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首页> 外文期刊>Journal of business and psychology fsponsored by the Business Psychology Research Institute >Modeling customer loyalty from an integrative perspective of self-determination theory and expectation-confirmation theory
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Modeling customer loyalty from an integrative perspective of self-determination theory and expectation-confirmation theory

机译：从自决理论和期望确认理论的整合视角构建客户忠诚度模型

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Purpose This research conceptualizes and tests an integrative model of customer loyalty by linking two important theories: expectation-confirmation theory and self-determination theory. Design/Methodology/Approach The model is examined using data obtained from 207 part-time students who have encountered the service of a skincare and beauty salon in Taiwan. These students work as full-time professionals in a variety of industries during the daytime and are financially independent for their daily consumption. Findings The empirical results of this study indicate that loyalty is positively influenced by both intrinsic regulation and identified regulation, while introjected regulation and external regulation are insignificantly related to loyalty. Affected positively by service expectation and service confirmation, satisfaction has positive influences on all four dimensions of self-determined motivation-namely, intrinsic regulation, identified regulation, introjected regulation, and external regulation. Implications The findings of this study show that the proposed model helps to learn about loyalty formation and its mediating mechanism in service contexts. Intrinsic regulation and identified regulation may be applied as two potential checkpoints for management to learn the actual status of customer loyalty based on a constant service quality offered by the service provider. Originality/Value This study is one of the earliest to integrate expectation-confirmation theory and self-determination theory to explore loyalty. Besides, this study transplants the traditional application of self-determination theory from educational service to commercial service in general so that efficient strategies can be made for boosting loyalty.
机译：目的本研究通过链接两个重要理论（期望-确认理论和自决理论）来概念化和测试客户忠诚度的集成模型。设计/方法/方法该模型使用从207位在台湾从事过美容和美容服务的兼职学生获得的数据进行检验。这些学生白天在各行各业担任全职专业人员，并且在经济上独立于日常消费。结果研究的实证结果表明，忠诚度受内在调节和确定的调节的积极影响，而内含调节和外部调节与忠诚的关系不明显。服务期望和服务确认对服务满意度有积极影响，满意度对自我决定动机的所有四个维度都具有积极影响，即内在调节，确定的调节，引入的调节和外部调节。启示这项研究的结果表明，提出的模型有助于了解服务环境中的忠诚度形成及其中介机制。内部规则和已识别的规则可以用作两个潜在的检查点，以便管理层根据服务提供商提供的恒定服务质量来了解客户忠诚度的实际状况。独创性/价值本研究是最早将期望-确认理论与自决理论相结合以探索忠诚度的研究之一。此外，本研究将自决理论的传统应用从教育服务移植到一般的商业服务，从而可以制定有效的策略来提高忠诚度。

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