隨著科技的日新月異以及網路的蓬勃發展，現今的消費者在購物選擇上越來越多樣化，對品牌之忠誠度也越來越低落。基於此原因，許多學者紛紛認為，不該再執著於保留客戶，應該思考如何才能使客戶自主回頭。另外，有學者研究發現，從舊客戶上獲得之投資報酬率遠高於新客戶。而近年來，行動支付平台快速崛起，據統計，2019年行動支付平台總收入高達1兆多美元，各個企業都想創造屬於自己的行動支付平台來瓜分這塊大餅，雖然目前行動支付平台眾多，但卻很少有平台能創造出自己獨屬的客群。
綜合上述兩點，我們發現以往的研究較少琢磨於如何贏回顧客，且幾乎沒有論文討論消費者使用軟體時的實際體驗是否會影響其後續的回歸意願，特別是在行動平台軟體上的研究更是寥寥無幾。因此，本研究將提出一贏回策略模型，結合了使用者體驗、情感依戀、品牌忠誠度以及從眾效應，由此四個面向下手，研究行動支付平台中，使用者體驗是否會導致消費者內心出現變化，進而影響其回歸使用意願。另外，本研究也將探討在軟體使用的決定上，個人的意願是否會輕易地被大眾所影響。
本研究實驗結果證明了，在行動支付類型的應用程式上，使用者體驗能間接或直接正向影響產品忠誠度，產品忠誠度也能增加消費者的回歸意願，亦即產品忠誠度越高，消費者回歸意願越高。而從眾效應部分則沒有任何的調節效果。
在最後，本研究建議未來不論是研究或實務領域皆可參考本篇論文，針對不同的場域進行實驗的優化以及深入的研究。

As technology is growing increasingly fast in the modern world, the consumer has more and more options when they are shopping, the consumer retention of the company is also decreasing. For this reason, many scholars believed that they shouldn’t be obsessed with retaining consumers but think about how to make consumers return by themselves. In addition, some researchers have found that the return on investment from regular clients is higher than a new client.
In recent years, mobile payment platforms are growing rapidly. According to the STASTICS, the total revenue of mobile payments in 2019 is higher than 1 trillion U.S dollars. Almost every company wants to seize the market. Although there is much mobile payment platform on the market, few can create their own user group.
In conclusion, we found that in the previous studies, very little has been published on how to win the customer back and whether user experience affects consumer’s willingness to return or not. Therefore, these studies propose a win-back strategy model that included User experience, Affective Commitment (Emotional attachment), Brand loyalty, Bandwagon effect, and Willingness to back. From these five aspects to discuss whether the user experience in the mobile payment will affect the consumer’s willingness to back or not. Furthermore, this study also explores can the personal preference can be easily influenced by others or not.

中文文獻

Variance, C. M., & Nature, I. (2006). 問題本質 、 影響 、 測試和補救 彭台光 義守大學 義守大學 國立屏東科技大學. 23(1). doi:10.6504/JOM.2006.23.01.05

英文文獻

Aaker, D. A. (2009). Managing brand equity. New York, NY: Simon and Schuster.

Achilleos, A. P., Mettouris, C., Yeratziotis, A., Papadopoulos, G. A., Pllana, S., Huber, F., ... & Dinnyés, A. (2018). SciChallenge: a social media aware platform for contest-based STEM education and motivation of young students. IEEE Transactions on Learning Technologies, 12(1), 98-111.

Ariki, P. A., Bandara, A. K., & Yu, Y. (2016). Engineering adaptive model-driven user interfaces. IEEE Transactions on Software Engineering, 42(12), 1118-1147.

Arvidsson, N. (2014). Consumer attitudes on mobile payment services–results from a proof of concept test. International Journal of Bank Marketing,32(2),150-170

Asch, S. E. (1955). Opinions and social pressure. Scientific American, 193(5), 31-35.

Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning. Vol. 38 No. 5, pp. 559-572

Bansal, H. S., Taylor, S. F., & St. James, Y. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96-115.

Bettman, J. R. (1979). Information processing theory of consumer choice. Boston: Addison-Wesley Pub. Co.

Bidmon, S. (2017). How does attachment style influence the brand attachment — brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. Retrieved from https://doi.org/10.1080/02650487.2016.1172404. doi:10.1080/02650487.2016.1172404

Boateng, H., Kosiba, J.P., Adam, D.R., Ofori, K.S. and Okoe, A.F. (2020), “Examining brand loyalty from an attachment theory perspective”, Marketing Intelligence and Planning, Vol. 38 No. 4, pp. 479-494.

