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題名:工業市場客戶價值、情緒與承諾之探討
作者:廖育斌
作者(外文):Venson Liao
校院名稱:逢甲大學
系所名稱:商學博士學位學程
指導教授:邱世寬
簡士超
學位類別:博士
出版日期:2017
主題關鍵詞:工業市場客戶價值情緒承諾信任industry marketcustomer valueemotioncommitmenttrust
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實務上,企業要如何隨著時代的變遷,持續創造被客戶信任與承諾的客戶價值,一直是企業最想建立的經營能力,由於客戶的擔當人員會在客戶價值的傳遞上發生情緒反應,而情緒反應會進一步影響彼此間的信任與承諾,情緒此一潛藏於管理實務上的重要議題沒有得到實務界和學術界必要的關注。除此,工業市場有關的價值創造文獻,及探討工業領域客戶價值、情緒、信任和承諾彼此間關係的文獻也有所不足,因此本研究嘗試界定工業領域客戶價值和情緒的操作性定義,並彌補工業領域有關價值變數的學術缺口與提供實務上的管理應用。
本研究以量化方法進行多國工業客戶研究,驗證客戶價值與信任和承諾具有很高的關聯性,並發現在工業市場環境中,供應廠商提供的客戶價值會影響客戶的情緒;而情緒也能增加客戶的信任與承諾感受。本研究進一步發現,情緒可作為客戶價值與承諾和信任之間的中介變數,而情緒會直接地影響信任與承諾,是工業領域研究中的重要貢獻。除此,研究發現也能幫助實務界以更簡單有效的方式建立工業領域的客戶價值要項,並利用情緒檢視客戶價值要項對客戶的信任和承諾的影響力,做為持續建立企業競爭優勢的基礎。
In practice of management, one of the most wanted capabilities for a film is to build customer value that can increase customer trust and commitment. When a supplier delivers customer value, emotional arousal could affect customer trust and commitment. The influence of emotion behind supplier and customer is an important issue in practice and, however, is silent in literature. Besides, the literature about the operational definition value creation and the relationship between customer value, emotion, trust and commitment is limit. Even in the paper of Tsai & Ghoshal (1998), they use “how many product innovations per year on average” to represent the operational definition of value creation, but customer value should be multifaceted. Therefore, we develop the operational definition of customer value in industry market, and also develop the operational definitions of emotion.
We use data collected from multinational industry company, showing that, in accordance with literature, there exists high correlation between customer value and both trust and commitment. Moreover, we found that in industry market, customers perceiving customer value could arouse emotions, and some positive emotions could increase trust and commitment. Emotions could be regarded as intermediation effect between customer value and both trust and commitment, which is the main contribution of this paper. Besides, our findings can facilitate building customer value in real application, and suggest using emotion to examine customer trust and commitment, which can be used as the basis to build competitive advantage.
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