建構品牌顧客承諾之量表

Constructing and Developing Customer Engagement Scale toward Brands

本研究目的旨在建構顧客承諾之量表。顧客承諾係指顧客對品牌或企業超出購買行為以外的表現。由於顧客承諾被認為可準確衡量顧客為企業所創造之價值，因而成為非常重要的議題。然而，目前文獻僅止於理論上的論述，並無任何研究提出衡量顧客承諾的相關量表。因此，本研究擬發展及建構顧客承諾量表，協助企業有效地發展顧客承諾策略。本研究依據嚴謹的量表發展過程來建構顧客承諾之量表，包括顧客承諾之四大構面（顧客終身價值、顧客參考價值、顧客影響價值及顧客知識價值）之衡量題項。研究結果顯示，此量表具有區別效度與收斂效度，其問卷題項共計15題。除此之外，本研究比較服務業（電影院）與實體產品（智慧型手機）的顧客承諾之程度差異。

This study attempts to develop the customer engagement scale. Customer engagement is defined as the behavioral manifestation from a customer toward a brand beyond the purchasing behavior. The concept of customer engagement becomes the important issue because it can capture the values created by customers for the firm. However, the literature documents the theoretical statement of customer engagement, rather than the empirical scale. Thus, this study attempts to develop and construct the customer engagement scale which further provides the strategy for the management of customer engagement. This study follows a deliberate scale development process to develop the relevant items for four dimensions of customer engagement (i.e., customer lifetime value, customer referral value, customer influencer value, customer knowledge value). The findings indicate the 15-item scale's convergent and discriminant validity. In addition, the differences of customer engagement between product (smart phone) and service (movie theater) are compared.