探討影響智慧型手機iPhone品牌忠誠度之關鍵因素研究

The Study of Key Factors on Brand Loyalty of Smartphone iPhone

劉晉宏(Chin-Hung Liu) ； 吳毓珊(Yu-Shan Wu) ； 葉佳欣(Chia-Hsin Yeh)

《管理學術研討會》 第十六屆 (2018/11) Pp. 1128-1139

https://doi.org/10.29893/NCUTMAN.201811.0110

摘要

隨著科技日新月異，從原本簡單的通訊工具為電話，演變成為手機，近年來已發展成智慧型手機。由於行動通訊的快速發展，智慧型手機已成為人們在生活與工作上不可或缺的必需品。因為智慧型手機的需求量不斷增加，因此本研究想了解會影響智慧型手機品牌忠誠度的相關因素。本研究主要在探討智慧型手機之產品屬性、體驗行銷、綠色行銷、服務品質、顧客滿意度與品牌忠誠度之間的相關性及其影響關係，而研究對象為國內使用iPhone手機的消費者且對其進行問卷調查，並藉由統計方法來進行資料分析。經由研究分析結果得知：1產品屬性、體驗行銷、綠色行銷、服務品質、顧客滿意度與品牌忠誠度之間存在顯著之正向相關性；2產品屬性、體驗行銷、綠色行銷、服務品質對顧客滿意度皆存在顯著之正向影響關係，另顧客滿意度對品牌忠誠度亦存在顯著之正向影響關係；3人口統計變數對產品屬性、體驗行銷、綠色行銷、服務品質、顧客滿意度及品牌忠誠度皆無存在顯著的認知感受差異性。

關鍵字

產品屬性 ； 體驗行銷 ； 綠色行銷 ； 服務品質 ； 顧客滿意度

並列摘要

As technology improves every day, we can find obvious progress with the device that people used to communicate from then till now. The communication tools from traditional telephone which we can only use in the past, evolved into more convenient mobile phones, and finally, smart phone has become popular and ordinary since it has been invented. Due to the rapid development of mobile communications, smart phones have become indispensable necessities in our life and work. Because of the increasing demand for smart phones, this study expects to understand those factors that affect brand loyalty about smart phones. In this study, we mainly discuss correlation and impact among product attributes of smartphone, experiential marketing, green marketing, service quality, customer satisfaction and brand loyalty. The research objects of this study were domestic users of mobile iPhone, and we surveyed those users by questionnaires. The data were collected and analyzed by statistical methods. The results of this study show that 1. There was a significant positive correlation between product attributes, experiential marketing, green marketing, service quality, customer satisfaction and brand loyalty; 2. There were significant positive effects on customer satisfaction for product attributes, experiential marketing, green marketing and service quality, and customer satisfaction also had a positive influence on brand loyalty; 3. There were no significant differences of perceptions on product attributes, experiential marketing, green marketing, service quality, customer satisfaction and brand loyalty for demographic variables.

並列關鍵字

Product Attributes ； Experiential Marketing ； Green Marketing ； Service Quality ； Customer Satisfaction