品牌形象與顧客滿意對再購意願之影響－以台灣啤酒爲例

Effects of Brand Image and Customer Satisfaction on Repurchase Intentions-Example of Taiwan Beer

張景盛(Ching-Sheng Chang) ； 徐村和(Tsuen-Ho Hsu) ； 黃俊英(Jun-Ying Huang) ； 藍宜亭(Yi-Ting Lan) ； 蔡岳展(Yueh-Chan Tsai) ； 孫豫妹(Yu-Mei Sun) ； 蔡淑敏(Shu-Min Tsai) ； 張明芳(Ming-Fang Chang) ； 王旭淇(Hsu-Chi Wang) ； 汪心華(Hsin-Hua Wang) ； 陳卜僑(Pu-Chiao Chen)

《管理學術研討會》 第七屆 (2009/11) Pp. 483-489

https://doi.org/10.29893/NCUTMAN.200911.0483

摘要

啤酒市場的開放，造成各品牌啤酒激烈的競爭，而取得優勢的關鍵取決於品牌形象，品牌的消極功能在於防止仿冒與辨識產品或服務；積極的功能則用於訊息傳達，影響其品質評價，本研究透過對消費者進行問卷調查，了解消費者對於市場中啤酒品牌形象、顧客滿意度與再購意願之關係，問卷共發放500份，得到有效問卷268份，有效回收率爲53.6%。分析結果發現如下：品牌形象對顧客滿意度與再購意願有正面的影響。顧客滿意度對再購意願有正面的影響。

關鍵字

啤酒 ； 品牌形象 ； 顧客滿意度 ； 再購意願

並列摘要

The liberalization of the beer market contributes a white-hot competition among all brands of beer. The key to holding the edge on the beer market lies in brand image. The brand passively prevents fakes and identifies authentic products/services, and proactively delivers relevant messages to influence the quality evaluation. This study distributes questionnaires to consumers in order to explore the correlation between consumers' perception of different beer brands on the market, customer satisfaction, and repurchase intentions. A total of 500 questionnaires are distributed, 268 of which are valid, accounting for a response rate of 53.6%. The research findings are as follows: brand image has a positive effect on customer satisfaction and repurchase intentions, and customer satisfaction has a positive effect on repurchase intentions.

並列關鍵字

Beer ； brand image ； customer satisfaction ； repurchase intentions