Title

消費者對於品牌計程車忠誠度之實證研究

Translated Titles

An Empirical Study of the Consumer Loyalty to Taxi Brands

DOI

10.30066/JCS.200903.0002

Authors

曾柔鶯(Jou-Ying Tseng);許維哲(Wei-Jhe Syu)

Key Words

品牌知名度 ; 品牌形象 ; 知覺風險 ; 品牌忠誠度 ; 結構方程模式 ; Brand Awareness ; Brand Image ; Perceived Risk ; Brand Loyalty Level ; Structural Equation Modeling

PublicationName

顧客滿意學刊

Volume or Term/Year and Month of Publication

5卷1期(2009 / 03 / 01)

Page #

33 - 63

Content Language

繁體中文

Chinese Abstract

本研究利用結構方程模式進行分析,嘗試以乘客的觀點,來探討消費者對台北市計程車品牌車隊既有的品牌知名度、品牌形象,消費者所感受到之知覺風險、與品牌忠誠度之間所呈現的關係藉由上述分析結果提供業界作爲行銷策略之參考。本研究建議除了提升車隊的品牌知名度之外,對於維護品牌形象是非常重要的課題,而顧客的知覺風險在其間有中介變數的意義存在,因此在行銷策略上應該去降低消費者的知覺風險,較低的知覺風險可以提高品牌忠誠度,而品牌忠誠度是進一步提高市場占有率的重要策略之一,也是降低消費者知覺風險的策略。

English Abstract

In this study, we use structural equation modeling to conduct analysis on the basis of consumers in Taipei City taxi fleet to establish brand awareness, brand image, the perceived risk that consumers received, and brand loyalty between the regime and the appearance of the relationship. The results can provid a reference as the sales strategy for the industry. Test results represent that all dimensions have effects on loyalty. And brand awareness, brand image, perceived risk and brand loyalty are the key factors fot sustainable operation. The author suggests that in addition to upgrading the fleets' brand awareness, it is a very important issue to maintain brand image. And the perceived risks of customers have a number of intermediary chang in the meantime. We should reduce the perceived risk of consumers in the marketing strategy, because lower perceived risks can increase brand loyalty. And the brand loyalty is an important strategy not only to increase market share but also to lower the consumer's perceived risk.