Bogomolova, S. (2016). Determinants of ex-customer winback in financial services. Journal of Retailing and Consumer Services, 32(1), 1-6.

Bowlby, J. (2012). The making and breaking of affectional bonds. Bungay: Routledge.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68. doi:10.1509/jmkg.73.3.52

Cao, X., Yu, L., Liu, Z., Gong, M., & Adeel, L. (2018). Understanding mobile payment users’ continuance intention: a trust transfer perspective. Internet Research, 28(2),456-476.

Cater, B., & Zabkar, V. (2009). Antecedents and consequences of commitment in marketing research services: The client's perspective. Industrial Marketing Management, 38(7), 785-797.

Chaiken, S. (1987). In Social influence: the ontario symposium. New York, NY: Psychology Press

Chandra, S., Srivastava, S. C., & Theng, Y.-L. (2010). Evaluating the Role of Trust in Consumer Adoption of Mobile Payment Systems: An Empirical Analysis. Communications of the Association for Information Systems, 27,561-588.doi:10.17705/1cais.02729

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18255

Chen, C. C. V., & Chen, C. J. (2017). The role of customer participation for enhancing repurchase intention. Management decision.,55(3),547-562

Chen, L. D. (2008). A model of consumer acceptance of mobile payment. International Journal of Mobile Communications, 6(1), 32-52.

Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7), 799-825.

Coelho, P.S., Rita, P. and Santos, Z.R. (2018), “On the relationship between consumer brand identification, brand community and brand loyalty”, Journal of Retailing and Consumer Services, Vol. 43 No. 3, pp. 101-11.

Dahlberg, T., Mallat, N., Ondrus, J., & Zmijewska, A. (2008). Past, present and future of mobile payments research: A literature review. Electronic Commerce Research and Applications, 7(2), 165-181. doi:10.1016/j.elerap.2007.02.001

Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.

Dowling, G. (2002). Customer relationship management: in B2C markets, often less is more. California Management Review, 44(3), 87-104.

Dunn, L., & Hoegg, J. (2014). The impact of fear on emotional brand attachment. Journal of Consumer Research, 41(1), 152-168. doi:10.1086/675377

Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259.

Fedorikhin, A., Park, C. W., & Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291. Retrieved from http://dx.doi.org/10.1016/j.jcps.2008.09.006. doi:10.1016/j.jcps.2008.09.006

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(1), 462-474

Fraering, M., & Minor, M. S. (2013). Beyond loyalty: customer satisfaction, loyalty, and fortitude. Journal of Services Marketing. Vol. 27 No. 4, pp. 334-344. https://doi.org/10.1108/08876041311330807

Fu, W. W., & Sim, C. C. (2011). Aggregate bandwagon effect on online videos' viewership: Value uncertainty, popularity cues, and heuristics. Journal of the American Society for Information Science and Technology, 62(12), 2382-2395.

Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.

Gerpott, T. J., & Ahmadi, N. (2015). Regaining drifting mobile communication customers: Predicting the odds of success of winback efforts with competing risks regression. Expert Systems with Applications, 42(21), 7917-7928. Retrieved from http://dx.doi.org/10.1016/j.eswa.2015.05.011. doi:10.1016/j.eswa.2015.05.011

Ghose, A., & Han, S. P. (2014). Estimating demand for mobile applications in the new economy. Management Science, 60(6), 1470-1488. doi:10.1287/mnsc.2014.1945

Giovanis, A. and Athanasopoulou, P. (2017), “Gen Y-ers' brand loyalty drivers in emerging devices”, Marketing Intelligence and Planning, Vol. 35 No. 6, pp. 805-821.

Griffin, J., & Lowenstein, M. W. (2002). Customer winback: How to recapture lost customers--And keep them loyal. San Fran: John Wiley & Sons.

Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. Retrieved from http://dx.doi.org/10.1016/j.jbusres.2010.11.002. doi:10.1016/j.jbusres.2010.11.002

Gupta, R. (2016). Disruptive Marketing and Brand Building–A Case Study of Patanjali, Ayurveda Limited. Advances in Economics and Business Management (AEBM), 3(2), 225-231.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). SEM: An introduction. In Multivariate Data Analysis: A Global Perspective (pp. 629 686):Pearson Education.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016).A Primer on Partial Least
Squares Structural Equation Modeling (PLS SEM)SEM). Thousand Oaks: Sage publications.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.

