第五章 研究二、三之研究方法與結果
第三節 研究限制與未來研究方向
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
第三節 研究限制與未來研究方向
本研究發展之消費者專屬資產量表希望具有普遍應用性，然而由於 時間、經費的限制僅選擇兩類服務、三類產品作為研究標的，未來可以 將專屬資產量表應用到更多不同的產業，進一步確認專屬資產量表之 信、效度以及在其他產業的可應用性、統計結果的穩定性。
此外，本研究為橫斷面分析，後續研究可進一步探討專屬資產與忠 誠行為意圖的動態改變，比方當有正面事件發生時，消費者會不會投入 更多專屬資產？或是負面事件發生時，是否仍然會維持忠誠行為等等。
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
參考文獻
邱志聖（2006），策略行銷分析，架構與實務應用，台北：智勝文化出版社，第 二版。
康敏平（2005），不對襯組織間交易關係之統治，國立政治大學企業管理研究所 未出版博士論文。
Ajzen, I. (1985), “From Intentions to Actions: A Theory of Planned Behavior,” In Kuhl J. and J. Beckman (Eds.), Action Control: From Cognition to Behavior (pp.
11-39). New York: Springer-Verlag.
Alba, J. W. and J. Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,”
Journal of Consumer Research, 13(March), pp.411-454.
Andaleeb, Syed Saad (1996), “An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence,” Journal of Retailing, 72(spring), pp.77-93.
Anderson, Erin (1985), “The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis,” Marketing Science, 4(3), pp.234-254.
Anderson, Erin and Barton Weitz (1992), “The Use of Pledges to Build and Sustain Commitment in Distribution Channels,” Journal of Marketing Research, 29
(February), pp.18-34.
Anderson, Erin and H. Gatignon (1986), “Modes of Foreign Entry: Transaction Costs and Propositions,” Journal of International Business Studies, 17, pp.1-26.
Anderson, Eugene W. (1998), “Customer Satisfaction and Word of Mouth,” Journal of Service Research, 1(May), pp.5-17.
Anderson, Eugene W. and Claes Fornell (1994), “A Customer Satisfaction Research Prospectus,” In Rust, R. T. and R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice (pp.241-268). Thousand Oaks, CA: Sage.
Anderson, Eugene W., Claes Fornell and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Marketing, 58(July), pp.53-66.
Anderson, Eugene and Mary W. Sullivan (1993), “The Antecedents and
Consequences of Consumer Satisfaction for Firms,” Marketing Science,12(Spring), pp.125-143.
Anderson, James C. and D. W. Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103(3), pp.411-423.
Anderson, James C. and James A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Relationships,” Journal of Marketing, 54(January), pp.42-58.
Arnett, Dennis B., Steve D. German and Shelby D. Hunt (2003), “The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,” Journal of Marketing, 67(April), pp.89-105.
Arrow, Kenneth J. (1974), The Limits to Organizations. New York: Norton.
Assael, Henry (1987), Consumer Behavior and Marketing Action (3rd ed.). Boston:
Kent Publishing Company.
Aulakh, P. S. and M. Kotabe (1997), “Antecedents and Performance Implications of Channel Integration in Foreign Markets,” Journal of International Business Studies, 28(1), pp.145-175.
Aydin, Serkan and Gökhan Özer (2005), “The Analysis of Antecedents of Customer Loyalty in Turkish Mobile Telecommunication Market,” European Journal of Marketing, 7/8, pp.910–925.
Bansal, Harvir S. and Shirley F. Taylor (1999), “The Service Provider Switching Model (SPSM): A Model of Consumer Switching Behavior in the Service Industry,”
Journal of Service Research, 2(2), pp.200-218.
Bansal, Harvir S., Shirley F. Taylor and Yannik James (2005), “"Migrating" to New Service Providers: Toward a Unifying Framework of Consumers' Switching
Behaviors,” Journal of the Academy of Marketing Science, 33(1), pp.95-115.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Barney, J. B. and W. G. Ouchi (1986), Organizational Economics. San Francisco, CA:
Jossey Bass.
