本校學位論文庫
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論文詳情
胡蓉
陳淑霞
國際旅遊與管理學院
國際旅遊管理博士學位課程(英文學制)
博士
2021
旅行社品牌微信群中的顧客契合：探求其動機與影響
Customer Engagement in Travel Agencies’ Brand-Supported WeChat Groups: Examining Relationships among Antecedents and Consequences
顧客契合 ; 品牌資產 ; 品牌依戀 ; 滿意度 ; 情感 ; 線上信任 ; 行為意圖 ; 微信群
customer engagement ; brand equity ; brand attachment ; customer satisfaction ; customer’s emotion ; online trust ; behavioral intention ; WeChat groups
摘要：社交媒介平台的盛行為企業提供了培養品牌和顧客關係的豐富渠道。其中，微信憑藉其成熟的服務網絡，已經發展成中國企業用戶和個人用戶首選的社交網絡平台。微信群，則通過線上社群的及時互動形式，促進了顧客品牌契合。對於旅行社而言，品牌微信群會影響顧客的認知和行為。將品牌微信群視為營銷工具來運營的挑戰開始一一浮現，如脆弱的成員忠誠度，碎片化的溝通方式和參差不齊的投入程度。要想最大化實現品牌微信群的優勢，運營者需要考慮如何在此類社群中提升顧客契合。了解旅行社品牌微信群中顧客契合的動機和影響勢在必行。對顧客契合的動機和影響的文獻回顧揭示了對相關領域的關注焦點和研究空白。本研究旨在進一步完善提升顧客契合的機制。
本研究的理論框架涵蓋品牌資產，品牌依戀，滿意度，情感，線上信任和行為意圖，顧客契合則體現在認知、情感和行為三個維度。本研究採用定量研究方法，通過在線發放一份多題項的、以李克特量表為主的調查問卷，預測試和正式測試均採用方便抽樣的方法。通過結構方程模型進行數據分析，包括數據清洗，人口統計分析，驗證性因子分析，共同方法偏差檢驗，共線性檢驗及假設檢驗。
結構模型檢驗結果揭示了相關變量間存在正向的、顯著的關係。主要結果有：顧客滿意度和情感是激發顧客契合的直接動機，而品牌資產直接影響滿意度，品牌依戀直接影響滿意度和情感；顧客契合直接影響線上信任和行為意圖。
研究結果有重要的理論和實際價值。在微信群這個新的研究語境，本研究不但提出了一個同時包括商業和個人維度的顧客契合模型，并提供了實證依據，也強調了品牌因素（如品牌資產和品牌依戀）對線上社區建設顧客契合的重要作用。本研究亦提出一些有利於品牌微信群運營的內容、溝通和激勵制度的建議。鑒於在數據收集，採樣方法和研究結果的普適性等方面還存在不足，本研究建議後續研究可在研究方法、對比/縱向研究等方向上做出新的嘗試，也可考慮跨文化等不同研究語境下的新要素。
本研究的理論框架涵蓋品牌資產，品牌依戀，滿意度，情感，線上信任和行為意圖，顧客契合則體現在認知、情感和行為三個維度。本研究採用定量研究方法，通過在線發放一份多題項的、以李克特量表為主的調查問卷，預測試和正式測試均採用方便抽樣的方法。通過結構方程模型進行數據分析，包括數據清洗，人口統計分析，驗證性因子分析，共同方法偏差檢驗，共線性檢驗及假設檢驗。
結構模型檢驗結果揭示了相關變量間存在正向的、顯著的關係。主要結果有：顧客滿意度和情感是激發顧客契合的直接動機，而品牌資產直接影響滿意度，品牌依戀直接影響滿意度和情感；顧客契合直接影響線上信任和行為意圖。
研究結果有重要的理論和實際價值。在微信群這個新的研究語境，本研究不但提出了一個同時包括商業和個人維度的顧客契合模型，并提供了實證依據，也強調了品牌因素（如品牌資產和品牌依戀）對線上社區建設顧客契合的重要作用。本研究亦提出一些有利於品牌微信群運營的內容、溝通和激勵制度的建議。鑒於在數據收集，採樣方法和研究結果的普適性等方面還存在不足，本研究建議後續研究可在研究方法、對比/縱向研究等方向上做出新的嘗試，也可考慮跨文化等不同研究語境下的新要素。
Abstract: The prevalence of social media platforms has equipped companies with various channels to nurture brand-customer relationships. In particular, due to its sophisticated services, WeChat has developed into a dominant social networking platform in China for individual users as well as organizations. WeChat groups enables engagement among customers and brands via instant interactions in brand-related online communities. For travel agencies, brand-hosted WeChat groups may exert influences to customers’ perception and behavior. As a new marketing tool, the challenges of operating WeChat groups are emerging: weak member loyalty, fragmented communication and unequal participation. To optimize advantages of brands’ WeChat groups, operators have to consider how to promote effective customer engagement in these communities.
