Research Into Reinforcement Theory And Motivation-hygiene Theory And Tri-component Attitude Model On Customer Satisfaction

This research,focusing on the mobile-phone industry,examines the impact of the product's function and outer design on customer satisfaction,brand trust and brand loyalty.We first uses Motivation-hygiene theory(Herzberg,1968) to measure the influence of function and outer design on customer satisfaction,and apply satisfier factor and hygiene factor(Naumann,1999) to test the strength of satisfaction.Then,based on Reinforcement theory(Skinner,1957),we strengthen the effect of customer satisfaction and focus on its feedback mechanism.Finally, Tri-component attitude model(Hawkins et al,2007) is to explore the relationship among customer satisfaction,brand trust and brand loyalty.To understand the impact of the theories on satisfaction,this research develops structural equation model(SEM) to examine the relationships between customers and the brand. Satisfaction is an emotional bond between customers and the brand,and based on that we test the influence of function,outer design on satisfaction and measure the customer's value to test the degree to which satisfaction will generate trust and loyalty.Combining empirical analysis with research theories,this research employs Exploratory Factor Analysis to extract constructs,applies Cronbaeh's Alpha to measure item reliability and Convergent Validity to examine construct validity,proceeds SEM to test research hypotheses. The results shows the more positive one's view of a brand's function and outer design the stronger will be one's satisfaction to that brand;this stronger satisfaction will in turn strengthen trust and loyalty to the brand.Moreover,we use satisfaction as a mediator to measure indirect effect between function,outer design,trust and loyalty and further test the direct influence among them without satisfaction as a mediator.We conclude that satisfaction may be pivotal to understanding customer-based brand equity and an organization can promote a human brand by following consumer-brand rules and allow more accurate and effective brand management.