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題名：臺灣銀行業善因行銷、外部線索對服務品質、知覺風險與知覺價值之影響關係研究
書刊名：交大管理學報
作者：陳澤義／張保隆／張宏生 引用關係
作者(外文)：Chen, Tser Yieth／Chang, Pao Long／Chang, Hong Sheng
出版日期：2004
卷期：24:2
頁次：頁87-117
主題關鍵詞：社會行銷；外部線索；服務品質；知覺風險；顧客價值；Cause related marketing；External cues；Service quality；Perceived risk；Customer value
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(9) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:0
  • 點閱點閱:62
本研究旨在探討善因行銷(cause related marketing)、外部線索(external cuse)分別與服務品質(service quality)以及知覺風險(perceived risk)之間的關係，並進一步發掘善因行銷與外部線索透過服務品質與知覺風險對顧客價值(customer value)的影響。透過對銀行消費者問卷調查與統計分析，結果發現，服務品質受到善因行銷與外部線索的正向影響，而知覺風險主要受到善因行銷與外部線索的負向影響。最後，本研究考慮受服務品質知覺風險影響的顧客價值，發現善因行銷與外部線索會透過服候品質與知覺風險顯著地影響顧客價值。
This study elucidates how causes related marketing, external cuse, service quality and perceived risk is related, and explores the influence of service quality and perceived risk on customer value. Service quality found to be affected positively by cause related marketing and external cues, whereas cause related marketing and external cause negatively influence perceived risks. Finally, exactly how customer value is affected by the service quality and perceived risk is considered, and cause related marketing and the external cause notably indirectly affect customer value through service quality and perceived risk.
期刊論文
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17.Teas, R. K.(1993)。Expectations, Performance Evaluation and Consumers' Perception of Quality。Journal of Marketing，57(4)，18-34。  new window
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27.Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。  new window
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29.Han, C. Min(1989)。Country Image: Halo or Summary Construct?。Journal of Marketing Research，26(2)，222-229。  new window
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31.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
32.Rao, Akshay R.、Monroe, Kent B.(1988)。The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations。Journal of Consumer Research，15(2)，253-264。  new window
33.Sheth, Jagdish N.、Newman, Bruce I.、Gross, Barbara L.(1991)。Why We Buy What We Buy: The Theory of Consumption Value。Journal of Business Research，22(2)，159-170。  new window
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37.Kwan, W.、Hee, T. J.(1994)。Measuring Service Quality in Singapore Retail Banking: A Gap Analysis & Segmentation Approach。Singapore Management Review，16(1)，1-24。  new window
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39.Render, B.、O'Connor, T. S.(1976)。The Influence of Price, Store Name and Brand Name on Perception of Product Quality。Journal of the Academy of Marketing Science，4(4)，722-730。  new window
會議論文
1.Andrews, I. R.、Valenzi, E. R.(1971)。Combining Price, Brand and Store Cues to Form an Impression of Product Quality。79th Annual Convetion of the American Psychological Association，649-650。  new window
2.Berger, I. E.、Cunningham, P. H.、Kozinets, R. V.(1996)。The Processing of Cause-Related Marketing Claims: Cues, Biases, or Motivators?。AMA Summer Educators Conference。Chicago：American Marketing Association。71-72。  new window
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研究報告
1.Ellen, P. S.、Mohr, L. A.、Webb, D. J.(1997)。Can Retailers Benefit From Cause Marketing? Consumer Responses to Different Promotional Offers。Department of Marketing, Georgia State University。  new window
2.Gardner, D. M.(1974)。Is the Price/ Quality Relationship Important?。College of Commerce and Business Administration, University of Illinois。  new window
3.Lafferty, Barbara A.(1996)。Cause-Related Marketing: Does the Cause Make a Difference in Consumers' Attitudes and purchase Intentions Toward the Product?。Department of Marketing, Florida State University。  new window
圖書
1.Holbrook, Morris B.(1995)。Consumer Research: Introspective essays on the study of consumption。Sage Publications。  new window
2.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
3.Hirschman, Elizabeth C.、Holbrook, M. B.(1985)。Advances in Consumer Research。Provo, UT：Association for Consumer Research。  new window
4.Cooper, D. R.、Emory, C. W.(1995)。Business Research Method。Chicago, IL：Richard D. Irwin。  new window
5.Nunnally, J. C. Jr.(1970)。Introduction to Psychological Measurement。New York：McGraw-Hill。  new window
6.Jöreskog, Karl G.、Sörbom, Dag(1984)。Analysis of linear structural relationship by maximum likelihood。Chicago, IL：Scientific Press。  new window
7.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
8.Sheth, J. N.、Newman, B. I.、Gross, B. L.(1991)。Consumption Values and Market Choices: Theory and Applications。South-Western Publishing Co.。  new window
9.Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。  new window
10.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
11.DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。  new window
12.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
其他
1.(2004)。中華民國九十三年臺北市統計要覽，臺北市。  延伸查詢new window
圖書論文
1.Lai ,Albert Wenben(1995)。Consumer Values, Product Benefits and Customer Value: a Consumption Behavior Approach。NA-Advances in Consumer Research。Provo, UT：Association for Consumer Research。  new window
2.Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。  new window
3.Bauer, Raymond A.(1960)。Consumer Behavior as Risk Taking。Dynamic marketing for a Changing World。Chicago：American Marketing Association。  new window
4.Booms, Bernard H.、Bitner, Mary Jo(1981)。Marketing Strategies and Organization Structures for Service Firms。Marketing of Services。Chicago：American Marketing Association。  new window
 
 
 
 
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