Hassenzahl, M. (2018). The thing and I: understanding the relationship between user and product. In Funology 2, Berlin: Springer.

Hinderks, A., Schrepp, M., Mayo, F. J. D., Escalona, M. J., & Thomaschewski, J. (2019). Developing a UX KPI based on the user experience questionnaire. Computer Standards & Interfaces, 65, 38-44.

Holbrook, M. B. (2007). Book reviews: The consumption experience – something new, something old, something borrowed, something sold: Part 4. Journal of Macro Marketing, 27(3), 303–329. doi:10.1177/0276146707305478

Holmes, J. G. (2000). Social relationships: The nature and function of relational schemas. European Journal of Social Psychology, 30(4), 447-495.

Holzer, A., & Ondrus, J. (2011). Mobile application market: A developer's perspective. Telematics and Informatics, 28(1), 22-31. doi:10.1016/j.tele.2010.05.006

Homburg, C., Hoyer, W. D., & Stock, R. M. (2007). How to get lost customers back?. Journal of the Academy of Marketing Science, 35(4), 461-474.Huang, C.C. (2017), “The impacts of brand experiences on brand loyalty: mediators of brand love andtrust”, Management Decision, Vol. 55 No. 5, pp. 915-934.

Homburg, C., Jozić, D. and Kuehnl, C. (2017), “Customer experience management: toward implementing an evolving marketing concept”, Journal of the Academy of Marketing Science, Vol. 45 No. 3, pp. 377–401.

Hussain, J., Ul Hassan, A., Muhammad Bilal, H. S., Ali, R., Afzal, M., Hussain, S., . . . Lee, S. (2018). Model-based adaptive user interface based on context and user experience evaluation. Journal on Multimodal User Interfaces, 12(1),1-16. doi:10.1007/s12193-018-0258-2

Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98-108. doi:10.1108/10610421211215517

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.

Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582. Retrieved from http://dx.doi.org/10.1057/bm.2010.58. doi:10.1057/bm.2010.58

Kang, J., Manthiou, A., Sumarjan, N. and Tang, L.R. (2017), “An investigation of brand experience onbrand attachment, knowledge, and trust in the lodging industry”, Journal of Hospitality Marketing and Management, Vol. 26 No. 1, pp. 1-22.

Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the "bandwagon" luxury consumption behavior. Journal of Business Research, 65(10), 1399-1407. Retrieved from http://dx.doi.org/10.1016/j.jbusres.2011.10.005. doi:10.1016/j.jbusres.2011.10.005

Khan, I., & Rahman, Z. (2017). Brand experience and emotional attachment in services: The moderating role of gender. Service Science, 9(1), 50-61. doi:10.1287/serv.2016.0169
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.

Komiak, S. Y., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS quarterly, 30(4),941-960.
Kruger, L.M. (2018), “Brand loyalty: Exploring self-brand connection and brand experience”, Journal of Product & Brand Management, Vol. 27 No. 2, pp. 172−184.

Kumar, V., Bhagwat, Y., & Zhang, X. (2015). Regaining "lost" customers: The predictive power of first-lifetime behavior, the reason for defection, and the nature of the win-back offer. Journal of Marketing, 79(4), 34-55. doi:10.1509/jm.14.0107

La, S., & Choi, B. (2012). The role of customer affection and trust in loyalty rebuilding after service failure and recovery. Service Industries Journal, 32(1), 105-125. doi:10.1080/02642069.2011.529438

Laugwitz, B., Held, T., & Schrepp, M. (2008, November). Construction and evaluation of a user experience questionnaire. In Symposium of the Austrian HCI and usability engineering group (pp. 63-76). Springer, Berlin, Heidelberg.

Law, E. L. C., Roto, V., Hassenzahl, M., Vermeeren, A. P. O. S., & Kort, J. (2009). Understanding, scoping and defining user experience: A survey approach. Conference on Human Factors in Computing Systems - Proceedings, New York,719-728. doi:10.1145/1518701.1518813

Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. Quarterly journal of economics, 64(2), 183-207.

