品牌塑造、顧客關係與再購意願關聯之研究─金控公司為例

Branding, Customer Relationships and Repurchase Intension - A Case of Financial Holding Companies

周佳諭(Chia-Yu Chou)

指導教授 ： 鄭聖時

長榮大學/管理學院/企業管理學系(所)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00219

摘要

現今的消費者除了購買實體的產品之外，亦重視業者所給予無形的服務，由於服務的特性，業者需要經由品牌塑造，將服務的特性具體化，而以消費者的需求為核心更是顧客關係的重點，不但可以提高顧客的滿意度，擴大顧客的終身價值，更是成為企業的重要資產。
Rust, Zeithamal and Lemon (2004)提出，如果業者最關心的是顧客終身價值，在衡量品牌權益時，須將品牌權益建置在顧客權益之內，同時必須認知到品牌權益會因人而異。再者，學者提出的模型顯示，若知道驅動因素與顧客權益之間的相關權重，其模型便成為一個決策的工具，可以預測在顧客權益與獲利能力下，品牌塑造行為及顧客關係對於顧客權益具體的影響。
Rust, Zeithamal and Lemon (2004)曾以美國的航空、電子商店、紙巾、雜貨及租賃汽車等產業為例，探討價值權益、品牌權益及關係權益如何透過品牌選擇，影響顧客權益。學者提出的模型也應該適用於台灣的產業，因為台灣目前的產業分布中，有超過百分之七十屬於服務業，有著類似歐美先進國家的產業結構，因此，本研究以Rust, Zeithamal, and Lemon(2004)的模型為基礎，選定金控公司為研究對象，探討金控公司與消費者之間形成的金融活動與互動性，驗證其模型在台灣金控產業的適用性。
本研究以金控公司為研究對象，以線上問卷與紙本問卷進行樣本資料的蒐集，線上問卷與紙本問卷各自扣除無效問卷後，共計有1871份有效問卷及樣本。研究結果發現，金控公司在品牌塑造的過程中，會受主要業務別的不同，以及各家金控公司品牌別的不同產生差異。在迴歸模式中，價值權益、品牌權益、關係權益對再購意願皆呈現正向的顯著影響。

關鍵字

品牌塑造 ； 顧客關係 ； 再購意願

並列摘要

Nowadays customers care about not only the products they purchase but also the service provided. Due to the nature of service, sellers have to transform it into concrete efforts through branding and placing customer needs at the center of their efforts is absolutely the top priority for customer relationship. This not merely enhances customer satisfaction and expands customer’s lifetime value, and will undoubtedly become an important asset for enterprises.
Rust, Zeithamal and Lemon (2004) suggested that as shown by the proposed model, if relevant weights between driving factors and the models are attained, under customer equity and profitability, the concrete influences branding and customer relationship have on customer equity could be predicted. In this regard, the model has therefore become a means to make strategies. Taking U.S. industries ranging from aviation, e-commerce, hand towel, grocery, to car rental as examples, discussed how value equity, brand equity, and relationship equity influence customer equity through brand choice. Their model should also be adapted in Taiwan, for currently 70% of the island’s industries are service industries. Therefore, based on the model and choosing financial holding corporations as the object of research.
This study collects samples by means of online and written questionnaires. Invalid ones deducted, there are 1,871 valid samples in total. Research results show that the process of branding differs by brands and business types of each financial holding corporation. In regression model analysis, value equity, brand equity, and relationship equity all display significant positive correlations with repurchase willingness.

並列關鍵字

Branding ； Customer relationships ； Repurchase intension

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