忠誠度方案對知覺價值及忠誠之影響--以涉入干擾變數__臺灣人文及社會科學引文索引資料庫

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題名：	忠誠度方案對知覺價值及忠誠之影響--以涉入干擾變數
書刊名：	行銷評論
作者：	張雅婷／李賜郎／陳芳萍
作者(外文)：	Chang, Ya-ting／Lee, Ssu-lang／Chen, Fang-ping
出版日期：	2006
卷期：	3:1
頁次：	頁103-126
主題關鍵詞：	忠誠度方案；知覺價值；方案忠誠；品牌忠誠；Loyalty program；Perceived value；Program loyalty；Brand loyalty
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(5) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:5 共同引用:0 點閱:29

忠誠乃是企業獲利之指標，現今企業紛紛採用忠誠度方案，積極吸引新顧客並留住現有顧客。然而忠誠度方案增加忠誠與否，仍是爭論未休之議題。本研究探討忠誠方案、知覺價值、方案忠誠、品牌忠誠之關係，並將涉入程度納入干擾變數。本研究採用實驗設計，將受訪者利用隨機分派至四個情境進行資料蒐集。實證結果發現：(1)涉入對門檻與知覺價值間具有干擾作用；(2)知覺價值會正向影響方案忠誠；(3)方案忠誠在知覺價值及品牌忠誠間具有中介作用。最後，本研究針對研究發現進行討論，提出研究限制與後續研究之建議。

以文找文

Loyalty is a profit index for enterprises. Enterprises nowadays widely adapt the loyalty programs to reward customers' loyal behaviors. This is to attract new customers as well as to keep the existing customers. However, there are still various views on whether the loyalty program really increases the loyalty of customers effectively. This study seeks to examine how two aspects of the loyalty program, type of rewards and threshold, influence customers' perceived value and how customers' perceived value relates to program loyalty and brand loyalty. This study also adds consumer's involvement as moderate variable. This study conducts a 2×2 between-subjects experiment design and collects the primary data by questionnaire. The results show that involvement moderates the relationship between threshold and customers' perceived value. In addition, customers' perceived value positively associates with the program loyalty. Finally, regardless of high-involvement or low-involvement conditions, customers' perceived value influences the brand loyalty indirectly through the loyalty program. The final section discusses the theoretical implication of this research, and also discusses the research limitations and further researches.

