探討百貨業於關係信任、品牌形象、體驗行銷與顧客忠誠度關聯性之研究

A Study on the Relationship among Trust, Brand Image, Experiential Marketing and Customer Loyalty for Department Stores

胡同來(Tung-Lai Hu) ； 何怡萱(Yi-Hsuan Ho) ； 謝文雀(Wen-Chueh Hsieh)

《北商學報》 25&26期 (2014/07) Pp. 55-75

摘要

隨台灣之國民所得與生活水準提高，百貨公司市場規模不斷擴大。零售商場開發案不斷增加，以及許多新興百貨公司及購物中心的成立，百貨公司面臨之挑戰與日俱增。在強調關係信任、品牌形象與體驗行銷的現今社會中，消費者對於百貨業者之間的信任、品牌形象以及消費時所歷經的體驗行銷，更成為百貨業者之間的競爭能否勝出之關鍵。本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一理論架構。以台灣地區百貨業產業之消費者為研究對象，透過問卷調查法，並以結構方程式模型探討該產業中關係信任、品牌形象、體驗行銷與顧客忠誠度之關聯性。

關鍵字

關係信任 ； 品牌形象 ； 體驗行銷 ； 顧客忠誠度

並列摘要

With the improvement of Taiwan's national income and living standards, department stores are expanding. Retail malls, new department stores and shopping centers development projects increased, thus, causing the department stores to encounter more and more challenge every year. Nowadays, consumers emphasize on trust, brand image and experiential marketing while making purchase decision. On the basis of analytical framework and the developed operational model, the primary data are collected through a question survey from the consumer of the Department Stores in Taiwan. A structural equation model is being used to analyze the association among customer's trust, brand image, experiential marketing and customer loyalty. This research discovers the relationships of different variables in the Department stores industry. The findings can provide theoretical contributions for business marketing strategy.

並列關鍵字

trust ； brand image ； experiential marketing ； customer loyalty