研究限制與未來研究建議

第五章結論與建議

第三節研究限制與未來研究建議

本研究根據文獻探討及研究假說推論，信、效度皆在一定水準以上，整體模 式配適度也都是達到理想的水準，但是由於以下研究限制，仍尚有未能涵蓋之處，因此針對本研究不足的地方，提供數點建議，以作為後續研究者未來之研究方向。

一、研究限制

(一) 本研究係針對電視購物顧客關係利益、關係價值、關係品質與轉換障礙對忠誠度的關聯性進行實證研究，研究結果是否類推適用於其他產業，仍有待後續研究加以驗證。

(二) 因為本研究對象為國內購買電視購物之顧客，由於母體龐大又無抽樣清冊，復以時間、人力及經費有限，因此在實施消費者抽樣時採取便利抽樣，

然而，若以嚴格的隨機抽樣標準而言，本研究在抽樣方式上所採取的抽樣方式有可能使樣本產生偏差，所以本研究的問卷發放方式有紙本問卷與電子問卷，經過獨立樣本t檢定，發現在13個變項中只有3個變項有顯著性，本研究將兩種問卷合併，進行統計分析。

二、後續研究建議

(一) 電視購物業者可以針對不同特質消費者做比較。

(二) 本研究係以電視購物為研究對象，由於產業特性與環境變數的不同，此模式是否可以延伸到其他通路，如網路購物。

(三) 本研究旨在結合關係利益、關係價值、關係品質及轉換障礙的實證模式，

然而不可否認地，尚有其他變數會影響顧客與企業之間的關係結果，例如公司形象，後續研究者可以考慮加入或更換研究模式的構念，使模式更能完整地反映顧客與企業之間的關係。

參考文獻

一、中文部份

方宗廉(2003)。病毒橫行誰得利？。卓越雜誌，226，32-37。

中央大學台灣經濟發展研究中心(2006)。無店鋪消費行為調查。

方資文(2003)。關係價值、滿意度與顧客忠誠度關係之實證研究─以國泰人壽為例。義守大學管理科學研究所未出版之碩士論文。

李海容(1997)。大陸電視購物頻道的特點與前景。國立政治大學廣告學研究所未出版之碩士論文。

沈美幸(2004)。富邦購物頻道元旦開台叫賣，工商時報 2004/11/23。

林聖瀧(2004)。電視購物消費者行為之研究-以大台北地區大學生為例。國立臺灣師範大學圖文傳播學系研究所未出版之碩士論文。

邱皓政(2006)。結構方程模式-LISREL 的理論、技術與應用。台北市：雙葉書廊。

陳方元(2006)。台灣地區航空公司顧客關係利益與忠誠度之研究。國立成功大學交通管理科學研究所未出版之博士論文。

陳致魁(1999)。關係品質對網路書店顧客忠誠度影響之研究。大葉大學資訊管理研究所未出版之碩士論文。

彭若青(2003)。電視購物引爆媒體通路戰。管理雜誌，347，48-50。

曾信超(2006)。服務品質、關係價值與關係品質對顧客忠誠度之影響。企業管理學報，71，77-105。

黃俊英(2002)。多變量分析。台北市：中國企業經濟研究所。

顧萱萱、吳奇峰(2006)。預付型服務組合中誘使消費者產生再購意願因素之探討。台灣管理學刊，6(1)，85-104。

謝宛蓉(2005，3月1日)。催眠銷售術，購物頻道5堂課。e天下，51。

二、西文部份

Andaleeb, S.S. (1996). An experimental investigation of satisfaction and commitment in marketing channel: The role of trust and dependence. Journal of Retailing, 72,

Anderson, E., & Weitz, B. (1989). Determinats of continuity in conventional industrial channel dyads. Marketing Science, 8, 310-323.

Anderson, E.W., & Sullivan, M.W. (1993) . The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.

Anderson, E.W., Fornell, C., & Lehmann, D.R. (1994). Customer satisfaction, marketing share, and profitability: findings from Sweden. Journal of Marketing, 58, 53-67.

