企業形象,顧客滿意度與顧客忠誠度之研究-以台灣市場液晶顯示器之品牌為例

液晶顯示器已經是目前人們生活當中不可或缺的一項工具，本研究的主要目的是一、探討企業形象對於顧客滿意度的影響。二、探討顧客滿意度對於顧客忠誠度的影響。三、探討企業形象對於顧客忠誠度的影響。本研究以問卷為研究分析的工具，將問卷設計分為受測消費者基本資料、受測消費者對台灣市場液晶顯示器品牌之企業形象問卷、顧客滿意度問卷、以及顧客忠誠度問卷共四個部份，衡量構面以李克特量表(Likert Scale)方式，問卷回收後再將有效問卷進行分析。本研究採用皮爾遜積矩相關係數(Pearson’s r)相關係數作為檢驗工具，其變數檢驗結果顯示各變數間皆有正相關。其中，企業形象與顧客滿意度呈現中度正相關；企業形象與顧客忠誠度呈現中度正相關；顧客滿意度與顧客忠誠度呈現中度正相關。顯示器技術在近二十年的發展中有著顯著的進步，使的如智慧型手機、平板電腦、筆記型電腦、液晶顯示器與電視等消費性電子產品亦有突破性的設計方式與發展，至目前也已經深深影響全球人類的日常生活方式。由本研究結論得知，企業形象、顧客滿意度與顧客忠誠度皆呈現正相關，可見消費者在心中對此三構面的印象對於液晶顯示器品牌選購時的重要性，此研究結論亦可作為液晶顯示器廠商對於企業形象與品牌經營的重要性參考依據。本研究是以量化分析探討，所調查的結果代表的是整體趨向，建議未來研究者可以採用質性的研究方法，例如深入訪談以探究消費者對於台灣市場液晶顯示器的品牌之企業形象、顧客滿意度、顧客忠誠度的關聯性。也可以其他中介變項，例如顧客信任、顧客關係管理、關係品質，探討台灣市場液晶顯示器品牌的企業形象與顧客忠誠度之關聯性，也是相當值得探討的議題。後續研究者亦可利用社群網路平台的溝通優勢，來做為質性訪談或量化分析的研究工具，利用在如企業形象、顧客滿意度與顧客忠誠度等品牌商業價值研究上相信所得到的研究結果亦會有很高的真實度。

關鍵字

企業形象；顧客滿意度；顧客忠誠度；液晶顯示器

並列摘要

Liquid crystal display (LCD) has become an indispensable tool in people's lives. The main purpose of this study is to explore the impact of enterprise image on customer satisfaction, the impact of customer satisfaction on customer loyalty, and the impact of enterprise image on customer loyalty. This study used questionnaires as a tool for research and analysis. The questionnaire includes the basic data of consumers, the enterprise image questionnaire, the customer satisfaction questionnaire, and the customer loyalty questionnaire of the consumers on the LCD brand in the Taiwan market. A total of four parts questionnaires are used Likert Scale to measure collected data. After the questionnaires are collected, the valid questionnaires are analyzed. This study used Pearson's r correlation coefficient as the test tool, and its variable test results showed a positive correlation between variables. Enterprise image and customer satisfaction are showed positively correlated. Enterprise image and customer loyalty are showed positively correlated. Customer satisfaction and customer loyalty are showed positively correlated. Display technology has made significant progress in the development of the past two decades, making consumer electronics such as smart phones, tablets, notebook computers, LCD monitors and TVs also have breakthrough design methods and development has so far influenced the way of people live in the world. From the conclusions of this study, enterprise image, customer satisfaction and customer loyalty are showed positively correlated. It can be seen that the impression of the three facets of consumers in the mind is important for the purchase of LCD products. The conclusion of this study can also be used as a reference for the importance of liquid crystal display manufacturers for enterprise image and brand management. This study is based on quantitative analysis. The results of the survey represent the overall trend. It is a suggestion that future researchers can use qualitative study methods, such as in-depth interviews to find out consumers' relationship of enterprise image, customer satisfaction and customer loyalty for the LCD brand in the Taiwan market. Also for the others variables, such as customer trust, customer relationship management, and relationship quality, to explore the relevance of enterprise image and customer loyalty for the LCD market in Taiwan are also worthy of discussion. Subsequent researchers can also use the communication advantages of the social networking platform as a study tool for qualitative interviews or quantitative analysis, and believe in the use of brand business value study such as enterprise image, customer satisfaction and customer loyalty. The results of the study will also have a high degree of realism.