臺灣博碩士論文加值系統

隨著科技日新月異，各行各業都在進行數位化轉型，許多飯店將顧客經營延伸至會員管理，運用會員APP與會員LINE官方帳號，更有效率的經營顧客關係，並搭配顧客忠誠度計劃，與顧客建立長期的互動，在這過程中建立彼此的信任關係及共同創造價值的機會，進而維持堅固的品牌忠誠度。因此，本研究以飯店忠誠計畫的會員為研究對象，探討飯店會員對品牌體驗與品牌忠誠之影響以及價值共創與品牌信任對其之中介效果。
本研究採問卷調查法，總共發放424份問卷，有效問卷346份，回收率81.60%，並以SPSS 26.0 及Hayes SPSS PROCESS Macro進行統計分析，研究結果顯示飯店忠誠計畫會員的品牌體驗對價值共創具正向影響，價值共創對品牌忠誠具正向影響；飯店忠誠計畫會員的品牌體驗對品牌忠誠具正向影響，品牌體驗對品牌信任具正向影響，品牌信任對品牌忠誠具正向影響；飯店忠誠計畫會員的價值共創對品牌體驗及品牌忠誠之正向影響有顯著中介效果；品牌信任對品牌體驗及品牌忠誠之正向影響有顯著中介效果，而二條平行中介的間接效果影響強度沒有顯著不同。

With the rapid advancement of technology, all industries are undergoing digital transformation. Many hotel brands have extended customer management to include membership management. Hotel brands can manage customer relationships more efficiently by utilizing member apps and official LINE accounts. Additionally, combined with customer loyalty programs, hotel brands can establish long-term interactions with customers. In this process, hotel brands build mutual trust and create opportunities for value co-creation, thereby maintaining brand loyalty. The sample was made up of hotel loyalty program members. This study explores the influence of hotel membership on brand experience and brand loyalty, and the mediating effects of value co-creation and brand trust.
The study method was a questionnaire, and 424 valid samples were collected, which included 346 valid samples. The overall effective response rate was 81.6%. Statistical analysis was conducted using SPSS 26.0 and Hayes SPSS PROCESS Macro. The results are as follows: First, the brand experience of hotel loyalty program members positively impacts value co-creation, and value co-creation affects brand loyalty. Second, the brand experience of a hotel member loyalty program positively impacts brand loyalty, and the brand experience positively impacts brand trust. And the brand trust of the hotel member loyalty program positively impacts brand loyalty. Third, the value co-creation of a hotel member loyalty program partially mediates between brand experience and brand loyalty. Finally, the brand trust of a hotel member loyalty program partially mediates between brand experience and brand loyalty. There was no significant difference between the indirect effects of the two parallel mediations.

摘 要 i
Abstract ii
誌 謝 iii
目 錄 iv
表 目 錄 vi
圖 目 錄 viii
壹、 緒論 1
一、研究背景與動機 1
二、研究目的 4
三、研究流程 5
貳、 文獻回顧 7
一、 會員忠誠計畫 7
二、 品牌體驗 15
三、 價值共創 22
四、 品牌信任 29
五、 品牌忠誠 35
六、 研究構面間之關聯性研究 41
