品牌形象、使用滿意度與品牌忠誠度關係之研究─以智慧型手機為例

The Study of Relationship on Brand Image, User Satisfaction and Brand Loyalty ─ An Example of Smartphones

林育靚(Yu-Jing Lin)

指導教授 ： 張同廟

台南應用科技大學/管理學院/國際企業經營系碩士班/博士(2018年)

摘要

顧客忠誠度與否是影響企業最重要的生存與發展的因素。本研究旨在探究使用智慧型手機消費者品牌形象、使用滿意度與品牌忠誠度之關係，本研究採問卷調查法，以台南市使用智慧型手機之消費者為研究對象，共發出360份，回收316份，有效樣本為309份。資料統計分析方法，包括：利用t檢定、單因子變異數、相關分析、複迴歸分析等法進行分析。研究結果發現：品牌形象對使用滿意度有正面的影響；品牌形象對品牌忠誠度有正面的影響；使用滿意對品牌忠誠度有正面的影響；使用滿意在品牌形象與品牌忠誠度之間具有顯著的中介作用。顯示消費者對手機品牌忠誠度會受到品牌形象、使用滿意度所影響，同時，良好的使用滿意度及品牌忠誠度亦會為企業的品牌形象帶來加分的效果。因此，本研究建議企業必須擁有特色且強勢的品牌形象，才能強化自身與其他品牌競爭，同時，企業必須提供優良的產品給消費者，提高使用滿意度，有助於提高消費者購買意願。最後，本研究也提出對後續研究的建議供參考。

關鍵字:品牌形象、滿意度、品牌忠誠度、智慧型手機

關鍵字

品牌形象,使用滿意度,品牌忠誠度,智慧型手機

並列摘要

Abstract
The purpose of this research is to determine whether customer loyalty is a significant factor for the growth and survival of the business. This research focuses on the relationship between brand image, customer satisfaction and brand loyalty. It was conducted in the form of survey. The sample of this research mainly focuses on smartphone users in Tainan city in Taiwan. 360 surveys were handed out, 316 surveys were returned and 309 of them were viable for the research purpose. Methods that were used to analyze data from surveys include T-test, ANOVA, Pearson correlation analysis, and hierarchical multiple regression analysis, etc. The result of this research shows that the image of the brand has a positive impact on customer satisfaction as well as brand loyalty. Customer satisfaction also has a positive impact on brand loyalty. Customer satisfaction, however, is significantly partially mediated with brand image and brand loyalty. Another major finding is that brand loyalty from customers have an impact on brand image and customer satisfaction, at the same time, highly rated customer satisfaction and brand loyalty. Therefore, according to this research, businesses must have its own unique characteristics and have a strong image brand in order to compete at the top of the industry. Businesses must also provide the best quality products to its consumers to increase customer satisfaction as well as consumers willing to buy. Lastly, this research also provides proposal for possible further investigation.

Key word : Brand Image , Customer satisfaction , Brand Loyalty , Smartphone.

並列關鍵字

Brand Image ,Customer satisfaction ,Brand Loyalty,Smartphone.

參考文獻

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173-1182.

一、中文部份

于子文（2017）。探討企業形象與服務品質對顧客滿意度及忠誠度之關係─以台灣航空公司為例（未出版碩士論文）。元智大學，桃園市。

方瓊輝（2016)。品牌形象、品牌知名度、知覺價值對顧客滿意度與忠誠度之研究 －以Under Armour為例（未出版碩士論文）。高苑科技大學，高雄市。

王贊喻（2018）。教科書體驗行銷、品牌形象與顧客忠誠度關係之研究- 以康軒出版社為例（未出版碩士論文）。稻江科技暨管理學院，嘉義縣。