| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 92 === The literature of marketing channels has explored the effects of satisfaction and cost-of-exit, including switching cost, investment and alternative attractiveness, on the responses. However, past studies have treated satisfaction and cost-of-exit as two directly explanatory factors instead of moderator variables. This study therefore attempts to treat cost-of-exit as a moderator and reexamine the moderating effects arising from this factor on the relationships between satisfaction and responses.
In this study, the freight forwarders are taken as the research population. A total of 368 questionnaires is surveyed; the valid sample sizes are 98. The linear structural relationship model (LISREL) is used to test the research hypotheses. The results reveal that investment and alternative attractiveness have a significant moderating effect on the relationship between satisfaction and responses. While the investment of freight forwarders is high, or the attractiveness of alternatives is low, the lower is the degree of satisfaction, the greater is the voice of expressing opinions and the less is the likelihood of neglecting or exiting current relationship.
Key words：satisfaction , cost-of-exit , responses, freight forwarder
|
|---|