參、 研究方法 47
一、 研究架構 47
二、 研究對象與資料收集方法 48
三、 研究變項與操作性定義 49
四、 問卷設計 50
五、 資料分析方法 56
六、 預試問卷結果分析 60
肆、 研究結果 72
一、 信度分析 72
二、 人口統計變項之敘述性統計分析 73
三、各變項及向度之認知分析 76
四、差異分析 81
五、相關分析 92
六、迴歸分析 96
七、 中介分析 100
八、 研究假設驗證 103
伍、 結論與建議 104
一、 結論 104
二、 建議 112
參考文獻 115
附錄一　專家問卷 129
附錄二　預試問卷 137
附錄三　正式問卷 141

一、中文文獻
丁嵩斌（2012）。航空公司哩程酬賓計畫會員之認知價值、知覺公平對滿意度影響之研究（未發表的碩士論文）。國立高雄應用科技大學。
卜英凡（2017）。台灣y世代旅客旅館住宿需求之研究（未發表的碩士論文）。南臺科技大學。
尹品皓（2021）。品牌體驗與品牌認同之關係: 品牌信任及產品涉入的角色（未發表的碩士論文）。文化大學。
王心宜（2007）。體驗行銷對顧客忠誠度之影響: 以生活型態,，涉入程度與視覺商品美感中心性為調節變數（未發表的碩士論文）。中山大學。
王俊賢、張景行、許淯軫、林柏妗（2018）。價值共創在服務作為之角色。科際整合管理研討會，234-248。
王靖媛（2023）。品牌真實性對品牌忠誠度影響之研究:以品牌信任為中介變項（未發表的碩士論文）。輔仁大學。
王憶紅（2019）。亞都麗緻推「緻友卡」點數可在電商消費 今年營收可望較去年成長，自由財經。擷取自https://reurl.cc/XG0mka
王靜萍（2013）。探討顧客參與行為：共創價值對顧客忠誠度影響之研究-以航空業網路預辦登機為例（未發表的碩士論文）。成功大學。
田祖武、莊雅涵（2007）。品牌體驗與產業契合度對服務業品牌延伸評價之影響。行銷評論，4(3)，311-337。
交通部觀光署（2024）。觀光統計資料庫來臺資料。擷取自https://reurl.cc/nN8Lon
成敏華、張保隆、唐瓔璋（2005）。由品牌體驗觀點探討如何建立品牌關係之研究--以連鎖咖啡店為例。國立陽明交通大學。
池文海、吳鈺萍、邱道生（2016）。社群認同與品牌信任對國際觀光旅館粉絲社群影響之中介效果。觀光休閒學報，22(1)，1-35。
行政院主計總處（2024）。國民所得統計及國內經濟情勢展望。擷取自https://www.dgbas.gov.tw/News_Content.aspx?n=3602&s=233047
何學庸、廖慧婷（2006）。航空公司哩程酬賓計畫系統之解構。Jorunal of China Institute of Technology，342006(6)，139-160。
吳明隆（2007）。Spss 操作與應用：問卷統計分析實務。五南圖書出版股份有限公司。
吳明隆（2023）。中介與調節模式：spss+外掛模組process之應用。五南圖書出版股份有限公司。
吳明隆、涂金堂（2011）。Spss與統計應用分析二版。五南圖書出版股份有限公司。
吳長生、連佳儀（2011）。體驗行銷對品牌權益之影響-產品屬性的干擾效果。管理研究學報，11(1)，87-114。
李玫莎（2016）。品牌信任受價值知覺與服務品質之影響： 以旅館顧客滿意度為中介（未發表的碩士論文）。國立中央大學。
李訓光（2012）。價值體驗與體驗價值影響購買意願之研究─以平板電腦消費者為例（未發表的碩士論文）。淡江大學。
周中理、陳正（2007）。體驗行銷策略, 顧客關係管理與行銷績效關係模式研究-台灣旅館業之驗證。行銷評論，4(3)，339-364。
林月枝、梁錦鵬（2012）。服務業管理。揚智文化事業股份有限公司。
林品慧（2010）。網路顧客參與對品牌形象與購買意圖之影響：網站體驗調節效果（未發表的碩士論文）。銘傳大學。
林彥吟（2017）。探討知覺公平對顧客忠誠之影響：比較營收型常客計畫與哩程型常客計畫（未發表的碩士論文）。國立交通大學。
林清慧（2021）。品牌形象、顧客滿意度、品牌信任與行為意圖關係之研究：以國內旅行社為例（未發表的碩士論文）。國立臺中教育大學。
林瑋芸（2014）。探索價值共創行為與幸福感之關聯性─以旅遊業為例（未發表的碩士論文）。國立中央大學。
林靈宏、劉水深、洪順慶（1994）。消費品類型, 創新類型與新產品行銷策略關係研究。管理評論，13(1)，57-77。
邱皓政（2006）。量化研究與統計分析。五南圖書出版股份有限公司。
凃金堂（2015）。Spss與量化研究。五南圖書出版股份有限公司。
姚舜（2020），搶國旅與餐飲內需商機 晶華旗下全品牌擴大會員優惠，工商時報。擷取自https://reurl.cc/yL3pm6
姜淳方（2023）。旅館品牌個性、服務創新對品牌體驗與品牌忠誠度之影響－以老爺行旅為例（未發表的碩士論文）。中國文化大學。
洲際酒店集團（2024），One rewards 優悅會。擷取自https://reurl.cc/5vA68R
孫豔玲、何源、李楊旭（2011）。從範例spss統計分析與應用。博碩文化。
徐茂練（2009）。顧客關係管理。全華圖書股份有限公司。
高林于（2003）。產品形象與企業形象的相互關係研究-以行動資訊產品為例（未發表的碩士論文）。華梵大學。
高淑鑾（2008）。會員制關係行銷活動對會員行為與意向之影響－心理態度之中介效果（未發表的博士論文）。國立臺灣大學。
國泰飯店觀光事業（2024）。AMAZZING CLUB滿意客計畫。擷取自https://www.amazzingclub.com/
