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研究生:蘇艾德
研究生(外文):EDWARD KRISTOFORUS SUNARIS
論文名稱:印尼消費者智慧手機滿意度與品牌忠誠度前置變數探討:移轉成本之調節效果
論文名稱(外文):Antecedents of Indonesian Consumers’ Smartphone Satisfaction and Brand Loyalty: The Moderating Effect of Switching Cost
指導教授:莊旻潔莊旻潔引用關係
指導教授(外文):CHUANG, MIN-CHIEH
口試委員:唐運佳陳成業
口試委員(外文):TANG, YUN-CHIACHEN, CHEN-YUEH
口試日期:2021-01-20
學位類別:碩士
校院名稱:東海大學
系所名稱:國際企業管理碩士學位學程
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:2021
畢業學年度:109
語文別:英文
論文頁數:53
中文關鍵詞:智慧手機消費者價值品牌認同顧客支援企業形象顧客滿意度移轉成本品牌忠誠度
外文關鍵詞:SmartphoneConsumer valueBrand identificationCustomer supportCorporate imageCustomer satisfactionSwitching costBrand loyalty
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本研究主要探討消費者認知價值(功能價值、情感價值、社會價值)、品牌認同、企業形象及顧客支援對顧客滿意度之影響,兼論顧客滿意度之中介效果及移轉成本對顧客滿意度及品牌忠誠度之調節效果。研究對象為300位印尼籍受訪者,採用迴歸分析法,結果發現在認知價值部分,情緒價值對顧客滿意度有正向顯著影響,此外品牌認同及企業形象對顧客滿意度亦有正向顯著影響。在顧客滿意度之中介效果部分,顧客滿意度完全中介情緒價值、社會價值、顧客支援與品牌忠誠度,部分中介功能價值、品牌認同及企業形象與品牌忠誠度。而移轉成本之調節效果則未獲得支持。本研究結果對智慧手機品廠商針對因尼市場之行銷策略提供了許多重要的理論及實務意涵。
This study aims to investigate the mediating effects of antecedents, which are consumer perceived value (functional value, emotional value, and social value), brand identification, corporate image, and customer support on the relationship with customer satisfaction. Furthermore, this study also explores the moderating effect of switching cost to the relationship between customer satisfaction and brand loyalty in smartphone brand. Based on a sample of 300 Indonesian respondents and using a multiple regression approach, the three dimensions of consumer perceived value (functional value, emotional value, social value) only emotional value have a positive effect on consumer satisfaction. Brand identification and corporate image also have positive effects on consumer satisfaction. This research study shows that emotional value, social value, and customer support are fully mediated customer satisfaction on brand loyalty. However, functional value, brand identification, and corporate image are partially mediated customer satisfaction on brand loyalty. The outcome of data analysis shows that the moderator that is switching cost did not moderate the relationship between customer satisfaction and brand loyalty. The results of this research provide several important theoretical and practical implications for smartphone brand companies that can be useful to apply strategy in Indonesia.
TABLE OF CONTENTS

AREE ii
PREFACE iii
ABSTRACT iv
TABLE OF CONTENTS v
LIST OF FIGURES vii
LIST OF TABLES vii
CHAPTER ONE: INTRODUCTION 1
1.1 Introduction 1
1.2 Research background and problem description 1
1.3 Indonesian market 2
1.4 Purpose 5
1.5 Research questions 6
CHAPTER TWO: LITERATURE REVIEW, THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT 7
2. Introduction 7
2.1 Consumer value 7
2.2 Brand Identification Approach 8
2.3 Corporate Factors 9
2.4 Customer Satisfaction and Brand Loyalty 9
2.5 The moderating effect of Switching Cost 10
2.6 Control Variable 11
2.7 Research Model 11
CHAPTER THREE: METHODOLOGY 13
3.1 Introduction 13
3.2 Research Design 13
3.2.1 Quantitative Research 13
3.2.2 Descriptive Research 13
3.3 Data Collection Methods 14
3.3.1 Primary Data 14
3.3.2 Secondary Data 14
3.4 Design and Sample 15
3.5 Construct Measurement 15
3.6 Operational Definition 16
3.7 Construct Application 16
3.8 Data Analysis 17
3.8.1 Scale Measurement 17
3.8.1.1 Internal Reliability Test 17
3.8.2 Inferential Analysis 18
3.8.2.1 Pearson Correlation Matrix 18
3.8.2.2 Multiple Linear Regression Analysis 19
3.9 Summary 19
CHAPTER FOUR: RESULTS 20
4.1 Descriptive Analysis 20
4.2 Reliability & Validity 22
4.3 Correlation Pearson analysis 22
4.4 Multiple Regression analysis 25
4.5 Mediation test 27
4.6 Summary 29
CHAPTER FIVE: CONCLUSIONS 31
5.1 Conclusions 31
5.2 Theoretical implications 31
5.3 Managerial implications 32
5.4 Limitations and future research 32
References 33
APPENDIX 42









LIST OF FIGURES

Figure 1.1 Countries with the largest population 2019 3
Figure 1.2 Indonesian Smartphone Market Q2 (2019) 4
Figure 1.3 Number of smartphone users in Indonesia from 2015 to 2025 5
Figure 2.1 Baseline model 12
Figure 2.2 Research model 12
Figure 4.1 Smartphone Brands 21
Figure 4.2 The period of time using the smartphone 21
Figure 4.3 Result of research model 30

LIST OF TABLES

Table 3.1 : Operational Definition 16
Table 3.2 : Construct Application 17
Table 3.3 : Cronbach’s Alpha Strength of Association 18
Table 3.4 : Pearson Correlation Study 19
Table 4.1 : Descriptive Analysis 20
Table 4.2 : Cronbach’s Alpha Reability 22
Table 4.3 : Deleted Questions 22
Table 4.4 : Pearson’s Correlations 23
Table 4.5 : KMO and Barlett’s 24
Table 4.6 : Rotated Component Matrix 24
Table 4.7 : Model summary step one 25
Table 4.8 : Model summary step two 26
Table 4.9 : Model summary step three 27
Table 4.10 : Mediation test step one 27
Table 4.11 : Mediation test step two 28
Table 4.12 : Mediation test step three 28
Table 4.13 : Mediation test step four 29
Table 4.14 : Hypotheses Result 30

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