依舊會愛它？智慧型手機顧客忠誠度之相關因素研究

Still Love or not? The Study of the Related Factors on Brand Loyalty of Smart phones Customer

張同廟(Tung-Miao Chang) ； 林育靚(Yu-Jing Lin)

《社會服務與休閒產業研究》 7期 (2018/08) Pp. 10-26

https://doi.org/10.6324/SSLIR.201808_(7).0002

摘要

本研究旨在探究使用智慧型手機消費者品牌形象、使用滿意度與品牌忠誠度之關係，採問卷調查法，以台南市使用智慧型手機之消費者為研究對象，共發出360份，有效樣本為309份。研究結果發現：品牌形象對滿意度有正面的影響；品牌形象對忠誠度有正面的影響；滿意對品牌忠誠度有正面的影響；滿意在品牌形象與品牌忠誠度之間具有顯著中介效果。因此，本研究建議企業必須擁有特色且強勢的品牌形象，才能強化自身與其他品牌競爭，同時，企業必須提供優良的產品給消費者，提高使用滿意度，有助於提高消費者購買意願。最後，本研究也提出對後續研究的建議供參考。

關鍵字

品牌形象 ； 滿意度 ； 品牌忠誠度 ； 智慧型手機

並列摘要

The purpose of this research is to determine whether customer loyalty is a significant factor for the growth and survival of the business. This research focuses on the relationship between brand image, customer satisfaction and loyalty. It was conducted in the form of survey. The sample of this research mainly focuses on smartphones' users in Tainan city in Taiwan. 360 surveys were handed out, 309 of them were viable for the research purpose. The result of this research shows that the image of the brand has a positive impact on customer satisfaction as well as brand loyalty. Customer satisfaction also has a positive impact on loyalty. Customer satisfaction, however, is significantly partially mediated with brand image and loyalty. Therefore, according to this research, businesses must have its own unique characteristics and have a strong image brand in order to compete at the top of the industry. Businesses must also provide the best quality products to its consumers to increase customer satisfaction as well as consumers willing to buy. Lastly, this research also provides possible proposals for further investigation.

並列關鍵字

Brand image ； Customer satisfaction ； Brand loyalty ； Smart-phone