Anderson, J. C. & Gerbing, D. (1988). Structural equation modeling in practice: a review and recommended two step approach. Psychological Bulletin .103:

411-423.

Anderson, J.C. (1995). Relationships in business markets: exchange episodes, value creation, and their empirical assessment. Journal of the Academy of Marketing Science, 23(4), 346-350.

Anderson, J.C., & Narus, J.A. (1990). A model of distributor firm and manufacture firm working partnerships. Journal of Marketing, 54, 42-58.

Andreassen, T.W. & Lindestad, B. (1998). Customer loyalty and complex services:

the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management , 9(1), 7-23.

Ayyildiz, H., & Cengiz, E. (2007). Country image effect on customer loyalty model.

Innovative Marketing, 3(2), 52-59.

Bagozzi, R. P. & Yi.Y.(1988). On the evaluation of structural equation models.

Academy of Marketing Science. 16 .74-94.

Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty:

perceived switching barriers and satisfaction. Journal of Business Research, 59, 214-224.

Ball, D., Coelho, P.S., & Machas, A. (2004). The role of communication and trust in explaining loyalty. European Journal of Marketing, 38, 1272-1293.

Bansal, H.S., & Taylor, S.F. (1999). The service provider switching model(SPSM): a model of consumer switching behavior in service industry. Journal of Service Research, 2(2),200.

Baron, R.M., & Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations.Journal of Personality and Socia Psychology, 51, 1173-1182.

Bateson, & Hoffman, G. (2002). Essential of Service Marketing: Concepts, Strategy, and Cases, Harcourt, Inc.

Beatty, S. E., Kahle, L. R., & Homer, P. (1988). The involvement-commitment model :theory and implications. Journal of Business Research, 16(2), 149-167.

Bentler, P. M. & Bonett, D.G(1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin 80: 588-606.

Bentler, P. M. (1995). EQS Structural equations program manual. Encino. CA:

Multivariate Software.

Berry, G.L. (1995). Relationship marketing of services growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, 236-45.

Berry, L.L., & Parasuraman, A. (1991). Marketing services: competing through quality, New York: Free Press, 137.

Bettencourt, L. A., & Brown, S. W. (1997). Contact employee: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. Journal of Retailing, 3(1), 39-61.

Binter, M.J. (1995). Building service relationship: It’s all about promise. Journal of the Academy of Marketing Science, 23, 246-251.

Blackwell, S.A, Szeinbach, S.L., Barnes, J.H., Garner, D. W., & Bush, V. (1999). The antecedents of customer loyalty: A empirical investigation of the role of personal and situational aspect on repurchase decisions. Journal of service Research, 1, 152-160.

Bloemer & Odekerken-Schroder(2002). Store satisfaction and store loyalty explained by customer-and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.

Bollen, K.A.(1990).A comment on model evolution and modification. Multivariate Behavioral Research, 25(2), 181-185.

Bolton, R. N., & Drew, J.H., (1991) . A multistage model of customers’ assessments

Bowen, D.E., (1986). Managing customers as human resources in service organizations. Human Resource Management, 25, 371-383.

Bowen, J.T., & Shoemaker, S. (1998). Loyalty: a strategic commitment, Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.

Butcher, K., Sparks, B.O., & Callagham, F. (2002). Effect of social influence on repurchase intentions. Journal of Services Marketing, 16(2), 503-514.

Carmines, E. & MacIver, J. (1981). Analyzing Models with Unobserved Variables:

Analysis of Covariance Structures, In G. Bohmstedt and E. Borgatta (eds.), Social measurement: Current Issues, Beverly Hills, Calif: Sage.

Chang, Y.H., & Chen, F.Y. (2007). Relational benefits, switching barriers and loyalty:

A study of airline customer in Taiwan. Journal of Air Transport Management, 13, 104-109.

Chatura, R., & Jaideep, P. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14, 374-395.

