顾客文化特质

顧客文化特質、關係品質與抱怨行為關係之研究—165—TheEffectsofCulturalCharacteristicsandRelationshipQualityonCustomerComplaintBehaviors***Ya-TangYangNeng-HueiWuLISREL42384.6%***.1商學學報　第十五期—166—(JacobyandJaccard,1981;Johnston,1995)LiuMcClure(2001)Triandis(1972)(WatkinsandLiu,1996)(CrosbyEvansandCowles,1990;BerryandParasuraman,1991)(Day,1980).2顧客文化特質、關係品質與抱怨行為關係之研究—167—Hofstede(1980)40116,000IBM灱1.(collectivismvsindividualism)2.(uncertaintyavoidance).3商學學報　第十五期—168—3.(powerdistance)4.(masculinityvsfemininity)牞LiuMcClure(2001)(Hofsted,1980;HuiandTriandis,1986;Liu,1997)Triandis(1972)Wat-kinsLiu(1996)1Liu(2001).4顧客文化特質、關係品質與抱怨行為關係之研究—169—1WatkinsandLiu(1996).Collectivism,individualismandin-groupmembership:implicationsforconsuumercomplainingbehaviorsinmulticulturalcontexts.journalofInternationalConsumerMarketing,8(3/4),80.(SpekmanandJohn-ston,1986;Dwyeretal.,1987;GaddeandMattsson,1987)(BerryandParasureman,1991)(Stoneetal.,1996)灱CrosbyEvansandCowles(1990)(integrity)Smith(1998).5商學學報　第十五期—170—(Dorsch,Swanson&Kelly,1998;WulfOdekerken-Schroderandlacobuc-ci,2001GruenSummersandAcito,2000;GarbarinoandJohnson,1999;PriceandArnould,1999ReynoldsandBeatty,1999Crosby,EvansandCowles,1990Lagace,DahlstromandGassenheimer,1991;Smith,1998)牞(Crosby,Evans,andCowles,1990;Dorsch,Swanson,andKel-ley,1998)WulfOdekerken-Schroderandlacobucci,2001;GruenSummersandAcito,2000;GarbarinoandJohnson,1999;PriceandArnould,1999;ReynoldsandBeatty,1999Crosby,EvansandCowles,1990;Lagace,DahlstromandGassen-heimer,1991;Smith,1998(WulfOdekerken-SchroderandIacobucci,2001)CannonandPerreault,1999ChristyOliverJoe(1996)1.2.3.4.5.6.7.(Bitner,1995)ShehtandParvatiyar,1995)Peterson,2002.6顧客文化特質、關係品質與抱怨行為關係之研究—171—Crosby(1990)Lagace,DahlstromandGassen-heimer(1991)灱(Day,1980;Ja-cobyandJaccard,1981;BeardenandTeel,1983;Singh,1988)Day(1980)牞DayLandon(1977)2.7商學學報　第十五期—172—2Day&Landon(1977)Day,R.L.&Landon(1977),E.L.,CollectingComprehensiveConsumerComplainingDatabySurveyResearch,AdvancesinConsumerResearch,Vol.3,pp.263-269.Singh(1988)DayLandon(voice)(private)(third-party)33Singh(1988)Singh,J.(1988),ConsumerComplaintIntentionsandBehavior:DefinitionalandTaxonomicalIssues,JournalofMarketing,Vol,52,pp.93-107.(1990)LIS-REL.8顧客文化特質、關係品質與抱怨行為關係之研究—173—44(1990)(1990)7155-173犴(CCB)1.(BeardenandOliver1985;Bolfing1989;JacobyandJaccard1981;Moyer1984;Singh1990a,b)(personalvalues)(RogersandWilliams1990)(per-sonalityfactors)(Bolfing1989;FornellandWestbrook1979)(attitudestowardcomplaining)(BeardenandOliver1985;Day1984;JacobyandJaccard1981;Singh1990;SorensenandStrahle1990)(attitudestowardbusinessandgov-ernment)(JacobyandJaccard1981;Moyer1984)2.