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題名：「抱怨-負面口碑-品牌轉換」之探索性研究
書刊名：經營管理論叢
作者：林孟彥 引用關係／莊銘洲
作者(外文)：Lin, Meng-yan／Chuang, Ming-chou
出版日期：2005
卷期：特刊
頁次：頁253-273
主題關鍵詞：顧客不滿意；抱怨；負面口碑；品牌轉換；Dissatisfied customer；Complaint；Negative word of mouth；Brand switching
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(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:17
本研究針對顧客不滿意的反應：抱怨、負面口碑及品牌轉換進行探索性研究，以文獻回顧與深度訪談的方式進行質化研究，探討三者互動之特性以及如何提高或降低抱怨，如何降低負面口碑與品牌轉換。本研究發現，針對不滿意的顧客，企業可以藉由情境重現、實質改善與申訴管道之建立來提高顧客的抱怨；同時發現，企業若能轉移顧客的心情，讓顧客逐漸淡忘，設法改善問題或不再提供顧客所抱怨的產品或服務，可以降低負面口碑；研究亦發現，企業可設法塑造企業優良形象、提供優質的服務、致力產品創新改良、推行顧客化服務以及促銷活動來降低品牌轉換。最後，研究發現，抱怨、負面口碑與品牌轉換三者互動的特性為：連鎖性、順序性、可逆性及交集性。
期刊論文
1.Andreasen, A. R.(1985)。Consumer Responses to Dissatisfaction in Loose Monopolies。Journal of Consumer Research，12(2)，135-141。  new window
2.Bearden, W. O.、Mason, J. B.(1984)。An Investigation of Influences on Consumer Complaint Reports。Advances in Consumer Research，11(1)，490-495。  new window
3.Bearden, W. O.、Richard, L. O.(1985)。The Role of Public and Private Complaining in Satisfaction with Complaint Resolution。Journal of Consumer Affairs，19(2)，222-240。  new window
4.Boote, J.(1998)。Towards a Comprehensive Taxonomy and Model of Consumer Complaining Behaviour。Journal or Consumer Satisfaction, Dissatisfaction and Complaining Behavior，11，140-151。  new window
5.Day, R. L.、Klaus, G.、Thomas, S.、Fritz, S.(1981)。The Hidden Agenda of Consumer Complaining。Journal of Retailing，57(3)，86-106。  new window
6.Dominique, C.(2003)。Consumers' complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology。Database Marketing & Customer Strategy Management，11(1)，60-79。  new window
7.Ganesh, A. J.、Reynolds, E. K.、Mark, J.(200007)。Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers。Journal of Marketing，64，65-87。  new window
8.Guadani, P. M.、Little, J. D. C.(1984)。A Logit Model of Brand Choice Calibrared on Scanner Data。Marketing Science，2，203-208。  new window
9.Halstead, D.(2002)。Negative Word of Mouth: Substitute for or Supplement to Consumer Complaints?。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，15，1-12。  new window
10.Hoch, S. J.、John, D.(198904)。Managing What Consumers Learn form Experience。Journal of Marketing，53(2)，1-20。  new window
11.Richins, M. L.(1987)。A Multivariate Analysis of Responses to Dissatisfaction。Journal of the Academy of Marketing Science，15(3)，24-31。  new window
12.Richins, M. L.(1982)。An Investigation of Consumers' Attitudes toward Complaining。Advances in Consumer Research，9，502-506。  new window
13.Maute, M. F.、Forrester, W. R.(1993)。The Structure and Determinants of Consumer Complaint Intentions and Behavior。Journal of Economic Psychology，14(2)，219-247。  new window
14.McAlister, L.、Edgar, A.(198212)。Variety Seeking Behavior: An Inerdisiciplinary Review。Journal of Consumer Research，9，311-321。  new window
15.Mizerski, R. W.(1982)。An Attribution Explanation of the Disproportionate Influence of Unfavorable Information。Journal of Consumer Research，9(3)，301-310。  new window
16.Raju, P. S.(1984)。Exploratory Brand Switching: An Empirical Examination of Its Determinants。Journal of Economic Psychology，5，201-221。  new window
17.Kolodinsky, J.(1993)。Complaints, Redress and Subsequent Purchases of Medical Services by Dissatisfied Consumers。Journal of Consumer Policy，16(2)，193-214。  new window
18.Kowalski, R. M.(1996)。Complaints and Complaining: Functions, Antecedents and Consequences。Psychological Bulletin，119(2)，179-196。  new window
19.Landon, E. L. Jr.(1980)。The Direction of Consumer Complaint Research。Advances in Consumer Research，7(1)，335-338。  new window
20.Leonard-Barton, D.(1985)。Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation。Journal of Consumer Research，11(4)，914-926。  new window
21.Huefner, J. C.、Hunt, H. K.(2000)。Consumer Retaliation as a Response to Dissatisfaction。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，13(1)，61-82。  new window
22.Jacoby, J.、James, J. J.(1981)。The Sources, Meaning, and Validity of Consumer Complain Behavior: A Psychological Analysis。Journal of Retailing，57(3)，4-24。  new window
23.Johnston, R.(1998)。The Effect of Intensity of Dissatisfaction on Complaining Behaviour。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，11，69-77。  new window