Barney, J. B. (1990), “The Debate Between Traditional Management Theory and Organizational Economics: Substantive Differences or Intergroup Conflict?”
Academy of Management Review, 15(3), pp.382-393.
Beatty, Sharon E., Lynn R. Kahle, and Pamela M. Homer (1988), “The Involvement- Commitment Model: Theory and Implications,” Journal of Business Research, 16(2), pp.149-167.
Beatty, Sharon E., Morris Mayer, James E. Coleman, Kristy Ellis Reynolds and Jungki Lee (1996), “Customer-Sales Associate Retail Relationships,” Journal of Retailing, 72(3), pp.223-247.
Bell, S. J., S. Auh and K. Smalley (2005), “Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer
Expertise and Switching Costs,” Academy of Marketing Science, 33(2), pp.169-183.
Berry, Leonard L. and A. Parasuraman (1991), Marketing Services: Competing Through Quality. New York, NY: The Free Press.
Bettencourt, Lance A. (1997), “Customer Voluntary Performance: Customers as Partners in Service Delivery,” Journal of Retailing, 73(3), pp.383-406.
Bolton, R. N. and K. N. Lemon (1999), “A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, 36(2), pp.171-186.
Brown, Tom J., Thomas E. Barry, Peter A. Dacin and Richard F. Gunst (2005),
“Spreading the Word：Investigating Antecedents of Consumers’ Positive
Word-of-Mouth Intentions and Behaviors in a Retailing Context,” Journal of the Academy of Marketing Science, 33(2), pp.123-138.
Bucklin, L. P. and S. Sengupta (1993), “Organizing Successful Co-Marketing.
Alliances,” Journal of Marketing, 57(April), pp.32-46.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Burnham, T. A., J. K. Frels and V. Mahajan (2003), “Consumer Switching Costs: A Typology, Antecedents and Consequences,” Journal of the Academy of Marketing Science, 31(2), pp.109-126.
Buvik, Arnt and George John (2000), “When Does Vertical Coordination Improve Industrial Purchasing Relationships?” Journal of Marketing, 64(4), pp.52-64.
Buvik, Arnt and Kjell Grønhaug (2000), “Inter-firm Dependence, Environmental Uncertainty and Vertical Co-ordination in Industrial Buyer–seller Relationships,”
Omega, 28(4), pp.445-454.
Buvik, Arnt and Torger Reve (2001), “Asymmetrical Deployment of Specific Assets and Contractual Safeguarding in Industrial Purchasing Relationships,” Journal of Business Research, 51(2), pp.101-113.
Carroll, G. R. and D. J. Teece (1999), “Firms, Markets, and Hierarchies: Introduction and Overview,” In Carroll G. R. and D. J. Teece (Eds.), Firms, Market, and
Hierarchies: The Transaction Cost Economics Perspective (pp.3-13). London: Oxford University Press.
Carter, Richard and Geoffrey M. Hodgson (2006), “The Impact of Empirical Tests of Transaction Cost Economics on the Debate on the Nature of the Firm,” Strategic Management Journal, 27(5), pp.461-471.
Chaudhuri, A. and M. B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65, pp.81-93.
Chiou, Jyh-shen (2003), “The Antecedents of Consumers’ Loyalty toward Internet Service Providers,” Information and Management, 41, pp.685-695.
Chiou, Jyh-Shen and Cornelia Droge (2006), “Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework,” Journal of the Academy of Marketing Science, 34(4), pp.613-627.
Churchill, Gilbert A. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(1), pp.64-73.
Churchill, Gilbert A. and C. Suprenant (1982), “An Investigation into The
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Determinants of Customer Satisfaction,” Journal of Marketing Research, 19, pp.491-504.
Conway, J. M. and A. I. Huffcutt (2003), “A Review and Evaluation of Exploratory Factor Analysis Practices in Organizational Research,” Organizational Research Methods, 6, pp.147-168.
Cook, K. S. and R. M. Emerson (1978), “Power, Equity and Commitment in Exchange Networks,” American Sociological Review, 43, pp.721-739.
Copeland, M. T. (1923), “Relation of Consumers’ Buying Habits of Marketing Methods,” Harvard Business Review, 1(2), pp.282-289.
