品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效之研究－量販業私有品牌為實證

A Study on Brand Strategies, Customer Satisfaction, Customer Loyalty, Brand Equity and Brand Performance－ An Empirical Investigation of the Private Brand of Hypermarket Industry

黃菀寧(Wan-Nin Huang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

摘要

2008年的金融海嘯，導致全球陷入經濟不景氣的時代，消費者的消費習慣除了重視產品品質及服務品質之外，也將價格納入作為最終購買決策的要素之一。藉此多家知名連鎖通路皆推出各式各樣的私有品牌商品，且有逐漸「優質化、高品質」的趨勢。
在競爭激烈的時代，為達到企業永續經營，顧客已成為企業的重要資源。企業運用品牌策略突顯自己的優勢，掩蓋自己的劣勢，以滿足顧客的需求及增加購買次數，成功建立消費者對品牌的偏好，進而增加品牌的附加價值，讓消費者願意支付更高的價格取得產品，使企業品牌產品發展永續性的差異化優勢與形成高市場占有率。
因此，本研究將經由相關文獻探討及整合學術相關研究，分析量販業私有品牌市場中，品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效之間的關係。透過問卷調查，並以線性結構模式，探討該產業的品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效等概念，互相連結不同概念間的因果關係。研究發現：品牌策略對顧客滿意度、品牌策略對顧客忠誠度、顧客滿意度對品牌權益、顧客忠誠度對品牌權益、品牌權益對品牌績效皆有顯著正向影響；顧客滿意度對顧客忠誠度並無顯著的影響；以此研究結果，擬定行銷策略提供業界做為參考，期望能對其品牌策略的制定有所貢獻。

關鍵字

品牌策略 ； 顧客滿意度 ； 顧客忠誠度 ； 品牌權益 ； 品牌績效

並列摘要

The economic depression in 2008, leading the world into the times of economic downturn, In addition to consumers emphasize product quality and service quality in their consumption habits, the price included in one of the elements as a final purchase decision. To take a number of well-known the private brand of hypermarket industry are to launch a wide range of private brand products which has a tendency towards high quality. The private brand product knowledge of cunsumers have gradually affected their consumption habit.
In the competitive times, in order to achieve sustainable business, the customer has become an important resource. Businesses can use to highlight the advantages of brand strategy, to cover up its own disadvantage, which satisfy our customers and increase the number of purchases, the successful establishment of consumer brand preferences, increasing the added value of the brand so that consumers are willing to pay higher prices to obtain products, brand products and the development of sustainable diversity advantage and high market share.
This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand
strategy, customer satisfaction, customer loyalty, brand equity and brand performance relationship and theory framework. On the basis of the analytical framework and the
developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1. There is a significant, positive correlation between Brand Strategy and Customer Satisfaction.
2. There is a significant, positive correlation between Brand Strategy and Customer Loyalty.
3. There isn’t a significant, positive correlation between Customer Satisfaction and Customer Loyalty.
4. There is a significant, positive correlation between Customer Satisfaction and Brand Equity.
5. There is a significant, positive correlation between Customer Loyalty and Brand Equity.
6. There is a significant, positive correlation between Brand Equity and Brand Performance.
The survey takes the empirical investigation of the value private brand of discount department store industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.

並列關鍵字

Brand Strategies ； Customer Satisfaction ； Customer Loyalty ； Brand Equity ； Brand Performance

參考文獻

[1]王麗雯(2008)，品牌策略、品牌權益、顧客忠誠度與品牌績效之研究-筆記型電腦產業實證，碩士論文，國立臺北科技大學商業自動化與管理研究所

[5]黃諄穠(2008)，品牌策略、品牌體驗、顧客滿意度、顧客忠誠度與品牌績效之研究: 生技醫學美容業實證，碩士論文，國立臺北科技大學工業工程與管理學研究所

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