淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2506200915053100
中文論文名稱 品牌信任、顧客滿意度、品牌忠誠與口碑關聯性之研究
英文論文名稱 The Study on the Relationships among Brand Trust, Customer Satisfaction, Brand Loyalty, and Word-of-Mouth
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 97
學期 2
出版年 98
研究生中文姓名 洪韻茹
研究生英文姓名 Yun-Ru Hung
學號 696621126
學位類別 碩士
語文別 中文
口試日期 2009-06-06
論文頁數 109頁
口試委員 指導教授-廖述賢
委員-劉基全
委員-李旭華
中文關鍵字 品牌信任  顧客滿意度  品牌忠誠度  口碑  結構方程模式 
英文關鍵字 Brand Trust  Customer Satisfaction  Brand Loyalty  Word-of-Mouth  Structural Equation Modeling 
學科別分類 學科別社會科學管理學
中文摘要 本研究主要在探討品牌信任、顧客滿意度、品牌忠誠度與口碑之間的關聯性。在汽車業面臨今日競爭激烈的環境下,業者是否可藉由提升品牌信任,增加顧客滿意度,進而得到顧客的認同,擁有良好品牌忠誠度,並形成口碑,這正式本論文的研究重點。
本研究以問卷調查的實證研究方式,並以Toyota汽車車主為研究樣本,共計發放375份問卷,回收有效問卷為258份。本研究透過線性結構化方程式模型,將品牌信任、顧客滿意度、品牌忠誠度與口碑的影響進行實證分析。研究結果發現最佳模型為因果鏈,即品牌信任必須先透過顧客滿意度,接著再透過品牌忠誠度循序漸進的對口碑產生影響。
故汽車業者,除了最基本的要在汽車製造核心技術與專業知識上不斷精進,能讓顧客信任,亦要加強在售後服務維修與人員的訓練上。有了滿意的顧客,才可能擁有顧客對品牌的忠誠度,進而建立良好的品牌形象,形成口碑,增加顧客購買或推薦他人的機會。如此才能讓企業的獲利提升,用續經營,擁有長期的競爭優勢。
英文摘要 The study mainly investigates the relationships among the brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then customers agree to be with a good brand loyalty, and the formation of reputation, which the key issues of this thesis.
In this study, a survey of empirical research, and Toyota drivers for the study sample, for a total of 375 questionnaires were issued, and recovery for the 258 valid questionnaires. This study uses the structural equation modeling to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must through customer satisfaction initially, and then through brand loyalty to impact the word-of-mouth.
Therefore, the automotive industry who, in addition to the basic core technology in the automotive manufacturing and expertise to continuously improve, in order to make customers can trust them, they have to strengthen after-sales maintenance and personnel training. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of purchase intention and recommend others to purchase are increasing. In order to promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages.
論文目次 目錄
目錄 III
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1研究背景 1
1.2研究動機 6
1.3研究目的 7
1.4研究流程 8
第二章 文獻探討 10
2.1汽車產業相關文獻探討 10
2.1.1汽車產業的發展與現況 10
2.1.2 豐田汽車之相關文獻 12
2.1.3小結 16
2.2品牌之定義與功能 17
2.3品牌信任(BRAND TRUST)相關文獻 19
2.3.1信任之定義 19
2.3.2品牌信任之定義 22
2.3.3小結 24
2.4顧客滿意度(CUSTOMER SATISFACTION)相關文獻 25
2.4.1顧客滿意度之定義 25
2.4.2顧客滿意之構面 29
2.4.3小結 30
2.5品牌忠誠度(BRAND LOYALTY)相關文獻 31
2.5.1品牌忠誠度之定義 31
2.5.2品牌忠誠度之構面 35
2.5.3小結 36
2.6口碑(WORD-OF-MOUTH)相關文獻 37
2.6.1口碑之定義 37
2.6.2口碑之衡量構面 39
2.6.3小結 41
2.7研究假設 42
2.7.1品牌信任與口碑之關聯性 42
