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本研究提出一個四階段的消費者重購承諾心理評價程序模式，認為消費者將依據知覺品質和期望品質的比較形成品質失驗，然後藉由內在的價值函數將品質失驗轉換成為同樣是失驗觀點的個別交易滿意度（滿意度失驗）。在形成個別交易滿意度之後，消費者將依循累積滿意度基礎的個別交易滿意度邊際微調模型來形成當期的累積滿意度，並且依據當期的累積滿意度和當期的忠誠門檻值比較的結果，進而產生品牌忠誠或品牌轉換的行為意圖。 整體而言，失驗觀點的個別交易滿意度（滿意度失驗）和品質失驗之間的關係大致服膺期望理論價值函數的特性。此外，本研究提出的累積滿意度基礎的個別交易滿意度邊際微調模型也獲得支持，並進一步確定累積滿意度的調整過程主要是採行性線的調整模式。最後，本研究提出的累積滿意度忠誠門檻模型亦獲得實證證據的充分支持。因此，一旦當期的累積滿意度決定之後，消費者將以他心目中對競爭品牌的累積滿意度做為比較的基礎、當作忠誠門檻值，進行焦點品牌累積滿意度和競爭品牌累積滿意度的比較，並且依據比較的結果形成品牌忠誠或品牌轉換的行為意圖。 / This study proposes a four-stage model about the process of consumers’ repurchase commitment. The model postulates that consumers would result in quality disconfirmation based on the result of comparison between perceived quality and expected quality, then transform it through intrinsic value function into transaction-specific satisfaction which is defined as satisfaction disconfirmation. Once transaction-specific satisfaction is formed, consumers would result in current cumulative satisfaction according to cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model that depicts current cumulative satisfaction as a function of previous cumulative satisfaction and current transaction-specific satisfaction. And finally, according to loyal threshold model of cumulative satisfaction, intention to repurchase or switch buying would be formed based on the relative magnitude between cumulative satisfaction and loyal threshold which is defined as cumulative satisfaction towards a main competing brand. Overall speaking, the relation function between quality disconfirmation and transaction-specific satisfaction exhibits most traits of value function depicted in the prospect theory. Furthermore, the cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model proposed by this study was supported by experimental data, and the result shows that the adjusting process of cumulative satisfaction complies mainly with linear adjusting model. And finally, the loyal threshold model of cumulative satisfaction was fully supported by experimental data, and the result implies that consumers would take the cumulative satisfaction towards a main competing brand as the comparing basis, i.e., loyal threshold, and then compare cumulative satisfaction towards a focal brand with this comparing basis to decide whether to repurchase the products of the focal brand or instead switching to buy the goods of the competing brand.

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在競爭日益激烈、資訊日益複雜的市場環境下，廠商往往已經做到了使顧客滿意，卻仍留不住顧客，因此，近來廠商所一直追求的目標便是對於品牌的忠誠度；而本研究主要是在探討怎麼樣的情況會造成顧客的滿意？怎麼樣的滿意才會造成顧客在態度上的忠誠？態度忠誠與行為忠誠之間的關係為何？並試著以交易成本理論的三個構面︰「市場資訊的複雜度」、「消費者對該公司的信任度」、「資產專屬性」來解釋滿意度、態度忠誠與行為忠誠之間的關係。整合以上研究架構，建立一整體概念模型，以一知名化妝品品牌VIP資料庫為研究對象，分別對續卡會員以及未續卡會員做研究，了解顧客滿意度與顧客忠誠度之關係以及兩群VIP之不同。 由實證結果可以了解不論是續卡會員或是未續卡會員，對於產品的失驗與消費者對該公司的信任度皆會影響產品的滿意度，而產品滿意度、服務品質與消費者對該公司的信任度也都會影響對該公司的整體滿意度，整體滿意度、消費者對該公司的信任度以及資產專屬性則會影響顧客的態度忠誠。 而續卡會員與公司之間所建立的專屬資產越多，續卡會員在行為上就越忠誠；未續卡會員則是從態度忠誠去影響行為上的忠誠，而且市場資訊的複雜度則會從影響未續卡會員的整體滿意度，並由整體滿意度去影響態度忠誠，進而再自態度忠誠影響其行為忠誠，也就是說，在各種因素影響下，未續卡會員的態度越忠誠，行為也會越忠誠。 根據實證所得結果，提供業者如何創造顧客滿意度與顧客忠誠度的建議。

Examensarbetet genomfördes av Philip Wockatz utan stöd och handledning. Detta ledde fram till att Kip Smith tog över som handledare strax innan presentationen.

