財富管理不單只有資產管理而已，應該訓練與重視銀行理財專員除了專業能力外的軟實力，諸如在外部如何了解客戶的知覺風險程度與銀行的品牌權益所造成的影響、內部財富管理專員的專業能力、慎用行銷技巧與客戶建立長期穩定的關係，以高品質的服務來利提升顧客滿意度與忠誠度並顧及客戶的全面性理財計畫，除了商品資訊之提供，更應深耕與顧客的關係，建立客戶對銀行操作的信心，以達到真正財富管理的目的，便是本研究的研究動機之所在。
樣本選取上，台北地區銀行業財富管理顧客為本研究之對象，並採用郵寄問卷方式，共發出400份，回收400份，剔除無效問卷9份，可用率為97.5%，故本研究有效樣本為391份，研究結果顯示，品牌權益對顧客滿意多數具有顯著正向影響，品牌權益中對顧客滿意影響最重要為「銀行專屬資產」，其次為「顧客知覺品質」和「銀行品牌知名度」；在員工專業能力部分以提供「專業態度」和「專業知識」較有助於提升顧客滿意度；在關係品質部分以僅有使消費者物超所值和信任對於顧客滿意有顯著正向影響；關係品質對顧客忠誠度部分信任和滿意關係品質對顧客忠誠度均有其一定影響，其中口碑推薦和促使顧客再購意願上，消費者對於銀行具有強烈信任感將有助於提升顧客忠誠度；顧客滿意度對顧客忠誠度部分，顧客滿意度對顧客忠誠度有顯著正向影響，其中顧客對於企業形象和人員素質滿意程度將有助於提升顧客忠誠度；知覺風險是否具有調節效果部分，知覺風險表示具有正向調節效果，意即當銀行顧客具有較高顧客滿意時是受到顧客對於理財相關商品風險高和低干擾，當消費者認知風險較高時，即使提升顧客滿意度但對忠誠度影響則有其關聯性，反之亦然。

Wealth management is more than just asset management. The soft power of bank and finance commissioners, besides their expertise, should be trained and emphasized, such as how external staff gain an insight into customers’ degree of perceived risks and the influence of the bank‘s brand equity, the expertise of internal wealth management staff, how to cautiously use marketing skills to establish stable long-term relationships with customers, how to enhance customer satisfaction and loyalty through high-quality services, and comprehensive financial plans for customers. In addition to providing commodity related information, customer relations should be cultivated to boost customers’ confidence in bank operations, thereby achieving the true purpose of wealth management and creating win-win situations, thus the research motivation arising from the above.
In sample selection, wealth management customers in Taipei area were adopted as research participants. The questionnaires administered by mail were adopted. A total of 400 copies were distributed, and 400 copies were recovered. Nine invalid copies were eliminated, and he utilization rate accounted for 97.5% or 391 valid samples. Findings show that brand equity had a predominantly significant and positive impact on customer satisfaction. In terms of the impact of brand equity on customer satisfaction, “exclusive bank assets” had the greatest importance, followed by “customers’ perceive quality” and “bank brand awareness”; in terms of staff expertise, “professional attitude” and “professional knowledge” provided were more conducive to the enhancement of customer satisfaction; as for relationship quality, only consumers’ feelings of “well worth the value” and “trust” had a significantly positive impact on customer satisfaction; in terms of relationship quality on customer loyalty, trust and satisfaction towards relationship quality had a certain impact on customer loyalty. In particular, in word-of-mouth recommendations for promoting customers’ purchase intention, consumers needed to demonstrate a strong sense of trust towards the bank to enhance customer loyalty; as for customer satisfaction and customer loyalty, customer satisfaction had a significantly positive impact on customer loyalty. Specifically, customers’ degree of satisfaction towards corporate image and staff quality are conducive to the enhancement of customer loyalty; as for whether or not perceived risks possesses moderating effects, perceived risks indicated positive moderating effects. That is, when the bank’s customers possess higher customer satisfaction, customers are prone to interferences of varied degrees from financial management related commodity risks. When consumers’ perceived risks are high, even in the presence of enhanced customer satisfaction, relatedness is seen as far as the effect on loyalty is concerned.

