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題名:The Effect of the Loyalty Phase in the Mobile Phone Operators
書刊名:管理實務與理論研究
作者:尤詩怡陳德釗 引用關係
作者(外文):Yu, Shih-yiChen, Der-chao
出版日期:2015
卷期:9:1
頁次:頁42-63
主題關鍵詞:認知忠誠情感忠誠意圖忠誠行動忠誠轉換成本Cognitive loyaltyAffective loyaltyConative loyaltyAction loyaltySwitching costs
原始連結:連回原系統網址new window
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台灣的行動通訊市場競爭激烈,業者如何與顧客建立長期關係,達到顧客真實的忠誠,而不是虛假的忠誠,是企業所關注的議題。然而過去的研究鮮少以忠誠階段模式的角度來進行實證探究,因此本研究採用Oliver(1997)提出的忠誠階段(認知-情感-意圖-行動)來探討行動通訊用戶朝向更高層級忠誠的發展過程,並以轉換成本為調節變數,藉以了解轉換成本對於各忠誠階段之影響。本研究以台灣三大行動通訊用戶為研究樣本,利用結構方程模式來進行實證分析。研究結果除了驗證Oliver(1997)所提出的忠誠階段具有順序性之外,亦發現各忠誠階段具有直接效果或間接效果;情感忠誠與意圖忠誠在忠誠階段中扮演重要的中介角色。此外,轉換成本在忠誠階段的發展中具有調節效果。本研究最後提出管理意涵與未來研究方向,以供後續研究為參考。
In order to provide a clearer understanding of the loyalty of mobile phone subscribers in Taiwan, this study has employed Oliver's (1997) four-phase loyalty model with the moderating effect of switching costs in order to examine how mobile phone subscribers come to develop a true sense of loyalty. Our empirical results not only support the linkages of cognitive, affective, conative and action were sequential, but also have directly and indirectly effects in Oliver's four-phase loyalty. Additionally, this study verified the significant moderating role of switching costs in partially phases.
期刊論文
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圖書
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