運動用品業行銷策略顧客滿意度與忠誠度之相關研究－中部地區大學生為例

The Study of Sports Equipments Marketing Strategy and Levels of Customers' Satisfaction and Loyalty among the College Students in the Central Regions

黃娟娟(Chuan-Chuan Huang)

《運動休閒管理學報》 2卷1期 (2005/06) Pp. 57-71

https://doi.org/10.6214/JSRM.200506_2(1).0004

摘要

現今企業競爭十分激烈，若想要在市場佔有一席之地，並建立持久永續經營之競爭優勢，顧客對產品價值及產品價格與品牌形象之滿意度愈高就可能會增加公司之收入，而顧客再次購買之意願與忠誠度則必然提高，當所有運動用品公司所提供之產品都大同小異之情況時，品牌形象所代表的意義將會成為區分產品的重要方式。本研究於93年10月以中部地區大專院校學生為研究對象，並進行抽樣調查，共得有效問卷樣本資料1631份，利用結構方程模式探討運動用品業的顧客滿意度與忠誠度之關係，作為運動用品業提升品牌與銷售績效之參考。
本研究發現產品價值與產品價格正向影響顧客滿意度，產品價值直接正向影響忠誠度而品牌形象對滿意度亦有正向之影響，滿意度正向影響顧客忠誠度；本研究希望能提供給運動用品業一個實證性之研究，期能重新思考產品之定位與方向。

關鍵字

行銷策略 ； 滿意度 ； 忠誠度

並列摘要

In today's business world, the competitions between companies are extremely hard and competitive. In order to win the market and the advantage, companies should put efforts on the promotion of products' value and image. The higher the customer's satisfaction level, the more consumption loyalty it will get.
The college students from central region were served as the subjects. A sampling survey was conducted and 1631 valid questionnaires were retrieved. The Structural Equation Modeling was applied for data analysis. The results were as followed:
The study indicated that products' value and price positively affected the customers' satisfaction level. The value of products had directly affected the loyalty level; moreover, the brand image was somewhat causing influence to satisfaction level. Eventually, the satisfaction level would positively affect customers' loyalty level.
It is hope that the study can help the companies to reset their marketing strategy, in order to develop better business in the future.

並列關鍵字

Marketing strategy ； Satisfaction level ； Loyalty