品牌體驗、顧客滿意、品牌信任、品牌忠誠關聯性之研究－以Apple為例

The Relationships among Brand Experience, Customer Satisfaction, Brand Trust and Brand Loyalty - an example of Apple

陳庭弘(Ting-Hung Chen)

指導教授 ： 吳坤山 ； 陳基祥

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00924

摘要

過去台灣產業多以傳統行銷方式強調產品的功能、特色與效用，而忽略給予顧客的獨特經驗，傳統的行銷並未強調品牌對消費者的體驗，品牌只被當成商品的識別，用於作為與競爭者的區隔。Apple智慧型手機品牌的成功是所有台灣企業的效法對象，研究蘋果品牌並了解其品牌定位及其消費體驗，才能提升企業形象、擴展品牌價值。基於此，本研究將以Apple智慧型手機為主題，並以大台北地區(台北市、新北市)大專院校在學學生為研究對象，探討大專院校在學學生的品牌體驗、顧客滿意度、品牌信任與品牌忠誠之間的關聯性，此為本研究主要動機。本研究總計發放300份問卷，有效回收樣本數為266份，有效樣本回收率為88.6%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：
1. 品牌體驗顯著正向影響顧客滿意度。
2. 品牌體驗顯著正向影響品牌信任。
3. 顧客滿意度顯著正向影響品牌信任。
4. 顧客滿意度顯著正向影響品牌忠誠。
5. 品牌信任顯著正向影響品牌忠誠。
另由參數估計顯示，顧客滿意度為關鍵中介變項，建議手機業者應關注顧客滿意度之中介影響，來提升消費者再惠顧意願及口碑宣傳，並據以提出策略性的行銷策略。

關鍵字

品牌體驗 ； 顧客滿意 ； 品牌信任 ； 品牌忠誠

並列摘要

Previously industries in Taiwan used traditional marketing skills and methods to underline the features, characteristics, and functions of a product, however, to ignore bringing customer unique experiences. The traditional marketing skills or methods cannot emphasize customer’s experiences of a brand since it regards brand as an identity of a product or a distinction among competitors. The success of Apple’s smart phone makes all enterprises in Taiwan follow in its track. To study Apple’s brand and understand its brand position and consuming experience helps to enhance the image of an enterprise and expand the value of a brand. Based on this, this study makes Apple’s smart phone as a topic, the college students in Taipei area which including Taipei city and New Taipei City as an object to explore “The Relationships among Brand Experience, Customer Satisfaction, Brand Trust and Brand Loyalty”. In this study, 300 questionnaires were distributed and 266 valid questionnaires returned with 88.6% return rate. Based on Descriptive Statistics, Reliability and Validity Analysis, and Partial Least Square, the main results of this study are:
1. Brand experience has significantly positive effect on customer satisfaction,
2. Brand experience has significantly positive effect on brand trust,
3. Customer satisfaction has significantly positive effect on brand trust,
4. Customer satisfaction has significantly positive effect on brand loyalty,
5. Brand trust has significantly positive effect on brand loyalty.
The parameter estimation indicates that customer satisfaction is the key mediator. The suggestion to mobile phone vendors is to focus on the intermediate effect of customer satisfaction in order to enhance customer’s willing of repeat buy and public praise then to contribute strategic marketing strategy accordingly.

並列關鍵字

Brand experience ； Customer satisfaction ； Brand trust ； Brand loyalty

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