摘要
顧客滿意是廠商建立與維繫顧客關係的重要里程碑，然而透過品牌愛戀建立強勢的品牌權益與顧客忠誠更是當今廠商在面對競爭日益嚴苛與消費者愈趨挑剔的環境下可採行的新武器。先前研究發現，經由品牌愛戀不但可有較高的顧客滿意及依賴，並提高品牌忠誠；進而促使顧客維持長久品牌關係的意願。而本研究在以之前學者品牌愛戀論點基礎下，探討瑞典大型傢俱賣場宜家家居(IKEA)藉由創造顧客知覺價值對品牌愛戀與顧客滿意；以及對增進口碑、品牌忠誠意願之影響。 本研究資料蒐集以電子問卷訪談方式，針對曾在宜家家居(IKEA)購買體驗過的消費者進行調查，總共回收213 份問卷，扣除無效問卷後，有效問卷達200 份。研究方法則藉由確證性分析(CFA)及結構方程式(SEM)分析以驗證本研究之假說。 實證結果顯示：(1) 功能價值與象徵價值對品牌愛戀有顯著的正向影響，體驗價值則只對顧客滿意有顯著的正向影響。(2) 品牌愛戀是功能價值及象徵價值對口碑與品牌忠誠的完全中介變數。(3) 品牌愛戀取代顧客滿意成為影響口碑與品牌忠誠的主要中介變數。最後，參考研究結論提出學術與實務之意涵，及未來研究方向跟限制。
並列摘要
Customer satisfaction is a significant keystone for firms to retain its customer relationship. To facilitate the customer sense of brand love is becoming an effective strategy for many companies to build brand equity especially in facing the fiercely competitive environment today. Prior studies indicate that company will have higher customers’ satisfaction, trust and loyalty in terms of customer’s brand love. This study will use Taiwan IKEA as an example to explore the relationships among customer perceived value, customer satisfaction, brand love, word of mouth and loyalty. Employ Questionnaires interviewing to collect data from the customers of IKEA and put the questionnaires on website “mySurvey”. Total of 213 questionnaires were collected and 200 were valid. The hypotheses are tested through CFA and SEM analysis accordingly. The results of SEM analysis show that: (1) Functional value and symbolic value have a positive effect on brand love, and experiential value only has a positive effect on customer satisfaction. (2) Brand love is a pure mediator between functional/symbolic values and word of mouth/brand loyalty. (3) Brand love becomes the main variables of word of mouth and brand loyalty instead of customer satisfaction. Last but not least a conclusion will be drawn including academic and managerial implications.