品牌聲譽、顧客滿意度與信任對忠誠度影響之比較研究 施盈如、封德台
E-mail: 324770@mail.dyu.edu.tw
摘 要
連鎖餐飲業在買家和賣家之間的關係中顯著變化。連鎖餐飲業的新特性是提供顧客附加價值。新顧客價值主張必須建立在 大多數市場和新的銷售策略。連鎖餐飲業如何才能保留顧客的忠誠度?市場營銷研究已經發現決定顧客忠誠度的幾種因素
。在本文中，著眼點為連鎖餐飲業的顧客忠誠度。然而，這方面的知識是基於研究傳統市場的顧客。在本文中，我們著眼 於連鎖餐飲業的顧客忠誠度。 研究結果顯示，忠誠度最重要的影響力在於顧客滿意度，這項研究結果對連鎖餐飲業的營銷 策略進行了討論。研究對象連鎖餐飲業之產業並針對顧客發放，回收559 份問卷。統計軟體為社會科學統計軟體程
式(SPSS)所有假說皆具有顯著關係。
關鍵詞 : 品牌聲譽、轉換成本、顧客滿意度、信任、忠誠度、餐飲業 目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．
iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．
． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．
．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．
．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 2 第三節 研究流程．．．．．．．．．．
．．．．． 3 第三節 研究範圍與對象．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．
．．．．．． 6 第一節 連鎖餐飲業．．．．．．．．．．．．．． 6 第二節 品牌聲譽．．．．．．．．
．．．．．．． 10 第三節 轉換成本．．．．．．．．．．．．．．． 12 第四節 顧客滿意度．．．．．
．．．．．．．．． 16 第五節 信任．．．．．．．．．．．．．．．．． 18 第六節 顧客忠誠度．．．
．．．．．．．．．．． 20 第三章 研究方法．．．．．．．．．．．．．．．．． 24 第一節 研究架構．．
．．．．．．．．．．．．． 24 第二節 研究假設．．．．．．．．．．．．．．． 25 第三節 變項之操 作行定義與衡量．．．．．．．． 25 第四節 研究設計．．．．．．．．．．．．．．． 31 第五節 資料 分析方法．．．．．．．．．．．．． 32 第四章 資料結果與分析．．．．．．．．．．．．．． 34 第一節 樣本分布情形．．．．．．．．．．．．． 34 第二節 信度分析．．．．．．．．．．．．．．． 38 第三節 效度分析．．．．．．．．．．．．．．． 39 第四節 獨立樣本t檢定及單因子分析．．．．．． 46 第 五節 皮爾森相關係數分析．．．．．．．．．． 63 第六節 迴歸分析．．．．．．．．．．．．．．． 65 第七節 假設結果．．．．．．．．．．．．．．． 67 第五章 結論與建議．．．．．．．．．．．．．．．．
69 第一節 研究結論．．．．．．．．．．．．．．． 69 第二節 理論意涵．．．．．．．．．．．．．
．． 67 第三節 實務意涵．．．．．．．．．．．．．．． 73 第三節 後續發展與研究限制．．．．．．
．．．． 74 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 76 附錄A 台灣研究問卷．．．．．．．．．
．．．．．． 96 附錄B 大陸研究問卷．．．．．．．．．．．．．．． 99 表目錄 表 3- 1 品牌聲譽問項．．．．．．
．．．．．．．．．． 26 表 3- 2 轉換成本問項．．．．．．．．．．．．．．．． 27 表 3- 3 顧客滿意度問項．．．．．
．．．．．．．．．． 28 表 3- 4 信任問項．．．．．．．．．．．．．．．．．． 29 表 3- 5 顧客忠誠度問項．．．．．
．．．．．．．．．． 30 表 4- 1 大陸樣本結構分析表．．．．．．．．．．．．． 35 表 4- 2 台灣樣本結構分析表．．．
