[[alternative]]The Study of Customer Equity with Switching Costs

碩士商業教育學系[[abstract]]Baloglu（2002）將轉換成本定義為：轉換成本是消費者從一家公司轉換到另一家公司的時間、努力與費用等等。Jones, et al.（2002）將轉換成本分為：損失績效成本、不確定成本、轉換前評價和搜尋成本、轉換後行為成本、設立成本和沉入成本等六項。顧客權益（Customer Equity）的定義為：隨時間的經過，公司從顧客處所收到的利益大於用於吸引、銷售及服務顧客的成本（Berger 1998，2001）。Lemon，Rust and Zeithaml（2001）將顧客權益區分為：價值權益、品牌權益與關係權益。 在以往轉換成本相關文獻中，學者以個體經濟的觀點，探討轉換成本對廠商作訂價決策與市場佔有率的影響。本文欲延伸此概念，嘗試以轉換成本的觀點來分析顧客權益，引用經濟的觀點來解釋市場的現象，依據模型的推導與數值分析，發展研究命題。研究結果顯示： 一、當顧客對競爭對手產品的評價提高，則維持費用佔第二期產品價格的比例愈大；顧客維持費用愈大，使得維持顧客帶來的收益下降，最終使得顧客權益下降。 二、當轉換成本愈大，維持費用佔第二期產品價格的比例愈小；顧客維持費用愈小，進而使得維持顧客帶來的收益上升，最終使得顧客權益增加。 三、在沒有轉換成本的情況下，當競爭對手價格愈高，則第一期產品價差愈大；第一期產品價格愈大。[[abstract]]In previously switching costs related literatures, the scholars by the Microeconomics viewpoint to discuss switching costs made the price decision-making and the market share influence to the merchant. This paper wants to extend this concept, the attempt switching costs the viewpoint to analyze the customer equity, the quotation economics viewpoint explains the market phenomenon and develops research proposition. 1. When customer to competitor product appraisal enhancement, then the expense of customer retaining in the second period of product price the proportion to be bigger. The expense of customer retaining to be bigger, causes to revenue of customer retaining drop, finally causes the customer equity drop. 2. When switching cost bigger, the expense of customer retaining in the second period of product price the proportion to be smaller. The expense of customer retaining to be smaller, then causes to revenue of customer retaining rise, finally causes the customer equity increase. 3. When competitor’s price higher, then the first period of product price difference is bigger. The first period of product price is bigger