張立東（2021）。客製化與價值共創對顧客滿意與忠誠之研究（未發表的碩士論文）。國立暨南國際大學。
張秀樺、盧龍泉（2012）。價值共創調節效果之實證研究: 以我國文化創意產業為例。Journal of Humanities and Social Sciences，8(1)，47-58。
張為舜（2017）。機場貴賓室服務場景與氣氛對旅客知覺價值及惠顧意願之影響：以某台灣國籍航空公司為例（未發表的碩士論文）。東吳大學。
張紹勳、林秀娟（2005）。Spss 多變量統計分析。滄海書局。
郭正德、郭芳坤（2011）。都會型商務俱樂部會員參與頻率, 關係品質與忠誠度之研究。運動健康休閒學報，(2)，77-84。
郭軒作（2017）。渡假型旅館酬賓計畫會員顧客關係管理與會員關係強度之研究（未發表的碩士論文）。國立高雄餐旅大學。
陳玉娟（2017）。師資培育學系網頁行銷與品牌形象對學生忠誠度影響之研究。教育學報，45(1)，181-203。
陳宜棻、施協廷、蔡家文（2010）。以 tam 觀點探討消費者對網路銀行之信任與使用意願之研究。電子商務學報，12(4)，775-801。
陳怡君（2006）。品牌信任、品牌利益、品牌價值與品牌忠誠度關係之探討-以精品業為例（未發表的碩士論文）。逢甲大學。
陳庭弘（2013）。品牌體驗、顧客滿意、品牌信任、品牌忠誠關聯性之研究－以apple為例（未發表的碩士論文）。淡江大學。
陳偵娥（2020）。集團企業會員忠誠計畫實施之研究（未發表的碩士論文）。國立政治大學。
陳寬裕（2017）。應用統計分析: Spss 的運用。五南圖書出版股份有限公司。
陳寬裕、王正華（2021）。論文統計分析實務: Spss 與 amos 的運用。五南圖書出版股份有限公司。
曾光華（2013）。服務業行銷與管理。前程文化事業有限公司。
曾光華、陳貞吟（2002）。體驗行銷的特性與應用。服務業行銷暨管理學術研討會論文集。
曾胤霖（2013）。體驗行銷與品牌形象對顧客價值認知影響之研究（未發表的碩士論文）。中國文化大學。
曾停香（2009）。台鹽產品品牌形象對顧客滿意度與忠誠度的相關性研究-以屏東地區產品消費者為例（未發表的碩士論文）。屏東科技大學。
曾義明、廖本哲、簡詠喜（2004）。産品價值，品牌信任，品牌情感與品牌忠誠度關係之研究。企業管理學報，(61)，29-50。
曾慶欑（2016）。旅館經營管理。全華圖書股份有限公司。
黃于嘉、楊千（2012）。價值共創及顧客參與對社群滿意度及品牌態度之影響-以facebook粉絲專頁為例（未發表的碩士論文）。國立交通大學。
黃延聰、簡碩甫（2015）。從顧客滿意到品牌忠誠: 品牌信任與品牌愛戀的中介模型。行銷評論，12(2)，161-188。
黃俊英（2000a）。多變量分析。中國經濟企業研究所出版。
黃俊英（2000b）。行銷管理─策略性的觀點。華泰文化事業股份有限公司。
黃慧君（2023）。連鎖咖啡店忠誠方案會員類型與顧客忠誠度之關聯性研究。觀光與休閒管理期刊，11(1)，251-261。
黃識銘（2017）。品牌關係型態對品牌忠誠的影響：策略行銷觀點。商略學報，9(3)，207-232。
黃識銘、方世榮、楊舒蜜（2010）。品牌利益對品牌忠誠度之影響-品牌關係品質與顧客關係品質的中介效果。管理與系統，17(3)，373-402。
黃麗珍（2021）。品牌形象對品牌忠誠之影響：品牌體驗與共創價值體驗之中介效果（未發表的碩士論文）。南臺科技大學。
楊世瑩（2014）。Spss 22統計分析嚴選教材。碁峰。
經濟部統計處（2016）。批發、零售及餐飲業動態調查。擷取自https://reurl.cc/9vKjm8
萬豪旅享家（2024）。Marriott Bonvoy。擷取自https://www.marriott.com/loyalty.mi
資訊工業策進會產業情報研究所（2023）。【網購消費者調查二】全年網購消費逾6萬者成長5% 消費移轉成2023關鍵挑戰。https://reurl.cc/qVlxeD
廖耿彬、王國欽、龔曉菁、高怡、余治明（2021）。逆境能上游？飯店，線上訂房平台競合下商業生態系統建構研究。觀光休閒學報，27(2)，195-244。
臺灣博碩士論文知識加值系統（2024）。擷取自https://reurl.cc/yL3pV6
蔡旑凡、張允熙、陳銘嘉（2011）。探討顧客忠誠方案之績效研究。明道學術論壇，7(4)，3-28。
鄧絜文（2006）。品牌體驗對品牌情感與品牌忠誠度影響之研究-以香港迪士尼樂園為例（未發表的碩士論文）。大葉大學。
鄭家宜（2010）。金融服務業顧客滿意與再購意願之關係研究: 分析產品知識的效果。中山管理評論，18(2)，325-372。
盧芊宇（2022）。探討會員等級中高階會員的忠誠度影響層面（未發表的博士論文）。國立成功大學。
謝廣全、謝佳懿（2014）。Spss與應用統計學。巨流圖書股份有限公司。
簡佑任（2023）。觀光意象、體驗價值、滿意度、品牌信任與品牌忠誠度之研究：以溪和水產觀光工廠為例（未發表的碩士論文）。佛光大學。
簡麗英（2019）。消費者對國際連鎖品牌飯店願付價格之研究（未發表的碩士論文）。國立高雄科技大學。
顏志龍、鄭中平（2020）。給論文寫作者的進階統計指南: 傻瓜也會跑統計 ⅱ。五南圖書出版股份有限公司。
關復勇、吳美貞（2006）。網路零售品牌消費經驗之研究-跨國性台日比較。電子商務學報，8(1)，25-44。

二、英文文獻
Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11, 371-379.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brandand customer perspectives on marketing management. Journal of Service Research, 5(1), 13-25.
