電視購物顧客滿意的驅動因素及其對顧客忠誠的影響研究

Abstract

With the rapid development of e-commerce, the traditional TV shopping companies face the competition of network shopping, retail e-commerce companies, and so on. A large number of mature and loyal customers are turning to other shopping channels, which restrict the development of the TV shopping companies. Failing to grasp the customers will cause user viscosity decline, as well as the decline of revenue and earnings volatility. Therefore, satisfy the customer demand, improve customer satisfaction and customer loyalty are the top issues what TV shopping companies facing at present. However, when reviewing the existing studies which research in the field of marketing systematically, there is no appropriate theory which can provide a good guidance for TV shopping companies improving customer satisfaction and customer loyalty. Therefore, seeing from the consumer-centered view of marketing, and by using consumer behavior theory and customer life cycle, this paper discusses the factors which influence customer satisfaction and customer loyalty and their formation mechanism. By using literature study, analysis of open-ended interviews and questionnaire survey research methods, the paper draws the following four conclusions:
(1) The customer perception, namely, consumer's shopping experience and feeling in the process, which contain of cognitive and emotional two aspects. Cognitive level mainly about customer cognition, refers to consumer’s understanding of a company’s product, brand or corporate image in the process of consumption or while consumption has been continued for a period of time, this understanding is objective in some degree, and derived from the comparison of expected and the actual feeling. It’s the process to know product, brand and companies, mainly including product quality cognition for the product itself, service quality cognition for the process of shopping, and brand cognition for the brand and corporate image. Emotional level is mainly about customer’s emotional attachment, which means consumer trust and the willingness to rely on a certain transaction or trader.
(2) Customer perception is the important factors that affect customer satisfaction. In the process of the formation of customer satisfaction, customer cognition and customer emotional attachment play different roles. Customer cognition, which including brand cognition, product quality cognition and service quality cognition all have positive impacts on customer satisfaction. In terms of the role of each cognitive variable, brand cognition plays the greatest influence on customer satisfaction; service quality cognition plays the least influence on customer satisfaction. Customer emotional attachment plays a negative moderating role in the relationship between customer cognition and customer satisfaction.
(3) Customer cognition and customer satisfaction are the important factors that affect customer loyalty. Customer cognitive，including brand cognition, product quality cognition, and service quality cognitive has significant positive effect in the process of the formation of customer loyalty. However, three kinds of customer cognitive effect on customer loyalty are not exactly the same. Among them, brand cognition works most significant, and the influence of service quality cognition is minimal. And brand cognition shows a partial mediating role in the relationship between product quality cognitive and customer satisfaction. In addition, customer satisfaction has a direct role in promoting customer loyalty. At the same time, and it mediates the relationship between customer cognition and customer loyalty.
(4) The relationship between customer satisfaction and customer loyalty varies based on the different of consumer life cycle. Customers know better about the companies and their products in the process of continuous contact. As a result, customer satisfaction has a stronger effect on customer loyalty as the growth of customer life cycle. In the formative stage, consumers know little about the company and its products, customer relationship is relatively weak, and the influence of customer satisfaction on customer loyalty is relatively small. In the recession stage, the impact of customer satisfaction on customer loyalty is the largest.

Date of Award	13 Apr 2016
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Kwok On Matthew LEE (Supervisor)