Levy, S., & Hino, H. (2016). Emotional brand attachment: a factor in customer-bank relationships. International Journal of Bank Marketing, 34(2), 136-150. doi:10.1108/IJBM-06-2015-0092

Lin, Yi Hsin. "Innovative brand experience's influence on brand equity and brand satisfaction." Journal of Business Research 68(11) (2015): 2254-2259.

Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2016). Online customer experience and its relationship to repurchase intention: An empirical case of online travel agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085-1099.

Loureiro, S.M.C., Ruediger, K.H. and Demetris, V. (2012), “Brand emotional connection and loyalty”, Journal of Brand Management, Vol. 20 No. 1, pp. 13-27.

Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.

Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. Journal of Strategic Information Systems, 16(4), 413-432.

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280. Retrieved from http://dx.doi.org/10.1016/j.intmar.2013.09.008. doi:10.1016/j.intmar.2013.09.008

Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of consumer marketing,23(7),397-405

Matzler, K., Renzl, B., Mooradian, T., von Krogh, G., & Mueller, J. (2011). Personality traits, affective commitment, documentation of knowledge, and knowledge sharing. International Journal of Human Resource Management, 22(02), 296-310.
McLean, G. and Wilson, A. (2016), “Evolving the online customer experience… is there a role for online customer support?”, Computers in Human Behavior, Vol. 60, pp. 602–610.

Meixner, B., Matusik, K., Grill, C., & Kosch, H. (2014). Towards an easy to use authoring tool for interactive non-linear video. Multimedia Tools and Applications, 70(2), 1251-1276.

Metzger, M. J., & Flanagin, A. J. (2013). Credibility and trust of information in online environments: The use of cognitive heuristics. Journal of Pragmatics, 59, 210-220.

Monecke, A., & Leisch, F. (2012). semPLS: Structural equation modeling using partial least squares. Journal of Statistical Software, 48(3), 1-32.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.

Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410-421. doi:10.1057/palgrave.bm.2550080

Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics.

Ninaus, M., Kiili, K., Wood, G., Moeller, K., & Kober, S. E. (2020). To Add or Not to Add Game Elements? Exploring the Effects of Different Cognitive Task Designs Using Eye Tracking. IEEE Transactions on Learning Technologies, 13(4), 847-860.

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. New York: McGraw-Hill.

Nyadzayo, M. W., Matanda, M. J., & Rajaguru, R. (2018). The determinants of franchise brand loyalty in B2B markets: An emerging market perspective. Journal of Business Research, 86, 435-445

Nysveen, H., & Pedersen, P. E. (2014). Influences of co-creation on brand experience: The role of brand engagement. International Journal of Market Research, 56(6), 807-832. doi:10.2501/IJMR-2014-016

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4), 33-44.

Ong, C.H., Wei Lee, H. and Ramayah, T. (2018), “Impact of brand experience on loyalty”, Journal of Hospitality Marketing and Management, Vol. 27 No. 7, pp. 755-774.

Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11), 1202-1208.

Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. doi:10.1007/s11747-016-0485-6

Pedeliento, G., Andreini, D., Bergamaschi, M., & Salo, J. (2016). Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53, 194-206. Retrieved from http://dx.doi.org/10.1016/j.indmarman.2015.06.007. doi:10.1016/j.indmarman.2015.06.007

Pick, D., & Eisend, M. (2014). Buyers’ perceived switching costs and switching: a meta-analytic assessment of their antecedents. Journal of the Academy of Marketing Science, 42(2), 186-204.

Pick, D., Thomas, J. S., Tillmanns, S., & Krafft, M. (2015). Customer win-back: the role of attributions and perceptions in customers’ willingness to return. Journal of the Academy of Marketing Science, 44(2), 218-240. doi:10.1007/s11747-015-0453-6

Porter, C. E., & Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113-128.

Prasad, S., Garg, A. and Prasad, S. (2019), “Purchase decision of generation Y in an online environment”, Marketing Intelligence and Planning, Vol. 37 No. 4, pp. 372-385.

Rathnayake, D. T. (2021). Gen Y consumers' brand loyalty: a brand romance perspective. Marketing Intelligence & Planning. Vol. ahead-of-print No. ahead-of-print doi: 10.1108/MIP-09-2020-0421

Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business to consumer online purchase context. International Journal of

Management Reviews, 13(1), 24–39. doi:10.1111/j.1468-2370.2010.00280.x
Roto, V., Lu, Y., Nieminen, H., & Tutal, E. (2015). Designing for user and brand experience via company-wide experience goals. Conference on Human Factors in Computing Systems - Proceedings, 18, 2277-2282. doi:10.1145/2702613.2732818

Russell-Bennett, R., Hartel, C., & Mccoll-Kennedy, J. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting. Industrial Marketing Management, 34(1), 97-107.