一、中文文獻
李誠忠、張可欣（2005）。健康體適能運動俱樂部顧客關係與行為意象之研究-以台中市為例，運動休閒管理學報，2(1)，40-56。
李城忠，林孟潔（2005）運動健身俱樂部個人教練之專業知能、顧客滿意度與顧客忠誠度之研究。人文暨社會科學期刊，1（2），55-76。
余鳳梅（2012）。專業能力、互動強度、顧客信任與顧客忠誠度關係之研究－以N保險公司為例。未出版之碩士論文，國立高雄應用科技大學高階經營管理研究所碩士在職專班，高雄市。
林麗婷（2001）國中公民與道德科教師經濟教育專業能力之研究－以高雄地區為例。未出版之碩士論文，國立臺灣師範大學公民訓育研究所，臺北市。
林美嵐（2007）。臺灣地區大學生對大學品牌價值知覺影響因素之研究。未出版之碩士論文，國立暨南國際大學，南投市。
周泰華、郭德賓、黃俊英（2000）：服務業顧客滿意評量之重新檢測與驗證。中山管理評論,8(1),153-200。
吳芳靜（2006）。運用結構方程模式探討銷售人員特質、品牌權益、知覺風險、顧客滿意度、關係品質與顧客忠誠度之影響－以台灣銀行業貴賓理財為例。未出版之碩士論文，國立暨南國際大學，國立東華大學企業管理學系，花蓮市。
吳師豪（2004）。關係品質與關係結果之研究。未出版博士論文，國立台北大學企業管理學系，臺北市。
吳正雄（2012）。樂活生活認知影響健康飲食消費行為及品牌權益之研究。永續發展與管理策略，4(1)，19-36。
韋宇軒（2014）。知覺風險、關係品質與幸福感之關聯性研究。未出版碩士論文，國立高雄師範大學事業經營系碩士班，高雄市。
洪順慶（2004）。品牌是消費者心中的烙印，突破雜誌，226，14-17。
南震杰（2005）。用線性結構模式探討共同基金投資績效、服務品質、顧客滿意度、品牌權益對顧客忠誠度之影響。未出版之碩士論文，立東華大學企業管理研究所，花蓮市。
徐女琇（1996）。美容從業人員專業能力之研究。未出版之碩士論文，中國文化大學生活應用科學研究所，臺北市。
陳智泉（2008）。財富管理在台灣發展的趨勢與未來的方向。證券櫃檯月刊，第135(2)，2-3 。
陳建文、洪嘉蓉（2005）。服務品質、顧客滿意度與忠誠度關係之研究─以ISP為例。電子商務研究，3(2)，153-172。
陳慧儒、高熏芳（2006）。美國特教教師專業標準對我國特教教師素質提升之啟示。屏師特殊教育，12，17-27。
陳維欣（2008）。大學教師學校品牌形象知覺與工作滿意度關係之研究。未出版之碩士論文，淡江大學教育政策與領導研究所，臺北市。
陳穎峰、林豪傑、楊展佳（2008）。專業能力、信任與顧客關係管理效能之關聯性。2008創新、整合與應用學術研討會論文集。
陳思妤（2013）。品牌個性、品牌權益與遊客忠誠度的關聯性研究- 以墾丁民宿為例。未出版碩士論文，國立高雄應用科技大學觀光與餐旅管理研究所，高雄市。
張芳雅（2005）。技術輔導訪問服務品質及顧客滿意度關聯性之研究－以陸軍修護廠為例。未出版碩士論文，私立元智大學工業工程管理學系，桃園市。
張振忠（2008），服務品質、顧客滿意度與忠誠度對企業採用自動化新科技產品再購意願之研究--以OPC產品為例。未出版碩士論文，國立高雄應用科技大學商務經營研究所，高雄市。
彭志宏（2002）。關係品質對廠商忠誠度之影響—系統整合廠商為例。未出版碩士論文，國立東華大學國際企業研究所，花蓮縣。
溫淑戀（2002）。行動電話顧客滿意度與忠誠度關聯之研究－以大台北高中(職)生為例。未出版碩士論文，私立大同大學事業經營研究所，臺北市。
黃宏鈞（2001）。企業形象與服務品質對消費者再購行為之影響：顧客關係之中介效果。未出版碩士論文，國立台灣大學心理學研究所，臺北市。
黃義俊（2008）。服務創新理論與實證。臺北縣：前程文化，ISBN。
黃義良、王怡又（2012）。大學服務品質提昇措施影響滿意度與品牌權益之探究─以一所科技大學為例。新竹教育大學教育學報，29(1)，129-166。
葉美秀（2006）。業務人員人格特質、專業職能與創造力對顧客滿意度之影響－以台灣紡織業為對象。未出版碩士論文，私立輔仁大學織品服裝研究所，臺北市。
葉雲中（2009）。體驗行銷、品牌形象、顧客滿意度與顧客忠誠度相關之研究—以大學推廣教育為例。未出版之碩士論文，元智大學企業管理學系，桃園市。