Made available in DSpace on 2009-11-18T19:00:47Z (GMT). No. of bitstreams: 0 Previous issue date: 2004 / O objetivo principal desta dissertação é verificar a relação entre satisfação e lealdade do consumidor, bem como a relação entre a satisfação e seus antecedentes no mercado automobilístico brasileiro. Para isto, foram avaliados 160 questionários respondidos por proprietários de automóveis novos e usados. Nove hipóteses foram testadas por meio de um modelo proposto, usando-se o método de equações estruturais. No que diz respeito à validação, o modelo final demonstrou uma boa confiabilidade, comparando-se aos modelos apresentados na literatura. Implicações gerenciais incluem ações das montadoras no campo da satisfação do cliente. / The main objective of this thesis is to verify the relation between satisfaction and loyalty as well as between satisfaction and its antecedents in the Brazilian automobile market. For this purpose, 160 questionnaires filled by both used and new cars' owners were evaluated. Nine hypotheses were tested through the Structural Equation Model. Regarding to validity, the final model presented a good reliability in comparison to other models in the literature. Managerial implications include decisions taken by manufacturers on the customer satisfaction field.

Made available in DSpace on 2014-12-17T13:53:36Z (GMT). No. of bitstreams: 1 FernandoAMP_DISSERT.pdf: 4889933 bytes, checksum: eb2490758c2015cbb2e20ab438824277 (MD5) Previous issue date: 2013-03-21 / The present study aims to investigate the constructs of Technological Readiness Index (TRI) and the Expectancy Disconfirmation Theory (EDT) as determinants of satisfaction and continuance intention use in e-learning services. Is proposed a theoretical model that seeks to measure the phenomenon suited to the needs of public organizations that offer distance learning course with the use of virtual platforms for employees. The research was conducted from a quantitative analytical approach, via online survey in a sample of 343 employees of 2 public organizations in RN who have had e-learning experience. The strategy of data analysis used multivariate analysis techniques, including structural equation modeling (SEM), operationalized by AMOS? software. The results showed that quality, quality disconfirmation, value and value disconfirmation positively impact on satisfaction, as well as disconfirmation usability, innovativeness and optimism. Likewise, satisfaction proved to be decisive for the purpose of continuance intention use. In addition, technological readiness and performance are strongly related. Based on the structural model found by the study, public organizations can implement e-learning services for employees focusing on improving learning and improving skills practiced in the organizational environment / Este estudo busca investigar os construtos da Escala de Prontid?o Tecnol?gica (TRI) e da Teoria da Desconfirma??o da Expectativa (EDT) como determinantes da satisfa??o e da inten??o de continuidade de uso em servi?os de e-learning. ? proposto um modelo te?rico que busque mensurar o fen?meno adequado ?s necessidades das organiza??es p?blicas que oferecem cursos de capacita??o ? dist?ncia com uso de plataformas virtuais para seus funcion?rios. A pesquisa foi desenvolvida a partir de uma abordagem anal?tica quantitativa, por meio de survey online em uma amostra de 343 funcion?rios de 2 organiza??es p?blicas do RN que tiveram experi?ncia em elearning. A estrat?gia de an?lise de dados utilizou t?cnicas de an?lise multivariada, incluindo a an?lise de equa??es estruturais (AEE), operacionalizada pelo software AMOS?. Os resultados apontaram que qualidade, desconfirma??o da qualidade, valor e desconfirma??o do valor impactam positivamente na satisfa??o, assim como a desconfirma??o da usabilidade, a inovatividade e o otimismo. Da mesma forma, a satisfa??o mostrou ser determinante para a inten??o de continuidade de uso. Em adi??o, a prontid?o tecnol?gica e o desempenho apresentam forte rela??o entre si. Com base no modelo estrutural encontrado pelo estudo, as organiza??es p?blicas podem implementar servi?os de e-learning para os funcion?rios se concentrando na melhoria de aprendizagem e no aprimoramento de habilidades praticadas no ambiente organizacional

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How can an experience have such an impact that it can be described with the words “wow effect”? Though not a scientific term, it is often used vividly in the business world as an aspirational goal. The purpose of this thesis was to explore the structure behind positive experiences that lead to a so-called “wow effect” by combining cognitive theories and consumption-based emotion theories to create a method for assessing satisfaction in postpurchase experience. In collaboration with the Volvo Car Corporation, this thesis aimed to identify the relevant antecedents for such a possible experience and create a method for measuring it. The automobiles product category has shown high levels of variation in affect (Oliver, 1993) and as such, it has become increasingly important for automobile companies to be able to identify relevant antecedents of positive affect.