品牌策略、品牌形象、顧客滿意度與顧客忠誠度之研究-服飾零售產業實證

A Study on Brand Strategy, Brand Image, Bustomer Satisfaction Degree, and Customer Loyalty Degree – An Empirical Investigation of the Clothing Retail Industry

阮氏紅惠(Nguyen Thi Hong Hue)

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(2013年)

摘要

由於服飾是人類日常食衣住行育樂六大基本需求之一，扮演了保暖及美化人體外觀的角色，在經歷了次貸經濟風暴之後，國內景氣復甦、消費力增加，而消費者為了凸顯自己在社會上的地位，在選購流行服飾方面更重視美觀及時尚。 許多國際知名之平價服飾業者，在通路上降低成本，以提供消費者易近入的價格，提高自身企業的競爭優勢；此外在展店的策略方面，為了強調個別服飾零售店的經營差異化，讓消費者對於自身品牌更有認同感，紛紛開幕了大坪數之旗艦店，為的讓消費者在該品牌購物產生更多滿意與愉悅以及提高消費者再購買之意願。
本研究經由相關文獻探討，整合過去學者作及相關研究，發展一理論架構。以大台北地區平價服飾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深討該產業中品牌策略、品牌形象、顧客滿意度與顧客忠誠度之關聯性。
研究發現：品牌策略對顧客滿意度，品牌策略對顧客忠誠度、品牌形象對顧客滿意度、品牌形象對顧客忠誠度及顧客滿意度對顧客忠誠度皆有顯著的正向影響。以此發現可供研擬行銷策略提供業界做為參考依據。

關鍵字

品牌策略 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Education, recreation, Food, apparel, occupancy and transportation are essential demands of people. Among these demands, 'apparel' is not only to keep our body warm, but also to embellish our appearance. After the financial crisis of subprime loan, the domestic public consumption level has increased together with the economic recovery. For emerging their social status, consumers tend to be more emphasizing the embellishment and fashion style of apparels. Taking clothing retailer industry for example, there are many famous value clothing retailers cutting down cost of channel to provide more attractive and reasonable price. As above mentioned, they create their own competitive advantage at the same time. Furthermore, in order to touch customers and let customer know more about brand, more and more famous clothing brand start to build flagship stores to make customers feel happy and satisfile while they are shopping.
This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value clothing retail industry this brand strategy, brand image, and customer satisfaction degree, is it close of connecting with customer loyalty degree by way of structural equation modeling.
The most significant finding: There is a significant, t, positive correlation between Brand Strategy and customer satisfaction degree. There is a significant, positive correlation between Brand Strategy and customer loyalty degree. There is a significant, positive correlation between Brand image and customer satisfaction degree. There is a significant, positive correlation between Brand image and customer loyalty degree. There is a significant, positive correlation between customer satisfaction degree and customer loyalty degree.
The survey takes the empirical investigation of the value clothing retail industry evidence on the relationship between the different variables.

並列關鍵字

Brand Strategy ； Brand Image ； Customer Satisfaction ； Customer Loyalty

參考文獻

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