．．．．．．．．．． 37 表 4- 3 問卷各構念之信度分析．．．．．．．．．．．． 39 表 4- 4 中國大陸品牌聲譽因素效度 分析表．．．．．．． 40 表 4- 5 中國大陸轉換成本因素效度分析表．．．．．．． 40 表 4- 6 中國大陸顧客滿意度因素效 度分析表．．．．．． 41 表 4- 7 中國大陸信任因素效度分析表．．．．．．．．． 41 表 4- 8 中國大陸情感忠誠因素效度 分析表．．．．．．． 42 表 4- 9 中國大陸行為意向忠誠因素效度分析表．．．．． 42 表 4-10 台灣品牌聲譽因素效度分 析表．．．．．．．．． 43 表 4-11 台灣轉換成本因素效度分析表．．．．．．．．． 43 表 4-12 台灣顧客滿意度因素效 度分析表．．．．．．．． 44 表 4-13 台灣信任因素效度分析表．．．．．．．．．．． 44 表 4-14 台灣情感忠誠因素效 度分析表．．．．．．．．． 45 表 4-15 台灣行為意向忠誠因素效度分析表．．．．．．． 45 表 4-16 品牌聲譽獨立樣本 t 檢定及單因子分析量表．． 47 表 4-17 轉換成本獨立樣本 t 檢定及單因子分析量表．． 50 表 4-18 顧客滿意度獨立樣本t 檢 定及單因子分析量表．． 52 表 4-19 信任獨立樣本t 檢定及單因子分析量表．．．．． 55 表 4-20 情感忠誠獨立樣本t 檢定 及單因子分析量表．．． 57 表 4-21 行為意向忠誠獨立樣本t 檢定及單因子分析量表．． 59 表 4-22 大陸各構面對各控制變
數之Scheffe事後比較分析 62 表 4-23 台灣各構面對各控制變數之Scheffe事後比較分析． 63 表 4-24 大陸樣本變數皮爾森相 關係數表．．．．．．．． 64 表 4-25 台灣樣本變數皮爾森相關係數表．．．．．．．． 65 表 4-26 中國大陸樣本變數迴 歸檢定表．．．．．．．．． 66 表 4-27 台灣樣本變數迴歸檢定表．．．．．．．．．．． 67 表 4-28 假設結果．．．．
．．．．．．．．．．．．．． 68 圖目錄 圖 1- 1 研究流程．．．．．．．．．．．．．．．．．． 4 圖 3- 1 研究架構．
．．．．．．．．．．．．．．．．． 24 參考文獻
ㄧ、中文部分 中國投資諮詢網(2009)，2009-2012年中國餐飲連鎖業投資分析及前景預測報告[線上資料]，來源:
http://www.ocn.com.cn/rep orts/200639 8canyinliansuo.html [2009, November 24]。 黃文祥(2008)，台灣商務網[線上資料]，來源:
http://www.taiwan page.com.tw/news /000017175.html [2009, December 10]。 黃淑芳(2008)，新唐人電視[線上資料]，來源:
http://www.ntd tv.com/xr/b5/2008/03/20/a120182.html [2009, November 24]。 二、英文部分 Aaker, D. A. (1996). Building Strong Brands.
The free press, New York. Aaker, D. A. (1991). Managing Brand Equity. The free press, New York. Anderson, R. E. (1973). Consumer
dissatisfaction: the effect of dison irmed expectancy on perceived product performance. Journal of Marketing Research,February , 38-44. Anderson, J. C. , & Narus, J. A. (1990). A model of distributer firm and manufacturer firmworking partnerships. Journal of Mar-keting, January, (pp. 42-58).
Andreassen, T. W. , & Indestad, 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), (pp. 7–23).