Anderson, C., John, O. P., Keltner, D., & Kring, A. M. (2001). Who attains social status? Effects of personality and physical attractiveness in social groups. Journal of Personality and Social Psychology, 81(1), 116-132.
Andervazh, L., Gaskari, R., Tarakmeh, M. S., & Vafazadeh, S. (2013). The influence of brand trust and customer satisfaction on customer loyalty by SEM. Journal of Basic and Applied Scientific Research, 3(9), 687-693.
Backman, S. J., & Crompton, J. L. (1991). Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities. Journal of Park and Recreation Administration, 9(2), 1-17.
Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214-224.
Baniya, R., & Thapa, P. (2017). Hotel attributes influencing international tourists’ satisfaction and loyalty. Journal of Tourism and Hospitality Education, 7, 44-61.
Bearden, W. O., Lichtenstein, D. R., & Teel, J. E. (1984). Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements. Journal of Retailing, 60(2), 11-34.
Berdie, D. R. (1989). Reassessing the Value of High Response Rates to Mail Surveys. Marketing Research, 1(3).
Berthon, P., Pitt, L., & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), 6-30.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
Biswas, D., Labrecque, L. I., Lehmann, D. R., & Markos, E. (2014). Making choices while smelling, tasting, and listening: the role of sensory (Dis) similarity when sequentially sampling products. Journal of Marketing, 78(1), 112-126.
Boer, S. Y. C. a. E. d. (2021). How Loyalty Programs Are Saving Airlines. Harvard Business Review Digital Articles, 1-5.
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271-292.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Brennan, R., & Turnbull, P. W. (1999). Adaptive behavior in buyer–supplier relationships. Industrial Marketing Management, 28(5), 481-495.
Casidy, R., Wymer, W., & O'cass, A. (2018). Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers. Tourism Management, 66, 72-84.
Chaabane, A. M., & Pez, V. (2017). “Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept. Journal of Retailing and Consumer Services, 38, 108-117.
Chattopadhyay, A., & Laborie, J.-L. (2005). Managing brand experience: The market contact audit™. Journal of Advertising Research, 45(1), 9-16.
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.
