行銷領域研究經驗分享 吳志文 國立中興大學行銷學系 11/29/2011

Overview Scientific Research VS Practical Research Theory foundation My research streams Cross-cultural consumer behavior Strategic Marketing –global marketing, business strategy Loyalty-Customer Relationship Management Other topics

Scientific Research VS Practical Research: Theory Foundation (I) The major purpose of science is to develop laws and theories to explain, predict, understand, and control phenomena (Hunt, 1991) A theory is a systematically related set of statements, including some lawlike generalizations, that is empirically testable (Hunt, 1991)

Scientific Research VS Practical Research: Theory Foundation (II)

Example: Consumer Analysis Definition Bounded rationality + Uncertainty +Opportunism Fundamental Laws Transactions will be handled in such a way as to minimize the costs involved in carrying them out Bridge laws When asset specificity is low, market governance should be preferred When asset specificity is high, hierarchies or at least hybrid governance form should be preferred Research hypotheses The higher a company invested in idiosyncratic assets in a acquiring a component, the higher the possibility that a firm will incorporate the component facility into the firm’s boundary

My Research Stream I: Cross Cultural Consumer Behavior Not successful in publishing top journal papers But build a good foundation for Individualism/collectivism literature Functional theory of attitude Consumer Expertise SEM method: measurement equivalence

My Research Stream II: Strategy Focus on synthesize the theory Thorough reviews for strategy model To Valid the IO and RBV theory

Satisfaction ≠ Loyalty Satisfied but not loyal Those customers claiming to be satisfied or very satisfied, between 65 and 85% will defect (Reichheld 1996) Merely satisfied customers that have the freedom to make choices is not enough to keep them loyal (Jones and Sasser 1995) Satisfaction and loyalty move in tandem is simply incorrect (Stewart 1997) Not satisfied but loyal Behavioral loyal but not attitudinal loyal Trust can cause loyalty in high moral hazard situation (Chiou 2002) Asset specificity can cause dependence (Ganesan 1994; Joshi and Stump 1999) Product knowledge asset specificity (Chiou 2006) Human relationship asset specificity (Chiou 2006)

Transaction Cost Analysis (TCA) for B to C TCA Theoretical Application Gap Focus only on transaction cost, not on total cost Classification of transaction cost (Barney and Ouchi 1986) Information asymmetry  Linkage for consumer information processing literature Moral Hazard  Linkage for relationship marketing literature Asset Specificity  Linkage for switching cost literature

My Research Stream III : Loyalty Using the foundation from CRM literature Apply transaction cost theory as the fundamental theory Build a theoretical framework Elaboration Likelihood Model (ELM) as the fundamental laws Fuzzy method as the research approach

The Impact of Trust on Loyalty: Mutual Fund (Chiou et al. 2002, Journal of Service Research) H10: H>L H9: H>L H4: ＋ H7: L>H H6: L>H H5: ＋ H1: ＋ H2: ＋ Overall Satisfaction Perceived Service Quality  Company  Employee Customer Loyalty Responses  Word of Mouth  Loyalty Trust

ISP Loyalty Application (Chiou, 2004, I&M) H3(+) H9(–) H8(–) H6(+) H5(+) H4(+) H7(+)H2(+) H1(+) Future ISP Expectancy Attributive Service Perceived Trust Perceived Value Overall Satisfaction Loyalty Intention

Portal Site Loyalty Application (Chiou and Shen, 2006,International Journal of Service Industry Management) H 3 (-) H 5 (+) H 4 (+) H 2 (-) H 1 (+) Opportunism ε 1 Attributive Service Satisfaction ε 2 Asset Specificity ε 3 Overall Satisfaction η 1 Loyalty Intention η 2

General Framework (Chiou and Droge, 2006, October, Journal of the Academy of Marketing Science) H 11 H 10 H 12 H9H9 H6H6 H5H5 H4H4 H2H2 H4H4 H2H2 H1H1 H3H3 Satat Sqfact Sqint Trust Sat Pmexp Loyat SAI Loybeh H8H8 H7H7

My Research Stream IV: Other Topics Look for the interesting and hot topic such as: Advertising Internet discussion forum Social psychology Ethics Trade show

Marketing Journals I （梁定澎等 (2004) 國科會管理 期刊評比）

Marketing Journals II