Chaudhuri, A., & Holbrook, M.L. (2001). The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Chen, T.Y., Chang, P.L., & Yeh, C.W. (2005). Development of satisfaction with, and value of relationship with customers: evidences from high-encounter service sectors. Chiao Da Management Review, 25(1), 123-148.

Chen, T.Y., Chen, C.B., & Tsung, C.Y. (2007). Cause-effect among relationship selling behavior, trust, and relationship value: A study of international airlines in Taiwan. Pan-Pacific Management Review, 10(2), 1-28.

Churchill, G.A. & Surprenant, C. (1982). An investigation into the determinants of customer Satisfaction. Journal of Marketing Research, 19 , 491-504.

Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing, 18, 332-347.

Colloquy (1999). From evolution to revolution: frequency marketing comes of age 1999;7(1). http : //www.colloquy.com /fmionline /past_issues/v7i1/

Cook, J.P. (2000). Consumer culture and television home shopping programming: An examination of the sales discourse. Mass Communication & Society, 3(4),373-391.

Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54, 68-81.

Czepiel, J.A. (1990). Service encounters and service relationships: Implications for research. Journal of Business Research, 20, 13-21.

Dick, A. S., & Basu, K. (1994). Customer loyalty toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 99-113.

Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 18(4), 453-462.

Doney, P.M., & Cannon, J.P. (1997). An examination of the nature of trust in buy-seller relationships. Journal of Marketing, 61(2), 35-51.

Dorsch, M.J., Swanson, S.R., & Kelly, S.W. (1998). The role of relationship is stratification of venders as perceived by customers. Journal of the Academy of Marketing Science, 26, 128-142.

Dwyer, F.P., Schurr, P.H., & Oh., S. (1987). Developing buyer-seller relationship.

Journal of Marketing, 51, 11-27.

Dwyer, F.R., Oh, S. (1987). Output sector munificence effects on the unternal ecomomy of marketing channels. Journal of Marketing Research, 24, 347-358.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An introduction to Theory and Research. Addison-Wesley. Reading. MA.

Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research , 18, 39-50.

Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56, 6-21.

Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E. (1996) . The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60 , 7-18.

Fullerton, G. (2003). When does commitment lead to loyalty ?. Journal of Service

Ganesan, .S. (1994). Determinants of long-term orientation in buy-seller relationship.

Journal of Marketing, 58(2), 1-19.

Garbarino, E., & Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-87.

Geyskens, I., Steenkamp, J.E.M., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationship. Journal of Marketing Research , 36 , 223-238.

Goodwin, C. (1997). Communality as a dimension of service relationships. Journal of Consumer Psychology, 5, 387-415.

Goodwin, C., & Gremler, D.D. (1996). Friendship over the counter: how social aspects of service encounters influence consumer service loyalty. Advances in Services Marketing and Management. 5, Teresa A. Swartz, David E. Bowen, and Stephen W. Brown, eds. Greenwich, CT: JAI, 247-82.

Gould, G. (1995). Why it is customer loyalty that counts (and how to measure it).

Managing Service Quality, 5(1), 15-19.

Grant, A., Gurthrie, K.K., & Ball-Rokeach, S. J. (1991). Television shopping ：A media system dependency perspective. Communication Research, 18(6), 773-798.

Gremler, D.D., & Brown, S.W. (1996). Service loyalty: antecedents, components, and outcome. American Marketing Association. 62-70.

Gremler, D.D., & Gwinner, K.P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3, 82-104.

Gronroos, C. (1988). Service quality: the six criteria of good perceived serviced quality. Review of Business, 9(3), 10-13.

Guiltinan, J.P. (1989). A classification of switching costs with implications for relationship marketing in 1989 AMA Winter Educators’ Conference: Marketing Theory and Practice, T. L. Childers, R. P. Bagozzi, J. P. Peter (Eds.),Chicago, IL:

American Marketing Association, 216-220.

Gundlach, G.T., Ravi, S.A., & John, J.M. (1995). The structure of commitment in exchanges. Journal of Marketing, 57, 35-46.