Chen, Y., Mandler, T., & Meyer-Waarden, L. (2021). Three decades of research on loyalty programs: A literature review and future research agenda. Journal of Business Research, 124, 179-197.
Cossío-Silva, F.-J., Revilla-Camacho, M.-Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625.
Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19(3), 362-372.
Davis, R., Buchanan-Oliver, M., & Brodie, R. J. (2000). Retail service branding in electronic-commerce environments. Journal of Service Research, 3(2), 178-186.
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh brand awareness terhadap purchase intention dimediasi oleh perceived quality dan brand loyalty. E-Jurnal Manajemen Unud, 6(12), 6620-6650.
Elliott, R., & Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9/10), 988-998.
Ennew, C. T., & 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.
Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees:“The role of trust”. Journal of Air Transport Management, 42, 47-54.
Fiaz, M., Ikram, A., Basma, A., Tariq, Z., Jafri, S. K. A., & Khurram, W. (2019). Role of social media marketing activities in creating university brand image and reputation: The mediating role of customer value co-creation behavior. 2019 8th International Conference on Information and Communication Technologies (ICICT),
Field, A. (2005). Exploring data. Discovering Statistics Using SPSS, 2, 63-106.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Gommans, M., Krishman, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic & Social Research, 3(1).
Griffin, J. (1995). Customer loyalty. Jossey-Bass.
Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing, 24(5/6), 351-359.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27.
Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42.
Han, H., & Hyun, S. S. (2012). An extension of the four-stage loyalty model: The critical role of positive switching barriers. Journal of Travel & Tourism Marketing, 29(1), 40-56.
Han, H., & Hyun, S. S. (2013). Image congruence and relationship quality in predicting switching intention: Conspicuousness of product use as a moderator variable. Journal of Hospitality & Tourism Research, 37(3), 303-329.
Han, H., Kim, Y., & Kim, E.-K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1008-1019.
Hanefors, M., & Mossberg, L. (2003). Searching for the extraordinary meal experience. Journal of Business and Management, 9(3), 249-270.
Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). The Guilford Press.
Hoffman, J. L., & Lowitt, E. M. (2008). A better way to design loyalty programs. Strategy & Leadership, 36(4), 44-47.
Holbrook, M. B. (1999). Consumer value. A framework for analysis and research.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Holland, J. (1998). Emergence: from chaos to order. MA: Perseus Books.
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27-41.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63, 145.
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley.
Jacoby, J., & Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research. Purdue Papers in Consumer Psychology, 159(2), 14-20.
Janda, S., & Ybarra, A. (2005). Do product and consumer characteristics affect the relationship between online experience and customer satisfaction? Journal of Internet Commerce, 4(4), 133-151.
Jevons, C., & Gabbott, M. (2000). Trust, brand equity and brand reality in internet business relationships: an interdisciplinary approach. Journal of Marketing Management, 16(6), 619-634.
Jiang, W., Dev, C. S., & Rao, V. R. (2002). Brand extension and customer loyalty: Evidence from the lodging industry. The Cornell Hotel and Restaurant Administration Quarterly, 43(4), 5-16.
Jones, T., & Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimensions? Journal of Services Marketing, 21(1), 36-51.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-&.
Joseph, F. H., Rolph, E. A., & Ronald, L. T. (1987). Multivariate data and analysis with reading.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71-82.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Kim, S.-E. (2005). The role of trust in the modern administrative state: An integrative model. Administration & Society, 37(5), 611-635.
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389-405.
Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155-170.
Kiyani, T. M., Niazi, M., & Niazi, R. (2012). The relationship between brand trust, customer satisfaction and customer loyalty. Interdisciplinary Journal of Contemporary Research in Business, 4(1), 489-502.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
Kristensson, P., Matthing, J., & Johansson, N. (2008). Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services. International Journal of Service Industry Management, 19(4), 474-491.
LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of Marketing Research, 20(4), 393-404.
Lengnick‐Hall, C. A., Claycomb, V. C., & Inks, L. W. (2000). From recipient to contributor: examining customer roles and experienced outcomes. European Journal of Marketing, 34(3/4), 359-383.
Markey, R. (2020). Are you undervaluing your customers. Harvard Business Review, 1.
Markovic, S., & Bagherzadeh, M. (2018). How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation. Journal of Business Research, 88, 173-186.
Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: role of involvement. Asia Pacific Journal of Marketing and Logistics, 30(3), 725-748.
McCall, M., & Voorhees, C. (2010). The drivers of loyalty program success: An organizing framework and research agenda. Cornell Hospitality Quarterly, 51(1), 35-52.
