滿意度、品牌信任、品牌忠誠度之關聯性研究－以信用卡產業為例

The Relationships among Satisfaction, Brand Trust, and Brand Loyalty-An Empirical Study of the Credit Card Industry

廖啟順(Chi-Shun Liao)

《中華管理學報》 8卷2期 (2007/06) Pp. 23-39

https://doi.org/10.30053/CHJM.200706.0002

摘要

本研究著重在B2C關係，包括滿意度、品牌信任等構念。研究探索本質源自於篩選出複雜且直接影響品牌忠誠度因素。研究結論如下：(1)品牌信任對品牌忠誠度有正向影響；(2)核心服務滿意對品牌忠誠度有正向影響；(3)附加服務滿意對品牌忠誠度正向影響為部分支持。本研究認為這三項品牌忠誠度要素，都是消費者在考量品牌忠誠時，不可或缺的關鍵性要素。消費者可根據本身的需要，決定這三項要素最佳組合比例。

關鍵字

品牌信任 ； 品牌忠誠度 ； 滿意度 ； 服務

並列摘要

The study focuses specifically on B2C relationships, and includes customer satisfaction, brand trust, as model constructs. This model, exploratory in nature, begins to help sift out the relative direct influences of an increasingly complex number of known factors to brand loyalty. The finding are as follows: (1) brand trust has a significant positive effect toward brand loyalty, (2) service of core satisfaction has a significant positive effect on brand loyalty, (3) In addition, empirical data partially support the conclusion that service of supplement satisfaction has a significant positive effect on brand loyalty. It is concluded by this study that the foregoing three elements are essential to consumers in thinking their brand loyalty, and that the proper proportion of these three factors in subject to the practical situations consumer.

並列關鍵字

Brand trust ； Brand loyalty ； Satisfaction ； Service