廖焜熙（2012）。服務品質、顧客滿意度、顧客忠誠度關係之實證研究－以行動電信業為例。International Journal of LISREL，5(1)，50-71。
曾秀霞（2005）。國人的政治人物評價、政府形象與施政滿意度關係之研究。未出版之碩士論文，元智大學管理研究所，桃園市。
蔡長清、歐怡琪、吳凱莉（2011）。速食業消費者之體驗品質、顧客價值與滿意度關聯性研究－以摩斯漢堡和麥當勞為例。International Journal of LISREL，4(1)，1-28。
趙清遠與黃義俊等人（2009）。專業能力、關係品質與顧客關係管理效能之關聯性研究─以非金控綜合券商顧客為例。保險專刊，12，147-177。
賴榮宗（2001）。服務補救、顧客滿意與品牌權益之關係研究。未出版之碩士論文，中國文化大學國際企業管理研究，臺北市。
殷堂登（2013）。服務品質、企業形象對顧客忠誠度與顧客滿意度之影響-以某外商銀行為例。出版之碩士論文，東吳大學企業管理學系，臺北市。
盧欣瑀（2014）。訊服務業創新能力與企業形象對顧客滿意度及顧客忠誠度之影響。未出版之碩士論文，淡江大學企業管理學系碩士在職專班，臺北市。
劉峻宏（2013）。品牌形象、產品品質、服務品質、關係品質和顧客忠誠度關係之研究：以化妝品產業為例。未出版碩士論文，明新科技大學服務事業管理研究所，新竹縣。
魏文欽、陳筱媛（2012）。影響品牌權益關鍵因素之實證研究。International Journal of LISREL，5(1), 1-30。
二、英文文獻
Aaker, D.A., (1991). Managing Brand Equity: Capitalizing on the Value of a Brand name. New York: The Free Press.
Anderson, E. W., & Sullivan, M. W.,(1993). The Antecedents and Consequences of CustomerSatisfaction for firms. Marketing Science,12(2),125-143.
Anderson, E. W., (1994). Cross-category variation in customer satisfaction and retention.Marketing Letters,5(1), 19−30.
Aaker, D. A., (1996). Building Strong Brands. New York: The Free Press.
Anderson, E. W., Fornell, C., & Lehmann, D. R., (1994). Customer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
Ahn, Jeong-Ki, Moon & Jong-Beom(2011).A Study onthe Improvement of Customer Satisfaction and Service Quality in Public Service.ManagementConsulting Review, 11(1), 39-65.
Boyatzis, R. E., (1982). The competent manager: a model for effective performance. New York: John Wiley and Sons.
Bearden, W. O. & Teel, J. E., (1983). Selected Determinants of Consumer Satisfaction and ComplaintsReports.Journal of Marketing Research,20,21-28.
Bauer, R. A., (1960).Consumer behavior as risk taking.Dynamic Marketing for a Changing World,49,389-398.
Baird, I. S. & Thomas, H., (1985).Toward a contingency model of strategic risk taking.Academy of Management Review, 10(2),230-243.
