關係信任、品牌形象、體驗行銷與顧客忠誠度之研究–以百貨業為實證

A Study on Trust, Brand Image, Experiential Marketing and Customer Loyalty – An Empirical Investigation of the Department Stores Industry in Taiwan

劉軒軒(Shiuan-Shiuan Liou)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

摘要

隨台灣之國民所得與生活水準提高，百貨公司市場規模不斷擴大。零售商場開發案不斷增加，以及許多新興百貨公司及購物中心的成立，百貨公司面臨之挑戰與日俱增。而在市場競爭激烈的情況下，全台的百貨公司總營業額的七成幾乎都被幾個百貨集團吃下，使得單店經營要與百貨集團競爭顯得相當不容易。在強調關係信任、品牌形象與體驗行銷的現今社會中，消費者對於百貨業者間的信任、品牌形象以及消費時所歷經的體驗行銷，更成為百貨業者間的競爭能否勝出之關鍵。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一理論架構。以台灣地區百貨業產業之消費者為研究對象，透過問卷調查法，並以結構方程式模型探討該產業中關係信任、品牌形象、體驗行銷與顧客忠誠度之關連性。
本研究發現：關係信任對品牌形象、體驗行銷對品牌形象、關係信任對顧客忠誠度、體驗行銷對顧客忠誠度以及品牌形象對顧客忠誠度，皆有顯著之正向影響；而關係信任與體驗行銷並顯著影響。本研究以百貨產業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其行銷策略之制定有所貢獻。

關鍵字

關係信任 ； 品牌形象 ； 體驗行銷 ； 顧客忠誠度

並列摘要

With the improvement of Taiwan’s national income and living standards, department stores have been expanding. Retail malls, new department stores and shopping centers development projects increased, thus, causing the department stores to encounter more and more challenge every year. In Taiwan’s highly competitive market, the total turnover of Taiwan’s department store are taken and shared by only several large department store groups, single-store operators competing department store groups appeared to be quite difficult. Nowadays, consumers emphasize on trust, brand image and experiential marketing while making purchase decision.
On the basis of analytical framework and the developed operational model, the primary data are collected through a questionaries survey from the consumer of the Department Stores in Taiwan. A structural equation model is being used to analyze the association among customer’s trust, brand image, experiential marketing and customer loyalty.
Main empirical findings are summarized as follow:
1.There is a significant, positive correlation between trust and brand image degree.
2.There is a significant, positive correlation between experiential marketing and brand image degree.
3.There is a significant, positive correlation between trust and customer loyalty degree.
4.There is a significant, positive correlation between experiential marketing and customer loyalty degree.
5.There is a significant, positive correlation between brand image and customer loyalty degree.
6.There is no significant correlation between trust and experiential marketing degree.
This research discovers the relationships of different variables in the Department stores industry. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

Trust ； Brand Image ； Experiential Marketing ； Customer Loyalty

參考文獻

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