以利益交換觀點論述俱樂部會員轉換意圖之理論架構

A Conceptual Model of Membership-based Consumer Switching Intentions: A Benefit Exchange Perspective

俱樂部會員式服務是高度顧客互動的服務，供應商提供獨特性服務帶給會員社會和心理層面的利益，因此適合從”利益”觀點討論顧客轉換行為。本研究以利益交換理論為基礎，透過文獻探討和理論類推建立了functional-social- psychological（FSP）模型，提出初五個命題，並定義及辨識各項利益因子。本研究發現俱樂部會員轉換服務供應商的變數（核心服務、財務性利益、價格和替代方案吸引力）與利益交換理論的功能性利益的概念相符一致，且當中每一個變數對轉換意圖均有正向關係（功能性利益喪失知覺愈強，轉換意圖愈強）。轉換意圖的預測變數（口碑和人際關係）與社會性利益的概念相關聯，社會性利益與轉換意圖是負向關係並且調節功能性/心理性利益與轉換意圖間的關係。心理性利益與轉換意圖益呈現負向關係。總結來說，在現今服務轉換的研究與模型建立尚未成熟情況中，本研究藉由分析利益交換理論與消費者轉換行為的文獻邏輯論述相關性建立一個整合性的FSP理論架構，不僅能了解消費者轉換意圖與行為與交換利益之間的關係，理論架構適合應用於餐旅產業的會員俱樂部，並為此FSP模型提供後續研究實證方向。 Membership-based services are highly interactive in the relationships of customer-to-customer, as well as customer-provider. Service firms provide exclusive services from the dimensions of social and psychological benefits to members. Thus, it is appropriate to explore consumer switching behaviors from the perspective of “benefits.” This research adopts a theoretical analogy based on social exchange theory, and a thorough literature review, to develop a functional-social- psychological (FSP) model with five propositions. Definitions of 3 categories of relational benefits are developed and subsequent predictive variables are identified. This research indicates that the stronger the positive relationships of loss of functional benefits during the exchange process, the higher the member switching intentions to switch service providers. There are negative relationships which exist between social benefits/psychological and switching intentions. Furthermore, social benefits moderate the relationships between functional/psychological benefits and switching intentions. This theoretical framework of the FSP model provides empirical research direction for future studies.