態度忠誠及行為忠誠之變數影響探討—以星巴克為案例

A Study on Variables Influencing Attitudinal Loyalty and Behavioral Loyalty: A Case of Starbucks

徐欣瑋(Hsin-Swai Hsu)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2011年)

摘要

本研究在探討在星巴克中，品牌形象、商店形象以及促銷是否會透過知覺品質與知覺風險進而影響態度忠誠及行為忠誠。本研究使用SPSS及LISREL等軟體來驗證假說以及使用配額抽樣方法並於台北地區收集問卷。本研究的實證結果指出，品牌形象及商店形象會顯著地透過知覺品質及知覺風險進而影響態度忠誠及行為忠誠。本研究的實證結果也提供星巴克管理者去使用三個主要因素去增強態度及行為方面的顧客忠誠度。最有效的方法是管理者可以強調星巴克良好的商店形象、商店氣氛以及環境，藉此讓顧客感受並接受他們高品質的商品及服務，而顧客也可能會因此對星巴克產生態度及行為方面的忠誠度。星巴克管理者也能著重於他們品牌形象的品質，藉此強調星巴克獨特的品牌個性及產生產品差異化。因此，星巴克管理者可以藉由本研究的實證結果去發展行銷策略以及讓顧客在態度及行為方面產生更多的忠誠度。

關鍵字

品牌形象 ； 商店形象 ； 知覺品質 ； 知覺風險 ； 態度忠誠 ； 行為忠誠

並列摘要

This research investigates that whether brand image, store image, and promotion influence attitudinal loyalty and behavioral loyalty through perceived quality and perceived risk or not in Starbucks. This study uses SPSS and LISREL to test the hypothesis and collect questionnaires from Taipei using quota sampling method. The empirical results from our research indicate that brand image and store image significantly influence both attitudinal loyalty and behavioral loyalty through perceived quality and perceived risk. The empirical results in this research offer some information for Starbucks managers to use these three factors to enhance customer loyalty in both attitudinal
and behavioral aspects. The most useful way is that they can emphasize their nice store image, store atmosphere
and environment to let customers feel high quality and satisfy their services, and then customers may be attitudinal and behavioral loyal to Starbucks. Managers can also focus on their brand image quality to underline their unique brand personality and products differentiation. Consequently, Starbucks managers can use empirical results from our study to develop their marketing strategy and make their customers become more loyal to them in both
attitudinal and behavioral aspects.

並列關鍵字

Brand image ； store image ； perceived quality ； perceived risk ； attitudinal loyalty ； behavioral loyalty

參考文獻

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