Gwinner, K.P. Gremler, D.D, & Bitner, J.J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis, Prentice Hall.

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty and profitability: an empirical study. International Journal of Services Industries Management, 7(4), 27-42

Hennig-Thuran, T., & Klee, A. (1997). The Impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development. Psychology & Marketing, 14(8), 797-764.

Hennig-Thurau, T., Gwinner, K.P., & Ciremler, D.D. (2002). Understanding relationship marketing outcomes. an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.

Hennig-Thurau, T. (2000). Relationship quality and customer retention through strategic communication of customer skills. Journal of Marketing Management, 16, 55-79.

Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E., & Schlesinger, L. A. (1994).

Putting the service-profit chain to work. Harvard Business Review, 164-174.

Hightower, R., Brady, M.K., & Baker, T.L. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.

Hogan, J.E. (1998). Assessing relationship value in business markets, Ph.D.

Dissertation, University of North Carolina.

Hogan, J.E.(2001). ^HExpected relationship Value: A construct, a methodology for measurement, and a modeling technique^H. Industrial Marketing Management, 30(4),339-351

Houston, F.S., & Gassenheimer, J.B. (1987). Marketing and exchange. Journal of Marketing, 51(4), 3-18.

Hurley, R. F.(1998). Customer service behavior in retail settings: A study of the effect of service provider personality.Journal of the Academy of Marketing Science, 26(2), 115-127.

Hutchings, K., & Murray, G. (2003). Family, face, and favors: do Australians adjust to accepted business conventions in China? Singapore Management Review, 25, 25-49.

Jackson, B.B. (1985). Build customer relationships that last. Harvard Business Review, 63(6), 120-129.

Jacoby, J. & Kyner, D.B. (1973). Brand loyalty VS. repeat purchasing Behavior.

Journal of Marketing Research, 10(1), 1-9.

Jacoy, J., & Chestnut, R.W. (1978). Brand Loyalty : Measurement and Management.Wiley, New York.

Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76, 259-274.

Jones, T.O., Sasser, W.E. (1995) .Why satisfied customer defect. Harvard Business Review, 73, 88-99.

Joreskog, K. G., & Sorbom, D. (1989). LISREL 7: A Guide to the Program &

Applications. Chicago: SPSS Publications.

Julander, C.R., & Soderlund, M. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration.

Keaveney, S.M. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59, 71-82.

Kim, M.K., Park, M.C., & Jeong, D.H. (2004). The effect of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunication Ploicy, 28, 145-160.

Klemperer, P. (1987). Markets with consumer switching costs. Quarterly Journal of Economics, 102(May), 375-394.

Kolter, P.C. (1988). Marketing Management : Analysis, Planning and Control, 6^th ed., Prentice Hall, Englewood Cliffs, CA.

Koter, P.(1998). Marketing Management Analysis, Planning, Implementation, and Control, 9^th, New Jersey: Prentice-Hall Inc.

Kumur, N., Scheer, L.K., & Steenkamp, J.E.M. (1995) . The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32, 348-356.

Lagace, R. R., Dahlstrom, R., & Gassenheimer, J.B. (1991). The relevance of ethical

Lam, S.Y., Shankar, V., Erramilli, M.K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business–to–business service context. Journal of the Academy of Marketing Science, 32(3),293-311.

Lee, J., Lee, J., & Feick, L. (2001). The impact of switching cost on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Service Marketing,15(1), 35-48.

Lee, J.N., & Kim, Y.G. (1999). Effect of partnership quality on its outsourcing success:

conceptual framework and empirical validation. Journal of Management Information Systems, 15(4), 29-61

Leuthesser, L. (1997). Supplier relational behavior: an empirical assessment.

Industrial Marketing Management, 26, 245-254.

Liang, C.J., & Wang, W.H. (2004). Attributes, benefits, customer satisfaction and behavioral loyalty-an integrative research of financial services industry in Taiwan. Journal of Service Research, 4(1), 57-91.