2.7.2顧客滿意度與口碑之關聯性 43
2.7.3品牌信任與顧客滿意度之關聯性 44
2.7.4品牌信任與品牌忠誠度之關聯性 45
2.7.5顧客滿意度與品牌忠誠度之關聯性 46
2.7.6品牌忠誠度與口碑之關聯性 47
2.7.7品牌信任、顧客滿意度、品牌忠誠度與口碑之關聯性 48
2.8品牌信任、顧客滿意度、品牌忠誠度與口碑之相關變項探討 49
2.8.1小結 49
第三章 研究方法 51
3.1研究架構 51
3.2變數之操作型定義與衡量 52
3.2.1品牌信任 52
3.2.2顧客滿意度 53
3.2.3品牌忠誠度 53
3.2.4口碑 53
3.2.5人口統計變數 54
3.3研究對象與取樣程序 55
3.4問卷預試與信效度分析 55
3.4.1系統性誤差(systematic error) 55
3.4.2信效度分析 56
3.5資料分析方法 60
第四章 資料分析與結果 62
4.1樣本結構分析 62
4.2估計方法之選擇 64
4.3測量模型分析 65
4.3.1驗證性因素分析(Confirmatory Factor Analysis, CFA) 65
4.3.2信度分析 67
4.3.3效度分析 68
4.4相關分析 70
4.5理論模型分析 73
4.6研究假設檢定 74
第五章 結論 79
5.1研究結論 79
5.2管理意涵 81
5.3研究限制 84
5.4未來研究方向及建議 85
參考文獻 88
中文文獻 88
網路資料 88
英文文獻 89
附錄:正式問卷 105

表目錄
表1-1 台灣汽車產銷統計表 3
表1-2 2002~2008 J.D.POWER台灣地區CSI廠牌別得分一覽表 5
表2-1 2007年上半年我國汽車各中心廠內銷量及其市占率 16
表2-2 信任定義之相關文獻 21
表2-3 品牌信任定義之相關文獻 24
表2-4 顧客滿意度定義之相關文獻 28
表2-5 顧客滿意度之構面彙整表 30
表2-6 品牌忠誠度定義之相關文獻 34
表2-7 品牌忠誠度之構面彙整表 35
表2-8 口碑定義之相關文獻 38
表2-9口碑相關構面彙整表 41
表3-1人口統計變數問項及選項 54
表3-2 TOYOTA預試問卷構面題項分配及信度統計量 57
表3-3 TOYOTA預試問卷基本統計量 58
表4-1 人口變項之分布情形 62
表4-2 觀察變項之平均數、標準差、偏態與峰度 64
表4-3 CFA判斷標準一覽表 65
表4-4 各變項之驗證性因素分析結果表 66
表4-5 正式問卷各構面題項分配及信度分析結果表 67
表4-6建構信度 68
表4-7收斂效度分析結果表 69
表4-8 區辨效度 70
表4-9 構面相關矩陣 72
表4-10 路徑分析表 77
表4-11 直接效果與間接效果 78
表5-1 假設驗證結果彙整表 80

圖目錄
圖1-1 國內汽車貸款餘額之情形 2
圖1-2 西德州原油現貨價及中油95汽油、高級柴油之走勢圖 2
圖1-3 研究流程圖 9
圖2-1 我國各大中心廠之銷售量變化 15
圖2-2 失驗理論 26
圖2-3 研究地圖 50
圖3-1 研究架構圖 51
圖4-1 研究路徑圖 74
圖5-1 後續研究發展圖 87

參考文獻 中文文獻
余錦芳(民91)。顧客滿意與品牌忠誠度之相關研究—以汽車業為例。
國立高雄第一科技大學行銷與流通管理系碩士論文。
林素蘭(民94)。顧客滿意度、品牌忠誠度對再購意願之影響─以汽車銷售業為例。中原大學企業管理學系碩士論文。
邱皓政(民92)。結構方程模式:LISREL的理論、技術與應用。台北:雙葉書廊。
范碧珍(民91)”信用卡服務總體檢”,突破雜誌,頁74-77
黃芳銘、楊金寶、許福生(民94)。在學青少年生活痛苦指標發展之研究。師大學報:教育類,50卷2期,97-119。

網路資料
http://www.marketingpower.com/ (美國行銷協會)
http://blog.lexus.com.tw/ (LEXUS校園商業競賽部落格)
http://www.ttvma.org.tw/ (台灣區車輛工業同業公會)
http://www.cbc.gov.tw/ (中央銀行網站)
http://news.u-car.com.tw/news-detail.asp?nid=8145 (u-car車壇新聞)

英文文獻
Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a Brand Name. New York: The Free Press.
Aaker, D. A. (1995). Building strong brand. New York: The Free Press.
Andaleeb, S. S. (1996). Factors Influencing Customer Trust in Salespersons in a Developing Country. Journal of International Marketing, 4(4), 35-52.
Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42-58.
Anderson, E. W., & Sullivan, M. W. (1990). Customer Satisfaction and Retention Across Firms. Paper presented at the TIMS College of Marketing Special Interest Conference on Services Marketing, Nashville, TN.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Finding from Sweden. Journal of Marketing, 58(3), 53-66.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17.