(theroleofproviderresponsiveness)(Bolfing1989;BrownandBeltramini1989;GillyandGelb1982;Jaco-byandJaccard1981;Richins1983)(thecostofcomplain-ing)(Bolfing1989;Day1984)(socialclimate)(JacobyandJaccard1981)(attributionofblame)(Folkes1984;➢➢➢➢➢➢➢.9商學學報　第十五期—174—Folkes,Koletsky,andGraham1987;Richins1983).(thepriceandimportanceofthegoodtotheconsumer)(BeardenandOliver1985;Bolfing1989;Day1984;GillyandGelb1982;JacobyandJaccard1981)(Singh1990)(consumerexperience)(Day1984;JacobyandJaccard1981;Moyer1984;Singh1990a,b)Hofstede(1980)Trian-dis(1972)Liu(2001)/(Crosby,EvansandCowles,1990DoneyandCannon,1997AndersonandNaurus,1990)(Hirsch,DornoffandKeman,1972)(Cunningham,1967)(Hirsch,Dor-noffandKeman,1972).10顧客文化特質、關係品質與抱怨行為關係之研究—175—(SolnickandHemenway,1992)MauteandForrester(1993)H1H2H3H45.11商學學報　第十五期—176—2004350044242384.6%5Cronbach’salpha灱//(Hofstede1980)(Liu,1996)/McCartyShrum.12顧客文化特質、關係品質與抱怨行為關係之研究—177—(2001)BrecklerGreenwaldWiggins(1986)Han(1991)8177Cronbach’s0.77牞Smith(1998)1.Smith(1998)Crosby(1990)Swan(1988)52.Smith(1998)AndersonNa-rus(1984)WestbrookandOliver(1981)53.Smith(1998)AndersonWeitz(1992)4177Cronbach’s0.860.910.900.92犴/(Day,1980)()(DayandLandon,1977;Singh,1988)Singh(1988)10Singh(1988)Cronbach’s0.940.80.13商學學報　第十五期—178—0.830.89SinghSingh犵(levelofdissatisfaction)attitudetowardcomplaining1.SinghPandya(1991)12.Richins(1983)Richins(1983)8Cronbach’s0.913.Day(1984)3Cronbach’s0.59.14顧客文化特質、關係品質與抱怨行為關係之研究—179—50042384.6%141.4%58.60%25-3440.4%2437.6%77.8%()12.1%31-5029.6%11-3024.6%117541.4%20641.4%24858.6%423100%2415937.6%15937.6%25-3417140.4%33078.0%35-446214.7%39292.7%45-54245.7%41698.3%55-6451.2%42199.5%6520.5%423100%133.1%133.1%()5112.1%6415.2%32977.8%39393.0%307.1%423100%1010224.1%10224.1%11-3010424.6%20648.7%31-5012529.6%33178.3%51-704610.9%37789.1%71-90276.4%40495.5%91-11081.9%41297.4%111112.6%423100%.15商學學報　第十五期—180—(standardizedfactorloading)0.6灱(ML)CFI=0.99GFI=0.98RMSEA=0.0012/dfratio=0.55牞LISREL62(=.309,p0.05=.609,p0.01)H161.-.211*-.490***-.447****-.450***.309**.609***.16顧客文化特質、關係品質與抱怨行為關係之研究—181—2.***p0.01;**p0.05;*p0.17832t-value-.211-1.750*-.490-4.039***.030.237-.450-4.196***-.447-4.134***.019.168*.3092.058**.6094.027***-.091-0.583(=0.742,p0.1)H3H2H47-.742*.17商學學報　第十五期—182—1.2.***p0.01;**p0.05;*p0.13t-value.053.630.7421.856*-.033-.402-.107-1.345.254.760-.039-.491CFI=0.99GFI=0.98RMSEA=0.0012/dfratio=0.554Triandis(1972)WatkinsandLiu(1996)Liu(2001).18顧客文化特質、關係品質與抱怨行為關係之研究—