Brasco, T. C., (1988). How Brand Names Are Valued for Acquisition, in Defining, Measuring and Managing Brand Equity, Cambridge, MA: Marketing Science Insititute Customer-based Brand Equity. Journal of Marketing, 57(1), 91-124.
Bitner, M. J., (1990).Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses.Journal of Marketing Research, 54, 69-82.
Biel, A. L., (1992). How Brand Image Drives Brand Equity.Journal of Advertising Research, 32, 11-19.
Blodgett, J. G., Granbois, D. H., & Walters, R. G., (1993).The effects of perceived justice on negative word-of-mouth and repatronage intentions, Journal of Retailing, 69(4), 399-428.
Bauer, H. H., Mark, G., & Leach, M. (2002).Building customer relations over theInternet. Industrial Marketing Management, 31(2), 155-163.
Boshoff, C. & Gray, B. (2004). The relationships between service quality, customer　Satisfaction and Buying Intentions In the Private Hospital Industry. South　African Journal of Business Management, 35(4), 27-37.
Biswas, D., Biswas, A. & Das, N., 2006. The differential effects of celebrity and expert endorsements on consumer risk. Journal of Advertising; 35(2): 17-31.
Cox, D. F., (1967).Risk Handling in Consumer Behavior - An Intensive Study of Two Case.In Cox, D. F.9(Ed.), Risk-Taking and Information-Handle in Consumer Behavior, 34-81, Harvard University Press,Boston.
Czepiel, J.A., L.J., (1974). Rosenberg and A. Akerele, Perspectives on Consumer Satisfaction, AMA Educators' Proceedings. Chicago: American Marketing Association.
Chisholm & Ely.(1976).Reflections from a Crystal Ball, Audiovisual Instruction 21, 1, (ERIC Document Reproduction Service No. EJ131254).
Churchill, G. A., Jr, & Surprenant, C., (1982).An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504.
Crosby, L. A., Evans, K. A. & Cowles, D., (1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing, 54(3), 68~82.
Cram, T. (2001). Customers that count. London, United Kingdom: Pearson Education.
Choi, D. H., Kim, C. M., Kim, S. I. & Kim, S. H., (2006).Customer loyalty and disloyalty in internet retail stores: its antecedents and its effect on customer price sensitivity. International Journal of Management,23(4), 925-942.
Dowling, G. R., (1986).Perceived risk-the concept and its measurement. Psychology and Marketing,3(3),193-210.
Doney, P. N., & Cannon, J. P., (1990) .An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 68-81.
Davis, B. R., & Mentzer, J. T., (2006). Logistics Service Driven Loyalty: An Exploratory Study. Journal of Business Logistics, 27(2), 53-73.
Engel, J. F., Blackwell, R. D., & Miniard, P. W., (2001). Consumerbehavior. (9th ed). Fort Worth, TX: Harcourt.
Farquhar, P. H., (1990). Managing brand equity.Journal of Advertising Research, 30(4), 7-12.
Fornell, C., (1992).Anational customer satisfaction barometer: the Swedish experience .Journal of Marketing, 56(1), 6-21.
Fornell, C., (1992). A National Customer Satisfaction Barometer: the Swedish Experience. Journal of Marketing, 56(1), 6-12.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E., (1996). Theamerican customer satisfaction index: Nature. purpose and findings, Journal ofMarketing, 60(4), 7-18.
Frederick, N., (2001).Loyalty: Customer Relationship Management in the New Era of Internet Marketing. McGraw-Hill,London.
Featherman, Mauricio S., & Paul A. Pavlou (2003).Predicting e-service Adoption: A Perceived Risk FacetsPerspective.International Journal of Human-Computer Studies, 59, 451-474.
Garbarino, E., & Johnson, M. S., (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.
Garretson, J. A., & Clow, K. E., (1999).The influence of coupon face value on service quality expectations, risk perceptions and purchase. Journal of Services Marketing, 13(1),59-72.
Gurney, P., (1999).Influence Is The Better Part of Loyalty.Marketing News,33, 40.
Craft, S.H., (1999). Marketers Gain by Measuring True Loyalty, Marketing News.33, 18.