Antonevich, J. (2002). What’s the survey saying? Public Utilities Fortnightly, (pp. 40–41). Barsky, J. (1992). Customer satisfaction in the hotel industry: mea-surement and meaning. Cornell H. R. A. Quarterly, (pp. 20-41). Bennington, L., Cummane, J., & Conn, P. (2000). Customer satisfac-tion and call centers: an Australian study. International Jour-nal of Service Industry Management, 11(2), (pp. 162–73). Bentler, P. M.
(1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), (pp. 238–46). Bigley, G. A., & Pearce, J. L. (1998). Straining for shared meaning in organization science: problems of trust and distrust. Academy of Management Review, (pp. 405-21). Bitner, M. J. (1990).
Evaluating service encounters: the effects of physic al surroundings and employee responses. Journal of Marketing, 54(2), (pp. 69–82). Blackston, M. (1992). A brand with an attitude: a suitable case for treatment. J Mark Res Soc,34(3) , 231–41. Blackston, M. (1993). Beyond brand personality: building brand eq-uity. In: Aaker D, (Ed.). Brand equity and advertising. Larence Erlabaum Associates, (p. 113–24). Blau, P. M.
(1964). Exchange in power of social life. John Wiley & Sons Inc. Bloemer, J. M., & Oiesz, T. B. (1989). The illusion of consumer sati-sacion. Journal of Consumer Satisfaction, Dissatisfaction and Compl ining Behaviour, 2(1), (pp. 43–8). Bloemer, J. M., & de Ruyter, K. (1998). On the
relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), (pp. 499–513). Bolton, R. N., &
Drew, J. H. (1991). A multistage model of consum-ers’ assessments of service quality and value. Journal of Con-sumer Research, 17(4), (pp. 375 –84). Brown, S. P., & Stayman, D. M. (1992). Antecedents and conesquen- ces of attitude toward the ad. A meta-analysis. Journal of Con- sumer Research, 19, 34-51. Brian J. Corbitta, T. Thanasankita, & Han Yib (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2, 203–215 Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126. Butcher, K., Sparks, B., & O’Callaghan, F.
(2001). Evaluative and re-lat onal influences on service loyalty. International Journal of Se ice Industry Management, 12(4), (pp. 310–27).
Cardozo, R. N. (1965). An experimental study of customer effort, ex-pectation, and satisfaction. Journal of Marketing Research II, 244-9.
Churchill, Jr., G. A. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Market-ing Research XIX, 491-504. Cleopatra, V., & Luiz, M. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62, 314—322. Coulter, K. S., & Coulter, R. A. (2002). Determinants of Trust in a Service Provide. The Moderating Role of Length of Relation ship.
The Journal of Services Marketing, 16(1), 35-50. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: a re-examination and extension.
Journal of Marketing, 56(3), (pp. 55–68). Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an intgrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. Dina R., Allard, C. R., V. Riel &Veronica, L. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality Volume 14, Number 6, (pp. 446-45 6). Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, April, (pp. 35-51). Dwayne, W., Robin, L. W. (2004).
Measuring switching costs in IT outsourcing services. Journal of Strategic Information Sys-tems 15, 219–248. Farrell, J., Shapiro, C. (1988).
Dynamic competition with switching costs. RAND Journal of Economics, 19 (1), 123–137. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Be-havior. Addison-Wesley, Reading, MA. Fombrun, C. J., & Rindova, V. (2000). The road to transparency: re-putetion.
Management at RoyalDutch/Shell. In: Schultz, M. Hatch, M. J. Larsen, M. H. (eds.). The expressive organization, Oxford: Oxford University Press, (p. 7–96). 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. Fournier, S. (1998). Consumers and their brands: developing relation- ship theory in consumer research. Journal of Consumer Resea- rch, March, (pp. 343-73). Fred, Selnes (1993). An Examination of the effect of product perfor mance on brand reputation, satisfaction and loyalty. European Journal of Marketing, (pp. 19-35). Ganesan, S. (1994). Determinants of long-term orientation in buyer–se ller relationships. Journal of Marketing, 58(2), (pp. 1–19). Geyskens, I., Steenkamp, J.-B.E.M., & Kumar, N. (1998). Generaliza tions about trust in
marketing channel relationships using me-ta-analysis. International Journal of Research in Marketing, 15(3), (pp. 223–48). Gimun, K., Shin, B., &
Lee, H. G. (2006). A study of factors that af-fect user intentions toward email service switching. Informa-tion & Management, 43, 884–893.
