顧客價值與品牌權益相關性之研究－以汽車旅館產業爲例

The Relationship between Customer Values and Brand Equity: A Case Study in Motel Industry

劉元安(Yuan-An Anna Liu) ； 浦心蕙(Hsin-Hui Pu) ； 游靜宜(Chin-Yi Yu) ； 陳宏斌(Hung-Bin Chen)

《管理實務與理論研究》 1卷4期 (2007/12) Pp. 1-25

https://doi.org/10.29916/JMPP.200712.0001

摘要

本研究參考顧客價值追求與品牌權益等相關文獻，並納入汽車旅館業者與消費者訪談之意見進行問卷設計。預試後改版的正式問卷以桃園地區17家汽車旅館顧客爲對象進行便利抽樣，共計發放850份，有效問卷805份，回收率爲94.7%。資料分析採描述統計、因素分析、信度分析、Pearson積差相關分析、典型相關分析、t檢定、單因子變異數分析、多變量變異數分析等方法。主要研究結果如下：一、汽車旅館消費者以女性居多、年齡層最多爲21~30歲、未婚、教育程度以高中職、專科爲多、多半從事服務業、平均個人月收入在20,000~59,999元之間。到汽車旅館消費時的同行對象以情人／情侶最多、旅遊目的多以休閒渡假爲主，其他目的未指明者亦不在少數。二、汽車旅館顧客之價值追求項目，經因素分析共萃取出五個因素，前四項是屬於實用價值，分別命名爲「客房設備」、「安全考量」、「隱私保護」、以及「品質感受」；最後一項因素命名爲「氣氛享受」，屬於享樂價值。三、汽車旅館之品牌權益量表之因素分析，在前測時已刪除信度過低之因素「市場行爲」，正式問卷調查後又刪除了信度過低之因素「品牌忠誠度」，故最後共萃取出「品牌知名度」、「知覺品質」、「品牌形象」三個因素。四、相關分析結果顯示顧客價值追求與顧客基礎品牌權益各因素構面多呈顯著正相關，尤以汽車旅館消費者追求的「氣氛享受」價值和其品牌權益中的「品牌知名度」相關性最高。

關鍵字

顧客價值 ； 品牌權益 ； 汽車旅館

並列摘要

The purpose of the study was to investigate the relationships between customer values and brand equity among motel consumers. A few preliminary interviews with the motel owners and consumers were adopted in order to refine the questionnaire. After revising the pilot questionnaire pilot, a total of 850 questionnaires were issued to consumers staying in 17 motels in Taoyuan county. The usable returning rate was 94.7% (n=805). Some of the major findings are listed as follows. 1. Most motel consumers were single female aged between 21~30, graduated from senior high school, or junior colleges. A number of the respondents worked in the service industry and received monthly income between NTD 20,000 to 59,999. Almost half of them went to motels with their lovers, traveling on the purpose of recreation and vacation. 2. When applying factor analysis, there were five factors extracted from the items of customer values. Four of them were related with the utilitarian values and named as ”room facility”, ”safety concerns”, ”privacy protection” and ”whole expression”, respectively. The other factor was named ”enjoyment”, which belongs to hedonic values. 3. Since some of the items describing brand equity were trimmed due to their low internal consistency, the factor analysis extracted only three factors: ”brand awareness”, ”perceived quality” and ”brand image”. 4. The Pearson correlation analysis showed that the factors of customer values and brand equity were positively correlated. The strongest correlation was shown between the customer value factor ”enjoyment” and the brand equity factor ”brand awareness”.

並列關鍵字

Customer Values ； Brand Equity ； Motel Industry

參考文獻

蔣金串(2002)。品牌權益對壽險行銷之重要性研究－以國泰人壽爲例。國立雲林科技大學企業管理系。

劉文雯(2004)。情定MOTEL：最HOT精品旅館。臺北:朱雀。

陳振燧(1996)。顧客基礎的品牌權益衡量與建立之研究。國立政治大學企業管理研究所。

Aaker, D. A.(1991).Managing Brand Equity.New York:Free Press.

Aaker, D. A.,Jacobson, R.(1994).The Financial Information Content of Perceived Quality.Journal of Marketing Research.31,191-201.