大量客制化對顧客價值與顧客忠誠度的影響以品牌形象為干擾變數(shù)THEIMPACTSOFMASSCUSTOMIZATIONONCUSTOMERVALUEANDCUSTOMERLOYALTYBRANDIMAGEASAMODERATOR研究生邱毓阡YUCHIANCHIOU指導(dǎo)教授葉焜煌PROF1KUNHUANGYEN大同大學(xué)事業(yè)經(jīng)營研究所碩士論文THESISFORMASTEROFBUSINESSADMINISTRATIONDEPARTMENTOFBUSINESSMANAGEMENTTATUNGUNIVERSITY中華民國九十八年七月JULY2009THEIMPACTSOFMASSCUSTOMIZATIONONCUSTOMERVALUEANDCUSTOMERLOYALTYBRANDIMAGEASAMODERATOR大量客制化對顧客價值與顧客忠誠度的影響以品牌形象為干擾變數(shù)ATHESISSUBMITTEDTOTHEFACULTYOFTHEGRADUATESCHOOLOFMANAGEMENTOFTATUNGUNIVERSITYINPARTIALFULFILLMENTOFTHEREQUIREMENTFORTHEDEGREEOFMASTEROFBUSINESSADMINISTRATIONBYYUCHIANCHIOU邱毓阡JUNE2009TAIPEI,TAIWAN,REPUBLICOFCHINAI大量客制化對顧客價值與顧客忠誠度的影響以品牌形象為干擾變數(shù)研究生邱毓阡指導(dǎo)教授葉焜煌大同大學(xué)事業(yè)經(jīng)營所九十七學(xué)年度碩士論文摘要自DAVIS1987提出大量客制化的概念之后，大量客制化發(fā)展因?yàn)椴淮_定顧客對於大量客制產(chǎn)品的需求多寡，在實(shí)務(wù)的執(zhí)行受到限制。近十年來，經(jīng)濟(jì)社會快速的變遷，個人化的產(chǎn)品設(shè)計與包裝交貨等客制需求逐漸增加，大量客制化期望能讓顧客以標(biāo)準(zhǔn)產(chǎn)品的價格，滿足其客制化的需求。OCONNORANDDAVIDSON1985提出價值源自人的需求系統(tǒng)，所以一項(xiàng)符合個人需求的產(chǎn)品可能會被知覺出更高的價值，進(jìn)而提升顧客對該公司的忠誠度。BRUHNANDGRUND2000認(rèn)為在競爭愈來愈激烈的企業(yè)環(huán)境中，既有產(chǎn)業(yè)的公司策略已將焦點(diǎn)從吸引新顧客轉(zhuǎn)移到提升顧客的忠誠度。因此，公司為了生存，提高顧客價值與顧客忠誠度是最重要的。此外，在同一產(chǎn)業(yè)中，若廠商所提供的商品相似時，品牌形象可能是消費(fèi)者購買決策的重要指標(biāo)。因此，本研究除了探討大I量客制化對顧客價值與顧客忠誠度的影響之外，也探討顧客價值對顧客忠誠度的影響并加入品牌形象作為干擾變數(shù)，以了解品牌形象對大量客制化、顧客價值與顧客忠誠度三者關(guān)系的干擾效果。本研究以大臺北地區(qū)曾購買品牌電腦之消費(fèi)者作為研究對象，以便利抽樣發(fā)出350份問卷，進(jìn)行資料收集，共回收268份有效問卷。實(shí)證資料以AMOS60軟體進(jìn)行結(jié)構(gòu)方程建模；并利用階層回歸分析，探討品牌形象的干擾效果。研究結(jié)果顯示，大量客制化對顧客價值具有正向顯著影響，而顧客價值對顧客忠誠度也具有正向顯著影響，但是大量客制化對顧客忠誠度的直接影響并不顯著。品牌形象對於大量客制化與顧客價值關(guān)系、顧客價值對顧客忠誠度關(guān)系具有干擾效果，可是對於大量客制化與顧客忠誠度關(guān)系并不具有干擾效果。最后，顧客價值對大量客制化與顧客忠誠度關(guān)系具有中介效果。關(guān)鍵字大量客制化、顧客價值、顧客忠誠度、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張東生ANDPROFYUCHUNGTSAO曹譽(yù)鐘,FORTHEIRDEVOTEDTEACHING,ASSISTANCE,ANDIMPORTANTSUGGESTIONSEQUALLY,IAPPRECIATETOMYDEARCLASSMATES,YIYINGCHOU周依穎,KUANHSUANCHEN陳冠璇,CHIAYINGTSAI蔡佳穎,MINGCHENTSAI蔡明真,YULINGWEN溫玉鈴,SZUMEIWEI衛(wèi)思郿,ANDCHUNCHIEHHSIEH謝竣杰,FORTHEIRCAREFULHELPINGTOCORRECTMYCONTENTSFINALLY,IWANTTOTHANKMYPARENTS,CHAUYICHIOU邱朝儀ANDTSZYINGJENG鄭慈鸚,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,WELISTTHEDEFINITIONSOFMASSCUSTOMIZATIONPROPOSEDBYSCHOLARSTABLE1DEFINITIONOFMASSCUSTOMIZATIONSCHOLARDEFINITIONDAVIS1987THEDEFINITIONOFMASSCUSTOMIZATIONISFIR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