Andreas, E., & Sabrina, H. (2003). Exploring the impact of relationship transparency on business relationships A cross-sectional study among purchasing managers in Germany. Industrial Marketing Management, 32(2), 101-108.
Arjun, C., & Morris, B. H. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Arndt, J. (1967). Role of Product-Related Conversation in the Diffusion of A New Product. Journal of Marketing Research, 4(1), 291-295.
Babakus, E., Bienstock, C. C., & Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), 713-737.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin M. (2005). Model Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in Korea. Journal of Service Marketing, 19(3), 133-139.
Baldinger, A. L., & Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behavior. Journal of Advertising Research, 36(1), 22-34.
Baloglu, S. (2002). Dimensions of customer loyalty, cornel hotel and restaurant administration quarterly. Journal of Consumer Research, 43(1), 47-59.
Barney, J. B., & Hanson, M. H. (1994). Trustworthiness as a Source of Competitive Advantage. Strategic Management Journal, 15, 175-190.
Bentler, P. M. (1995). EQS structural equations program manual. Encino, CA: Multivariate Software.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
Bettman, E., Johnson, J., & Payne, J. W. (1990). A componential analysis of cognitive effort in choice. Organizational Behavior and Human Decision Processes, 45(2), 111-139.
Bharadwaj, N., & Matsuno, K. (2006). Investigating the antecedents and outcomes of customer firm transaction cost savings in a supply chain relationship. Journal of Business Research, 59(1), 62-72.
Blackston, M. (2000). Building Brand Equity by managing the brand’s relationships. Journal of Advertising Research, 40(6), 101-105.
Brown, M. W., & Cudeck, R. (Eds.). (1993). Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long, Testing structural equation Models(136-162). Newbury Park, CA: Sage.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Cai, S., & Xu, Y. J. (2006). Effects of outcome, process and shopping enjoyment on online consumer behavior. Electronic Commerce Research and Applications, 5(4), 272-281.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2(5), 244-249.
Chatura R., & Prabhu J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for marketing, 12(1), 82-90.
Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes. Journal of Marketing Theory & Practice, 7(2), 136-146.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Perormance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed? Journal of Service Research, 5(2), 113-124.
Copeland, M. T. (1923). Relation of consumer’s buying habits to marketing method. Harvard Business Review, 1(2), 282-289.
Cretu, A. E., & Roderick B. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16(3), 297-334.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing theEffects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-216.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Cunningham, R. M. (1956). Brand Loyalty:What, Where, How Much? Harvard Bussiness Review, 34(1), 116-128.
Czepiel, J. A. (1974). Perspective on Consumer Satisfaction. Conference Proceeding of American Marketing Association, 119-123.
Davidow, M. (2003). Have You Heard the Word? The effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16(1), 67-80.
Day, G. S. (1969). A Two-Dimensional Concept to Brand Loyalty. Journal of Advertising Research, 9(3), 29-35.
Day, R. L. (1977). Extending the Concept of Consumer Satisfaction. Atlanta: Association for Consumer Research, 4(1), 149-154.
Delgado, E., Munuera, J. L., & Yague, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
Delgado, E. (2004). Applicability of a brand trust scale across product categories: a multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592.
Delgado-Ballester & Munuera-Aleman, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
Dichter, E. A. (1966). How Word of Mouth Advertising Works. Harvard Business Review, 44(6), 147-160.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of Academy of Marketing Science, 22(2), 99-113.
Ding, L., Velicer, W., & Harlow, L. (1995). Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2(2), 119-143.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35-51.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on Consumer Use of Word-of-Mouth Recommendation Sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Engel, J. F., Blackwell, R. D., & Kegerreis, R. J. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33(3), 15-19.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (7th ed.). New York: The Dryden.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). New York: The Dryden.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer Behavior (9th ed.). New York: The Dryden Press.
Farr, A., & Hollis N. (1997). What Do You Want Your Brand To Be When It Grows Up: Big and Strong? Journal of Advertising Research, 37(2), 23-35.
File, K. M., Cermak, D. S. P., & Prince, R. A. (1994). Word-of-Mouth Effects in Professional Services Buyer Behavior. The Service Industries Journal, 14(3), 301-314.
Fornell, C. (1992). A National Customer Satisfaction barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.
Gil, R. B., Andre´s, E. F., & Salinas, E. M. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188-199.
Goodman, J. (1989). The Nature of Customer Satisfaction. Quality Progress, 22(2), 37-40.
Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11(4-6), 509-514.
