消費者對於品牌計程車忠誠度之實證研究

An Empirical Study of the Consumer Loyalty to Taxi Brands

曾柔鶯(Jou-Ying Tseng) ； 許維哲(Wei-Jhe Syu)

《顧客滿意學刊》 5卷1期 (2009/03) Pp. 33-63

https://doi.org/10.30066/JCS.200903.0002

摘要

本研究利用結構方程模式進行分析，嘗試以乘客的觀點，來探討消費者對台北市計程車品牌車隊既有的品牌知名度、品牌形象，消費者所感受到之知覺風險、與品牌忠誠度之間所呈現的關係藉由上述分析結果提供業界作爲行銷策略之參考。本研究建議除了提升車隊的品牌知名度之外，對於維護品牌形象是非常重要的課題，而顧客的知覺風險在其間有中介變數的意義存在，因此在行銷策略上應該去降低消費者的知覺風險，較低的知覺風險可以提高品牌忠誠度，而品牌忠誠度是進一步提高市場占有率的重要策略之一，也是降低消費者知覺風險的策略。

關鍵字

品牌知名度 ； 品牌形象 ； 知覺風險 ； 品牌忠誠度 ； 結構方程模式

並列摘要

In this study, we use structural equation modeling to conduct analysis on the basis of consumers in Taipei City taxi fleet to establish brand awareness, brand image, the perceived risk that consumers received, and brand loyalty between the regime and the appearance of the relationship. The results can provid a reference as the sales strategy for the industry. Test results represent that all dimensions have effects on loyalty. And brand awareness, brand image, perceived risk and brand loyalty are the key factors fot sustainable operation. The author suggests that in addition to upgrading the fleets' brand awareness, it is a very important issue to maintain brand image. And the perceived risks of customers have a number of intermediary chang in the meantime. We should reduce the perceived risk of consumers in the marketing strategy, because lower perceived risks can increase brand loyalty. And the brand loyalty is an important strategy not only to increase market share but also to lower the consumer's perceived risk.

並列關鍵字

Brand Awareness ； Brand Image ； Perceived Risk ； Brand Loyalty Level ； Structural Equation Modeling

參考文獻

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