Social Media Marketing Analytics 社社社社社社社社 1 1032SMMA04 TLMXJ1A (MIS EMBA) Fri 12,13,14 (19:20- 22:10) D326 社社社社 (Measuring the Construct) Min-Yuh Day 社社社 Assistant Professor 社社社社社社 Dept. of Information Management, Tamkang University 社社社社 社社社社社社 http://mail. tku.edu.tw/myday/ 2015-03-27 Tamkang Univers ity
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Social Media Marketing Analytics 社群網路行銷分析 1 1032SMMA04 TLMXJ1A (MIS EMBA) Fri 12,13,14 (19:20-22:10) D326 測量構念 (Measuring the Construct) Min-Yuh Day 戴敏育.
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Social Media Marketing Analytics
社群網路行銷分析
1
1032SMMA04TLMXJ1A (MIS EMBA)
Fri 12,13,14 (19:20-22:10) D326
測量構念 (Measuring the Construct)
Min-Yuh Day戴敏育
Assistant Professor專任助理教授
Dept. of Information Management, Tamkang University淡江大學 資訊管理學系
Statement of the meaning of the central idea or concept under study, establishing its boundaries; also known as theoretical, or conceptual, definition.
Set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied.
Loyalty28Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
Customer Perceived Value
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Product benefit
Services benefit
Personnel benefit
Image benefit
Total customer
benefitCustomer perceived
valueTotal
customer
cost
Monetary cost
Time cost
Energy cost
Psychological cost
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
Satisfaction
“a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance (or outcome) to expectations”
30Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
Loyalty
31
“a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.”
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
Customer Perceived Value, Customer Satisfaction, and Loyalty
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Customer Perceived
Performance
CustomerExpectations
CustomerPerceived
Value
CustomerSatisfaction
CustomerLoyalty
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012