從關係價值與關係品質觀點探討品牌形象對消費者滿意度與忠誠度之影響－臺灣筆記型電腦產業為例

An Investigation on the Interrelationships between Brand Image and Consumer Satisfaction and Consumer Loyalty via Relationship Value and Relationship Quality-A Case of Taiwanese Notebook

劉祥熹(Hsiang-Hsi Liu) ； 涂登才(Teng-Tsai Tu) ； 羅建昇(Chien-Sheng Lo)

《管理學報》 27卷3期 (2010/06) Pp. 225-245

https://doi.org/10.6504/JOM.2010.27.03.02

摘要

本文藉由關係價值與關係品質之觀點，探討台灣筆記型電腦品牌形象對消費者滿意與忠誠度關聯性之決定因素及其彼此間的關聯效果。實證結果顯示，台灣筆記型電腦廠商之問項因素大抵而言落在優勢維持區。品牌形象建立對關係品質、關係價值、消費者滿意度及消費者忠誠度均具有正面的影響效果；關係品質對消費者滿意度及消費者忠誠度均具有正面的影響效果；關係價值對關係品質及消費者滿意度具有正面的影響效果；消費者滿意度對消費者忠誠度具有正面的影響效果。上述影響效果可確立關係品質與關係價值在本研究所建構之行銷模式中所扮演的中介變數角色。筆記型電腦廠商宜在關係品質與關係價值方面投入更多資源，並藉由關係品質與關係價值的中介效果，讓經營品牌形象可以對消費者滿意度與忠誠度產生正面影響效果。

關鍵字

品牌形象 ； 關係品質 ； 關係價值 ； 消費者滿意度 ； 消費者忠誠度

並列摘要

This study explores the determinants which effect the linkage and analyze interrelationship between brand image and consumer satisfaction and consumer loyalty through relationship quality and relationship value in Taiwanese notebook computer industry. The empirical results reveal that a variety of determinants of notebook computer firms locate at the region of strength maintenance. There are significantly positive effects of brand image on relationship quality, relationship value, consumer satisfaction and consumer loyalty; significantly positive effects of relationship quality on consumer satisfaction and consumer loyalty; significantly positive effects of relationship value on relationship quality and consumer satisfaction; significantly positive effect of consumer satisfaction on consumer loyalty. These effects establish relationship quality and relationship value as the role of mediation variables in marketing model. Finally, notebook computer firms should put more resources on relationship quality and relationship value, and generate positive effect of managing brand image on consumer satisfaction and consumer loyalty through the mediation effect of relationship quality and relationship value.

並列關鍵字

Brand Image ； Relationship Quality ； Relationship Value ； Consumer Satisfaction ； Consumer Loyalty

參考文獻

Anderson, James C.,Gerbing, David W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin.103(3),411-423.

Anderson, Eugene W.,Fornell, C.,Lehmann, Donald R.(1994).Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing.58(3),53-66.

Villarejo-Ramos, Angel F.,Sánchez-Franco, Manuel J.(2005).The Impact of Marketing Communication and Price Promotion on Brand Equity.The Journal of Brand Management.12(6),431-444.

Bardis, P. D.(1969).A Pill Scale: A Technique for the Measurement of Attitudes toward Oral Contraception.Social Science.44(1),35-42.

Bauer, Hans H.,Stokburger-Sauer, Nicola E.,Exler, Stefanie(2008).Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment.Journal of Sport Management.22(2),205-226.