Cronin, J. J. and S. A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, 56(3), pp.55-68.
Cunningham, Scott M. (1967), “Perceived Risk and Brand Loyalty,” In Donald, F.
Cox (Eds.), Risk Taking and Information Handling in Consumer Behavior (pp.507-523). Boston: Harvard University Press.
David, R. J. and Shin-Kap Han (2004), “A Systematic Assessment of the Empirical Support for Transaction Cost Economics,” Strategic Management Journal, 25, pp.39-58.
Day, George S. (1969), “A Two Dimensional Concept of Brand Loyalty,” Journal of Advertising Research, 9, pp.29-35.
Dick, Alan S. and Kunal Basu (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22(2), pp.99-113.
Dodds, B. W., K. B. Monroe and D. Grewal (1991), “Effect of Price, Brands and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research,
28(August), pp.307-319.
Driscoll, J. W. (1978), “Trust and Participation in Organizational Decision Making as Predictors of Satisfaction,” Academy of Management Journal, 21, pp.44-56.
Dwyer, F. Robert, Paul H. Schurr and Sejo Oh (1987), “Developing Buyer-Seller
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Relationships,” Journal of Marketing, 51(April), pp.11-27.
Eliashberg, Jehoshua and Thomas S. Robertson (1988), “New Product Preannouncing Behavior: A Market Signaling Study,” Journal of Marketing Research, 25(August), pp.282-292.
Erramilli, M. K. and C. P. Rao (1993), “Service Firms’ International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach,” Journal of Marketing, 57, pp.19-38.
Festinger, L. A. (1957), A Theory of Cognitive Dissonance. Stanford: Stanford University Press.
Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(January), pp.6-21.
Fornell, Claes and David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing
Research, 18(February), pp.39-50.
Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha and Barbara Everitt Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose and Findings,” Journal of Marketing, 60(October), pp.7-18.
Frazier, G. L., R. E. Spekman and C. R. O’Neal (1988), “Just-In-Time Exchange Relationships in Industrial Markets,” Journal of Marketing, 52(4), pp.52-67.
Ganesan, Shankar (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, 58(April), pp.1-19.
Ganesan, Shanker and Ron Hess (1997), “ Dimensions and Levels of Trust:
Implications for Commitment to a Relationship,” Marketing Letters, 8(October), pp.439-448.
Garbarino, Ellen and Mark S. Johnson (1999), “The Different Role of Satisfaction, Trust and Commitment in Customer Relationship,” Journal of Marketing, 63(April), pp.70-87.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Gatigon, Hubert and Erin Anderson (1988), “The Multinational Corporation's Degree of Control over Foreign Subsidiaries: An Empirical Test of a Transaction Cost
Explanation,” Journal of Law, Economics and Organization, 4(Fall), pp.305-335.
Gerbing, David W. and James C. Anderson (1988), “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment,” Journal of Marketing Research, 25(May), pp.186-992.
Graeff, T. R. (1996), “Image Congruence Effects on Product Evaluations: The Role of Self-Monitoring and Public/Private Consumption,” Psychology and Marketing, 13(August), pp.481-499.
Guiltinan, Joseph P. (1989), “A Classification of Switching Costs with Implications for Relationship Marketing,” In Childers, T. L., R. P. Bagozzi and J. P. Peter(Eds.), 1989 AMA Winter Educators’ Conference: Marketing Theory and Practice (pp.
216-220). Chicago, IL: American Marketing Association.
Gustafsson, A., M. D. Johnson and I. Roos (2005), “The Effects of Customer Satisfaction, Relationship Commitment Dimensions and Triggers on Customer Retention,” Journal of Marketing, 69(October), pp.210-218.
Gwinner, Kevin P., Dwayne D. Gremler and Mary Jo Bitner (1998), “Relational Benefits in Services Industries: The Customer’s Perspective,” Journal of the Academy of Marketing Science, 26(2), pp.101-114.
Hair, Joseph F., Rolph E. Anderson, Roland L. Tatham and Willian C. Black (1998), Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall.
