The Antecedents of Proactive Postsales Service and How It Influences the Consumer Loyalty

• Main Authors: CHUANG, HAO-CHENG, 莊昊承
• Other Authors: TSAI, HSIEN TUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kwpa8w

碩士 === 國立臺北大學 === 企業管理學系 === 105 === The recent firms try to develop more complete and special postsales service. Past researches have mentioned a new idea, proactive postsales service (PPS). It is a particular postsales service. However, relatively little research has examined the antecedents of PPS and what PPS will influence. This study proposes and tests a model in which there are different aspects affecting the probability of implementing PPS, including consumers (i.e., market mavenism and relationship link), employees (i.e., degree of extraversion and innovation), products (i.e., product complexity) and the enterprise environment (i.e., Transactional Leadership). In the model, the study also reveals whether PPS would affect consumer loyalty. Through sorting out the literatures and In-Depth Interviews, the result shows that consumers’ market mavenism and relationship link, employees’ degree of extraversion and innovation, and products’ product complexity will significantly influence the effect of PPS. It’s also easier to implement PPS if the enterprises carry out the transactional leadership. On the other hand, B2C and B2B will also make different effect on the variables. The result also shows implementing PPS will positively influence consumer loyalty.