俱樂部會員轉換意圖──利益交換實證模式

Benefit Exchange Effects on Customer Switching Intentions of Membership-based Service

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，建立了functional-social- psychological (FSP)模型，這些影響俱樂部會員轉換服務供應商的變數有功能性利益、社會性利益、以及心理性利益。為了驗證上述變數關係，採用結構方程模式，會員受訪者為247人。結果顯示當會員經歷到功能性利益喪失時，會想要轉換俱樂部。同時俱樂部與會員建立正面社會性的關係利益時，其轉換意圖就降低。會員與俱樂部之間建立正向的心理性利益時，亦能降低其轉換意圖。總結來說，在現今服務業轉換意圖的研究與模型建立尚未成熟情況中，本研究藉由實證利益交換理論與消費者轉換行為建立一個整合性的FSP利益交換模型，不僅能了解俱樂部會員轉換意圖與交換利益之間的關係、對於觀光餐旅產業的會員俱樂部研究提出學術貢獻、為FSP模型提供後續研究實證方向、並根據研究結果提出對俱樂部業者的管理意涵。

Membership-based services are highly interactive in the relationships of customer-tocustomer, 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 study is based on the benefit exchange theory and empirically investigates a proposed FSP modelof members’switching intentions. Examination of this proposed model through structural equation modeling, findings suggest that when members experience loss of functional benefits, they will consider to switch clubs. At the same time, when members and the club establish positive social relational benefits, their switch intentions will be lower. Where there are positive psychological benefits exist in between members and clubs, members will have lower intention to switch club. This research confirms that the benefit exchange theory can explain members’intentions to switch from their current clubs and provides valuable recommendations to managers on retaining their members. Since the switching intentions of club members have not previously been adequately studied, this study fills an important gap in the literature.