Lijander, V., & Roos, I. (2002). Customer relationship levels-from spurious to true relationships. Journal of Service Marketing, 16(7), 593-614.

Liljander, V., & Strandvik, T. (1995). The nature of customer relationships in Services. Advances in Services Marketing and Management, 1(4), 141-167.

Macintosh, G., & Lockshin, L.S. (1997). Retail relationships and store loyalty: a multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.

Marcel, A. (2003), Position paper on Television Shopping and interactive Television advertising. ERA Europe.

Mohr, J., & Spekman, R. (2004). Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152.

Monroe, K.B. (1991). Pricing- Making Profitable Decisions, McGraw-Hill.

Moorman, C., Deshpande, R., & Zaltman, R. (1993). Factors affecting trust in market research. Journal of Marketing, 57(1), 81-101.

Morgan, R. M., Crutchfield, T.N., & Lacey, R. (2000), Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs,” in Relationship Marketing: Gaining Competitive Advantage through Customer Satisfaction and Customer Retention, Thorsten Hennig-Thurau and Ursula Hansen, eds. Berlin, Germany: Springer, p.71-87.

Morgan, R.M., & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.

Morgan, R.M., Crutchfied, T.N., & Lacey, R. (2000).Patronage and loyalty strateges:

Understanding the behavioral and Attitudinal outcomes of customer retention, Thorsten Hennig-Thurau and Ursula Hansen, eds.Berlin, Germany:springer, 71-87.

Niederkofler, M. (1991) .The evolution of strategic alliances: Opportunities for managerial influence. Journal of Business Venturing, 6(4), 237-257.

Nunnally, J. C. (1978). Psychometric Theory, 2nd Ed, New York: McGraw-Hill.

Odekerken-Schroder, G., De Wulf, K., & Schumacher, P. (2003). Strengthening outcomes of retailer consumer relationships - the dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56(3) , 177-190.

Oliver, L.R., (1997). Satisfaction. ABehavioral Perspective on Consumer .New York:McGrawHill.

Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.

Oliver, R.L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.

Palaima, T, Auruskeviciene, V. (2007). Modeling relationship quality in the parcel delivery services market. Baltic Journal of Management, 2(1), 37-54.

Parasuraman, A., Zeithaml, V.A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(3), 41-50.

Parasuraman, A., Zeithaml, V.A., & Berry, L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12-40.

Patterson, P.G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79, 107-120.

Pelton, L.E., David, S., & James, R.L.(1997) .Marketing Channel- A Relationship Management Approach, Irwin, Time Mirror Books, 381.

Peterson, R.A. (1995). Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 23, 278-281.

Ping, R.A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69, 320-352.

Price, I.L., & Arnould, E.J. (1999). Commercial friendship: service provider-client relationships in context. Journal of Marketing , 63, 38-56.

Price, L.L., Arnould, E.J., & Hausman, A. (1996). Commercial friendships : service provider-client relationship dynamics. Presented at the Frontiers in Services Conference, Vanderbilt University, Nashville, TN

Pritchard, M. P., Havitz, M.E., & Howard, D.R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing science, 27(3), 333-348.

Rauyruen, P., & Miller, K.E. (2007). Relationship Quality as a Predictor of B2B Customer Loyalty. Journal of Business Research, 60(1), 21-31.

Ravald, A., & Gronroos, C. (1996). The value concept and relationship marketing.

European Journal of Marketing, 30(2), 1-20.

Reichheld, F. F., & Schefter, P. (2000) . E-loyalty: your secret weapon on the Web.

Harvard Business Review, 78, 105-113.

Reichheld, F.F, Teal T(1996). The Loyalty Effect: The Hidden Force Behind Growth,Profits, and Lasting Value. Trans. Boston, Mass.: Harvard Business

在文檔中電視購物之關係利益、關係價值、關係品質與忠誠度之研究 (頁 90-108)

第五章 結論與建議

第三節 研究限制與未來研究建議