消費者對品牌形象、服務品質及滿意度之看法研究－以T珠寶公司為例

A Research of Consumers' Perceptions of Brand Image, Service Quality and Customer Satisfaction-A Case of the T Jewelry Company

郭亭亞(Ting-Ya Kuo)

《商業現代化學刊》 6卷1期 (2011/03) Pp. 251-275

https://doi.org/10.6132/JCM.2011.6.1.13

摘要

台灣的珠寶市場已從保值的觀念，轉變為追求流行時尚，雖然景氣低迷，但珠寶的銷售卻不減反增。面對港商和外來知名品牌的競爭，珠寶業者不僅必須從傳統的銀樓轉為現代化經營且必須了解消費者對品牌形象、服務品質和顧客滿意度的看法，藉以制定行銷策略來贏取顧客。本研究旨在探討珠寶消費者對品牌形象、服務品質及滿意度的看法是否因消費者特徵和人口統計變數而有所不同。研究的結果發現消費者對品牌形象、服務品質及滿意度的看法，因人口統計變數的不同而有顯著的差異。本研究建議珠寶業者根據消費者的相關消費習性，制定適合的行銷策略及商品組合。

關鍵字

珠寶 ； 品牌形象 ； 服務品質 ； 顧客滿意度

並列摘要

Taiwan jewelry market has changed from the idea of preserving value to fashioning. Despite the poor economy situation, jewelry sales have been increasing instead of declining. Facing competition from Hong Kong and Foreign famus brands, the jewelry industry not only has to transform from traditional operations into contempary management, but also has to understand customers' perceptions of brand image, service quality and customer satisfaction and to create marketing strategies accordingly. The purpose of this study is to investigate possible different consumers' perceptions on jewlry's brand image, service quality and customer satisfaction due to demongraphic differences. The findings support the hypotheses that consumers have significantly different perceptions on brand image, service quality and customer satisfaction due to demongraphic differences. This research recommends that jewelry stores have to develop appropriate marketing strategies and product mixes according to different consumer behaviors.

並列關鍵字

Jewelry ； Brand Image ； Service Quality ； Customer Satisfaction