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    Does Raising Value Co-Creation Increase All Customers’ Happiness?Yi-Ching Hsieh, Hung-Chang Chiu, Yun-Chia Tang & Wei-Yun Lin - 2018 - Journal of Business Ethics 152 (4):1053-1067.
    Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived (...)
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  2.  47
    How to Encourage Customers to Use Legal Software.Hung-Chang Chiu, Yi-Ching Hsieh & Mei-Chien Wang - 2008 - Journal of Business Ethics 80 (3):583-595.
    This study attempts to identify customer retention strategies for legal software and discusses their effectiveness for three consumer groups (stayers, dissatisfied switchers, and satisfied switchers). Although previous studies propose several antipirating strategies, they do not discuss how to enhance customer intentions to use legal software, which is crucial for software companies. The authors provide four generic retention strategies developed from both antipiracy and customer loyalty literature. The results indicate lower-pricing, legal, communication, and product strategies all enhance customer purchase intentions toward (...)
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    Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty.Wen-Ruey Lee, Sheng-Hsiung Chang, Yi-Ching Hsieh & Hung-Chang Chiu - 2009 - Ethics and Behavior 19 (5):403-413.
    Product counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. (...)
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