24.Jones, Michael A.、Mothersbaugh, L. D.、Beatty, E. S.(2000)。Switsching Barriers and Repurchase Intentions in Service。Journal of Retailing，76(2)，259-274。  new window
25.Wilson, W. R.、Robert, A. P.(1989)。Some Limits on the Potency of Word-of-Mouth Information。Advances in Consumer Research，16，23-29。  new window
26.Stephens, Nancy、Gwinner, Kevin P.(1998)。Why Don't Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior。Journal of the Academy of Marketing Science，26(3)，172-189。  new window
27.Singh, Jagdip、Wilkes, Robert E.(1996)。When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates。Journal of the Academy of Marketing Science，24(4)，350-365。  new window
28.Diener, Betty J.、Greyser, Stephen A.(1978)。Consumer Views of Redress Needs。Journal of Marketing，42(4)，21-27。  new window
29.Richins, M. L.(198306)。An Analysis of Consumer Interaction Styles in the Marketplace。Journal of Consumer Research，10(1)，73-82。  new window
30.Keaveney, Susan M.(1995)。Customer Switching Behavior in Service Industries: An Exploratory Study。Journal of Marketing，59(2)，71-82。  new window
31.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。  new window
32.Wright, Peter(1974)。The Harassed Decision Maker: Time Pressures, Distractions, and the Use of Evidence。Journal of Applied Psychology，59(5)，555-561。  new window
33.Silverman, G.(1997)。How to Harness the Awesome Power of Word of Mouth?。Direct Marketing，60(7)，32-37。  new window
34.Lau, Geok Theng、Ng, Sophia(2001)。Individual and situational factors influencing negative word-of-mouth behavior。Canadian Journal of Administrative Sciences，18(3)，163-178。  new window
35.Bansal, Harvir S.、Voyer, Peter A.(2000)。Word-of-mouth processes within a services purchase decision context。Journal of Service Research，3(2)，166-177。  new window
36.Day, Ralph L.(1984)。Modeling choices among alternative responses to dissatisfaction。Advances in Consumer Research，11(1)，496-499。  new window
37.Richins, Marsha L.(1984)。Word of Mouth Communication Word of Mouth Communication as Negative InformationNegative Information。Advances in Consumer Research，11，697-702。  new window
38.Singh, Jagdip、Pandya, Shefali(1991)。Exploring the Effects of Consumers' Dissatisfaction Level on Complaint Behaviours。European Journal of Marketing，25(9)，7-21。  new window
39.Folkes, Valerie S.(1984)。Consumer Reactions to Product Failure: An Attributional Approach。Journal of Consumer Research，10(4)，398-409。  new window
40.Richins, Marsha L.(1983)。Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study。Journal of Marketing，47(1)，68-78。  new window
41.Singh, Jagdip(1988)。Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues。Journal of Marketing，52(1)，93-107。  new window
42.Singh, Jagdip(1990)。Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories。Journal of the Academy of Marketing Science，18(1)，1-15。  new window
43.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
44.Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。  new window
45.Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research，17(4)，454-462。  new window
46.Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research，4(3)，291-295。  new window
會議論文
1.Day, R. L.(1984)。Research Perspectives on Consumer Complaining Behavior211-215。  new window
學位論文
1.Zahorik, A. J.(1985)。A Nonhierarchical Brand Switching Model for Inferring Market Sturcture: Development and Empirical Test(博士論文)。Cornell University，AnnArbor, Mich。  new window
圖書
1.Technical Assistance Research Programs(1979)。Consumer Complaint Handling in America : Summary of Findings and Recommendations。Washington：U.S. Office of Consumer Affairs。  new window
2.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。  new window
3.Walters, C. Glenn(1974)。Consumer Behavior: Theory and Practice。Richard D. Irwin Inc.。  new window
4.Hirschman, Albert O.(1970)。Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States。Harvard University Press。  new window
5.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
6.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Mason, OH：South-Western Thomson Learning。  new window
 
 
 
 
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