手機遊戲品牌形象及行銷策略對顧客滿意度影響之研究

The Effect of Brand Images and Marketing Strategy on Customers Satisfaction in the Mobile Games

朱威遠(Wei-Yuan Chu)

指導教授 ： 劉維仁 ； 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00093

摘要

隨著遊戲產業的快速變化，已從傳統遊戲裝置改變為移動式裝置為主宰的時代，廠商為求發展與生存，積極尋求提升本身核心能力與競爭優勢，以因應過度競爭的環境。在快速變遷與競爭衝擊下，
遊戲公司必須跟隨移動裝置的潮流並應用有效的行銷策略，才能在眾多廠商中脫穎而出，利用品牌形象和行銷策略來強化顧客滿意度是成功關鍵因素。
本研究以行銷策略構面為自變數，以顧客滿意度為依變數，品牌形象為干擾變數，探討三者變數之間的關係，經運用迴歸分析及變異數分析等統計方法進行資料分析後，獲致研究結論如次：1.行銷策略對顧客滿意度有顯著正向影響；2.品牌形象對行銷策略有顯著正向影響；3.品牌形象對顧客滿意度有顯著正向影響；4.品牌形象對行銷策略與顧客滿意度影響具有顯著干擾效果。
本研究方法主要採量化之問卷調查法進行，以台南地區有消費LINE遊戲公司所設計之遊戲消費者為抽樣調查對象，共發出問卷300份，回收300份，有效問卷267份。

關鍵字

行銷策略 ； 顧客滿意度 ； 品牌形象

並列摘要

With the rapid changes in the game industry, from traditional game transform to mobile devices, Company in order to development and survival, seeking to improve core competencies and competitive advantage to adapt competitive environment, Game companies must follow the trends of the mobile device and adopt effective marketing strategies in order to stand out in many companies, utilize brand image and marketing strategies to strengthen customer satisfaction is the key success factors.
This study explores the relationship among three variables: an marketing strategy facet as independent variables, customers satisfaction as the dependent variables and the brand images as moderator variables. The data collected were analyzed by methods of Regression and analysis of Variance.1. marketing strategy has a significant positive impact on customers satisfaction；2. brand images has a significant positive impact on marketing strategy； 3. brand images has a significant positive impact on customers satisfaction；4. brand images to marketing strategy has a significant impact on customers satisfaction with interference effect.
The research applied questionnaire survey to 300 consumers of Tainan region. Among 300 questionnaires returned, 267 were valid.

並列關鍵字

Marketing Strategy ； Customers Satisfaction ； Brand Images

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