Halstead, D., D. Hartman and S. L. Schmidt (1994), “Multisource Effects on the Satisfaction Formation Process,” Journal of the Academy of Marketing Science, 22(2), pp.114-129.
Harrison-Walker, L. Jean (2001), “The Measurement of Word-of-Mouth
Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,”Journal of Service Research, 4(1), pp.60-75.
Heckman, R. and A. Guskey (1998), “Sources of Customer Satisfaction and Dissatisfaction with Information Technology Help Desks,” Journal of Market
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Focused Management, 3, pp.59-91.
Heide, Jan B. and A. M. Weiss (1995), “Vendor Consideration and Switching Behavior of Buyers in High-Technology Markets,” Journal of Marketing, 59(3), pp.30-43.
Heide, Jan B. and George John (1988), “The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels,” Journal of Marketing, 52(January), pp.20-35.
Heide, Jan B. and George John (1990), “Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships,” Journal of Marketing Research, 27(1), pp.24-36.
Heide, Jan B. and George John (1992), “Do Norms Matter in Marketing Relationships?” Journal of Marketing, 56(2), pp.32-44.
Hennig-Thurau, Thorsten and Alexander Klee (1997), “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical
Reassessment and Model Development,” Psychology and Marketing, 14(December), pp.737-765.
Hennig-Thurau, Thorsten, Kevin P. Gwinner and Dwayne D. Gremler (2002),
“Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality,” Journal of Service Research, 4(February), pp.230-247.
Heskett, James L., W. Earl Jr. Sasser and Christopher W. L. Hart (1990), Service Breakthroughs: Changing the Rules of the Game. New York: The Free Press.
Hinkin, T. R. (1998), “A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires,” Organizational Research Methods, 1(1), pp.104-121.
Homburg, Christian and Giering Annette (2001), “Personal Characteristics as Moderators of the Relationship between Customer Satisfaction and Loyalty - An Empirical Analysis,” Psychology and Marketing, 18(1), pp.43-66.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Hrebiniak, L. G. (1974), “Effects of Job Level and Participation on Employee Attitudes and Perceptions of Influence,” Academy of Management Journal, 17, pp.649-662.
Hu, L. and P. M. Bentler (1999), “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives,” Structural Equation Modeling, 6(1), pp.1-55.
Huefner, Jonathan C. and H. Keith Hunt (2000), “Consumer Retaliation as a Response to Dissatisfaction,” Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behavior, 13, pp.61-82.
Jackson, Barbara Bund (1985), Willing and Keeping Industrial Customers: The Dynamics of Customer Relationships. Lexington, MA: Lexington Books.
Jacoby, Jacob and David B. Kyner (1973), “Brand Loyalty v.s. Repeat Purchasing Behavior,” Journal of Marketing Research, 10, pp.1-9.
Jap, Sandy D. and Shankar Ganesan (2000), “Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment,” Journal of Marketing Research, 37(2), pp.227-245.
John, George and Barton A. Weitz (1988), “Forward Integration into Distribution: An Empirical Test of Transaction Cost Analysis,” Journal of Law, Economics and
Organization, 4(2), pp.337-354.
John, George and Barton A. Weitz (1989), “Salesforce Compensation: An Empirical Investigation of Factors Related to Use of Salary versus Incentive Compensation,”
Journal of Marketing Research, 26(1), pp.1-14.
Jones, Michael A., David L. Mothersbaugh and Sharon E. Beatty (2000), “Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76(2), pp.
259-274.
Jones, Michael A., David L. Mothersbaugh and Sharon E. Beatty (2002), “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing their Differential Strategic Outcomes,” Journal of Business Research, 55(6), pp.441-450.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Jones, Michael A., David L. Mothersbaugh and Sharon E. Beatty (2007), “The Positive and Negative Effects of Switching Costs on Relational Outcomes,” Journal of Service Research, 9(4), pp.335-355.
Joshi, Ashwin W. and Rodney L. Stump (1999), “The Contingent Effect of Specific Asset Investments on Joint Action in Brand Owner-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust,” Journal of Academy of Marketing Science, 27, pp.291-305.
