學號:N9650012 論文名稱:台鹽品牌形象對顧客滿意度與忠誠度的相關性研究-以屏東地區產品消費者為例 總頁數:98頁 學校名稱:國立屏東科技大學 系(所)別:農企業管理系 畢業時間及摘要別:97學年度第2學期碩士學位論文摘要 研究生:曾停香 指導教授:林永順 博士 論文摘要內容: 本研究的目的,在於瞭解台鹽品牌形象對顧客滿意度與顧客忠誠度是否有影響、探討顧客滿意度影響顧客忠誠度的相關性,並根據分析結果,提供給業者參考。 本研究採問卷調查的方式,對有用過台鹽產品消費者進行便利抽樣問卷調查,利用SPSS軟體進行t檢定、信度分析、變異數分析、皮爾森積差相關分析資料。 研究結果顯示,本研究進行消費者個人資料與品牌形象、產品品質、顧客滿意度與顧客忠誠度之差異性分析後,發現其婚姻狀況與其構面,對於顧客滿意度達顯著性。年齡與其構面,對於品牌形象及顧客滿意度、顧客忠誠度達顯著性。教育背景對於顧客滿意度、顧客忠誠度達顯著性。職業與其構面上,均達顯著性。而在收入的狀況上,與品牌形象達到其顯著性。 本研究將品牌形象、產品品質、顧客滿意度與顧客忠誠度進行相關分析,透過Pearson相關分析,來檢定品牌形象、產品品質、顧客滿意度與顧客忠誠度四構面是否有相關性;結果顯現品牌形象、產品品質、顧客滿意度與顧客忠誠度之相關分析中,四者呈顯著性且正相關。 關鍵詞:品牌形象、產品品質、顧客滿意度、顧客忠誠度
Student ID:N9650012 Title of the thesis:An Investigation of the Relationship between Customer Satisfaction and Loyalty on the Brand Image of Taiyen’s Products-A Case Study of the Customer in Pingtung Area Total page:98 Name of Institute:Graduate Institute of Agribusiness Management, National Pingtung University of Science and Technology Graduate date:May ,2009 Degree Conferred:Master Name of student:Tseng, Ting-Hsiang Adviser:Yeong-shenn Lin The contents of abstract in this thesis: The purpose of this study was to investigate Taiyen’s image of brand of products which may influence customer’s satisfaction and loyalty. Besides, the interrelated relationship between customer’s satisfaction and loyalty is also studied in this paper. The finial analysis provides some suggestions to businessman for reference. This research used questionnaire to survey the customers who had used Taiyen’s products. This research used SPSS software for T testing, analysis of reliability, analysis of variance and Pearson’s affiliated analysis. The research result reveal the correlation by analysis of reliability for customer’s personal information, image of brand, quality of products, customer’s satisfaction and loyalty. The research had reveal the correlation of the image of brand, quality of products, customer’s satisfaction and loyalty through Pearson’s analysis. Image of brand, quality of products, customer’s satisfaction and loyalty had reveal the correlation also. Appraised the image of brand, quality of products, customer’s satisfaction whether it had associated relationship or not. The result is obvious and noticeable for four aspects. It influenced and related manifestly and completely. Keywords: image of brand, quality of products, customer’s satisfaction, customer’s loyalty