品牌形象與品質知覺對顧客價值與忠誠度影響之研究-以微熱山丘為例

The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills

廖麗文(Li-Wen Liao)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

在現今土鳳梨酥市場面臨競爭激烈的環境下，企業急於思考如何脫穎而出，除了形塑獨特穩固的品牌形象外，如何使產品或服務能獲得顧客的青睞，進而提升顧客價值，獲得顧客的認同是值得探討的議題。
本研究將針對購買過微熱山丘產品的消費者為研究對象，探討品牌形象、品質知覺對顧客價值與顧客忠誠度之影響。本研究共發出380份問卷，有效問卷共有347份，有效回卷率為91.3%，利用SPSS 22.0 版統計軟體進行分析。
分析結果顯示，品牌形象與品質知覺分別對顧客價值與顧客忠誠度具有顯著正向的影響，顧客價值會正向影響顧客忠誠度，顧客價值對於品牌形象與品質知覺影響忠誠度間具有部份中介效果。本研究依據上述結論，深入討論其管理蘊涵，針對業者在產品設計及行銷方面，也提供具體的建議。

關鍵字

品牌形象 ； 品質知覺 ； 顧客價值 ； 顧客忠誠度

並列摘要

Nowadays, the pineapple cake market is facing intense competitive environment which makes all pineapple cake makers think “how to stand out in this industry”. In addition to shaping a unique solid brand image, they try their best to draw the customer's attention on the product and service. Furthermore, the method to enhance customer value can be recognized as well, and that is a worthy issue to be discussed.
The target customers of this study will focus on those who have purchased Sunny Hills products to explore the impact of the brand image and the quality on customer value and customer loyalty. In this study, 380 questionnaires were issued, 347 questionnaires were returned, and the effective rate was 91.3%. Study hypothesis was verified by using SPSS version 22.0 .
The results showed that the brand image and quality perception had a significant positive impact on customer value and customer loyalty respectively. Customer value will positively affect customer loyalty. Customer value for the brand image and quality perception influence on the stability of loyalty has partial mediating effect. Based on the above-mentioned results, the managerial implications were discussed and the useful recommendations for the practitioners and academic researchers on product design and marketing were provided as well.

並列關鍵字

Brand Image ； Perceived Quality ； Customer Value ； Customer Loyalty

參考文獻

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