政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/3808
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3808


    Title: 消費者滿意與品牌忠誠的關係：關係強度的干擾效果
    Other Titles: The Relationship between Consumer Satisfaction and Brand Loyalty---The Moderating Effect of Relationship Strength
    Authors: 邱志聖
    Keywords: 消費者滿意度;品牌忠誠度;代理人理論;交易成本;關係強度;干擾效果
    Consumer satisfaction;Brand loyalty;Agency theory;Transaction cost;Relationship strength;Moderating effect
    Date: 2000
    Issue Date: 2007-04-18 16:36:18 (UTC+8)
    Publisher: 臺北市：國立政治大學國際貿易學系
    Abstract: The purpose of study is to apply agency theory and transaction cost analysis to explain the relationship between satisfaction and loyalty. An integrated framework is proposed and tested by a member database of a global cosmetics brand. This study found that marketers have to build trustworthy image to reduce moral hazard issues in the exchange relationship, and to create exchange specific assets to increase create customers` loyal behaviors. It also found that overall satisfaction is the precursor of consumer`s willingness to build specific asset with the supplier and loyalty behaviors. Finally, consumers with different levels of product market expertise will have different costs in reducing adverse selection problems, therefore, have different propensities to stay with their current brands.
    Description: 核定金額：318000元
    Data Type: report
    Appears in Collections:[Department of International Business] NSC Projects

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