品牌形象、顧客滿意度與忠誠度關係之研究—以香港點點綠有機健康食品店為例

香港人向來注重食物對身體的影響，有機食品因而大行其道。本研究以香港點點綠有機食品店為例，針對曾至門市或官網消費的顧客作為資料蒐集對象，探討有機商店的品牌形象、顧客滿意度與忠誠度的關係，以期提供有意或正在經營有機產品的商店作經營策略與行銷參考。實證過程根據文獻設計問卷並收集到305份有效問卷，最後運用迴歸分析。實證結果發現品牌形象對顧客忠誠度具有顯著正向關係；品牌形象對顧客滿意度具有顯著正向關係；顧客滿意度對顧客忠誠度具有顯著正向關係及品牌形象會藉由顧客滿意度的中介作用，正向的影響顧客忠誠度。根據研究發現，建議相關業者加強會員優惠方案、員工服務培訓、重點推廣網上平台銷售，從而提升消費者的好感度，並藉此提高企業的品牌形象、顧客滿意度和顧客忠誠度。

關鍵字

品牌形象；顧客滿意度；顧客忠誠度；有機食品

並列摘要

Hong Kong people always place great emphasis on healthy eating. Therefore, organic food nowadays becomes more popular in Hong Kong. The research used Green Dot Dot, a Hong Kong organic brand as an example and customers who have visited stores or official websites as data collection objects, to investigate the relationship between the public’s perception on the brand image of organic shop, customer satisfaction and loyalty by applying regression analysis. The result will provide marketing strategies to people who want or currently are running organic products stores. Questionnaire was designed based on the literature review and 305 valid questionnaires were collected. The empirical results found that the brand image has a significant impact on customer satisfaction and customer loyalty; customer satisfaction has a significant effect on customer loyalty; the customer satisfaction is a mediator between brand image and customer loyalty. According to research findings, it is recommended that by strengthening the membership promotion, customer service training for employees and focusing on online platform sales promotion, public’s impression toward Green Dot Dot may be improved, as well as the company’s brand image, customer satisfaction and customer loyalty could be improved.