以文找文

期刊論文
1.	Rosenberg, L. J.、Czepiel, J. A.(1984)。A marketing approach for customer retention。Journal of Consumer Marketing，1(2)，45-51。
2.	O'Brien, L.、Jones, C.(1995)。Do Rewards Really Create Loyalty?。Harvard Business Review，73(3)，75-82。
3.	Varki, S.、Wong, S.(2003)。Consumer Involvement in Relationship Marketing of Service。Journal of Service Research，6(1)，83-91。
4.	Baron, R. M.、Kenny, D. A.(1986)。The moderator-mediator distinction in social psychological research: conceptual, strategic, and statistical considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。
5.	Uncles, M. D.、Dowling, G. R.、Hammond, K.(2003)。Customer loyalty and customer loyalty programs。Journal of Consumer Marketing，20(4)，294-316。
6.	Dreze, X.、Hoch, S. J.(1998)。Exploiting the Installed Base Using Cross-Merchandising and Category Destination Programs。International Journal of Research in Marketing，15(5)，459-471。
7.	Partch, K.(1994)。Electronic Marketing: Promises to Keep。Supermarket Business，49(10)，25-32。
8.	Rothschild, M. L.、Gaidis, W. C.(1981)。Behavioral Learning Theory: Its Relevance to Marketing and Promotion。Journal of Marketing，45(2)，70-78。
9.	Sirdeshmukh, D.、Singh J.、Barry S.(2000)。Loyalty in Relational Exchanges。Journal of Marketing，66(1)，15-37。
10.	Turnley, W. H.、Feldman, D. C.(2000)。Re-Examining the Effect of Psychological Contract Violations: Unmet Expectations and Job Dissatisfaction as Mediators。Journal of Organizational Behavior，21(1)，25-42。
11.	Dowling, Grahame R.、Uncles, Mark(1997)。Do Customer Loyalty Programs Really Work?。Sloan Management Review，38(4)，71-82。
12.	Kivetz, R.、Simonson, I.(2002)。Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards。Journal of Marketing Research，39(2)，155-170。
13.	Leszinski, R.、Marn, M. V.(1997)。Setting Value, Not Price。The Mckinsey Quarterly，1，99-115。
14.	Soman, D.(1998)。The Illusion of Delayed Incentives: Evaluating Future Effort-money Transactions。Journal of Marketing Research，35(4)，427-437。
15.	Yi, Youjae、Jeon, Hoseong(2003)。Effects of loyalty programs on value perception, program loyalty, and brand loyalty。Journal of the Academy of Marketing Science，31(3)，229-240。
16.	Dickson, R. P.、Sawyer, A. G.(1990)。Price Knowledge and Search of Supermarket Shoppers。Journal of Marketing，54(3)，42-53。
17.	Farley, J. U.(1964)。Why Does Brand Loyalty Vary over Products。Journal of Marketing Research，1(4)，9-14。
18.	Bolton, R. N.、Kannan, P. K.、Bramlett, M. D.(2000)。Implications of loyalty program membership and service experiences for customer retention and value。Journal of the Academy of Marketing Science，28(1)，95-108。
19.	Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。
20.	Neal, William D.(1999)。Satisfaction is Nice, but Value Drives Loyalty。Marketing Research，11(1)，20-23。
21.	Latham, Gary P.、Locke, Edwin A.(1991)。Self-regulation through goal setting。Organizational Behavior and Human Decision Processes，50(2)，212-247。
22.	Woodruff, Robert B.(1997)。Customer value: The next source for competitive advantage。Journal of the Academy of Marketing Science，25(2)，139-153。
23.	Verhoef, Peter C.(2003)。Understanding the effect of customer relationship management efforts on customer retention and customer share development。Journal of marketing，67(4)，30-45。
24.	Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect。Harvard Business Review，73(6)，88-99。
25.	Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。
26.	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。
27.	Warrington, P.、Shim, S.(2000)。An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment。Psychology & Marketing，17(9)，761-782。
28.	Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。
29.	Gupta, Sunil、Cooper, Lee G.(1992)。The Discounting of Discounts and Promotion Thresholds。Journal of Consumer Research，19(3)，401-411。
30.	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。
31.	Brody, R. P.、Cunningham, S. M.(1968)。Personality variables and the consumer decision process。Journal of Marketing Research，5(1)，50-57。
32.	Uncles, Mark(1994)。Do You or Your Customer Need a Loyalty Scheme?。Journal of Targeting, Measurement, and Analysis，2(4)，335-350。

研究報告
1.	Hsee, Christopher K.(2000)。Myopic Maximization: Medium Effect in Decision-Making。Graduate School of Business, University of Chicago。
2.	Kim, B.、Shi, M.、Srinivasan, K.(1997)。Colluding Through Capacity Reduction: A Rationale for Frequent Flyer Program。Pittsubrgh, PA：Carnegie Mellon University。

圖書
1.	Gummesson, E.(1999)。Total Relationship Marketing: Rethinking Marketing Management from 4Ps to 30Rs。Oxford：Butterworth Heinemann。
2.	謝文雀(2001)。消費者行爲。華泰文化。延伸查詢
3.	Petty, R. E.、Cacioppo, J. T.(1983)。Central and Peripheral Routes to Persuasion: Application to Advertising, Advertising and consumer psychology。Lexington, MA：D. C. Heath。
4.	Christopher, M.、Payne, A.、Ballantyne, D.(1991)。Relationship Marketing Bringing Quality, Customer Service and Marketing Together。Oxford：London：Butterworth-Heinemann。
5.	Nunnally, J. C.、Bernstein, I. H.(1993)。Psychometric theory。New York：McGraw-Hill。
6.	Day, George S.(1990)。Market driven strategy: processes for creating value。Free Press。
7.	Nicholls, John G.(1989)。The competitive ethos and democratic education。Harvard University Press。
8.	Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。

圖書論文
1.	Deighton, J.(2002)。服務業裡的常客優惠方案。服務業的行銷與管理。弘智文化。延伸查詢

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