It is therefore necessary to explore what motivates customer engagement and how it can impact perception and behavior in travel agencies’ brand-hosted WeChat groups. Literature review of customer engagement and its antecedents and consequences shows previous research in the field is inadequate. To address industrial concerns and research gaps in new settings, the current investigation tries to advance the mechanism of customer engagement by highlighting the progressive and equitable quality as a remarkable marketing strategy.
To this end, a conceptual framework is proposed in which brand equity, brand attachment, customer satisfaction, customer’s emotion, online trust and behavioral intention are introduced. Customer engagement is reflected in cognitive, affective and behavioral dimensions. This study employed a quantitative, non-experimental, survey approach. A self-administered online questionnaire was designed with multi-item measures from literature as survey instrument to assess variables. To achieve a rigorous procedure, Likert-type rating scales were used in a mixed manner. A convenience sampling method was adopted when pilot survey and main study were executed successively to the intended population. Data analysis were carried out in line with the procedures of structural equation modeling, including data screening, demographic analysis, CFA, common method biases test, multicollinearity test and finally hypothesis testing.
The results of structural model testing reveal positive and significant relationships. Key findings include that customer engagement is directly motivated by customer satisfaction and their emotion; brand equity has a direct impact on satisfaction; brand attachment directly affect brand equity, customer satisfaction and emotion; customer engagement directly results in online trust and behavioral intention.
The results yield valuable theoretical and practical implications. In terms of its theoretical contributions, it provides empirical evidence to validate the conceptual framework of customer engagement in an influential Chinese context from multidimensional perspectives and involve both commercial and personal considerations. Besides, the study also signifies the role of brand attributes such as brand equity and brand attachment in building customer engagement in online communities. The present study offers insights on managing WeChat groups in terms of content, communication and incentive strategies. After acknowledging its limitation in data collection, sampling procedure, and generalization, the study provides suggestions as new research avenues in line with methodological improvement, comparative and longitudinal examination, and introduction of new constructs.
Keywords: customer engagement, brand equity, brand attachment, customer satisfaction, customer’s emotion, online trust, behavioral intention, WeChat groups
It is therefore necessary to explore what motivates customer engagement and how it can impact perception and behavior in travel agencies’ brand-hosted WeChat groups. Literature review of customer engagement and its antecedents and consequences shows previous research in the field is inadequate. To address industrial concerns and research gaps in new settings, the current investigation tries to advance the mechanism of customer engagement by highlighting the progressive and equitable quality as a remarkable marketing strategy.
To this end, a conceptual framework is proposed in which brand equity, brand attachment, customer satisfaction, customer’s emotion, online trust and behavioral intention are introduced. Customer engagement is reflected in cognitive, affective and behavioral dimensions. This study employed a quantitative, non-experimental, survey approach. A self-administered online questionnaire was designed with multi-item measures from literature as survey instrument to assess variables. To achieve a rigorous procedure, Likert-type rating scales were used in a mixed manner. A convenience sampling method was adopted when pilot survey and main study were executed successively to the intended population. Data analysis were carried out in line with the procedures of structural equation modeling, including data screening, demographic analysis, CFA, common method biases test, multicollinearity test and finally hypothesis testing.
