行銷領域研究經驗分享

吳志文國立中興大學行銷學系

11/29/2011

Overview

Scientific Research VS Practical Research Theory foundation

My research streams Cross-cultural consumer behavior Strategic Marketing –global marketing, business strategy Loyalty-Customer Relationship Management Other topics

Scientific Research VS Practical Research: Theory Foundation (I)

The major purpose of science is to develop laws and theories to explain, predict, understand, and control phenomena (Hunt, 1991)

A theory is a systematically related set of statements, including some lawlike generalizations, that is empirically testable (Hunt, 1991)

Scientific Research VS Practical Research: Theory Foundation (II)

Example: Consumer Analysis Definition

Bounded rationality + Uncertainty +Opportunism Fundamental Laws

Transactions will be handled in such a way as to minimize the costs involved in carrying them out

Bridge laws When asset specificity is low, market governance should be

preferred When asset specificity is high, hierarchies or at least hybrid

governance form should be preferred Research hypotheses

The higher a company invested in idiosyncratic assets in a acquiring a component, the higher the possibility that a firm will incorporate the component facility into the firm’s boundary

My Research Stream I: Cross Cultural Consumer Behavior

Not successful in publishing top journal papers

But build a good foundation for Individualism/collectivism literature Functional theory of attitude Consumer Expertise SEM method: measurement equivalence

My Research Stream II: Strategy

Focus on synthesize the theory Thorough reviews for strategy model To Valid the IO and RBV theory

Satisfaction ≠ Loyalty Satisfied but not loyal

Those customers claiming to be satisfied or very satisfied, between 65 and 85% will defect (Reichheld 1996)

Merely satisfied customers that have the freedom to make choices is not enough to keep them loyal (Jones and Sasser 1995)

Satisfaction and loyalty move in tandem is simply incorrect (Stewart 1997)

Not satisfied but loyal Behavioral loyal but not attitudinal loyal Trust can cause loyalty in high moral hazard situation (Chiou 2002) Asset specificity can cause dependence (Ganesan 1994; Joshi and

Stump 1999) Product knowledge asset specificity (Chiou 2006) Human relationship asset specificity (Chiou 2006)

Transaction Cost Analysis (TCA) for B to C

TCA Theoretical Application Gap Focus only on transaction cost, not on total cost Classification of transaction cost (Barney and

Ouchi 1986) Information asymmetry

Linkage for consumer information processing literature Moral Hazard

Linkage for relationship marketing literature Asset Specificity

Linkage for switching cost literature

My Research Stream III : Loyalty

Using the foundation from CRM literature Apply transaction cost theory as the fundamental

theory Build a theoretical framework

Elaboration Likelihood Model (ELM) as the fundamental laws

Fuzzy method as the research approach

The Impact of Trust on Loyalty: Mutual Fund (Chiou et al. 2002, Journal of Service Research)

H10: H>L

H9: H>L

H4: ＋H7: L>H

H6: L>H

H5: ＋H1: ＋

H2: ＋

OverallSatisfaction

Perceived Service Quality Company Employee

Customer Loyalty ResponsesWord of Mouth Loyalty

Trust

ISP Loyalty Application (Chiou, 2004, I&M)

H3(+)

H9(–)H8(–)

H6(+)

H5(+)

H4(+)

H7(+)

H2(+)

H1(+)

Future ISP Expectancy

AttributiveService

PerceivedTrust

PerceivedValue

OverallSatisfaction

LoyaltyIntention

Portal Site Loyalty Application (Chiou and Shen, 2006,International Journal of Service Industry Management)

H3(-)

H5(+)

H4(+)

H2(-)

H1(+)

Opportunismε1

AttributiveService

Satisfactionε2

Asset Specificityε3

OverallSatisfaction

η1

LoyaltyIntention

η2

General Framework (Chiou and Droge, 2006, October, Journal of the Academy of Marketing Science)

H11

H10

H12

H9

H6H5

H4

H2

H4

H2

H1

H3

Satat

Sqfact

Sqint

Trust

Sat

Pmexp

Loyat

SAI

Loybeh

H8

H7

My Research Stream IV: Other Topics

Look for the interesting and hot topic such as: Advertising Internet discussion forum Social psychology Ethics Trade show

Marketing Journals I （梁定澎等 (2004) 國科會管理期刊評比）

文獻排名結果 學者評論 Impact Factor

(00-02) 加權平均

Journal Name

Rank N. Score Rank N. Score Rank N.

Score Rank Average

Journal of Marketing (SSCI) 1 1 1 1 1 1 1 1

Journal of Consumer Research (SSCI) 3 0.9416 1 1 2 0.978 2 0.9722

Journal of Marketing Research (SSCI) 2 0.9895 1 1 3 0.768 3 0.9494

Marketing Science (SSCI) 4 0.882 4 0.9661 4 0.7619 4 0.8916

Journal of the Academy of Marketing Science (SSCI) 6 0.8457 5 0.7458 5 0.7061 5 0.7778

Journal of Retailing (SSCI) 5 0.8594 7 0.6864 8 0.3728 6 0.6929

International Journal of Research in Marketing (SSCI) 11 0.5943 6 0.7211 6 0.4403 7 0.6142

Journal of Advertising (SSCI) 9 0.6802 10 0.527 13 0.2481 8 0.5325

Journal of Business Research (SSCI) 7 0.7405 12 0.4407 19 0.1569 9 0.5039

Journal of Product Innovation Management (SSCI) 16 0.4639 9 0.5593 7 0.4339 10 0.4961

Journal of Advertising Research (SSCI) 8 0.7148 15 0.3983 12 0.25 11 0.4952

Journal of Consumer Psychology (SSCI) 18 0.4249 8 0.6441 17 0.1652 12 0.4606

Journal of Public Policy and Marketing (SSCI) 12 0.5271 14 0.4068 9 0.3377 13 0.4411

Industrial Marketing Management (SSCI) 10 0.6275 23 0.3513 14 0.2191 14 0.4353

Marketing Letters (SSCI) 17 0.4622 11 0.4831 23 0 15 0.3781

Marketing Journals II

Psychology and Marketing (SSCI) 15 0.484 18 0.3729 18 0.1611 16 0.375

Journal of Personal Selling and Sales Management 13 0.5233 17 0.3898 23 0 17 0.3652

European Journal of Marketing 14 0.5141 22 0.3644 23 0 18 0.3514

Journal of Consumer Affairs (SSCI) 19 0.3919 25 0.3236 15 0.1905 19 0.3243

Journal of International Marketing (SSCI) 22 0.3002 20 0.3698 11 0.2782 20 0.3236

Journal of Business Ethics (SSCI) 23 0.2812 24 0.339 10 0.3082 21 0.3097

International Journal of Market Research

(Formerly Journal of the Market Research

Society) (SSCI)

26 0.2081 16 0.3966 16 0.1864 22 0.2792

Journal of Service Research (SSCI) 25 0.225 12 0.4407 23 0 23 0.2663

Journal of Interactive Marketing (SSCI) 24 0.2613 18 0.3729 23 0 24 0.2537

Journal of Consumer Marketing 20 0.3287 28 0.2681 23 0 25 0.2387

Journal of Services Marketing 21 0.3019 27 0.2712 23 0 26 0.2292

Journal of Marketing Theory and Practice 27 0.1791 28 0.2681 23 0 27 0.1789

Journal of Business and Industrial Marketing 28 0.1703 28 0.2681 23 0 28 0.1754

Journal of Business Logistics 31 0.0671 21 0.3686 23 0 29 0.1743

International Marketing Review (SSCI) 32 0.0375 26 0.3051 21 0.1214 30 0.1613