大量客制化对顾客价值与顾客忠诚度的影响—以品牌形象为干扰变数

大量客制化对顾客价值与顾客忠诚度的影响以品牌形象为干扰变数THEIMPACTSOFMASSCUSTOMIZATIONONCUSTOMERVALUEANDCUSTOMERLOYALTYBRANDIMAGEASAMODERATOR研究生邱毓阡YUCHIANCHIOU指导教授叶焜煌PROF1KUNHUANGYEN大同大学事业经营研究所硕士论文THESISFORMASTEROFBUSINESSADMINISTRATIONDEPARTMENTOFBUSINESSMANAGEMENTTATUNGUNIVERSITY中华民国九十八年七月JULY2009THEIMPACTSOFMASSCUSTOMIZATIONONCUSTOMERVALUEANDCUSTOMERLOYALTYBRANDIMAGEASAMODERATOR大量客制化对顾客价值与顾客忠诚度的影响以品牌形象为干扰变数ATHESISSUBMITTEDTOTHEFACULTYOFTHEGRADUATESCHOOLOFMANAGEMENTOFTATUNGUNIVERSITYINPARTIALFULFILLMENTOFTHEREQUIREMENTFORTHEDEGREEOFMASTEROFBUSINESSADMINISTRATIONBYYUCHIANCHIOU邱毓阡JUNE2009TAIPEI,TAIWAN,REPUBLICOFCHINAI大量客制化对顾客价值与顾客忠诚度的影响以品牌形象为干扰变数研究生邱毓阡指导教授叶焜煌大同大学事业经营所九十七学年度硕士论文摘要自DAVIS1987提出大量客制化的概念之后，大量客制化发展因为不确定顾客对於大量客制产品的需求多寡，在实务的执行受到限制。近十年来，经济社会快速的变迁，个人化的产品设计与包装交货等客制需求逐渐增加，大量客制化期望能让顾客以标准产品的价格，满足其客制化的需求。OCONNORANDDAVIDSON1985提出价值源自人的需求系统，所以一项符合个人需求的产品可能会被知觉出更高的价值，进而提升顾客对该公司的忠诚度。BRUHNANDGRUND2000认为在竞争愈来愈激烈的企业环境中，既有产业的公司策略已将焦点从吸引新顾客转移到提升顾客的忠诚度。因此，公司为了生存，提高顾客价值与顾客忠诚度是最重要的。此外，在同一产业中，若厂商所提供的商品相似时，品牌形象可能是消费者购买决策的重要指标。因此，本研究除了探讨大I量客制化对顾客价值与顾客忠诚度的影响之外，也探讨顾客价值对顾客忠诚度的影响并加入品牌形象作为干扰变数，以了解品牌形象对大量客制化、顾客价值与顾客忠诚度三者关系的干扰效果。本研究以大台北地区曾购买品牌电脑之消费者作为研究对象，以便利抽样发出350份问卷，进行资料收集，共回收268份有效问卷。实证资料以AMOS60软体进行结构方程建模；并利用阶层回归分析，探讨品牌形象的干扰效果。研究结果显示，大量客制化对顾客价值具有正向显著影响，而顾客价值对顾客忠诚度也具有正向显著影响，但是大量客制化对顾客忠诚度的直接影响并不显著。品牌形象对於大量客制化与顾客价值关系、顾客价值对顾客忠诚度关系具有干扰效果，可是对於大量客制化与顾客忠诚度关系并不具有干扰效果。最后，顾客价值对大量客制化与顾客忠诚度关系具有中介效果。关键字大量客制化、顾客价值、顾客忠诚度、品牌形象IITHEIMPACTSOFMASSCUSTOMIZATIONONCUSTOMERVALUEANDCUSTOMERLOYALTYBRANDIMAGEASAMODERATORSTUDENTYUCHIANCHIOUADVISORPROFKUNHUANGYENTATUNGUNIVERSITYGRADUATESCHOOLOFMANAGEMENTMASTERSTHESISJULY2009ABSTRACTSINCETHECONCEPTOFMASSCUSTOMIZATIONWASFIRSTPROPOSEDBYDAVISIN1987,THEDEVELOPMENTOFMASSCUSTOMIZATIONINPRACTICEWASLIMITEDTOCUSTOMERUNCERTAINNEEDSFORCUSTOMIZEDPRODUCTSFORTHEPASTTENYEARS,BECAUSEECONOMICANDSOCIALENVIRONMENTCHANGESRAPIDLY,THEDEMANDSOFINDIVIDUALIZEDPRODUCTSANDSERVICESAREINCREASINGMASSCUSTOMIZATIONCOULDMEETCUSTOMERCUSTOMIZEDDEMANDATPRICESOFAPRODUCTOFMASSPRODUCTIONOCONNORANDDAVIDSON1985PROPOSEDVALUEDERIVEDFROMHUMANDEMANDSYSTEMTHEREFORE,APRODUCTCONFORMINGTOINDIVIDUALDEMANDMIGHTBEPERCEIVEDIIIHIGHERVALUESOTHATLOYALTYINCREASEDBECAUSEOFTHEGROWINGINTENSITYOFCOMPETITION,CORPORATESTRATEGIESINESTABLISHEDINDUSTRIESHAVESHIFTEDFROMAPREDOMINANTFOCUSONATTRACTINGNEWCUSTOMERSTOFOCUSINGONSECURINGANDIMPROVINGCUSTOMERLOYALTYBRUHNANDGRUND,2000THEREFORE,FORSURVIVING,CORPORATIONSHOULDADDCUSTOMERVALUEANDCUSTOMERLOYALTYBESIDES,INTHESAMEINDUSTRY,BRANDIMAGEMIGHTBETHEIMPORTANTINDICTOROFCONSUMERBUYINGDECISIONHENCE,THESTUDYATTEMPTSTOEXPLORETHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTYBESIDES,BRANDIMAGEISSERVEDASAMODERATORTOSURVEYITSMODERATINGEFFECTONTHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTYCUSTOMERVALUEISSERVEDASAMEDIATORTOSURVEYITSMEDIATINGEFFECTONTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTYTHERESEARCHSUBJECTSWERETHECONSUMERSLOCATEDINTAIPEI,WHICHEVERPURCHASEDBRANDCOMPUTERBEFORETHROUGHCONVENIENCESAMPLINGWERECEIVED268SAMPLESANDTHEEMPIRICALDATAAREANALYZEDBYUSINGTHESPSSSTATISTICALSOFTWAREPACKAGEFIRSTTHEN,AMOS60STATISTICALSOFTWAREWASUSEDTOCONDUCTTHECONFIRMATORYFACTORANALYSISCFAANDSTRUCTURALEQUATIONMODELINGSEMANALYSISATLAST,WEUSEDHIERARCHICALMULTIPLEREGRESSIONANALYSISTOTESTTHEMODERATINGEFFECTOFBRANDIMAGEONTHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDIVCUSTOMERLOYALTYANDTHEMEDIATINGEFFECTOFCUSTOMERVALUEONTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTYTHESTUDYRESULTSINDICATEFIVEOFTHESEVENHYPOTHESESINTHISSTUDYARESUPPORTEDTHOSEAREMASSCUSTOMIZATIONPOSITIVELYIMPACTSCUSTOMERVALUE,CUSTOMERVALUEPOSITIVELYIMPACTSCUSTOMERLOYALTY,BRANDIMAGEMODERATESTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERVALUEANDTHERELATIONSHIPBETWEENCUSTOMERVALUEANDCUSTOMERLOYALTY,ANDCUSTOMERVALUEMEDIATESTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTYKEYWORDSMASSCUSTOMIZATION,CUSTOMERVALUE,CUSTOMERLOYALTY,BRANDIMAGEVACKNOWLEDGEMENTSIAMDEEPLYINDEBTEDTOALLTHEPEOPLEWHOHAVEEVERHELPEDMEINCOMPLETINGTHISTHESISFIRSTOFALL,IWOULDLIKETOTHANKMYTHESISADVISOR,PROFKUNHUANGYEN,FORHISPATIENTANDCAREFULGUIDANCEDURINGTHEENTIREPERIODOFTHISRESEARCHWITHOUTHISHELP,THISTHESISCOULDHARDLYBECOMPLETEDBESIDESMYADVISOR,ISINCERELYTHANKPROFDONGSHANGCHANG张东生ANDPROFYUCHUNGTSAO曹誉钟,FORTHEIRDEVOTEDTEACHING,ASSISTANCE,ANDIMPORTANTSUGGESTIONSEQUALLY,IAPPRECIATETOMYDEARCLASSMATES,YIYINGCHOU周依颖,KUANHSUANCHEN陈冠璇,CHIAYINGTSAI蔡佳颖,MINGCHENTSAI蔡明真,YULINGWEN温玉铃,SZUMEIWEI卫思郿,ANDCHUNCHIEHHSIEH谢竣杰,FORTHEIRCAREFULHELPINGTOCORRECTMYCONTENTSFINALLY,IWANTTOTHANKMYPARENTS,CHAUYICHIOU邱朝仪ANDTSZYINGJENG郑慈鹦,FORTHEIREMOTIONALSUPPORTANDCONTINUOUSENCOURAGEMENTANOTHERACKNOWLEDGEMENTISEXTENDEDTOMYBOYFRIEND,YOANLIN林佑安,FORHISCONTINUOUSSUPPORTTHANKSAGAINFORALLTHEPEOPLEMENTIONEDABOVEVITABLEOFCONTENTSPAGEABSTRACTINCHINESEIABSTRACTIIIACKNOWLEDGEMENTSVITABLEOFCONTENTSVIILISTOFTABLESIXLISTOFFIGURESX1INTRODUCTION111RESEARCHBACKGROUNDANDMOTIVATION112RESEARCHOBJECTIVES22LITERATUREREVIEW421THEDEFINITIONANDINDICATORSOFMASSCUSTOMIZATION422THEDEFINITIONANDINDICATORSOFCUSTOMERVALUE723THEDEFINITIONANDINDICATORSOFCUSTOMERLOYALTY924BRANDIMAGE1225THERELATIONSHIPAMONGTHERESEARCHCONSTRUCTS153RESEARCHMETHODOLOGY1831RESEARCHFRAMEWORK1832RESEARCHHYPOTHESES1833OPERATIONALDEFINITIONOFRESEARCHVARIABLES1934QUESTIONNAIREDESIGN2035RESEARCHSUBJECTSANDDATACOLLECTION2336STATISTICALANALYSISMETHOD244DATAANALYSIS25VII41DESCRIPTIVESTATISTICSANALYSIS2542CONFIRMATORYFACTORANALYSISCFA2743RESULTSOFOVERALLMODELFITOFSTRUCTURALEQUATIONMODELING3144HIERARCHICALMULTIPLEREGRESSIONANALYSIS3345MANAGERIALIMPLICATIONS405CONCLUSIONSANDSUGGESTONS4351CONCLUSIONS4352SUGGESTIONS4453RESEARCHLIMITATIONS45BIBLIOGRAPHY47VIIILISTOFTABLESPAGETABLE1DEFINITIONOFMASSCUSTOMIZATION4TABLE2MEASUREMENTOFCUSTOMERLOYALTY11TABLE3COMPARISONOFCORPORATEIMAGEANDBRANDIMAGE14TABLE4RESEARCHHYPOTHESES19TABLE5RESULTSOFRELIABILITYANALYSISOFQUESTIONNAIREPRETEST21TABLE6THEMEASUREMENTITEMSOFBRANDIMAGE21TABLE7THEMEASUREMENTITEMSOFMASSCUSTOMIZATION22TABLE8THEMEASUREMENTITEMSOFCUSTOMERVALUE23TABLE9THEMEASUREMENTITEMSOFCUSTOMERLOYALTY23TABLE10DETAILSOFSAMPLEDATA25TABLE11RESULTSOFINDEPENDENTSAMPLESTTEST26TABLE12RESULTSOFMODIFICATION27TABLE13RESULTSOFRELIABILITYANALYSISOFCONSTRUCTS29TABLE14RESULTOFCONVERGENTVALIDITYANALYSIS30TABLE15RESULTOFDISCRIMINANTVALIDITYANALYSIS31TABLE16RESULTSOFOVERALLMODELFITOFSTRUCTURALEQUATIONMODELING32TABLE17RESULTSOFTHEHIERARCHICALREGRESSIONANALYSISAMONGMC,CV,ANDBI35TABLE18RESULTSOFTHEHIERARCHICALREGRESSIONANALYSISAMONGMC,CL,ANDBI36TABLE19RESULTSOFTHEHIERARCHICALREGRESSIONANALYSISAMONGCV,CL,ANDBI38TABLE20RESULTSOFTHEHIERARCHICALREGRESSIONANALYSISAMONGMC,CV,ANDCL39TABLE21RESULTSOFHYPOTHESISTEST40IXLISTOFFIGURESPAGEFIGURE1RESEARCHFRAMEWORK18FIGURE2BESTFITTINGMODEL32X1INTRODUCTION11RESEARCHBACKGROUNDANDMOTIVATIONSINCETHECONCEPTOFMASSCUSTOMIZATIONWASFIRSTPROPOSEDBYDAVISIN1987,THEDEVELOPMENTOFMASSCUSTOMIZATIONINPRACTICEWASLIMITEDTOCUSTOMERUNCERTAINNEEDSFORCUSTOMIZEDPRODUCTSFORTHEPASTTENYEARS,BECAUSEECONOMICANDSOCIALENVIRONMENTCHANGESRAPIDLY,THEDEMANDSOFINDIVIDUALIZEDPRODUCTSANDSERVICESAREINCREASINGMASSCUSTOMIZATIONCOULDMEETCUSTOMERCUSTOMIZEDDEMANDATPRICESOFAPRODUCTOFMASSPRODUCTIONANDTHEREARESOMEEMPIRICALEVIDENCEPROVEDTHATSOMECORPORATIONSHAVEEXECUTEDMASSCUSTOMIZATIONCHUANG,2001JIAN,2001CHEN,2001YAN,2007HOWEVER,MOSTOFEMPIRICALEVIDENCEAREINTERMSOFCOMPANIESVIEWSTHUS,THISSTUDYTRIESTOUSETHEPERSPECTIVEOFCUSTOMERTOSEEWHETHERMOSTCUSTOMERSRECOGNIZETHECOMPANYSCAPABILITYOFMASSCUSTOMIZATIONORNOTOCONNORANDDAVIDSON1985PROPOSEDVALUEDERIVEDFROMHUMANDEMANDSYSTEMTHEREFORE,APRODUCTCONFORMINGTOINDIVIDUALDEMANDMIGHTBEPERCEIVEDHIGHERVALUESOTHATLOYALTYINCREASEDBECAUSEOFTHEGROWINGINTENSITYOFCOMPETITION,CORPORATESTRATEGIESINESTABLISHEDINDUSTRIESHAVESHIFTEDFROMAPREDOMINANTFOCUSONATTRACTINGNEWCUSTOMERSTOFOCUSINGONSECURINGANDIMPROVINGCUSTOMERLOYALTYBRUHNANDGRUND,2000PRASHANT2009PROPOSEDORGANIZATIONSSTRIVEFORCUSTOMERLOYALTY,BECAUSESTRONGLOYALTYCANHELPTHEMWEATHERFIERCECOMPETITIONANDSUSTAINLONGTERMGROWTHTHESTUDYATTEMPTSTOEXPLORETHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTYBESIDES,BRANDIMAGEISSERVEDASAMODERATORTOSURVEYITSMODERATINGEFFECTONTHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTYATLASTTHESTUDYATTEMPTSTOEXPLORETHEMEDIATINGEFFECTOFCUSTOMERVALUEONTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTY12RESEARCHOBJECTIVESTHISSTUDYATTEMPTSTOUSEEMPIRICALANALYSISTOINVESTIGATERELATIONSHIPSAMONGMASSCUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTYANDINVESTIGATETHEMODERATINGEFFECTOFBRANDIMAGEONTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERVALUE,ANDTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTYINCUSTOMERSVIEWSHENCE,THEOBJECTIVESOFTHISSTUDYAREASFOLLOWS1TODISCUSSTHERELATIONSHIPAMONGMASSCUSTOMIZATION,CUSTOMERVALUE,ANDCUSTOMERLOYALTYTHROUGHEMPIRICALANALYSIS2TOEXPLORETHEMODERATINGEFFECTOFBRANDIMAGEONTHERELATIONSHIPAMONGMASS2CUSTOMIZATION,CUSTOMERVALUEANDCUSTOMERLOYALTY3TOEXPLORETHEMEDIATINGEFFECTOFCUSTOMERVALUEONTHERELATIONSHIPBETWEENMASSCUSTOMIZATIONANDCUSTOMERLOYALTY32LITERATUREREVIEW21THEDEFINITIONANDINDICATORSOFMASSCUSTOMIZATIONSINCETHECONCEPTOFMASSCUSTOMIZATIONWASFIRSTPROPOSEDBYDAVISIN1987,MANYSCHOLARSCONDUCTEDALOTOFRESEARCHINPRODUCTIONANDOPERATIONSMANAGEMENTABOUTHOWTOIMPLEMENTMASSCUSTOMIZATION,CONSIDERATIONSBEFORECARRYINGOUTMASSCUSTOMIZATIONANDPOSSIBLEDEVELOPMENTAFTEREXECUTINGMASSCUSTOMIZATIONPINE,1993AHLSTROMWESTBROOK,1999DURAYETAL,2000BERMAN,2002SQUIREETAL,2006ALTHOUGHTHEREAREMANYLITERATURESABOUTMASSCUSTOMIZATION,MOSTOFTHOSEAREINVESTIGATEDINCORPORATIONS5VIEWTOCONVINCECORPORATIONSTHATTHEYWILLHAVEBOTHCOMPETITIVEADVANTAGEANDSATISFYINDIVIDUALCUSTOMERNEEDASMASSCUSTOMIZATIONDONEINTABLE1,WELISTTHEDEFINITIONSOFMASSCUSTOMIZATIONPROPOSEDBYSCHOLARSTABLE1DEFINITIONOFMASSCUSTOMIZATIONSCHOLARDEFINITIONDAVIS1987THEDEFINITIONOFMASSCUSTOMIZATIONISFIRMSPROVIDEEACHCUSTOMERWITHCUSTOMIZEDPRODUCTANDSERVICEBYANINTEGRATEDABILITYOFHIGHERAGILEPROCESS,FLEXIBLEMANUFACTURINGTHATMEETSEACHCUSTOMERUNIQUENEEDKOTLER1989MASSCUSTOMIZATIONISAKINDOFSCOPEECONOMIESAPPLICATION,THROUGHSINGLEMANUFACTURINGPROCESSMODULARIZATION,PRODUCESDIVERSIFYPRODUCTSANDSERVICESMEETSCUSTOME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