瑞陽創意之品牌形象' 品牌信任對顧客滿意度及忠誠度之迴歸模型分析

本研究利用Google表單設計瑞陽創意之品牌形象及品牌信任對顧客滿意度及忠誠度之迴歸模型分析問卷。因此，針對主要顧客進行問卷調查，有效樣本為 114份，運用迴歸模型方法。其中男生佔 50.9%、已婚狀況佔 68.4%、年齡 50歲以上佔 53.5%、大學教育程度佔 50.9%、服務業佔 44.7%、月所得 6萬以上佔 42.1%。與瑞揚創意之目標顧客群相符合，足以印證本問卷足以為瑞揚創意於經營品牌形象與顧客經營管理之重要參考依據。本文利用測量模型參數估計、交叉負荷估計表、區別效度檢定表進行一階測量模型之評鑑。實證指出，參數估計之因素負荷量、 CR值、 Cronbach及 AVE值皆通過評鑑。交叉負荷符合評鑑通過評鑑。區別效度檢定表之區別效度通過評鑑。實證指出品牌形象 -> 品牌信任效果 0.744，符合假說 1。品牌形象 -> 滿意度及忠誠度0.425，符合假說 2。品牌信任 -> 滿意度及忠誠度 0.475，符合假說 3。透過本研究發現，以瑞揚創意為研究對象，品牌形象、品牌信任與增加顧客滿意度與忠誠度間有正向相關之影響關係。建議企業經營，除重視產品品質外，應當正視品牌形象經營，做好品牌管理，藉以建立良好顧客關係，提升顧客滿意度，以增加對企業的品牌信任，定能提升品牌忠誠度，藉而創造經營績效。

關鍵字

品牌信任；品牌形象；迴歸模型

並列摘要

This research uses Google Forms to design the regression model of Ruiyang Creative's brand image and brand trust on customer satisfaction and loyalty. Therefore, a questionnaire survey was carried out for the main customers, and there were 114 valid samples, and the regression model method was used. Among them, 50.9% were male, 68.4% were married, 53.5% were over 50 years old, 50.9% had a college education, 44.7% were in the service industry, and 42.1% had a monthly income of over 60,000. It is consistent with the target customer group of Ruiyang Creative, which is enough to confirm that this questionnaire is an important reference for Ruiyang Creative to manage the brand image and customer management. This paper uses measurement model parameter estimation, cross-loading estimation table and discriminant validity test table to evaluate the first-order measurement model. The empirical results indicated that the factor loading, CR value, Cronbach and AVE value of parameter estimation all passed the evaluation. The cross-load conformance assessment passes the assessment. The discriminant validity of the discriminant validity test table passed the evaluation. The empirical evidence points out that the effect of brand image -> brand trust is 0.744, which is consistent with hypothesis 1. Brand image -> satisfaction and loyalty 0.425, in line with hypothesis 2. Brand trust -> satisfaction and loyalty 0.475, in line with hypothesis 3. Through this research, it is found that taking Ruiyang creativity as the research object, there is a positive correlation between brand image and brand trust, increasing customer satisfaction and loyalty. It is suggested that business operations, in addition to attaching importance to product quality, should face up to brand image management and do a good job in brand management, so as to establish good customer relationships, improve customer satisfaction, and increase brand trust in the company, which will definitely enhance brand loyalty. to create business performance.