- 期刊
你是忠實消費者嗎？顧客忠誠度影響因素之探討－以青年日報「青文創」為例
Are You a Loyal Customer? Examining the Influencing Factors of Consumer Loyalty- A case of the Youth Daily News's "Warrior's Art and Creativity"
摘要
青年日報為國軍重要文宣單位，近年配合營運策略調整設立「青報小站」（後更名為「青文創」）進行軍事文創商品設計與販售。本研究從商品特性、價格與品質出發，檢視曾有「青文創」購買經驗消費者對於商品滿意度、態度與忠誠度之間的關係，並加入顧客關係投資感知模型，藉以評估消費者與「青文創」之維繫。結果顯示，消費者對文創商品享樂特性的感受會正向影響其商品滿意度，也會正向影響顧客關係投資感知；同樣地，商品品質亦會對商品滿意度產生正向影響。此外，當消費者對「青文創」商品越滿意，對其態度也會越佳，且對於品牌投入於顧客關係維繫的感知也會越高，對後續關係品質以及忠誠度亦會產生影響。
並列摘要
The Youth Daily News is an important campaign unit of Taiwan's military. In recent years, it has established the "Warrior's Art and Creativity" to design and sell military cultural and creative products in line with the adjustment of its operational strategy. The current study examined the relationship between customers' product satisfactions, attitudes, and loyalties among those who had purchasing experiences of the "Warrior's Art and Creativity" from the perspectives of product characteristics, price, and quality. Also, a concept of individual's perceived relationship investment was also added to evaluate the connection between consumers and the organization. The results showed that respondents' perceptions of the hedonic characteristic of cultural and creative items positively affected their product satisfactions and their perceived relationship investments as well. Similarly, product quality had a positive impact on satisfaction. In addition, the more satisfied consumers were with the products, the better their attitudes and perceptions of brand's relationship investment would be, which also had influence on the following relationship qualities and behavioral loyalty. The implications of the findings were discussed.