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 78 -92. Hemple, D. J.
(1977). Consumer satisfaction with the home buying process: conceptualization and measurement. The conceptua- lization of consumer satisfaction and dissatisfaction, H. Deith hunt Cambridge. Mass:Marketing Science Institute, 7. Homer, P. M. (1990). The mediating role of attitude toward the ad: some additional evidences. Journal of Marketing Research XX VII, 76-86. Hsin H. C., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator. Computers in Human Behavior, 24, 2927–2944 Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty Measurement and Management. Wiley, New York. Jevons, C, Cabbott, M., & de Chernatony, L.
(2005). Customer and brand managers perspectives onbrand relationships: a concep-tual framework. J Prod Brand Manag, 14(5), 300–9. Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories, Journal of Economic Psychology, 12(2), (pp. 267–86). Johnson, R. R. (2001). E-payment pick-up. Public Utilities Fort-nightly, (pp. 8–10). Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Re-tailing, 76(2), ( pp. 259–74). Keller, K. L.
(1998). Building, Measuring, and Managing Brand Eq-uity. Prentice Hall, Englewood, New Jersey. Klemperer, P. (1987). Markets with consumer switching costs. Quarer y Journal of Economics, 102 (2), 375–394. Klemperer, P. (1995). Competition when consumers have switching cots: an overview with applications to industrial organization, macroeconomics, and international trade. Review of Economic Studies, 62, 515–539.
Krishnamurthi, L., & Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing Science, 10(2), 172-83. Lau, G., & Lee, S. (1999). Consumers’ trust in a brand and link to brand loyalty. Journal of Market Focused Management, (pp. 341-70). Leif, B., & Herbjorn, N. (1999). Loyalty of on-line bank customers. Journal of Information Technology, 14, 375-386. Leif, B., Methlie,
& Herbjorn, Nysveen (1999). Loyalty of on-line bank customers. Journal of Information Technology, 14, 375-386. Lewicki, R. J., McAllister, D. J.,
& Bies, R. J. (1998). Trust and dis-trust: New relationships and realities. Academy of Management Journal, (pp. 438-58). Lewis, P. (2001). Customer research: efficient deregulated market ing–dispelling the myths, Competing for Household Custom-ers in the Power Market Conference in Berlin [On-line].Available: www.energyforum.net/feature/feat131.html [April, 2003] Lewis, P. (2002). The psychology affecting loyalty of electricity and gas customers, The Global Energy Marketing Conference in University of Vaasa, Finland, [Online].Available: http://www. energyforum.net/
feature/feat174_intro.html. Liljander, V., & Strandvik, T. (1997). Emotions in service satisfaction, International Journal of Service Industry Management, 8(2), (pp. 148–69). Liljander, V., & Trandvik, T. (1993). Estimating zones of tolerance in perceived service quality and perceived service value. International Journal of Service Industry Management, 4(2), (pp. 6–28). Loveman, G. W. (1998). Employee satisfaction, customer loyalty, and financial performance. Journal of Service Research, 1(1), 18– 31. Macintosh, G., & Lockshin, L. S. (1997). Retail relationship and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14, 487-97. Mano, H., &Oliver, R. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451–66.
Marinoso, B. G. (2001). Technoogica1 incompatibility, endogenous switching costs and lock-in. The Journal of Industrial Eco-nomics, 44 ,281
—298. Mayer, R. C., Davis, J. H., &Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Re-view, 20(3), (pp. 709–34). McCullagh, P. (2003). Of customer loyalty and energy [Online]. Available:
http://www.energyusernews.com/CDA/ArticleInfor ma-tion/features/BNP_Features_Item/0%2C2584%2C14501%2 C00.html [March, 2004]
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affect- ing trust in marketresearch relationships. Journal of Marketing, (1), 81-101.