The results of structural model testing reveal positive and significant relationships. Key findings include that customer engagement is directly motivated by customer satisfaction and their emotion; brand equity has a direct impact on satisfaction; brand attachment directly affect brand equity, customer satisfaction and emotion; customer engagement directly results in online trust and behavioral intention.
The results yield valuable theoretical and practical implications. In terms of its theoretical contributions, it provides empirical evidence to validate the conceptual framework of customer engagement in an influential Chinese context from multidimensional perspectives and involve both commercial and personal considerations. Besides, the study also signifies the role of brand attributes such as brand equity and brand attachment in building customer engagement in online communities. The present study offers insights on managing WeChat groups in terms of content, communication and incentive strategies. After acknowledging its limitation in data collection, sampling procedure, and generalization, the study provides suggestions as new research avenues in line with methodological improvement, comparative and longitudinal examination, and introduction of new constructs.
Keywords: customer engagement, brand equity, brand attachment, customer satisfaction, customer’s emotion, online trust, behavioral intention, WeChat groups
2022
英文
246
Acknowledgements ..I
Abstract III
List of Figures .VIII
List of Tables .IX
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Problem statement 5
1.3 Research gaps 6
1.4 Research aim and objectives 10
1.5 Significance of the study 11
1.6 Thesis structure 14
Chapter 2 Literature Review 16
2.1 Customer engagement 16
2.1.1 Engagement in social sciences 17
2.1.2 Customer engagement in marketing 23
2.1.3 Theoretical foundations of customer engagement 28
2.1.4 Antecedents and consequences of customer engagement 31
2.2 Brand equity 39
2.2.1 Defining brand equity 39
2.2.2 Operationalizing brand equity 41
2.2.3 New concerns in brand equity and in tourism 43
2.3 Brand attachment 45
2.3.1 Conceptual development and relationships 45
2.3.2 Distinction from similar concepts 48
2.3.3 Brand attachment in tourism 51
2.4 Emotion and satisfaction in tourism and hospitality 54
2.4.1 Conceptualization of emotion 55
2.4.2 Theoretical and methodological approaches of emotion 57
2.4.3 Emotion measurement 59
2.4.4 Nature of satisfaction 60
2.4.5 Role of satisfaction 61
2.4.6 Antecedents and consequences of satisfaction 64
2.5 Online trust 65
2.5.1 Conceptual and empirical identification 66
2.5.2 Two theoretical representations 68
2.5.3 Longitudinal evolution 69
2.5.4 Significance in tourism and hospitality 70
2.6 Behavioral intention 72
2.6.1 Conceptual foundation 72
2.6.2 Operating behavioral intention 73
2.6.3 Intention-relevant constructs 75
2.7 Hypotheses development 78
2.7.1 Brand equity, brand attachment, satisfaction and emotion 78
2.7.2 Satisfaction, emotion and customer engagement 82
2.7.3 Customer engagement, online trust and behavioral intention 85
2.8 Summary 91
Chapter 3 Methodology 94
3.1 Survey instrument 94
3.2 Sampling and data collection approach 101
3.3 Data analysis approach 104
3.3.1 Data screening 105
3.3.2 Descriptive data analysis 106
3.3.3 Confirmatory factor analysis (CFA) 107
3.3.4 Structural equation modelling (SEM) 108
3.4 Pilot Study 109
3.4.1 Data collection 109
3.4.2 Demographic profiles 111
3.4.3 Descriptive analysis 113
3.5 Main study 115
Chapter 4 Results 117
4.1 Data screening 117
4.1.1 Missing values 117
4.1.2 Outliers 118
4.1.3 Normality 120
4.2 Demographic profiles 122
