探討綠色品牌形象、關係品質與顧客忠誠度之影響－以摩斯漢堡為例

近年來綠色議題備受大眾重視，多數企業投入心力在綠色作為上，藉由綠色作為創造出自家企業良好的品牌形象。將綠色與品牌形象兩者互相結合，傳遞給消費者「綠色品牌形象」，強化雙方關係品質，有了良好的關係品質，消費者才會進一步對企業產生顧客忠誠度。本研究以摩斯漢堡作為綠色品牌代表，採問卷調查方式進行，研究對象以曾至摩斯漢堡消費的消費者為主，回收420份有效樣本數，並以SPSS及AMOS統計軟體進行實證分析。研究結果顯示：（1）綠色品牌形象對對關係品質有正向影響。（2）關係品質對態度忠誠有正向影響。（3）關係品質對行為忠誠有正向關係，但僅信任對行為忠誠有顯著影響。最後，本研究之結論與管理意涵做深入探討，並呈現具體之研究貢獻，亦針對管理實務及未來研究方向提出建議，以供企業界及學術界參考。

關鍵字

綠色品牌形象；關係品質；顧客忠誠度

並列摘要

In recent years, the Green issue is important for everyone. Most of enterprise is involved in the green behavior, and create high brand image. By cooperating Green and brand image, they transfer to customer Green Brand Image. With Green Brand Image, the enterprise can improve Relationship Quality and Customer Loyalty. The study used questionnaires to collect samples, received 420 who used to consume in Mos Burger. With the statistics software SPSS and AMOS to analyze.The conclusions as follows: (1) Green Brand Image has positively influenced Relationship Quality. (2) Relationship Quality has positively influenced Attitude Loyalty. (3) Relationship Quality has relevant relation with Behavior Loyalty, but only Trust has positively influenced Behavior Loyalty. Finally, we also discuss the implications of all results for further researching and practicing.

並列關鍵字

Green Brand Image ； Relationship Quality ； Customer Loyalty

參考文獻

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[4] 林聖偉、李君如（民95）。品牌形象、知覺價值、顧客滿意度與顧客忠誠度之研究 – 以旅行社海外團體套裝旅遊為例。旅遊管理研究，6，63-71。

[2] Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12, 125-143.

[3] Auh, S., Bell, S. J., McLeod, C.S., & Shih, E. (2007). Co- production and Customer Loyalty in Financial Services. Journal of Retailing, 83(3), 359-370.

[4] Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94.

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探討綠色品牌形象、關係品質與顧客忠誠度之影響－以摩斯漢堡為例

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