品牌形象、價格促銷、廣告效果與顧客價值對顧客滿意度之影響性研究

Establishing Long-Term Care Services System through the Legislative Governance

陳孟修(Meng-Shiou Chen)

《興國學報》 15期 (2014/01) Pp. 31-49

摘要

由於現在資訊科技的進步，使用手機不再只是單純的講電話，更是平時不可或缺的娛樂工具，所以本研究目的在於探討智慧型手機的消費者的品牌形象、價格促銷、廣告效果與顧客價值對顧客滿意度之影響性研研究。本研究以台南地區智慧型手機的顧客為研究抽樣發放對象，以便利抽樣方式進行發放問卷，共計發出350份問卷，回收350份問卷，刪除無效問卷50份，有效問卷共計300份，其有效回收率為86%。針對樣本資料進行描述性統計、因素分析、信度分析、相關分析、迴歸分析等方法。本研究的研究結果發現：1.品牌形象、價格促銷、廣告效果、顧客價值與顧客滿意度達顯著正相關。2.品牌形象、與顧客價值對顧客滿意度達顯著正向影響。

關鍵字

品牌形象 ； 價格促銷 ； 廣告效果 ； 顧客價值 ； 顧客滿意度

並列摘要

Now that advances in information technology, the use of mobile phones are no longer just simply talking on the phone, it is usually an indispensable tool for entertainment, so this study aims to investigate consumer smartphone brand image, price promotions, advertising effectiveness and customer on the impact of customer satisfaction.In this study, Tainan smartphone customers distributed object for the study sample, in order to facilitate sampling for questionnaires, issued a total of 350 questionnaires were distributed 350 questionnaires, 50 parts to remove the invalid questionnaires, a total of 300 valid questionnaires, indicating an effective response rate of 86%.Statistical methods such as descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis, regression analysis.Conclusions are drawn as follows:1. Brand image, price promotions, advertising effectiveness, customer value and customer satisfaction was significant positive correlation.2. Brand image, and customer value have a significant positive effect on customer satisfaction

並列關鍵字

aging in place ； Long-Term Care (LTC) ； LTC services

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