Three Essays on Customer Retention and Community-building: Integrative Models and Empirical Evidence in Online and Offline Contexts

• Main Authors: Hsien-Tung Tsai, 蔡顯童
• Other Authors: Heng-Chiang Huang
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/98531073697181228561

博士 === 國立臺灣大學 === 國際企業學研究所 === 94 === This thesis contains three essays to fill the research gaps mostly left unexplained in extant research and provide practitioners with guidelines for effectively managing customer relationships. In the first two essays, the author formulates and empirically tests conceptual frameworks that consider the antecedents of customer repurchase intentions in online settings. The author also incorporates the concept of relational orientations into the model to examine its moderating effect on the links between the drivers and repurchase intentions. To test the proposed hypotheses, the author uses structural equation modeling based on data obtained from a large online retailing store in Taiwan. The results strongly support most of the hypotheses. In the third essay, the author attempts to contribute to a better understanding of brand community participation (BCP) by addressing three important research gaps: First, the author elaborates on the dimensions of BCP and introduces a new measure of this construct. Second, the author examines the antecedents of BCP by three levels (individual-, group-, and relationship-level). Third, the author investigates the underestimated influence of BCP on firm-side outcomes (perceived legitimacy and consumer power), as well as its consumer-side consequences (word-of-mouth, imitation, and loyalty intentions). The empirical analysis is based on data collected from ten car brand communities. This study provides evidence for the proposed conceptualization of BCP and finds that the investigated antecedents account for some variance of BCP, which in turn positively affects consumer- and firm-side outcomes.