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    题名: 雙品牌下服務失敗的外溢效果---建模與分析
    其它题名: Spillover Effects of Service Failures in Co-branding---Modeling and Analysis
    作者: 李嘉林
    贡献者: 企管系
    关键词: 雙品牌;服務失敗;外溢效果;自我(他人)參照
    Co-branding;Service Failure;Spillover Effect;Self- (Other-)Referencing
    日期: 2012
    上传时间: 2015-07-27 16:59:29 (UTC+8)
    摘要: 雙品牌的文獻多為探討顧客對產品(如：索尼-愛立信手機)的
    評估，但極少研究提及雙品牌服務(如：美國肯德基與A&W 共
    用店面的餐飲服務)的評估。故本計畫目的為彌補此文獻缺
    口。本研究調查一個重要問題：在服務失敗下，為何顧客可
    能對雙品牌的夥伴有不同程度外溢效果？本研究認為，除了
    熟悉度高低，「自我參照」或「他人參照」可能為答案。本
    研究利用期望-效用模式建立數學模型驗證兩個命題。第一個
    命題應用「自我參照」理論，論述當顧客專注本身需求時，
    將更難調適服務失敗(擴大效果)，第二個命題應用「他人參
    照」理論，論述當顧客從服務提供者角度思考，對服務失敗
    較易釋懷(緩衝效果)。我們認為在聯盟中，擴大效果將導致
    負面聯想交互轉移，而緩衝效果則導致其中一個品牌在服務
    挽救上發生搭便車效應。本研究有二個學術貢獻：一，就我
    們所知，本研究為第一個用自我與他人參照理論澄清尚未明
    朗的熟悉度調節外溢效果；二，相較其他「信念更新」模型
    (李與戴克，2009)，本模型應用「信念更新」於一個新領域-
    服務失敗。
    Prior literature has mainly discussed over consumer
    evaluations of the co-branded products (e.g., the
    Sony-Ericsson mobile), but the investigations with
    respect to the intangible co-branded service (e.g.,
    KFC-A&W co-shared fast-food restaurant in U.S.) are
    rather scarce. The objective of this study is to
    bridge this gap.
    In this research we investigate an important
    question: if a failure occurs in co-branding, why
    could the customers have different magnitudes of
    negative spillover effects across each of the
    partnering brands? We argue that, except different
    levels of brand familiarity, the different thoughts
    of self-referencing and other-referencing might be
    the answer to the question. We adapt the expectancyvalue
    model to validate two research propositions.
    The first proposition applies the theory of selfreferencing
    to argue that the customers may become
    more upset (i.e., the amplifying effect) when they
    focus on their own needs； on the contrary, the
    second proposition applies the theory of other-referencing to posit that the buffering effect may
    occur if the customer thinks of the failure from the
    provider＇s perspective. We claim that these
    amplifying and buffering spillover effects may lead
    to a transfer of a magnified negative association
    from one brand to the other as well as a free-rider
    effect of forgiving in a partnership, respectively.
    This research makes two distinct contributions to the
    research field of co-branding. First of all, to the
    author＇s knowledge, we are the first to use the
    theory of self-referencing and other-referencing (cf.
    Wan et al., 2011) to clarify the current conflicting
    findings of the moderating impacts of brand
    familiarity on the spillover effects on the belief
    level. Secondly, in contrast to the belief updating
    models in co-branding field (cf. Lee and Decker,
    2009), our mathematical model offers an innovative
    way of explaining the mechanism of customers＇ belief
    updating in a new scenario – service failures. For
    Taiwanese branding managers, by considering the
    theory of other-referencing, we can address the
    importance of altruism, and thus we may help to
    provide a normative guideline of improving the
    seller-buyer relationship.
    關聯: 計畫編號NSC102-2410-H004-181
    数据类型: report
    显示于类别:[企業管理學系] 國科會研究計畫

    文件中的档案:

    档案 描述 大小格式浏览次数
    102-2410-H-004-181.pdf466KbAdobe PDF2229检视/开启


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