- 學位論文
量販店價格促銷、品質知覺及顧客滿意對品牌忠誠度影響之研究-以台北地區桂格燕麥片市場為例
A STUDY ON IMPACTS ON BRAND LOYALTY OF PRICE PROMOTION,PERCEIVED QUALITY AND CUSTOMER SATISFACTION OF HYPERMARKET FOR QUAKER OATS MEAL MARKET IN TAIPEI AREA
摘要
當快速的社會變遷及經濟的發展，現代人們的生活型態也同時跟隨著加速變化。傳統家庭消費是在住家附近的雜貨店發生，然而現代人們則習慣於連鎖店或是量販店消費，特別是在台灣有此情形。這種現象代表的是消費型態的轉變及配銷通路的重要。 一旦競爭環境產生後，產品經營者面臨著是競爭者競爭及顧客偏好改變的挑戰，產品經營者將會採用不同的促銷方案來減輕這種壓力，而價格促銷則是產品經營者為達成銷售目標的最常見的策略。這個策略將會同時影響消費者及供應商兩者間的關係，同時消費者也會面對價格促銷的利益及產品及服務品質變質的衝突。 大部份的消費者產品是在高度的競爭環境下營運，消費者會時時刻刻接收不同的資訊，他們將會因相同品項在不同區域存在著不同的價格差異而改變採買的地點，根據品質知覺、服務及價值來考量他們採購的偏好地點。因此提供消費者所關心的價值產品將是維持通路競爭優勢的關鍵。 本研究以台北地區量販店的消費者為對象，於消費後實地填寫問卷，發出350份，回收321份有效問卷，回收率為91.7 %，接著利用結構方程式模型(SEM)探討價格促銷、知覺品質、顧客滿意及品牌忠誠度間的關係。 本研究發現價格促銷對品牌忠誠度的影響具有負向的影響，因此當價格促銷時，對於品牌忠誠度的提昇是有限的，甚至是有負向之影響；另外發現當價格促銷時透過兩個中介變數(知覺品質及顧客滿意)對於品牌忠誠度的影響是正向而且是顯著的，透過知覺品質的影響效果會高於透過顧客滿意影響品牌忠誠度的效果。 基於資料的整理結果，對於產品經營者有以下之建議： 1. 致力知覺品質的提昇，將有助於品牌忠誠度的提高 2. 品質知覺與顧客滿意是價格促銷對品牌忠誠的影響的兩大重要中介變數，重視產品及服務上的品質與顧客滿意，將有助於品牌忠誠的提高。 3. 重視品質的提昇，擁有顧客的忠誠才能永續經營。
並列摘要
While the rapid social change and economic development, the contemporary life styles of people are changing fast as well. Traditional consumption of household products was occurred at grocery shops; however, nowadays people are used to go shopping at chain stores or hypermarkets, especially in Taiwan. This phenomenon represents the change of consumption pattern and the importance of distribution channels. Once competitive environments formed, the product managers face both challenges of competitors’ competitions and customers’ preferences. The product managers will employ various promotional initiatives to mitigate the pressure. Price promotion is the most common strategy for product managers to achieve sales target. This strategy will affect both customers and suppliers. Meanwhile, the customers will also face the conflicts between the benefit of price promotion and product and service quality. The majority of consumption-product business is operating under a highly competitive environment. Customers are also received various dynamic information at all time. They will make the switch from the firm to another if the price differential for the same item at different location exists. Depending on the perception of quality, service, and value, customers consider choosing the favorite place for their procurement. Therefore, providing the value what customers concern is becoming the key to maintain channels’ competitive edge. Research population of this study was the customers consuming at hypermarkets within Taipei Area. We sent out 350 questionnaires in total. The survey returned 321 usable questionnaires; the response rate is 91.7%. Then we use Structural Equation Modeling (SEM) to investigate the inter-relationship among price promotion, perceived quality, customer satisfaction and brand loyalty from customers’ point of view. From the data analysis, we found that price promotion is negatively affecting brand loyalty. Therefore, trying to enhance brand loyalty through price promotion is not only limited but also negative effect. On the other hand, we found that two factors, perceived quality and customer satisfaction, were intervening factors between price promotion and brand loyalty. The effect through these two intervening factors was positive and significant. The effect for price promotion affects brand loyalty is higher through perceived quality than customer satisfaction. Based on the data, we suggest some strategies ideas to product manager as follows: 1. Devoting to enhancing perceived quality will help to raise the level of brand loyalty. 2. Perceived quality and customer satisfaction are the important intervening variables (or constructs) to be considered in brand loyalty. High perceived quality and customer satisfaction in products and services can lead to better brand loyalty, in turn, positive brand loyalty. 3. Emphasis on raising level of quality will attain the loyal customers.