品牌形象與顧客忠誠度關係之實證研究－知覺價值混合效果之探討

An Empirical Study of the Relationship between Brand Image and Customer Loyalty-the Hybrid Effect of Perceived Value

魏文欽(Wen-Chin Wei) ； 林怡君(Yi-Jiun Lin)

《International Journal of Lisrel》 3卷1期 (2010/03) Pp. 45-67

https://doi.org/10.30063/IJL.201003.0003

摘要

隨著國人生活水準的提高以及生活型態的改變，對於行動電話普及率已明顯增加，依據國家通訊傳播委員會(national communications commission, NCC)統計，截至2008年6月底行動電話用戶數高達2,468萬戶，調查結果進一步顯示許多消費者同時擁有兩隻以上的手機，因此，如何讓顧客心中留下正面的品牌形象，提升顧客知覺價值及滿意度，與競爭對手產生明顯的差異化，創造更高的忠誠度也將成爲每家企業追求的重要目標。
本研究主要探討品牌形象與顧客忠誠度之因果關係，然而國內學者對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度的研究雖多，卻缺乏將知覺價值作爲混合效果之探討。因此本研究將以知覺價值作爲基礎，利用結構方程模式驗證品牌形象與顧客忠誠度之因果關係，同時檢定知覺價值是否具有中介影響效果及干擾影響效果。
研究結果顯示本研究假設皆獲得支持。依據研究結果提出相關的應用與管理意涵，有助於各公司與企業，特別是行動通訊業者提升競爭力及制定行銷策略的參考依據。

關鍵字

牌形象 ； 顧客忠誠度 ； 知覺價值 ； 混合效果 ； 結構方程模式

並列摘要

Along with the people level of living enhancement as well as the life state change, increased obviously regarding the mobile phone popular rate, basis Country Communication Dissemination Committee national communications commission, NCC) counts, up to at the end of June, 2008 mobile phone user? Reaches as high as 2,468 ten thousand households, the investigation result further demonstrated many consumers simultaneously have two above handsets, therefore, how lets in the customer heart leave behind the positive brand image, promotes the customer consciousness value and the degree of satisfaction, has the obvious variation with the competitor, will create a higher loyalty also to become the profitable target which each enterprise will pursue.
This research main discussion brand image and customer loyalty of causal relation, although however domestic scholar regarding brand image, consciousness value, customer degree of satisfaction and customer loyalty research many, lacks actually consciousness value takes discussion the hybird effect .Therefore this research by consciousness value underlie, the use structure equation modeling confirmation brand image and the customer loyalty of causal relation, will simultaneously examine consciousness value whether will have the intermediary influence effect and the disturbing effect.
The findings showed this research supposition all obtains the support .Based on the findings proposed the correlation application and manages Italy to contain, conducives toward favor various companies and the enterprise, specially moves the communication entrepreneur to promote the competitive power and the strategy reference.

並列關鍵字

brand image ； customer loyalty ； perceived value ； hybird effect ； struc-tural equation modeling