4.3 Measurement reliability and validity testing 125
4.3.1 Reliability analysis 126
4.3.2 Validity analysis 127
4.3.3 Model fit 130
4.4 Common method variance testing 138
4.5 Multicollinearity testing 138
4.6 Hypotheses testing 139
4.7 Summary 142
Chapter 5 Discussion 144
5.1 Summary of results 144
5.2 Research findings 145
5.2.1 Demographic findings 145
5.2.2 Multi dimensions of major constructs 146
5.2.3 Measurement items of major dimensions 153
5.3 Discussion of hypotheses 155
5.4 Achievement of research objectives 175
Chapter 6 Conclusion 182
6.1 Contribution of the study 182
6.1.1 Theoretical contributions 183
6.1.2 Practical implications 186
6.2 Limitations of the study 195
6.3 Suggestions for future research 197
References 200
Curriculum Vitae 238
Appendix 1 239
Appendix 2 243
Figure 2.1 The framework of engagement process 35
Figure 2.2 Framework of customer engagement 36
Figure 2.3 Model of service brand loyalty formation 37
Figure 2.4 Framework of global customer engagement 38
Figure 2.5 The proposed model 92
Figure 3.1 The research process 94
Figure 4.1 Measurement model fit of brand equity 133
Figure 4.2 Measurement model fit of brand attachment 133
Figure 4.3 Measurement model fit of customer satisfaction 134
Figure 4.4 Measurement model fit of customer’s emotion 135
Figure 4.5 Measurement model fit of customer engagement 136
Figure 4.6 Measurement model fit of online trust 136
Figure 4.7 Measurement model fit of behavioral intention 137
Figure 4.8 Results of the research model 142
Table 2.1 An overview of engagement in social science disciplines 18
Table 2.2 Scholarly review of customer engagement in marketing 25
Table 2.3 Antecedents and consequences of customer engagement 32
Table 2.4 Conceptual distinctions in consumer–brand relationships 49
Table 2.5 The summary of hypotheses 93
Table 3.1 The summary of scales/items and sources 99
Table 3.2 List of some investigated WeChat groups 103
Table 3.3 Critical indexes and thresholds used in the study 109
Table 3.4 Demographic Profiles of the Pilot Study 113
Table 3.5 Descriptive Statistics of the Pilot Test 115
Table 4.1 Descriptive statistics of the main study 120
Table 4.2 Normality test results 122
Table 4.3 Demographic Profiles of the Main Study 125
Table 4.4 Reliability Estimates of the Main Study 127
Table 4.5 Convergent validity estimates of the main study 129
Table 4.6 Correlations and discriminant validity analysis 130
Table 4.7 Results of hypotheses testing 140
Table 4.8 Summary of hypotheses tests 143
Table 6.1 Research findings and implications 183
Abstract III
List of Figures .VIII
List of Tables .IX
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Problem statement 5
1.3 Research gaps 6
1.4 Research aim and objectives 10
1.5 Significance of the study 11
1.6 Thesis structure 14
Chapter 2 Literature Review 16
2.1 Customer engagement 16
2.1.1 Engagement in social sciences 17
2.1.2 Customer engagement in marketing 23
2.1.3 Theoretical foundations of customer engagement 28
2.1.4 Antecedents and consequences of customer engagement 31
2.2 Brand equity 39
2.2.1 Defining brand equity 39
2.2.2 Operationalizing brand equity 41
2.2.3 New concerns in brand equity and in tourism 43
2.3 Brand attachment 45
2.3.1 Conceptual development and relationships 45
2.3.2 Distinction from similar concepts 48
2.3.3 Brand attachment in tourism 51
2.4 Emotion and satisfaction in tourism and hospitality 54
2.4.1 Conceptualization of emotion 55
2.4.2 Theoretical and methodological approaches of emotion 57
2.4.3 Emotion measurement 59
2.4.4 Nature of satisfaction 60
2.4.5 Role of satisfaction 61
2.4.6 Antecedents and consequences of satisfaction 64
2.5 Online trust 65