Mukherjee, A., & Nath, P. (2003). A model of trust in online relation- ship banking. International Journal of Bank Marketing, (1), 5-15. Novak, E.
(2002). Does satisfaction pay? Public Utilities Fortnightly, (pp. 34–9). Oliver, R. L. (1977). A Theoretical Reinterpretation of Expectation and Disconfirmation Effects on Post-Exposure Product Evalu ations: Experience inthe Field, in Consumer Satisfaction, Dis-satisfaction and
Complaining Behavior. Bloomington, (pp. 2-9). Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in sa-tisfaction judgments. Journal of Consumer Research, 14(4), (pp. 495–507). Oliver, R. N. (1997). Satisfaction. A Behavioral Perspective on the Consumer. McGraw-Hill Inc., New York. Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nielson, C. C. (1996). An empirical examination of switching cost investments in business-to-business marketing relationships. The Journal of Business and Industrial Marketing, 11, 38-60. Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider–client relationships in context. Journal of Marketing, 63(4), (pp. 38–56). Parasuraman, A., Zeithaml, V. A. &Berry, L.L.(1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), (pp. 12–40). Parasuraman, A., Zeithaml, V. A., & Berry, L. L.
(1994). Reassess-ment of expectations as a comparison standard in measuring service quality: implications for future research. Journal of Marketing, 58(1), (pp. 111–24). Ping, R. A. (1993). The effects of satisfaction and structural con-straints on retailer exiting, voice, loyalty, opportunism, and-neglect. Journal of Retailing, 69(3), 320–352. Porter, M. E. (1980). Competitive Strategy. The Free Press, New York. Ravald, A., & Gronroos, C. (1996). The value concept and relation-ship marketing. European Journal of Marketing, 30(2), (pp. 19–30). Reichheld, F. F., & chefter, P.
(2000). E-loyalty: your secret weapon on the web. Harvard Business Review, (pp. 105-13). Roest, H., & Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8(4), (pp. 336–51). Rook, D. (1985). The ritual dimension of consumer behavior. J Con-sum Res, 12(3), 251–64. Rosenberg, L. J., & Czepiel, J. A. (1983). A marketing approach to customer retention. Journal of Consumer Marketing, 2, 45-51. Rust, R. T., & Oliver, R. L. (1994). Service quality: insights and ma-nag erial implications from the frontier. In R.T. Rust and R.L. Oliver (Eds.), Service Quality. New Directions in Theory and Practice, (pp. 1–20). Rust, R. T., & Zahorik, A. J. (1993).
Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 93–215. Ruyter, D. K., Wetzels, M. & Bloemer, J. (1998).
On the relationships between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), (pp. 436–53). Ruyter, D. K., & Bloemer, J. (1999). Customer loyalty in extended service settings: the interaction between satisfaction, value at-tainment and positive mood. International Journal of Service Industry Management, 10(3), (pp. 320–36). Samuelsen, B. M., Gronseth, B. O., &
Sandvik, K. (1997) Customer loyalty: effects of customer satisfaction and brand reputation. BETA (1), 36-46. Sandvik, K., & Duhan, D. (1996). The effects of performance on brand reputation, satisfaction and loyalty, in The 25th EMAC Con- ference. Budapest 14th-17th, (pp. 983- 99). Schurr, P. H., & Ozanne, J. L. (1985). Influences on exchange processes: Buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness.
Journal of Consumer Research, (4), 939-953. Selnes, F. (1993). An examination of the effect of product perfor-mance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35. Serkan, Aydin, & GOkhan, Ozer (2005). Customer loyalty and the ef-fect of switching costs as a moderator variable-A case in the Turkish mobile phone market. Marketing intelligence & P1anning , No. 1. Seybold, P. V.