Karakaya, Fahri and Michael L. Stahl (1989), “Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Markets,” Journal of Marketing, 53(April), pp.80-91.
Kim, S. and K. A. Hagtvet (2003), “The Impact of Misspecified Item Parceling on Representing Latent Variables in Covariance Structure Modeling: A Simulation Study,” Structural Equation Modeling, 10(1), pp.101-127.
Klein, B. (1980), “Transaction Cost Determinants of ‘Unfair’ Contractual Arrangements,” American Economic Review, 70, pp.356-362.
Klein, B., R. Crawford and A. Alchian (1978), “Vertical Integration, Appropriable Rents and the Competitive Contracting Process,” Journal of Law and Economics, 21, pp.297-326.
Klein, Saul, Gary L. Frazier and Victor J. Roth (1990), “A Transaction Cost Analysis Model of Channel Integration in International Markets,” Journal of Marketing Research, 27(2), pp.196-208.
Klemperer, Paul (1987), “Markets with Consumer Switching Costs,” Quarterly Journal of Economics, 102(2), pp.375-394.
Klemperer, Paul (1995), “Competition When Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade,”The Review of Economic Studies, 62, pp.515-539.
Kwon, Ik-Whan G. and Taewon Suh (2004), “Factors Affecting the Level of Trust and Commitment in Supply Chain Relationships,” Journal of Supply Chain Management, 40(2), pp.4-14.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Lastovica, John L. and David M. Gardner (1979), “Components of Involvement,” In Maloney, John C. and Bernard Silverman(Eds.), Attitude Research Plays for High Stakes (pp.53-73). Chicago, IL: American Marketing Association.
Lee, D. J., M. J. Sirgy, J. R. Brown and M. M. Bird (2004), “Importers’ Benevolence toward Their Foreign Export Suppliers,” Journal of the Academy of Marketing Science, 32(1), pp.32-48.
Lee, Richard and Jenni Romaniuk (2009), “Relating Switching Costs to Positive and Negative Word-of-Mouth,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, pp.54-67.
Lim, Kui Suen and Mohammed Abdur Razzaque (1997), “Brand Loyalty and
Situational Effects: An Interactionist Perspective,” Journal of International Consumer Marketing, 9(4), pp.95-115.
Lohtia, R., C. M. Brooks and R. E. Krapfel (1994), “What Constitutes A
Transaction-Specific Asset? An Examination of the Dimensions and Types,” Journal of Business Research, 30, pp.261-270.
Long, J. S. (1983), Confirmatory Factor Analysis. Beverly Hills, CA: Sage.
Lovelock, C. H. (1980), “Toward a Classification of Services,” In Berry, L. L., G. L.
Shostack and G. Upah (Eds.), Emerging Perspectives on Services Marketing (pp.72-76). Chicago: American Marketing Association.
Lovelock, C. H. (1983), “Classifying Services to Gain Strategic Marketing Insights,”
Journal of Marketing, 47(Summer), pp.9-20.
Masten, Scott E. (1984), “The Organization of Production: Evidence From the Aerospace Industry,” Journal of Law and Economics, 27(October), pp.403-417.
Masten, Scott E., James W. Jr. Meehan and Edward A. Snyder (1989), “Vertical Integration in the U.S. Auto Industry: A Note on the Influence of Transaction Specific Assets,” Journal of Economic Behavior and Organization, 12(October), pp.265-273.
Masten, Scott E., James W. Jr. Meehan and Edward A. Snyder (1991), “The Costs of Organization,” Journal of Law, Economics and Organization, 7(Spring), pp.1-25.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Mathewson, F. and R. Winter (1985), “The Economics of Franchise Contracts,”
Journal of Law and Economics, 28, pp.503-526.
Maute, Manfred F. and William R. Forrester (1993),“The Structure and Determinants of Consumer Complaint Intentions and Behavior,” Journal of Economic Psychology, 14(2), pp.219-247.
McDonald, G. G. (1981), “Structural Exchange and Marital Interaction,” Journal of Marriage and the Family, 43, pp.825–839.
