顧客體驗、品牌形象與品牌忠誠度－以長榮航空公司為例

Customer Experience, Brand Image and Brand Loyalty: An Empirical Study of EVA Air Corporation

黃延聰(Yen-Tsung Huang) ； 陳蕙琳(Hui-Ling Chen)

《東海管理評論》 16卷1期 (2014/07) Pp. 101-137

摘要

創造顧客體驗是近年來盛行的行銷手法，其為創造消費者在整體消費歷程中知覺、情緒、思考、行動與關聯等反應。企業如何創造一個體驗環境，讓消費者產生對品牌的認同，將是非常重要的課題。過去研究大多將品牌形象視為單一構面，本研究則將品牌形象區分為兩個構面：功能面形象與情感面形象，探討顧客體驗過程中品牌形象對於品牌忠誠度的中介影響。本研究以搭乘長榮航空公司的旅客為研究對象，運用問卷調查法蒐集樣本，由結構方程模式分析結果發現：顧客體驗中的感官、情感和思考體驗對於功能面與情感面品牌形象有顯著的正向關係。功能面品牌形象對於行為忠誠有顯著正向影響；情感面品牌形象對於行為忠誠及態度忠誠皆具有顯著的正向影響。功能面與情感面品牌形象對顧客體驗與品牌忠誠間具有完全或部分中介效果。

關鍵字

顧客體驗 ； 品牌形象 ； 品牌忠誠 ； 航空 ； 旅遊

並列摘要

Experiential marketing has become a popular way in recent years. It is about overall purchasing experience for consumers in the course of consumption process, including sensory, feeling, thinking, action, and association reactions. How to create an overall experience environment, realizing what customer feels inside and enhancing their positive senses of identity will become an important issue in service industry. In the past research, the brand image almost has been regarded as a single dimension. However, this study divides the brand image into two dimensions- functional image and emotional image, and explores the mediating impact of brand image from customer experience to brand loyalty. The research results are as follows. The positive relationships from customer experience (sensory, feeling, and thinking) to brand image are all significant. The positive relationships from brand image (emotional image and functional image) to brand loyalty (behavioral loyalty and attitudinal loyalty) are all significant except the relationship between functional image and attitudinal loyalty. The relationships from customer experience to brand loyalty are fully or partially mediated by emotional and functional brand image.

並列關鍵字

Customer Experience ； Brand image ； Brand loyalty ； Air Travel ； Tourism

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