Remind Customers to be Loyal：Effect of Framing in Terms of Outgo

• Main Authors: CHANG CHIA LUN, 張嘉倫
• Other Authors: 顧萱萱
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/56hx27

碩士 === 東吳大學 === 國際經營與貿易學系 === 103 === Abstract Customer Relationship Management (CRM) is critical to corporations, lots of loyalty customers means long term profits. Consumers now face many choices, so how can corporations manage to get all the customers and members to always be loyal. Some corporations would send text message ahead of time to remind customers to extend their membership. Under the message framing effect, wording would make customers have different feelings about extend membership, and also other elements would affect customers’ willingness as well. The purpose of this study is to examine how message framing, sunk costs, and relational benefits would affect customers’ intention to extend their membership. In this study of experimental design, manipulates sunk costs and relational benefits, to explore the influences on customers’ willingness to extend membership. The findings are as follows: 1. There is significant influence between message framing and customers’ willingness to extend their membership. 2. There is significant interaction effect between message framing and sunk costs. 3. There is significant interaction effect between message framing and relational benefits. 4. When sunk costs is either high or low, customers would not care about the message framing effects, there is no difference of extend membership intention. 5. When relational benefit is high, customers would not care about the message framing effects, there is no difference of extend membership intention. 6. In other situations, customers like negative framing message, and would like to extend their membership better.