Howard, J. A., &. Sheth , J. N., (1969).The theory of buyer behavior. New York: John Willey and Sons.
Heskett, J. L., Jones, T. O. Loveman, G. W., Sasser, W. E. & Schlesinger, L. A., (1994).Putting theService-profit chain to work.Harvard Business Review, 164-174.
Hennig, T., & Klee, A., (1997). The Impact of Customer Satisfaction and Relationship Quality on Customer Retion: A Critical Reassessment and Model Development? Psychology and Marketing, 14(8),764-797.
Hernon, P., Nitecki. D. A., & Altman, E., (1999). Service quality and customersatisfaction: an assessment and futuredirections. The Journal of Academic Librarianship, 25(1), 9-17.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A., (2003).Customer repurchase intention: A general structural equation model.European Journal of Marketing,37(11),17-62.
Huang, H. H., & Chiu, C. K., (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, Cambridge, 10(1), 156-160.
Ivens, B. S., (2004). How relevant are different forms of relational behavior? an empirical test based on macneil's exchange framework. Journal of Business and Industrial Marketing, 19(5), 300 - 309.
Ingrid, F., (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16(1), 57-66.
Jacoby, J. & Kaplan, L. B., (1972).The components of perceived risk.Proceedings of Third Annual Conference of the Association for Consumer Research, 382-393, College Park, MD.
Jacoby, J., & Kyner, D. B., (1973), Brand loyalty vs. repeat purchasing behavior, Journal of Marketing Research, 10, 1, 1-9.
Jarvis, P., (1983). Profession Education, London: Croon He1m.
Jones, T. O., & Sasser, W. E., (1995).Why satisfiedcustomers defect.Harvard Business Review,73(6), 88-99.
Johnson, D., & Grayson, K., (2005).Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.
Keller, K. L., (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-23.
Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M., (1995).The Effects of Supplier Fairness on Vulnerable Sellers. Journal of Marketing Research, 32, 54-65.
Keaveney, S. M., (1995). Customer Switching Behavior in Service Industries: An Exploratory Article. Journal of Marketing, 59(2), 71-82.
Kristensen, K., Martensen, A., & Gronoldt, L., (1999). Measuring the impact of buying behavior on customer satisfaction. Total Quality Management, 10, 602-614.
Kotler, P., (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall International, Inc.
Kotler, P., (2003). Marketing Management. New Jersey: Prentice-Hall.
Kapferer J. N., (2004). The new strategic brand management : Creating and sustaining brand equity long term, London : Kogan Page.
Keller,K.L., (2009). Building strong brands in a modern marketing communications Environment .Journal of Marketing Communications, 15,139-155.
Kim,.P., & Ham, J. H., (2013). Effects of job satisfaction on service quality, customer satisfaction and customer loyalty: the case of a local state-owned enterprise. Wsea stransacitions on business and economics, 10(1), 49-68
Levit, T., (1986)The Marketing Imagination, New York:The Press.
Lagace, D., Dahlstrom, R., & Gassenheimer, J. B., (1991). The Relevance of Ethical Salesperson Behavior on Relationship Quality:ThePharmaceuyical Industry. Journal of Personal Selling and Sales Management,11(4),39-47.
Lassar Walfried , Banwari Mittal. & Arun Sharma(1995).MeansuringCustomer-Based Brand Equity. Journal of Comsumer Marketing,12(4),11-19.
Leuthesser, L., (1997). Supplier Relation Behavior: An Empirical Assessment. Industrial Marketing Management, 26(3), 245-254.
Lovelock, C. H., & Wright, L. K., (2003). Principles of service marketing and management. NJ: Prentic-Hall.
Mitchell, V. W., & Boustani, P., (1993).Market development using new products and new customers: A rolefor perceived risk.European Journal of Marketing, 27(2),17-32.
Morgan, R. M., & Hunt, S. D., (1994). The Commitment-trust theory of relatioship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L., (1981).Measurement and Evaluation of Satisfaction Process on Retail Settings. Journal of Retailing,57.
Oliva, T. A., Oliver ,R. L., & MacMillian, I.C., (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56(7), 83-95.