Gummerus, J., Liljander, V., Pura, M., & Riel, A. V. (2004). Customer loyalty to content-based Web sites: the case of an online health-care service. Journal of Services Marketing, 18(3), 175-186.
Ha, H.-Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product and Brand Management, 13(5), 329-342.
Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-75.
Hartmann, P., & Vanessa, A. I. (2007). Managing customer loyalty in liberalized residential energy markets: The impact of energy branding. Energy Policy, 35(4), 2661-2672.
Hansen, H., Samuelsen, B. M., & Silseth P. R. (2008). Customer perceived value in B-t-B service relationships: Investigating the importance of corporate reputation. Industrial Marketing Management, 37(2), 206-217.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention A General Structural Equation Model. European Journal of Marketing, 37(11/12), 1762-1800.
Hempel, D. J. (1977). Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement, in Kieth, H.K. (ed.). The Conceptualization of Consumer Satisfaction and Dissatisfaction. Cambridge, Mass: Marketing Science Institute.
Hess, J., & Story J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313-322.
Hiscock, J. (2001). Most Trusted Brands. Marketing, 3(1), 32-33.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.
Hrebiniak, L. G. (1974). Effects of Job Level and Participation on Employee Attitudes and Perceptions of Influence. Academy of Management Journal, 17(3), 649-662.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6(1), 1-55.
Huddleston, P., Whipple, J., & VanAuken, A. (2004). Food store loyalty: Application of a consumer loyalty framework. Journal of Targeting, Measurement & Analysis for Marketing, 12(3), 213-230.
Hunt, H. K. (1977). Overview and Future Research Directions, in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. Cambridge, MA: Marketing Science Institute.
Jacoby, J., Chestnut, R. W., & Fisher, W. A. (1978). A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing. Journal of Marketing Research, 15(4), 532-544.
Jacoby, J., & Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research. Paper presented at the University of Illinois Conference on Attitude Research and Consumer Behavior, Urbana, Illinois.
James, T. O., & Sasser, W. E. (1995). Why Satisfied Customer Defect. Harvard Business Review, 73(6), 88-99.
Johnson, D., & Grayson, K. (2005). Cognitive and effective trust in service relationships. Journal of Business Research, 58(4), 500-507.
Keller, K. L. (2002). Branding and Brand Equity. In B. Weitz & R. Wensley (eds.), Handbook of Marketing (pp. 151-178). London: Sage Publications.
Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of Consumer Research, 8(5), 233-239.
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S.H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75-82.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Kim, Y. K., & Smith, A. K. (2007). Providing a critical service today for tomorrow’s consumers: A relational model of customer evaluations and responses in the child care industry. Journal of Retailing and Consumer Services, 14(3), 232-245.
Klein, J., Ettenson, R., & Morris, M. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89-100.
Kordupleski, R. E., Rust, R. T., & Zahorik A. J. (1993). Why Improving Quality Doesn't Improve Quality (Or Whatever Happened to Marketing?). California Management Review, 35(3), 82-95.
Kotler, P. (1999). Marketing Management: Analysis, Planning, Implementation and Control (9th ed.). Englewood Cliffs, NJ: Prentice Hall Inc.
Kotler, P. (2002). Marketing Management: Analysis, Planning Implementation and Control (11th ed.). Englewood Cliffs, NJ: Prentice Hall Inc.
Lacey, R., & Morgan, R. M. (2009). Customer advocacy and the impact of B2B loyalty programs. Journal of Business & Industrial Marketing, 24(1), 3-13.
Lane, C. (1998). Introduction: Theories and issues in the Study of Trust. In C. Lane & R. Bachmann (eds.), Trust Within and Between Organizations (pp. 1-30). Oxford, U. K.: Oxford University Press.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Customer Marketing, 1(4), 11-20.
Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
Lee, J. S., & Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344.
Lemon, K. N., White, T. B., & Russell, S. W. (2002). Dynamic customer relationship management: Incorporating future considerations into the service retention decision. Journal of Marketing, 66(1), 1-14.
Lin, H.-H., & Wang, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
Luis, V. C., Carlos, F., & Miguel, G. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. The International Journal of Bank Marketing, 26(6), 399-417.
Martensen, A., & Gronholdt, L. (2003). Improving library users’ perceived quality, satisfaction and loyalty: An integrated measurement system. Journal of Academic Librarianship, 29(3), 140-147.
McDonald, R. P., & Ho, M. R. (2002). Principles and practice in reporting structural equation analysis. Psychological Methods, 7(1), 64-82.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Relationships. Journal of Marketing, 57(1), 81-101.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29(8), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Odin, Y., Odin, N., & Valette-Florence, P. (1999). Conceptual and operational aspects of brand loyalty: An empirical investigation. Journal of Business Research, 53(5), 75-84.
