品牌形象對顧客滿意度與忠誠度的影響： 以喜樂水餃為例

Effect of the Brand Image on the Customer Satisfaction and Loyalty: A Case Study of Joy Dumplings

林玉嫦(Yu-Chang Lin)

指導教授 ： 鄧誠中

共同指導教授 ： 紀麗秋

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2015年)

摘要

在以往的概念中普遍認為非營利組織是需要遵守「非營利」的傳統特性，只能靠政府補助和連結社會大眾的捐款與資源進行服務及維持運作；也就是說不可有任何的營業活動或行為，更不用提進入到競爭市場。然而隨著社會的快速變遷，面臨政府補助的縮水，勸募收入的困難等挑戰，也為有效地運用社會資源，尋求更好的方法因應社會需求與改善問題，非營利組織逐漸邁向產業化，以社會企業的理念將部分具備有市場性的服務或產品，導入商業運作模式，以實踐組織的慈善使命及永續經營。
品牌是企業永續發展的重要資產，是成功關鍵指標之一，品牌的好壞已經是消費者納入選擇購買的重要因素，故企業十分重視品牌的建立與經營。本研究即以非營利組織藉由社會企業模式導入所經營的喜樂水餃為例，探討於琳瑯滿目的同質商品中，品牌形象、顧客滿意度與顧客忠誠度間的關係。
本研究採用文獻探討法與問卷調查法進行研究，針對台灣中部地區的消費者共計發放500份調查問卷，回收450 份有效問卷，後續以敘述性統計分析、信度分析、效度分析、因素分析、獨立樣本t檢定、單因子變異數分析、迴歸分析等進行資料處理和分析。
主要研究結果顯示：
1. 不同性別、教育程度、職業、收入所得、購買頻率的顧客在品牌形象認知上呈現顯著差異。
2. 不同教育程度、職業、購買頻率的顧客在滿意度上呈現顯著差異。
3. 不同年齡、收入所得、捐款習慣、購買頻率的顧客在忠誠度上呈現顯著差異。
4. 品牌形象認知對顧客滿意度具正向影響。
5. 顧客滿意度對顧客忠誠度具有正向影響。
6. 品牌形象認知對顧客忠誠度具正向影響。
本研究根據實證結果發現兩個意涵，一是創造與提昇品牌形象
與價值，將有助於提高顧客滿意度；而提高顧客滿意度將增進顧客的忠誠度。二是品牌形象、顧客滿意度與顧客忠誠度是企業永續經營及立於不敗之地的競爭優勢以及不容忽視的重要因素。

關鍵字

非營利組織 ； 社會企業 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In the past, people believed that non-profit organizations have greatly depended on the governmental subsidy and donations from the society in order to maintain its operations and keep offering services to the mass. However, following the rapid transformation of the society, non-profit organizations have gradually confronted with the problems such as reduction of governmental subsidy, difficulties in receiving donations, and the like. In order to utilize social resources in a more effective ways, as well as conform to social demands and requirements for improvement, non-profit organizations have gradually become industrialized. That means non-profit organizations tend to be equipped with services or products that fulfill market needs by introductions of business operational model into the organizations. The changes are for sustainable operations of the organizations under the guidance of organizational good-deed goals and missions.
Purpose of this study is to study the non-profit organizations which are managed with the modes of social enterprise. The researcher takes the Joy Dumpling as the research object and aims to understand following questions: (1) What is the brand image of the Joy Dumpling in customers’ minds? (2) What is the satisfaction level of the customers towards Joy Dumpling ? (3) What is the level of the brand loyalty of the customers? (4) What are the correlations between these variables mentioned above? The research result of this study shows that customers with features of different backgrounds have significant differences on the levels of perceptions of brand image, customer satisfaction and loyalty. The perception on the brand image of customers has positive impact on the satisfaction and loyalty levels of customers. Therefore, promotions and creations of positive brand image of the Joy Dumpling should be able to help increase levels of customers’ satisfaction and loyalty. To sum up, this should be able to help the restaurant in sustainable operation, help more people who needs assistances, and therefore fulfill the ultimate organizational goal which is to be beneficent to people.

並列關鍵字

Non-Profit Organization ； Social Enterprises ； Brand Image ； Customer Satisfaction ； Loyalty

參考文獻

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