摘要
由於消費者的知識與需求遽增，世界經濟自由化、國際化的潮流趨勢下，中華郵政面臨激烈競爭市場中嚴峻的考驗，為降低營運成本及提昇管理績效，於2003年1月1日改制為國營公司。 中華郵政擁有廣大的通路網和郵儲壽三合一的服務事業，長久以來享有良好的信譽，而有不錯的品牌知名度和品牌形象，形成顧客品牌忠誠度。 本研究以居住人口比例分配抽樣，共發出370份問卷，收回351份，其中有效問卷338份，無效問卷13份。採用Likert 五點尺度，以SPSS10.1進行敘述統計分析、信度分析、廻歸分析。本研究以Cronbach’s α係數進行信度分析，三個變項的信度和整份問卷的信度皆大於0.7，屬高信度。故本研究所使用之問卷具有足夠的內部一致性。並以皮爾森卡方法進行品牌偏好與購買行為變項間之交叉分析。 實證結果顯示，顧客之品牌知識與信賴及品牌情感對於郵局品牌忠誠度有顯著性的正向影響，而郵局品牌忠誠度與顧客之重複購買、品牌防衛、依附習慣、口碑推介等行為均顯著相關，同時亦與品牌知識的態度面顯著相關；而在人口統計分析上，則與消費者年齡及職業顯著相關。
並列摘要
Since the rise of knowledge and various demand of consumers，and with the trends of liberalization and internationalization of worldwide economy，for confronted an unprecedented challenge and huge market competition，to lower operational costs and to upgrade management efficiency， the Chunghwa Post Corporation transformed into the state-run enterprises on 1 January 2003. The Chunghwa Post providing the service of mail delivery, postal banking and life insurance ，and owning one vast network island wide , has been well-reputed popularly and earned better brand awareness and brand image, these forming costumers strong brand loyalty. This research use stratified proportion sampling method on population; there are 370 questionnaires distributed, and 351 are collected back, 338valid, 13 invalid. The design of this questionnaire is based on Likert’s five points scale analysis; with SPSS10.1, and the methods of data analysis are description statistic analysis, credibility analysis, Logistic Regression analysis, The credibility analysis is proceeded with Cronbach’s α coefficient; the enumeration of credibility of three variations and all questionnaires is higher than 0.7, which is ascribed to high credibility. Also, Peerson Chi-Square Test is applied to do research on variations among consumer’s brand preference and purchase behavior analyses. From the result of analysis, it shows： Customer’s brand knowledge and reliability , and brand affection are significantly positive effect on Post Office brand loyalty；On the other side，behavior of “re-purchase”，“brand defence” “positive word- of- mouth”，“purchase habit” and also attitude of “brand knowledge”，are related ,then both Customer’s age and occupation are related to Post Office brand loyalty.