產品品質、品牌形象與自我概念連結對顧客關係之影響

The Effect of Product Quality Brand Image and Self-Concept on Customer Relationship

吳振輝(Jean-Huei Wu) ； 劉聯芳(Lien-Fang Liu)

《弘光人文社會學報》 8期 (2008/05) Pp. 45-68

https://doi.org/10.29933/SHSS.200805.0003

摘要

隨著消費者意識的抬頭，「顧客滿意」這個名詞近年來已成為企業經營者經常掛在嘴邊的常用語，如何創造並留住滿意的顧客，且建立忠誠滿意的顧客群，將是經營成敗之關鍵。如何使顧客達到最大的滿意，是市場競爭中必然的目標。本研究收集台中市32家照相快速沖洗店260顧客為研究對象進行簡單隨機抽樣，研究之目的則在於建構顧客滿意度的前因後果之整合架構，以產品品質、品牌形象與自我概念連結為前因變項，信任為中介變項，探討其對顧客忠誠度之影響。研究的方法以結構方程模型分析為主採用問卷調查方式蒐集資料，藉由建立結構方程式模型，以檢定變數的路徑係數是否顯著，來驗證研究之假設。實證結果發現產品品質、品牌形象與自我概念連結三者對信任存有顯著的正向影響，而信任與顧客滿意度亦對態度忠誠度及行為忠誠度互有顯著相關。另外，產品品質、自我概念連結與顧客滿意度存有正向相關。但本研究同時亦發現品牌形象與信任對顧客滿意度的影響不顯著。因此本研究依據實證結果，提出三項管理上的建議：1.提升產品品質以建立良好的品牌形象。2.積極滿足消費者自我概念的需求。3.提高使用者的滿意度以強化顧客忠誠。

關鍵字

產品品質 ； 品牌形象 ； 自我概念連結 ； 信任 ； 滿意度 ； 忠誠度

並列摘要

As consumers' consciousness resumes, 'the customer is satisfied' this noun has already become the common-use words that enterprise's operator has often chatted about in recent years. How to keep the satisfactory customer and set up loyal customer group will be the key to the management success or failure. The customer degree of satisfaction directly affects the wish and customer's loyalty which to company's sale, the profit, the market share and the customer duplicates purchases, indirectly affects the product of public praise and company's image and so on, how enables the customer to achieve biggest satisfaction, is in the market competition the inevitable goal. Goal of the this research lies in constructs the customer degree of satisfaction conformity of overhead construction the cause and effect, take the product quality, the brand image and the self- concept as the reason variable, the trust is the intermediary.

並列關鍵字

Product quality ； Brand image ； Self- concept ； Trust ； Customer satisfaction ； Loyalty