(1998). Customer.com. Times Books, NewYork. Sharma, N., Patterson, P. G., Cicic, M., & Dawes, P. (1997). A contin- gency model of relationship commitment for professional consumer services. Proceedings of the EMAC Conference, University of Warwick, (pp. 2026-37). Sharma, N., &
Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11(5), (pp. 470–90). Shergill, G. S., & Bing Li (2005). Internet Banking
— An empirical investigation of a trust and loyalty model for new zealand banks. Journal of Internet Commerce, Vol. 4(4). Simonin, B. L., &Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effect of brand al-liance on consumer brand attitudes. Journal of Marketing Re-search, 35(2), (pp. 30-42). Singh, J. V., & Sirdeshmukh, D. (2000). Agency and trust mechan-isms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, (pp. 150-67). Soderlund, M. (1998). Customer satisfaction and its consequences on customer behaviour revisited. International Journal of Service Industry Management, 9(2), (pp. 169–88). Stauss, B., & Neuhaus, P. (1997). The qualitative satisfaction model. International Journal of Service Industry Management, 8(3), (pp. 236–49). Storbacka, K., Strandvik, T., &
Gronroos, C. (1994). Managing cus-tomer relationship for profit: the dynamics of relationship quality. International Journal of Service Industry Management, 5(5), (pp. 21–38). Spekman, R. E. (1988). Strategic supplies selection: Towards an un-derstanding of longterm buyer-seller
relationships. Business Horizons, (4), 75-81. Suh, B., & Han, I. (2003). The impact of customer trust and percep-tion of security onthe acceptance of electronic commerce. In-ternational Journal of Electronic Commerce, (3), 135-1 61. Swan, J. E., & Oliver, R. L. (1989). Post-purchase
communications by consumers. Journal of Retailing, 65(4), (pp. 516–33). Tarney, W., & Roma, B. (2000). Lessons from the call center. Public Utilities Fortnightly (Fall), (pp. 32–3). Thumann, A. (1998). Customer Choice: Purchasing Energy in a De-regulated Market. Lilburn: The fairmont press, Inc. Vanessa, A. I., Patrick, H., & Pilar, Z. C. (2006). Antecedents of cus-tomer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal, 6, (pp. 633–650). Viard, V. B. (2002). Do switching costs make markets more or less competitive? The case of 800-number portability. Watson, A., Viney, H., & Schomaker, P. (2002). Consumer attitudes to utility products: a consumer behaviour perspective. Marketing Intelligence and Planning, 20(7), (pp. 394–404). Westbrook, R. A. (1987). Product/consumption based affective res-pon- ses and post purchase processes. Journal of Marketing Research, 24(3), (pp. 258–70). Whitehead, P. (2003). Satisfied customers are not necessarily loyal [Online].Available: http://www.energyforum.net/feature/feat20 0.shtml [April, 2003] Wijnholds, H. (2000).
Competitive electricity markets in the U.S. and the E.U.: can they learn from each other? Journal of Euromar- keting, 9(1), (pp. 37–55).
Williamson, O. E. (1975). Markets and hierarchies: Analysis and An-titrust Implications. NY: Free press. Woodruff, R. B. (1997). Customer value:
the next source for compet-tive advantage. Journal of the Academy of Marketing Science, 25(2), (pp. 139–53). Yi, Y. (1990). A critical review of customer satisfaction, in Review of Marketing. Zeithaml, V. A. (Ed.) American Marketing Associ- ation, Chicago, 68-123. Zeithaml, V. A. (1988).
Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), (pp. 2–22).
Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The beha-vioural consequences of service quality. Journal of Marketing, 60(2), ( pp. 31 –46). Zhilin, Y., & Robin, T. P. (2004). Customer perceived value, satisfac-tion, and loyalty : The role of switching costs. Psychology & Marketing, 21(10), 99-822
