| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 96 === Due to the changes in marketing environment, business and academic field have been focusing on the issue of relationship marketing, since 1980s. Unlike traditional marketing theory which puts emphasis on attracting new customers, businesses nowadays try to keep their old customers. Therefore, today, businesses come up with various royalty programs. Usually, scholars focus their research on the classification of royalty programs or on the positive effects like increasing royalty; however, this research will mainly focus on consumer reactance which has only been taken into consideration by some researchers recently.
Based on the theory of psychological reactance presented by Brehm (1966) with the classification of relational marketing level by Wendlandt and Schrader (2007), the research elaborates how royalty program bonds influence consumers’ perceived utility from financial, social and contractual variables. The research analyzes the influences of consumers’ personal traits, the trait reactance tendency construct and the importance of autonomous buying behavior construct on consumers’ mental reactance and consumers’ following behavioral intention.
The research uses chain Movie Theater as its experiment subject, develops three royalty program bonds, designs 16 situations, and gives out questionnaires randomly. 363 questionnaires are collected and then analyzed by regression analysis and linear structure relation in order to analyze the data and to support the hypothesis. Following are the conclusions:
1.Of all the royalty program bonds, only contractual bond will arouse consumers’ reactance.
2.Both financial and social bonds will enhance perceived utility, but the former is more evident than the later. On the other hand, contractual bond will decrease perceived utility.
3.Consumers who put emphasis on the importance of autonomous buying behavior or have the trait reactance tendency will increase the possibility of reactance.
4.The influence of perceived utility strongly conducts the situational reactance.
5.Situational reactance will cause businesses negative effects on consumers’ behavioral intention, such as engaging in negative word-of-mouth, or refusing to participate in the program or to repurchase.
Finally, according to the conclusions, the research suggests that when adopting relationship marketing, businesses might avoid arousing consumers’ reactance which might lead to negative effects. Hence, businesses can try to learn to apply the three bonds of royalty program to strengthen perceived utility, to prevent reactance and to achieve the goal of customer retention.
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