期刊論文| 1. | Frenzen, J. K.、Davis, H. L.(1990)。Purchasing Behavior in Embedded Markets。Journal of Consumer Research，17，1-12。   |
| 2. | Schmalensee, R.(1978)。A Model of Advertising and Product Quality。Journal of Political Economy，86(3)，485-503。 |
| 3. | Hauser, J. R.、Wernerfelt, Birger(1990)。An Evaluation Cost Model of Consideration Sets。Journal of Consumer Research，16(4)，393-408。 |
| 4. | Guiltinan, J. P.(1987)。The Price Bundling of Services: A Normative Framework。Journal of Marketing，51(2)，74-85。 |
| 5. | Kirmani, A.、Rao, A. R.(200004)。Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality。Journal of Marketing，64(2)，66-79。 |
| 6. | Kranton, R. E.(1996)。The Formation of Cooperative Relationships。Journal of Law, Economics, and Organization，12，214-233。 |
| 7. | Murry, J. P.、Heide, J. B.(1998)。Managing Promotion Program Participation within Manufacturer-retailer Relationships。Journal of Marketing，62(1)，58-68。 |
| 8. | Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。 |
| 9. | Green, Paul E.、Srinivasan, V.(1990)。Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice。Journal of Marketing，54(4)，3-19。 |
| 10. | Reinartz, Werner J.、Kumar, V.(2000)。On the Profitability of Long-life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing。Journal of Marketing，64(4)，17-35。 |
| 11. | Colgate, Mark、Lang, Bodo(2001)。Switching barriers in consumer markets: An investigation of the financial services industry。Journal of Consumer Marketing，18(4)，332-347。 |
| 12. | Crosby, Lawrence A.、Stephens, Nancy(1987)。Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry。Journal of Marketing Research，24(4)，404-411。 |
| 13. | Hoch, S. J.、Bradlow, E. T.、Wansink, B.(1999)。The variety of an assortment。Marketing Science，18(4)，527-546。 |
| 14. | Jones, M. A.、Mothersbaugh, D. L.、Beatty, S. E.(2000)。Switching barriers and repurchase intentions in services。Journal of Retailing，76(2)，259-274。 |
| 15. | Gwinner, Kevin P.、Gremler, Dwayne D.、Bitner, Mary Jo(1998)。Relational Benefits in Services Industries: The Customer's Perspective。Journal of the Academy of Marketing Science，26(2)，101-114。 |
| 16. | Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing，59(1)，17-28。 |
| 17. | Jones, Michael A.、Mothersbaugh, David L.、Beatty, Sharon E.(2002)。Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes。Journal of Business Research，55(6)，441-450。 |
| 18. | Keaveney, Susan M.(1995)。Customer Switching Behavior in Service Industries: An Exploratory Study。Journal of Marketing，59(2)，71-82。 |
| 19. | Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。 |
| 20. | Anderson, Eugene W.(1994)。Cross-Category Variation In Customer Satisfaction and Retention。Marketing Letters，5(1)，19-30。 |
| 21. | Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。 |
| 22. | Patterson, P. G.、Smith, T.(2003)。A cross-cultural study of switching barriers and propensity to stay with service providers。Journal of Retailing，79(2)，107-120。 |
| 23. | Ratchford, Brain T.(1982)。Cost-Benefit Models for Explaining Consumer Choice and Information Seeking Behavior。Management Science，28(2)，197-212。 |
| 24. | Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。 |
| 25. | Calder, Bobby J.、Phillips, Lynn W.、Tybout, Alice M.(1981)。Designing research for application。Journal of Consumer Research，8(2)，197-207。 |
| 26. | Wathne, Kenneth H.、Biong, Harald、Heide, Jan B.(2001)。Choice of Supplier in Embedded Markets: Relationship and Marketing Program Effects。Journal of Marketing，65(2)，54-66。 |
| 27. | Morgan, R. L.、Chadha, S.(1993)。Relationship marketing at the service encounter: The case of life insurance。The Service Industries Journal，13(1)，112-125。 |
| 28. | Heide, J. B.、Weiss, A. M.(1995)。Vender Consideration and Switching Behavior for Buyer in High-Technology Markets。Journal of Marketing，59(3)，30-43。 |
| 29. | Maute, M.、Forrester, W. R., Jr.(1993)。The Structure and Determinants of Consumer Complain Intentions and Behavior。Journal of Economic Psychology，14(3)，219-247。 |
| 30. | Baumol, W. J.、Ide, E. A.(1956)。Variety in Retailing。Management Science，3(1)，93-101。 |
| 31. | Campbell, D. T.(1955)。The Information in Quantitative Research。American Journal of Sociology，60，339-342。 |
| 32. | Green, P. G.、DeSarbo, W. S.(1978)。Additive Decomposition of Perceptions Data via Conjoint Analysis。Journal of Consumer Research，5，58-65。 |
| 33. | Reibstein, D. J.、Youngblood, S. A.、Fromkin, H. L.(1975)。Number of Choices and Perceived Decision Freedom as a Determinant of Satisfactions and Consumer Behavior。Journal of Applied Psychology，60(4)，434-437。 |
| 34. | Soyster, F. E.(1997)。How Feet Bank Uses Bundling to Build Mutually Beneficial Customer Relationships。Commercial Lending Review，12(2)，49-52。 |
| 35. | Tang, E. P. Y.、Yam, R. C. M.(1996)。Product Variety Strategy - An Environmental Perspective。Integrated Manufacturing Systems，7(6)，24-29。 |