The Effects of Corporate Reputation on Customer Perceived Value and Purchase Intentions

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Project title

Code/計畫編號

NSC100-2410-H019-013

Translated Name/計畫中文名

服務業公司聲譽、顧客價值與購買意圖關聯性之研究

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=2336177

Year

2011

Start date/計畫起

01-08-2011

Expected Completion/計畫迄

31-07-2012

Bugetid/研究經費

292千元

ResearchField/研究領域

工業工程
管理科學

"公司聲譽是服務業廠商競爭優勢的重要來源。過去學者的研究大多是由單一構面的觀點探討公司聲譽，未考慮公司聲譽可能存在不同的構面。此外，公司聲譽對顧客價值的影響，以及公司聲譽與其他重要行銷變數的互動，文獻也少有討論。本計畫為三年的研究計畫，整體目標為探討服務業公司聲譽對顧客購買意圖（初次購買和交叉購買）的影響，期望能較完整的解釋公司聲譽在服務業行銷的效果。第一年計畫的目標，是探討公司聲譽之不同構面（顧客導向、好雇主、可靠和財務健全、產品和服務品質、社會和環保責任），如何影響顧客知覺價值（功利價值與享樂價值）與購買意願。第二年計劃的目標，是探討公司聲譽、顧客對原公司其他服務評價（預期服務品質與知覺風險）、顧客與銷售人員關係品質（含滿意和信任）的互動關係，對顧客交叉購買意願的影響。第三年計畫的目標，是探討公司聲譽在交叉購買過程中的傳訊效果，是否受到其他選擇的吸引力與便利性之干擾。本計畫將以壽險服務業為實證對象，深度訪談業者和消費者，並做完整的文獻探討，之後建立觀念架構和假設推導。本計畫預計透過調查法發放問卷蒐集資料，以結構方程模式與多群組分析檢驗假設和驗證模型。研究結論能補足文獻上對公司聲譽與顧客購買理論之缺口，也可提供服務業者銷售策略之參考依據，具有理論與實務上的重要涵義。""The relationship between reputation and a sustained competitive advantage is widely acknowledged in the literature. In this three-year project, we intend to see how corporate reputations influence customers’ purchase and cross-buying intentions in the service industry. We first investigate how distinct types of corporate reputations (i.e. customer orientation, good employer, reliable and financially strong company, product and service quality, social and environmental responsibility) influence customers’ cross buying intentions through customer perceived value (i.e. utilitarian and hedonic value). We then examine the influences of corporate reputations on customers’ crossbuying intentions by considering the moderating effect of relationship quality (including satisfaction and trust) of salespersons. Finally, we examine the moderating influences of service convenience and attractiveness of alternatives in the corporate reputation-cross buying intentions link. Survey method and structural models will be used to collect and analyze data. Our results provide important theoretical implications on corporate reputations in the service industries. Our results also provide managerial implications for service companies."

Keyword(s)

公司聲譽
顧客價值
購買意願
交叉購買意願
corporate reputation
customer value
cross-buying intention

DSpace CRIS

The Effects of Corporate Reputation on Customer Perceived Value and Purchase Intentions

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