2.5.1 Conceptual and empirical identification 66
2.5.2 Two theoretical representations 68
2.5.3 Longitudinal evolution 69
2.5.4 Significance in tourism and hospitality 70
2.6 Behavioral intention 72
2.6.1 Conceptual foundation 72
2.6.2 Operating behavioral intention 73
2.6.3 Intention-relevant constructs 75
2.7 Hypotheses development 78
2.7.1 Brand equity, brand attachment, satisfaction and emotion 78
2.7.2 Satisfaction, emotion and customer engagement 82
2.7.3 Customer engagement, online trust and behavioral intention 85
2.8 Summary 91
Chapter 3 Methodology 94
3.1 Survey instrument 94
3.2 Sampling and data collection approach 101
3.3 Data analysis approach 104
3.3.1 Data screening 105
3.3.2 Descriptive data analysis 106
3.3.3 Confirmatory factor analysis (CFA) 107
3.3.4 Structural equation modelling (SEM) 108
3.4 Pilot Study 109
3.4.1 Data collection 109
3.4.2 Demographic profiles 111
3.4.3 Descriptive analysis 113
3.5 Main study 115
Chapter 4 Results 117
4.1 Data screening 117
4.1.1 Missing values 117
4.1.2 Outliers 118
4.1.3 Normality 120
4.2 Demographic profiles 122
4.3 Measurement reliability and validity testing 125
4.3.1 Reliability analysis 126
4.3.2 Validity analysis 127
4.3.3 Model fit 130
4.4 Common method variance testing 138
4.5 Multicollinearity testing 138
4.6 Hypotheses testing 139
4.7 Summary 142
Chapter 5 Discussion 144
5.1 Summary of results 144
5.2 Research findings 145
5.2.1 Demographic findings 145
5.2.2 Multi dimensions of major constructs 146
5.2.3 Measurement items of major dimensions 153
5.3 Discussion of hypotheses 155
5.4 Achievement of research objectives 175
Chapter 6 Conclusion 182
6.1 Contribution of the study 182
6.1.1 Theoretical contributions 183
6.1.2 Practical implications 186
6.2 Limitations of the study 195
6.3 Suggestions for future research 197
References 200
Curriculum Vitae 238
Appendix 1 239
Appendix 2 243
Figure 2.1 The framework of engagement process 35
Figure 2.2 Framework of customer engagement 36
Figure 2.3 Model of service brand loyalty formation 37
Figure 2.4 Framework of global customer engagement 38
Figure 2.5 The proposed model 92
Figure 3.1 The research process 94
Figure 4.1 Measurement model fit of brand equity 133
Figure 4.2 Measurement model fit of brand attachment 133
Figure 4.3 Measurement model fit of customer satisfaction 134
Figure 4.4 Measurement model fit of customer’s emotion 135
Figure 4.5 Measurement model fit of customer engagement 136
Figure 4.6 Measurement model fit of online trust 136
Figure 4.7 Measurement model fit of behavioral intention 137
Figure 4.8 Results of the research model 142
Table 2.1 An overview of engagement in social science disciplines 18
Table 2.2 Scholarly review of customer engagement in marketing 25
Table 2.3 Antecedents and consequences of customer engagement 32
Table 2.4 Conceptual distinctions in consumer–brand relationships 49
Table 2.5 The summary of hypotheses 93
Table 3.1 The summary of scales/items and sources 99
Table 3.2 List of some investigated WeChat groups 103
Table 3.3 Critical indexes and thresholds used in the study 109
Table 3.4 Demographic Profiles of the Pilot Study 113
Table 3.5 Descriptive Statistics of the Pilot Test 115
Table 4.1 Descriptive statistics of the main study 120
Table 4.2 Normality test results 122
Table 4.3 Demographic Profiles of the Main Study 125
Table 4.4 Reliability Estimates of the Main Study 127
Table 4.5 Convergent validity estimates of the main study 129
Table 4.6 Correlations and discriminant validity analysis 130
Table 4.7 Results of hypotheses testing 140
Table 4.8 Summary of hypotheses tests 143
Table 6.1 Research findings and implications 183
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