Meyer, John P. and Natalie J. Allen (1984), “Testing the ‘Side-Bet Theory’ of Organizational Commitment: Some Methodological Considerations,” Journal of Applied Psychology, 69(3), pp.372-378.
Minkler, Alanson P. and Timothy A. Park (1994), “Asset Specificity and Vertical Integration in Franchising,” Review of Industrial Organization, 9, pp.409-423.
Mittal, Vikas, Pankaj Kumar and Michael Tsiros (1999), “Attribute-Level Performance, Satisfaction, and Behavioral Intentions Over Time: A
Consumption-System Approach,” Journal of Marketing, 63(April), pp.88-101.
Monteverde, K. and D. J. Teece (1982), “Supplier Switching Costs and Vertical Integration in the Automobile Industry,” The Bell Journal of Economics, 13(Spring), pp.206-213.
Moorman, Christine, Gerald Zaltman and Rohit Deshpande (1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations,” Journal of Marketing Research, 24, pp.314-328.
Moorman, Christine, Rohit Deshpande and Gerald Zaltman (1993), “Factors Affecting Trust in Market Relationships,” Journal of Marketing, 57(January), pp.81-101.
Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58(July), pp.20-38.
Muncy, J. D. (1983), “An Investigation of Two-Dimensional Conceptualization of Brand Loyalty,” P.H.D. dissertation, Lubbock, TX: Texas Tech University.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Nickerson, J. A., B. H. Hamilton and T. Wada (2001), “Market Position, Resource Profile and Governance: Linking Porter and Williamson in the Context of
International Courier and Small Package Services in Japan,” Strategic Management Journal, 22(3), pp.251-273.
Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing, 17(November), pp.460-464.
Oliver, Richard L. (1997), Satisfaction: A Behavioral Perspective on the Consumer.
New York: Irwin/McGraw-Hill.
Oliver, Richard L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63, pp.33-44.
Oliver, Richard L. and W. S. Desarbo (1988), “Response Determinants in Satisfaction Judgements,” Journal of Customer Research, 14(March), pp.495-507.
Onkvisit, S. and J. Shaw (1987), “Self-Concept and Image Congruence: Some Research and Managerial Implications,” Journal of Consumer Marketing, 4(1), pp.13-24.
Parasuraman, A., Valarie A. Zeithaml and Arvind Malhotra (2005), “A Multiple-Item Scale for Assessing Electronic Service Quality,” Journal of Service Research, 7(3), pp.213-233.
Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry (1998), “Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,”
Journal of Retailing, 64(1), pp.12-40.
Park, C. W., D. L. Mothersbaugh and L. Feick (1994), “Consumer Knowledge Assessment,” Journal of Consumer Research, 21(June), pp.71-82.
Parkhe, Arvind (1993), “ Strategic Alliance Structuring: A Game Theoretic and Transaction Cost Examination of Interfirm Cooperation,” Academy of Management Review, 36, pp.794-829.
Pilling, Bruce K., Lawrence A. Crosby and Donald W. Jackson (1994), “ Relational
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Bonds in Industrial Exchange: An Experimental Test of the Transaction Cost Framework,” Journal of Business Research, 30, pp.237-251.
Ping, Robert A. Jr. (1993), “The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunities and Neglect,” Journal of Retailing, 69(Fall), pp.320-352.
Porter, Michael E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press.
Pritchard, Mark P., Mark E. Havitz and Dennis R. Howard (1999), “Analyzing the Commitment-Loyalty Link in Service Contexts,” Journal of the Academy of Marketing Science, 27(3), pp.333-348.
Reichheld, F. F. (1996), The Loyalty Effect. Boston, Massachusetts :Harvard Business School Press.
Reynolds, Kristy E. and Sharon E. Beatty (1999), “Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing,” Journal of Retailing, 75(1), pp.11-32.
Rindfleisch, A. and Jan B. Heide (1997), “Transaction Cost Analysis: Past, Present, and Future Applications,” Journal of Marketing, 61(4), pp.30-54.
Rokkan, A. I., Jan B. Heide and Kenneth H. Wathne (2003), “Specific Investment in
Rokkan, A. I., Jan B. Heide and Kenneth H. Wathne (2003), “Specific Investment in