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標題: | 期望失驗或損失趨避:顧客服務的效用 Disconfirmation or Loss Aversion: The Role of Customer Service |
作者: | CHUNG-SHUN LIAO 廖崇舜 |
指導教授: | 黃明蕙(Ming-Hui Huang) |
關鍵字: | 顧客關係管理,前景理論, Customer Relationship Management,prospect theory,reference dependence,disconfirmation, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 過去許多研究發現,對某些產品,顧客對於購後經驗的重視程度遠大於對產品品質的重視。尤其對資訊科技產品而言,「顧客服務」更是維持顧客關係的關鍵的過程,沒有這種和顧客的互動便無法建立公司與顧客之間的關係基礎。過去的文獻經常將期望失驗當作衡量顧客滿意度的指標,在本論文中,我們以前景理論中的損失趨避和參考點的概念為理論基礎,將「顧客服務」的水準,視為顧客所知覺到的「正面期望失驗(損失)」或「負面期望失驗(利得)」,藉此研究顧客關係管理對顧客知覺品質以及產品滿意度的影響。我們假設「互動」過程可以改變消費者的產品品質參考點,進而影響消費者對產品的整體滿意度。在損失趨避的影響下,購買高品質產品的消費者對於「服務」過程較購買低品質產品的消費者敏感。 Providing customers with best services is a core process for maintaining long-term relationships with customers. For some products, the importance of such services can outweigh product quality. Based on the concept of loss aversion derived from prospect theory, this study considers that customer service can be used to make up the gap between expectation and quality performance, a phenomenon typically explained by the disconfirmation perspective. Based on data from 123 manager samples from major US firms, customer service was confirmed to moderate the relationship between quality expectation and perceived quality (i.e., disconfirmation), and therefore affected customer satisfaction. This disconfirmation gap was more manifest for high-end products than for low-end products due to customer loss aversion. Implications for the results and future studies are discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/32725 |
全文授權: | 有償授權 |
顯示於系所單位: | 資訊管理學系 |
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