手搖茶飲店之品牌形象、顧客知覺價值對於品牌忠誠度之影響

隨著台灣人手搖茶飲料喜好改變及飲用人口增加，帶動了手搖飲料的蓬勃發展，因此留住顧客也就愈趨重要，其中提升顧客的知覺價值更是不容忽視，透過過去研究瞭解，品牌形象對品牌忠誠度有正向影響，進而瞭解顧客知覺價值對品牌形象及品牌忠誠度間的影響及角色。因此，本研究以具有會員服務機制的手搖茶飲店為對象，探討品牌形象是否會透過顧客知覺價值增強品牌忠誠度。期望透過本研究可以讓手搖茶飲店業者瞭解到顧客知覺價值的重要性。本研究共發放260份問卷，其中回收之有效樣本共計249份，有效問卷回收率為95.77％。研究結果顯示：（1）品牌形象會正向影響品牌忠誠度；（2）品牌形象會正向影響顧客知覺價值；（3）顧客知覺價值會正向影響品牌忠誠度；（4）品牌形象會透過顧客知覺價值正向影響品牌忠誠度。根據研究結果提出管理意涵及後續研究建議。

關鍵字

品牌形象；顧客知覺價值；品牌忠誠度

並列摘要

Handmade drinks has developed rapidly with the growing development of changing eating habits, thus making the competition in the drinks market fairly keen. Therefore, customer retention is becoming more and more important. Moreover, studies have indicated that brand image positively influences brand loyalty, which in turn reveals the effect and role of customer perceived value in the relationship between brand image and brand loyalty. This study examined handmade drinking shops to investigate whether brand image positively influences brand loyalty through customer perceived value to inform the importance of customer perceived value. A total of 260 questionnaires were administered and 249 valid questionnaires were returned, for a valid response rate of 95.77%. The findings were as follows: (1) brand image would positively influence brand loyalty; (2) brand image would positively influence customer perceived value; (3) customer perceived value would positively influence brand loyalty; (4) brand image would positively influence brand loyalty through customer perceived value. According to these results, managerial implications and suggestions for future studies were proposed.