知覺品質、品牌形象與顧客忠誠度關聯性之研究-以某知名冰品連鎖店為例 以某知名冰品連鎖店為例

Examining the Relationships of Perceived Quality、Brand Imageand Customer Loyalty-A Case Study Of A Leading Ice CreamChain Store

陳怡婷(Yi-Ting Chen)

指導教授 ： 鄭駿豪

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00030

摘要

在這物價上漲的時期，如何用優質的產品品質吸引並保留顧客是當前一項重要的行銷議題，本研究針對某知名冰品連鎖店進行消費者的知覺品質分析，透過品牌形象做為中介變數，探討知覺品質對顧客忠誠度的影響。本研究採取問卷調查法，以知名冰品品牌—Häagen-Daz的消費顧客為訪問對象，共發出問卷250份，回收有效問卷218份，有效回收率為87.2%。以Cronbach’s α係數檢視問卷信度，利用因素分析檢測效度，再以結構方程模式(SEM)為分析方法，檢定整個模式之配適度與各構面間之因果關係。研究結果發現：知覺品質是消費者再購意願與推薦他人的重要因素，當品牌形象之兩大構面—品牌功能性和象徵經驗性品牌加入模型後，知覺品質和顧客忠誠度的直接關係分別呈現不顯著及效果減弱。研究結果發現，消費者的知覺品質明顯的藉由品牌形象的中介效果，進而提昇顧客未來的回購率與推薦他人之意願。研究結果之意涵及未來研究方向，也在最後提出討論。

關鍵字

知覺品質 ； 品牌形象 ； 品牌功能性 ； 象徵經驗性 ； 顧客忠誠度

並列摘要

In this period of rising prices, the quality of high-quality products how to attract and retain customers is an important marketing issues. In this study, the consumer's perceived quality analysis for a well-known ice cream chain, through the brand image as an intermediary variable, to explore the impact of perceived quality on customer loyalty. This study adopts questionnaire survey, the consumption of well-known ice cream brand-Häagen-Daz customer, total of 250 questionnaires were issued, 218 valid questionnaires, the effective response rate of 87.2%. View the questionnaire Cronbach's alpha coefficient of reliability analysis to test validity using factor analysis methods, structural equation modeling (SEM) to test the overall model fit the causal relationship between the level of each dimension. The study results showed that the perceived quality is an important factor of consumer repurchase intentions and recommend to others, when the two dimensions of brand image - brand functional and symbolic experiential brand added to the model, the direct relationship of perceived quality and customer loyalty showing significant and the effect of weakening. The study found that consumers perceived quality is evident by the intermediary effect of brand image, and thus improve customer repurchase rate and recommend others will. The implications of the findings and future research directions are also discussed last.

並列關鍵字

Perceived Quality ； Brand Image ； Brand Functional ； Symbolic Empirical ； Customer Loyalty

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