强化理论、双因子理论和三因素模式对顾客满意影响之研究
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摘要
本研究以手机产业为例,顾客满意为主,探讨品牌手机专业功能、品牌手机外型设计、顾客满意、品牌信任与品牌忠诚间之关系。首先运用赫兹伯格(Herzberg,1968)之双因子理论,探讨手机品牌专业功能和品牌手机外型设计对顾客满意之影响。其次将诺曼(EarlNaumann,1999)管理理论中广为人知的员工保健因子和满意因子的道理应用在顾客满意上。然后以Skinner(1957)提出强化理论,以顾客为核心并加上回馈机制,发掘顾客已知及未知的需求。最后利用三因素态度模式或态度模式(Hawkins et al,2007)探讨顾客满意度对品牌信任与品牌忠诚度的影响。
为了探索理论对顾客满意之影响,本论文建立结构方程模型,深入探究顾客与品牌间之相互关连。首先探索品牌手机专业功能和品牌手机外型设计对顾客满意度的影响,以了解品牌形象与顾客满意度之间之关连,并期望藉由概念化以及衡量顾客的价值观,深入研究为什么以及用何方法可使顾客满意转变成品牌信任与品牌忠诚。由于顾客满意系顾客与品牌之间的关系强度,本研究也希望藉由顾客满意度证实品牌手机专业功能与品牌手机外型设计确实对品牌信任与品牌忠诚度有影响。
本论文进行实证分析结合研究理论,利用探索性因素分析产生研究构面,Cronbach'sAlpha信度分析测试问卷题项之信度,收敛效度分析测验研究构面的效度。然后透过数据分析以结构方程模型,测验统计研究假说,结果显示一个人对于品牌手机功能与品牌手机外型设计的认同度越高,则顾客满意度越强;同时个人对顾客满意度越强,则品牌信任与品牌忠诚度越高。进一步探讨顾客满意之重要性,本研究使用顾客满意做为中介变量以衡量品牌手机专业功能、品牌手机外型设计、品牌信任与品牌忠诚度之间的间接影响,又去除顾客满意中介变量,衡量四者间的直接影响,结论显示顾客满意是支持顾客品牌权益的重要关键。因此,组织可以藉由推动顾客和品牌之间的关系使得品牌的塑造更为落实。
This research,focusing on the mobile-phone industry,examines the impact of the product's function and outer design on customer satisfaction,brand trust and brand loyalty.We first uses Motivation-hygiene theory(Herzberg,1968) to measure the influence of function and outer design on customer satisfaction,and apply satisfier factor and hygiene factor(Naumann,1999) to test the strength of satisfaction.Then,based on Reinforcement theory(Skinner,1957),we strengthen the effect of customer satisfaction and focus on its feedback mechanism.Finally, Tri-component attitude model(Hawkins et al,2007) is to explore the relationship among customer satisfaction,brand trust and brand loyalty.
To understand the impact of the theories on satisfaction,this research develops structural equation model(SEM) to examine the relationships between customers and the brand. Satisfaction is an emotional bond between customers and the brand,and based on that we test the influence of function,outer design on satisfaction and measure the customer's value to test the degree to which satisfaction will generate trust and loyalty.
Combining empirical analysis with research theories,this research employs Exploratory Factor Analysis to extract constructs,applies Cronbaeh's Alpha to measure item reliability and Convergent Validity to examine construct validity,proceeds SEM to test research hypotheses. The results shows the more positive one's view of a brand's function and outer design the stronger will be one's satisfaction to that brand;this stronger satisfaction will in turn strengthen trust and loyalty to the brand.Moreover,we use satisfaction as a mediator to measure indirect effect between function,outer design,trust and loyalty and further test the direct influence among them without satisfaction as a mediator.We conclude that satisfaction may be pivotal to understanding customer-based brand equity and an organization can promote a human brand by following consumer-brand rules and allow more accurate and effective brand management.
为了探索理论对顾客满意之影响,本论文建立结构方程模型,深入探究顾客与品牌间之相互关连。首先探索品牌手机专业功能和品牌手机外型设计对顾客满意度的影响,以了解品牌形象与顾客满意度之间之关连,并期望藉由概念化以及衡量顾客的价值观,深入研究为什么以及用何方法可使顾客满意转变成品牌信任与品牌忠诚。由于顾客满意系顾客与品牌之间的关系强度,本研究也希望藉由顾客满意度证实品牌手机专业功能与品牌手机外型设计确实对品牌信任与品牌忠诚度有影响。
本论文进行实证分析结合研究理论,利用探索性因素分析产生研究构面,Cronbach'sAlpha信度分析测试问卷题项之信度,收敛效度分析测验研究构面的效度。然后透过数据分析以结构方程模型,测验统计研究假说,结果显示一个人对于品牌手机功能与品牌手机外型设计的认同度越高,则顾客满意度越强;同时个人对顾客满意度越强,则品牌信任与品牌忠诚度越高。进一步探讨顾客满意之重要性,本研究使用顾客满意做为中介变量以衡量品牌手机专业功能、品牌手机外型设计、品牌信任与品牌忠诚度之间的间接影响,又去除顾客满意中介变量,衡量四者间的直接影响,结论显示顾客满意是支持顾客品牌权益的重要关键。因此,组织可以藉由推动顾客和品牌之间的关系使得品牌的塑造更为落实。
This research,focusing on the mobile-phone industry,examines the impact of the product's function and outer design on customer satisfaction,brand trust and brand loyalty.We first uses Motivation-hygiene theory(Herzberg,1968) to measure the influence of function and outer design on customer satisfaction,and apply satisfier factor and hygiene factor(Naumann,1999) to test the strength of satisfaction.Then,based on Reinforcement theory(Skinner,1957),we strengthen the effect of customer satisfaction and focus on its feedback mechanism.Finally, Tri-component attitude model(Hawkins et al,2007) is to explore the relationship among customer satisfaction,brand trust and brand loyalty.