McClearly, K. W., & Weaver, P. A. (1991). Are frequent-guest programs effective? The Cornell Hotel and Restaurant Administration Quarterly, 32(2), 39-45.
McCleary, K. W., & Weaver, P. A. (1991). Do business travelers who belong to frequent guest programs differ from those who don't belong? Hospitality Research Journal, 15(3), 51-64.
Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79-89.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 117-126.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
Noone, B. M., & McGuire, K. A. (2016). Impact of attitudinal loyalty on the frequent unmanaged business traveler’s use of price and consumer reviews in hotel choice. Journal of Revenue and Pricing Management, 15, 20-36.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. The McGraw-Hill Companies, Inc.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Park, J. W. (2010). The effect of frequent flyer programs: A case study of the Korean airline industry. Journal of Air Transport Management, 16(5), 287-288.
Pervez, T., Khawaja, K. F., & Sarfraz, M. (2022). An empirical investigation of value co-creation on customer loyalty: mediating role of customer trust. International Journal of Economics and Business Research, 23(1), 56-67.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76). Harvard Business Review Press Cambridge, MA, USA.
Pitelis, C. (2012). Clusters, entrepreneurial ecosystem co-creation, and appropriability: a conceptual framework. Industrial and Corporate Change, 21(6), 1359-1388.
Powers, S. E., Anckner, W. H., & Seacord, T. F. (1996). Wettability of NAPL-contaminated sands. Journal of Environmental Engineering, 122(10), 889-896.
Prahalad, C. K., & Ramaswamy, V. (2004). Co‐creating unique value with customers. Strategy & Leadership, 32(3), 4-9.
Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185-227.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21, 664-683.
Ramirez, R. (1999). Value co‐production: intellectual origins and implications for practice and research. Strategic Management Journal, 20(1), 49-65.
Rao, V. R., Agarwal, M. K., & Dahlhoff, D. (2004). How is manifest branding strategy related to the intangible value of a corporation? Journal of Marketing, 68(4), 126-141.
Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1), 4-13.
Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74(2), 56-67.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. 68(5), 105-111.
Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
Schubert, P., & Legner, C. (2011). B2B integration in global supply chains: An identification of technical integration scenarios. The Journal of Strategic Information Systems, 20(3), 250-267.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Sharp, B., & Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14(5), 473-486.
Sheth, J. N. (2020). Customer value propositions: Value co-creation. Industrial Marketing Management, 87, 312-315.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
Sood, A., & Tellis, G. J. (2005). Technological evolution and radical innovation. Journal of Marketing, 69(3), 152-168.
Stein, A., & Ramaseshan, B. (2020). The customer experience–loyalty link: moderating role of motivation orientation. Journal of Service Management, 31(1), 51-78.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
Swift, R. S. (2001). Accelerating customer relationships: Using CRM and relationship technologies. Prentice Hall Professional.
Thomas, A. (2020). Customers’ loyalty to Greek athletic centers during the COVID-19 pandemic lockdown. International Journal of Academic Management Science Research, 4(12), 80-89.
Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85(6), 1193.
Wolf. (2017). Allure of membership leveraged by costco.
Xie, C., Bagozzi, R. P., & Troye, S. V. (2008). Trying to prosume: toward a theory of consumers as co-creators of value. Journal of the Academy of Marketing Science, 36, 109-122.
Xiong, L., King, C., & Hu, C. (2014). Where is the love? Investigating multiple membership and hotel customer loyalty. International Journal of Contemporary Hospitality Management, 26(4), 572-592.
Xu, F., Tan, J., Lu, L., Li, S., & Qin, L. (2021). How does value co-creation behavior affect destination loyalty? A role switching perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1805-1826.
Yang, F. X., & Lau, V. M. (2015). “LuXurY” hotel loyalty–a comparison of Chinese Gen X and Y tourists to Macau. International Journal of Contemporary Hospitality Management, 27(7), 1685-1706.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87-95.
Yousaf, Z. (2021). Go for green: green innovation through green dynamic capabilities: accessing the mediating role of green practices and green value co-creation. Environmental Science and Pollution Research, 28(39), 54863-54875.
Zaltman, G., & Burger, P. (1975). Marketing research: Fundamentals and dynamics. CA: International thomson.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., & Bitner, M. J. (2003). Service Marketing: Integrating Customer Focus Across the Firm. In (pp. 175): Boston: McGraw-Hill.