Oliver, R. L., (1999), Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44.
Ou, W. M., Shih, C. M., Chen, C. Y., & Wang, K. C., (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty An empirical study. Chinese Management Studies, 5(2), 194-206.
Prus, Amanda & Brandt, D. Randall (1995).Understanding Your Customers.Marketing Tools,10-14.
Parker, C, & Brian, P. M., (2001). Marketing Intelligence and Planning. Bradford,19(1), 38.
Palacio, A. B., Meneses, G. D., & Perez, P. J. P., (2002). The configurationof the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486-505.
Reichheld, F. F., & Sasser, W. E. Jr., (1990).Zero defection: quality comes to service.HarvardBusiness Review, 68(5), 105-111.
Ryan, M.J., (1999).Diagnosing Customer Loyalty Drivers.Marketing Research,11,18-27.
Rory P. Morgan (2000).A Consumer-Orientated franework of brandequity and loyalty. International Journal of Market Research,42(1),65-78.
Raggio,R. & Leone,R., (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning . Journal of Brand Management,14,380-395.
Singh, J., (1991).Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-234.
Selnes, F., (1993).An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 27(9),19-35.
Spencer, L., & Spencer, M., (1993). Competence At Work: Models for Supplier Performance, N.Y.: John Wily and Sons, Inc.
Simon, Carol J., & Mary Sullivan W., (1993).The measurement and determinants of brand equity: a financial approach. Marketing Science,12(1),28-52.
Stone, R. N., & Gronhaug, K., (1993).Perceived risk: Futher considerations for the marketing discipline. European Journal of Marketing,27(3), 39-50.
Storbacka, K., Strandvik, T., & Gronroos, C., (1994). Management Customer Relationships for Profit: The Dynamics of Relationship Quality. InternationalJournal of Service Industry Management, 5(5), 21-38.
Storbacka, K., Strandvik, T., & Gronroos, C., (1994). Management Customer Relationships for Profit: The Dynamics of Relationship Quality. InternationalJ ournal of Service Industry Management, 5(5), 21-38.
Smith, J. B., (1998). Buyer-seller relationsships: bonds, relationship management and sex-type.Canadian .Journal of Administrative Sciences,15(1),76-92.
Schneider, B., & Bowen, D.E., (1999).Understanding Customer Delight and Outrage. Sloan Management Review, 41, 35-46.
Stratigos, A., (1999).Measuring End-user Loyalty Matter, Online, 23, 74-78.
Sirdeshmukh D., Jagdip S., Barry S., (2002). Consumer Trust, Value and Loyalty in Relational Exchanges. Journal of Marketing,.66(1), 15-37.
Sirdeshmukh, D., Singh, J., & Sabol, B., (2002).Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing , 66(1) , 15-37.
Stank, T. P., Goldsby, T. J., & Vickery, S. K., (2003). Logistics Service Performance: Estimating Its Influence on Market Share. Journal of Business Logistics, 24(1), 27-55.
Vickery, S. K., Droge, C., Stank, T. P., Goldsby, T. J., & Markland, R. E., (2004). The Performance Implications of Media Richness in A Business-To-Business Service Environment: Direct VersusIndirect Effects. Management Science, 50(8),1106-1119.
Woodruff, R.B., Cadotte, E.R., & Jenkins, R.L., (1983), Modeling Consumer Satisfaction Process Using Experience Based Norms, Journal of Marketing,10,296-304.
Westbrook, R. A., &. Oliver, R. L., (1991).The Dimensionality of Consumer Emotion Patterns and Consumer Satisfaction.Journal of Consumer Research,18,84-91.
Wulf, K. D., Odekerken-Schroder, G., & Lacobucci, D., (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50.
Wong, A., & Sohal, A., (2002).An examination of the relationship between trust, commitment and relationship quality, International Journal of Retail and Distribution Management, 30 (1), 34-50.
Zeithaml, V. A., & M. J. Bitner., (2002). Service marketing: integrating customer focus across the firm, 3rd edition. McGraw-Hill Inc., New York, 4, 85.