Customer Loyalty in Competitive Markets: Alternative Attractiveness, Switching Costs and Satisfaction Effects_

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題名：	Customer Loyalty in Competitive Markets: Alternative Attractiveness, Switching Costs and Satisfaction Effects
書刊名：	輔仁管理評論
作者：	鄭士蘋
作者(外文)：	Jeng, Shih-ping
出版日期：	2004
卷期：	11:1
頁次：	頁77-96
主題關鍵詞：	顧客忠誠；其他選擇的吸引力；轉換成本；服務；Customer loyalty；Alternative attractiveness；Switching costs；Service
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:10

本研究探討在競爭的環境下，影響服務業顧客忠誠的因素。除了顧客滿意外，本研究著重探討兩個市場變數：其他選擇的吸引力與轉換成本對顧客忠誠的影響。以臺灣電信服務業為實資料的研究結果發現，這兩個市場變數對顧客忠誠有直接的影響，且其他選擇的吸引力與轉換成本存在互動關係，當轉換成本越高時，其他選擇的吸引力對顧客忠誠的負向影響越低。此外，不同市場區隔的顧客對顧客滿意與市場變數的認知上，有很大的差異。

以文找文

This study examines market structure variables closely linked with customer loyalty, two particular aspects of market structure are studied, namely, alternative attractiveness and switching costs. In understanding customer loyalty, previous research has paid particular attention to customer satisfaction. We extend previous research by developing a conceptual framework of how these two market structure factors and customer satisfaction influence customer loyalty. We also identify customer segments and analyze the heterogeneity in the perceptions regarding satisfaction and market variables among the different segments. We test the framework empirically in the context of mobile phone service industry. Our results indicate that, in addition to customer satisfaction, market factors in the form of alternative attractiveness and switching costs have direct effects on customer loyalty. Alternative attractiveness and switching costs may not be independent, as often is assumed. Specifically, we show that the negative effect of alternative attractiveness on customer loyalty decreases as the level of switching costs increases. Our results also suggest that different customer segments in the market have divergent perceptions regarding satisfaction and market variables. Implications of the results are discussed.

以文找文

期刊論文
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研究報告
1.	Narayandas, N.(1996)。The Link between Customer Satisfaction and Customer Loyalty: An Empirical Investigation。Division of Research, Harvard Business School。

圖書
1.	Porter, Michael E.(1985)。Competitive Advantage: Creating and Sustaining Superior Performance。New York, NY：Schuster Inc.。
2.	Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。

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