Sable, P. (1995). Pets, attachment, and well-being across the life cycle. Social work, 40(3), 334-341.

Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216. doi:10.1016/j.elerap.2009.07.005

Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of consumer research, 22(1), 43-61.

Schrepp, M., Hinderks, A., & Thomaschewski, J. (2017). Design and Evaluation of a Short Version of the User Experience Questionnaire (UEQ-S). International Journal of Interactive Multimedia and Artificial Intelligence, 4(6), 103-103. doi:10.9781/ijimai.2017.09.001

Shankar, A., & Datta, B. (2018). Factors affecting mobile payment adoption intention: An Indian perspective. Global Business Review, 19(3), S72-S89.

Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International journal of service industry management,11(5),470-490.

Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International business review, 4(4), 397-418.

So, J. T., Parsons, A. G., & Yap, S. F. (2013). Corporate branding, emotional attachment and brand loyalty: The case of luxury fashion branding. Journal of Fashion Marketing and Management, 17(4), 403-423. doi:10.1108/JFMM-03-2013-0032

Sperandio Milan, G., Zanchet de Lima, V., Eberle, L., De Toni, D., & Bebber, S. (2019). Repurchase intent antecedents of a competitive brand in the smartphones segment. Journal of Marketing Communications, 25(5), 457-476.

Stauss, B., & Friege, C. (1999). Regaining service customers: costs and benefits of regain management. Journal of Service Research, 1(4), 347-361.

Sundar, S. S. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility (pp. 73-100). MacArthur Foundation Digital Media and Learning Initiative,Cambridge,MA:THE MIT Press.

Tan, G. W. H., Ooi, K. B., Chong, S. C., & Hew, T. S. (2014). NFC mobile credit card: The next frontier of mobile payment? Telematics and Informatics, 31(2), 292-307. doi:10.1016/j.tele.2013.06.002

Thomas, J. S., Blattberg, R. C., & Fox, E. J. (2004). Recapturing Lost Customers
. Journal of Marketing Research, 41(1), 31-45. doi:10.1509/jmkr.41.1.31.25086

Trudeau H.S. and Shobeiri, S. (2016), “Does social currency matter in creation of enhanced brand experience?”, Journal of Product & Brand Management, Vol. 25 No. 1, pp. 98–114.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. doi:10.1207/s15327663jcp1501_10

Tokman, M., Davis, L. M., & Lemon, K. N. (2007). The WOW factor: Creating value through win-back offers to reacquire lost customers. Journal of Retailing, 83(1), 47-64. doi:10.1016/j.jretai.2006.10.005

Tsai, S. (2005). Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value. International Journal of Research in Marketing, 22(3), 277–291. doi:10.1016/j.ijresmar.2004.11.002

Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45.

Vlachos, P. A., Theotokis, A., Pramatari, K., & Vrechopoulos, A. (2010). Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing, 44(9), 1478-1499. doi:10.1108/03090561011062934

Wagner, F. A., González-Forteza, C., Sánchez-García, S., García-Peña, C., & Gallo, J. J. (2012). Enfocando la depresión como problema de salud pública en México. Salud mental, 35(1), 3-11.

Wang, L., Luo, X. R., Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications. Information & Management, 56(7), 46-52.

Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer research, 27(3), 382-387.

Westhuizen, L.M.V.D. (2018), “Brand loyalty: exploring self-brand connection and brand experience”. Journal of Product & Brand Management, Vol. 27 No. 2, pp. 172-184.

Wu, T. Y., & Lin, C. A. (2017). Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors. Telematics and Informatics, 34(2), 470-480. Retrieved from http://dx.doi.org/10.1016/j.tele.2016.08.001. doi:10.1016/j.tele.2016.08.001

Xu, X., Thong, J. Y., & Tam, K. Y. (2017). Winning back technology disadopters: testing a technology readoption model in the context of mobile internet services. Journal of Management Information Systems, 34(1), 102-140.

Zhou, T. (2013). An empirical examination of continuance intention of mobile payment services.DecisionSupport Systems, 54(2), 1085-1091. doi:10.1016/j.dss.2012.10.034