between service quality and customer satisfaction–A factor-specific approach. Journal of Service Marketing, Vol.16, No.4, 363–79
Taylor, S. A. and Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions, Journal of Retailing, Vol.70, No.2, pp.163–78.
Van den B. K, Susanne L. Peters, D. Ramona Bobocel, Jan Fekke Ybema (2005). On Preferences and Doing the Right Thing: Satisfaction with Advantageous Inequity when Cognitive Processing is Limited. Journal of Experimental Social Psychology, Vol.42, No.3, pp.273-89.
Varki, S. and Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, Vol.3, No.3, pp.232–40.
Vikas Mittal and Wagner Kamakura. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, Vol.38, No.1, pp.131-42.
Weiner. Bernard (1985). Spontaneous Causal Thinking. Psychological Bulletin. 91
(January). Vol.97, No.1, pp.74-84.
Weiner (1992), Human Motivation: Metaphors. Theories, and Research. Newbury Park. CA: Sage Publications.Woodruff, R.B. (1997). Customer value: The next source of competitive advantage. Journal of the Academy of Marketing Science, Vol.25, No.2, pp.139–53.
Wright, Peter (2002). Marketplace Metacognition and Social Intelligence. Journal of Consumer Research, Vol.28, No.4, pp.677–82.
Xia,L., Monroe, Kent B., ＆ Cox, J. L.(2004). The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, Vol.68, No.4, pp.1-15.
Yang, ZL; Peterson, RT (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology ＆ Marketing, Vol.21, No.10, pp.799–822.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A
means-end model and synthesis of evidence. Journal of Marketing, Vol.52, No.3,
pp.2–22.
Zeithaml, V. A. (2000). Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science, Vol.28, No.1, pp.67–85.
Zimmer, M.R., and Golden, L.L. (1988). Impression of retailing stores: A content
analysis of consumer images. Journal of Retailing, Vol.64, No.3, pp.265–293.