本計畫第一年之主要研究目的在於檢驗忠誠方案與滿意度對顧客忠誠的影響效果。除此，本計畫亦同時檢視實質獎酬的前因變數且試圖了解顧客進行忠誠度決策時，航空業者提出的實質獎酬如何影響滿意度與忠誠方案對顧客忠誠度之效果的相對重要性。此外，顧客對獎酬架構的涉入程度扮演簡易及快速紅利積點、兌換選擇性及可得性與實質獎酬間的干擾角色。航空業為本計畫的研究對象，主因是大部分航空業者不外乎以提高滿意度或提供忠誠方案來增加顧客忠誠。本計畫將用LISREL進行假設驗證。綜言之，本計畫嘗試在同一模型中整合滿意度與忠誠方案對顧客忠誠的影響。除滿意度及忠誠方案外，在服務業行銷的相關文獻中，有很大一部分都專注於探討共同生產的議題。共同生產背後的基礎概念為企業與顧客合作及專注心力在顧客身上。尤其在高度客製化、與顧客面對面接觸且屬於高信任屬性的服務中，共同合作概念便顯得特別突出。因此, 本計畫之第二年將引進社會資本和關係利益的議題，提出共同生產的整合模型，該模型以投資理財業為探討的對象，連結共同生產與關係利益間的因果關係並檢驗提升共同生產的主要因素。本計畫將亦採用LISREL進行假設驗證。整體而言，關於共同合作在提升服務價值中所扮演的角色，相信本研究能提供了一些相當深入的見解。 In the first year, the primary objective of this proposal is to examine the combined effects of loyalty programs and satisfaction on customer loyalty. Meanwhile, this proposal examines the antecedents of tangible rewards and seeks to understand how tangible rewards affect the relative importance of satisfaction and loyalty programs in determining customer loyalty to an airline service provider. In addition, involvement plays a moderating role between ease and velocity of point collection, redemption options and availability, and tangible rewards. The airline industry will be chosen as the focus of the analysis in this proposal because most major airlines increase satisfaction or offer loyalty programs to maintain customer loyalty. LISREL analysis will be used to test the hypotheses. Taken together, this proposal is a preliminary attempt to integrate satisfaction and loyalty programs in determining customer loyalty in a simultaneous model. Besides satisfaction and loyalty programs, a large body of marketing literature has focused on co-production. The basic idea behind co-production is cooperating and spending time with customers. The notion of co-production is particularly salient among high customized, contact, and credence services. Thus, in the second year, this proposal draws upon social capital and relational benefits to propose a model of co-production with which it investigates the links between co-production and relational benefits, and the factors likely to increase the level of co-production in the context of investment services. LISREL analysis will also be used to test the hypotheses. To sum up, this proposal is expected to provide valuable insights into the role of co-production in creating value for services.