To understand the impact of the theories on satisfaction,this research develops structural equation model(SEM) to examine the relationships between customers and the brand. Satisfaction is an emotional bond between customers and the brand,and based on that we test the influence of function,outer design on satisfaction and measure the customer's value to test the degree to which satisfaction will generate trust and loyalty.
Combining empirical analysis with research theories,this research employs Exploratory Factor Analysis to extract constructs,applies Cronbaeh's Alpha to measure item reliability and Convergent Validity to examine construct validity,proceeds SEM to test research hypotheses. The results shows the more positive one's view of a brand's function and outer design the stronger will be one's satisfaction to that brand;this stronger satisfaction will in turn strengthen trust and loyalty to the brand.Moreover,we use satisfaction as a mediator to measure indirect effect between function,outer design,trust and loyalty and further test the direct influence among them without satisfaction as a mediator.We conclude that satisfaction may be pivotal to understanding customer-based brand equity and an organization can promote a human brand by following consumer-brand rules and allow more accurate and effective brand management.
引文
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[2]明基是在2005年10月接手西门子(Siemens)旗下的手机事业,并于2006年9月底宣布停止持续投资该事业,据彭博信息(Bloombcrg)报导,其德国手机事业(BcnQ Mobile GmbH)在2005会计年度(2005年10月-2006年9月)亏损至少达8.4亿欧元(约合11亿美元)。明基在放弃投资明基行动通讯(BenQ Mobile)之后,积极重整手机事业,确定放弃明基西门子(BenQ-Siemens)品牌,将回归BenQ品牌,另外,明基也计划重返手机代工领域。
[3]英国金融时报与Millward Brown Optimor合作的全球百大品牌排名,与Interband的排名不同,Google之品牌价值在去年达六六四.三四亿美元,从前一年捧名第七,一跃而荣登全球最佳品牌(陈颖柔)。
[4]外贸协会秘书长赵永全提到:今年评定的国际品牌当中,台湾有四家,从华硕、趋势科技、宏碁、宏达电(刘静瑀2007)。
[5]请参阅吕家蓁,品牌价值的来源有那些?经济部工业局,2007,网址:http://finance.news.tom.com/1025/1197/2005613-250394.html.
[6]请参阅网址:http://sethgodin.typepad.com/seths_blog/2007/04/the_brand_formu.html.
[7]Aaker(1991)主张,品牌联想是任何与品牌相聊结的事物,是人们对品牌的想法、感受及期望等的集合,可反映出品牌的人格或产品的认知。
[8]根据Aaker(1991)的定义,品牌知名度是指消费者对某品牌再识别或再回想起的能力。
[9]Aaker(1996)认为,知觉质量是消费者对产品质量的肯定、看法和认知。
[10]其它专属资产包括专利、商标、通路关系…等,能够减少竞争者对企业所拥有品牌忠诚度的侵略机会,这也就是相对于其它品牌的竞争优势。
[11]请参阅Willion D.Jr.Perrault & E.Jerome McCarthy(2005),Basic Marketing,15th ed.,New York,NY.,McGraw-Hill Companies,p.20.
[12]请参阅Blackwell,R.D.,Paul W.Miniard,& James F.Engel(2001),Consumer Behavior,9th ed.,Mason,Ohio:South-Westerm,pp.175-176.
[13]请参阅EMBA杂志编辑部:如何使顾客满意.EMBA杂志第160期(1999年12月出版)。
[14]请参阅Wikipedia之Reinforcement.网址:http://en.wikipedia.org/wiki/Reinforcement.
[15]请参阅尾注1.
[16]请参阅Etzel,M.J.,Bruce J.Walker＆William J.Stanton,Marketing 13e,The McGraw-Hill Companies,Inc.,吴万益审阅,瞿秀蕙译.p.261.
[17]请参阅附注17.p262.
[18]请参阅附注17.pp.291-295.
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[21]问卷之信度(Reliability)系指个别题目可信度,目前衡量方式约分为三种,为再测信度,折半信度和
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[4]外贸协会秘书长赵永全提到:今年评定的国际品牌当中,台湾有四家,从华硕、趋势科技、宏碁、宏达电(刘静瑀2007)。
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