Ogden, D., Ogden, J., & Schau, H. (2004). Exploring the impact of culture and acculturation on consumer purchase decision: towards a microcultural perspective. Academy of Marketing Science Review, 2004(3), 1-22.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill Book Company.
Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63(4), 33-44.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and Reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
Podoshen, J. (2006). Word of mouth, brand loyalty, acculturation and the American Jewish consumer. Journal of Consumer Marketing, 23(5), 266-282.
Podoshen, J. S. (2008). The African American consumer revisited: brand loyalty, word-of-mouth and the effects of the black experience. Journal of Consumer Marketing, 25(4), 211-222.
Prus, A., & Brandt, D. R. (1995). Understanding Your Customers. Marketing Tools, 2(5), 10-14.
Punniyamoorthy, M., & Prasanna, M. M. R. (2007). An empirical model for brand loyalty measurement. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 222-233.
Quester, P., & Lim, A. L. (2003). Product Involvement/Brand Loyalty: Is There A Link? Journal of Product & Brand Management, 12(1), 22-38.
Randall, G. (1997). Do Your Own Market Research. New York: The Free Press.
Rebekah, R. B., McColl-Kennedy, J. R., & Coote L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the Web. Harvard Business Review, 78(4), 105-113.
Reynolds, K. E., & Arnold, M. J. (2000). Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context. The Journal of Personal Selling & Sales Management, 20(2), 89-98.
Reynolds, F. D., Darden, W. R., & Martin, W. (1974). Developing an image the store-loyal customer. Journal of Retailing, 50(4), 73-84.
Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27-38.
Ruyter, K. D., Moorman, L., & Lemmink, J. (2001). Antecedents of Commitment and Trust in Customer-Supplier Relational in High Technology Markets. Industrial Marketing Management, 30(3), 271-286.
Sako, M. (1998). Does Trust Improve Business Performance? In C. Lane & R. Bachmann (eds.), Trust within and between Organizations (pp. 88-117). Oxford, U. K.: Oxford University Press.
Schwab, D. P. (2005). Research Methods for Organizational Studies (2nd ed.). Mahwah: NJ: Lawrence Erlbaum Associates.
Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Consumer Behavior. Orlando: The Dryden Press.
Shoham, A., Davidow, M., Klein, J., & Ruvio, A. (2006). Animosity on the home front: the Intifada in Israel and its home impact on consumer behavior. Journal of International Marketing, 14(3), 92-114.
Shukla, M. (2004). Understanding Organisations: Organisational Theory. New Delhi, India: Prentice-Hall.
Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999-1015.
Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Customer Satisfaction and Loyalty Judgment. Journal of Academy of Marketing Science, 28(1), 150-167.
Spekman, R. F. (1988). Perceptions of strategic vulnerability among industrial buyers and its effect on information search and supplier evaluation. Journal of Business Research, 17(4), 313-326.
Swan, J. E., & Oliver, R. L. (1989). Postpurchase Communications by Consumers. Journal of Retailing, 65(4), 516-535.
Swan, J. E., Trawick, I. F., & Silva, D. W. (1985). How industrial salepeople gain customer trust. Industrial Marketing Management, 14(3), 203-211.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.
Tsoukatos, E., & Rand, G. K. (2006). Path analysis of perceived service quality, satisfaction and loyalty in Greek insurance. Managing Service Quality, 16(5), 501-519.
Udell, J. C. (1966). Prepurchase behavior of buyers of small electrical appliances. Journal of Marketing, 30(1), 50-52.
Westbrook, R. A. (1980). Intrapersonal Affective Influences on Customer Satisfaction with Products. Journal of Consumer Research, 7(1), 49-54.
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Post Purchase Process. Journal of Marketing Research, 24(3), 258-270.
Wirtz, J., & Chew, P. (2002). The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour. International Journal of Service Industry Management, 13(2), 141-162.
Woodside, A. G., Lisa, L. F., & Robert, T. D. (1989). Linking Service Quality, Customer Satisfaction and Behavioral Intention. Journal of Health Care Marketing, 9(4), 5-17.
Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V.A., & Binter, M. J. (1996). Service Marketing. New York: McGraw-Hill.
Zeithaml, V. A., & Bitner, M. J. (2000). Service Marketing: Integrating Customer Focus Across the Firm (2nd Ed.). New York: McGraw-Hill.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2014-06-30公開。
  • 同意授權瀏覽/列印電子全文服務,於2014-06-30起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信