品牌體驗與產品涉入對顧客滿意之影響：零散型產業為例

Effects of Brand Experience and Product Involvement on Customer Satisfaction: An Empirical Study of the Fragmented Industry

黃禎豐(Chen-Feng Huang) ； 林東正(Tung-Cheng Lin) ； 蘇聖珠(Sheng-Chu Su)

《健行學報》 33卷3期 (2013/07) Pp. 75-85

摘要

有鑑於過去對品牌體驗的研究多以知名品牌或大企業為例，鮮少探討中小企業，因此本研究嘗試以零散型產業為例，探討品牌體驗對顧客滿意之影響，並探討產品涉入之調節影響。本研究以零散型產業中的多店或是小型連鎖店之服飾清潔保養業的消費者為探討對象，經由問卷調查，實證結果發現：消費者的品牌體驗對顧客滿意有顯著正向影響，產品涉入對品牌體驗與顧客滿意關係有顯著且正向的調節影響。

關鍵字

品牌體驗 ； 顧客滿意 ； 產品涉入 ； 零散型產業

並列摘要

Consumer brand experience is critical for developing marketing strategies for goods and services. Most studies analysis the brand experience of famous brands and enterprises. Does brand experience affect consumer satisfaction directly in small and medium-sized enterprises of fragmented industry? The study examines the factors improve the consumer satisfaction in small and medium-sized enterprises of Cleaning & Laundry Service industry one of the fragmented industry. This empirical study conducts a questionnaire for the consumers of Cleaning & Laundry Service industry. This research found that brand experience had positively effect on consumer satisfaction and product involvement also had modulating effect on the relationship between brand experience and consumer satisfaction.

並列關鍵字

brand experience ； customer satisfaction ； product involvement ； fragmented industry