Topic Category 社會科學 > 經濟學
社會科學 > 管理學
Reference
  1. Aaker, D. A.(1996).Building Strong Brands.New York, NY:MacMillan, Free Press.
  2. Aaker, D. A.(1997).Should You Take Your Brand to Where the Action Is?.Harvard Business Review,75(5),135-144.
  3. Aaker, D. A.,Keller, K. L.(1990).Consumer Evaluations of Brand Extensions.Journal of Marketing,54(1),27-42.
  4. Anderson, J. C.,Gerbing, D. W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach.Psychological Bulletin,103(3),411-423.
  5. Armstrong, G.,Kotler, P.(2002).Marketing: An Introduction.Upper Saddle River, NJ:Prentice Hall.
  6. Baird, I. S.,Thomas, H.(1985).Toward a Contingency Model of Strategic Risk Taking.The Academy of Management Review,10(2),230-243.
  7. Biel, A. L.(1992).How Brand Image Drives Brand Equity.Journal of Advertising Research,32(6),6-12.
  8. Bollen, K. A.(1989).Structural Equation Modeling with Latent Variables.New York, NY:John Wiley and Sons, Inc.
  9. Bollen, K. A.,Long, J. S.(1993).Tseting Structural Equation Models.Thousand Oaks, CA:Sage.
  10. Celsi, R. L.,Olson, J. C.(1988).The Role of Involvement in Attention and Comprehension Processes.Journal of Consumer Research,15(2),210-224.
  11. Chaudhuri, A.(1998).Product Class Effects on Brand Loyalty.Journal of Marketing Management,8(2),66-77.
  12. Chen, R.,He, F.(2003).Examination of Brand Knowledge, Perceived Risk and Consumers' Intention to Adopt an Online Retailer.Total Quality Management and Business Excellence,14(6),677-693.
  13. Day, G. S.,Pratt, R. W.(1971).Stability of Appliance Brand Awareness.Journal of Marketing Research,8(1),85-89.
  14. Dearlove, D.(2002).The Ultimate Book of Business Thinking: Harnessing the Power of the World's Greatest Business Ideas.Oxford:John Wiley & Sons Inc.
  15. Dobni, D.,Zinkhan, G. M.(1990).In Search of Brand Image: A Foundation Analysis.Advances in Consumer Research,17(1),110-120.
  16. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information on Buyers' Product Evaluations.Journal of Marketing Research,28(3),307-319.
  17. Doolin, B.,Dillon, S.,Thompson, F.,Corner, J. L(2005).Perceived Risk, the Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective.Journal of Global Information Management,13(2),66-88.
  18. Fornell, C.,Larcker, D.(1981).Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,18(1),39-50.
  19. Foxall, G. R.,Goldsmith, R. E.,Brown, S.(1998).Consumer Psychology for Marketing.London:International Thomson Business Press.
  20. Gardner, B. B.,Levy, S. J.(1955).The Product and the Brand.Harvard Business Review,33(2),33-39.
  21. Gemünden, H. G.(1985).Perceived Risk and Information Search: A Systematic Meta-analysis of the Empirical Evidence.International Journal of Research in Marketing,21(2),79-100.
  22. Grewal, D.,Krishnan, R.,Baker, J.,Borin, N.(1998).The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions.Journal of Retailing,74(3),331-352.
  23. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.Upper Saddle River, NJ:Prentice-Hall.
  24. Hoyer, W. D.,Brown, S. P.(1990).Effects of Brand Awareness on Choice for a Common, Repeat-purchase Product.Journal of Consumer Research,17(2),141-148.
  25. Jacoby, J.,Kaplan, L.,Venkatesan, M. (Ed.)(1972).Proceedings of the 3rd Annual Conference.Chicago, IL:Association for Consumer Research.
  26. Jacoby, J.,Olsen, J. C.,Haddock, R. A.(1971).Price, Brand Name, and Product Composition Characteristics as Determinations of Perceived Quality.Journal of Applied Psychology,55(6),570-579.
  27. Keller, K. L.(2001).Building Customer-based Brand Equity.Marketing Management,10(2),14-19.
  28. Keller, K. L.(1993).Conceptualizing, Measuring, Managing Customer-based Brand.Journal of Marketing,57(1),1-23.
  29. Kim, H. B.,Kim, W. G.,An, J. A.(2003).The Effect of Consumer-based Brand Equity on Firms' Financial Performance.Journal of Consumer Marketing,20(4),335-351.
  30. Kline, R. B.(1998).Principles and Practice of Structural Equation Modeling.New York, NY:The Guilford Press.
  31. Liesse, J.(1991).Brands in Trouble.Advertising Age,62(51),16-50.
  32. Low, G. S.(2000).The Measurement and Dimensionality of Brand Associations.Journal of Product and Brand Management,9(6),350-370.
  33. MacDonald, E. K.,Sharp, B.(2003).Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness.Marketing Bulletin,14(2),1-11.
  34. MacDonald, E. K.,Sharp, B. M.(2000).Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication.Journal of Business Research,48(1),5-15.
  35. MacKenzie, S. B.(1986).The Role of Attention in Mediating the Effect of Advertising on Attribute Importance.Journal of Consumer Research,13(2),174-195.
  36. Mariola, P. V.,Elena D. B.(2005).Sales Promotions Effects on Consumer-based Brand Equity.International Journal of Market Research,47(2),179-205.
  37. Marketing Bulletin(2003).Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness.Marketing Bulletin,14(2),1-11.
  38. Mitchell, V. W.,Greatorex, M.(1988).Consumer Risk Perception in the UK Wine Market.European Journal of Marketing,22(9),5-15.
  39. Nunnally, J. C.(1978).Psychometric Theory.New York, NY:McGraw-Hill.
  40. Odin, Y.,Odin, N.,Valette-Florence, P.(1999).Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation.Journal of Business Research,53(5),75-84.
  41. Rao, A. R.,Monroe, K. B.(1988).The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations.Journal of Consumer Research,15(2),253-264.
  42. Richardson, P. S.,Dick, A. S.,Jain, A. K.(1994).Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality.Journal of Marketing Research,58(4),28-36.
  43. Roselius, T.(1971).Consumer Rankings of Risk Reduction Methods.Journal of Marketing,35(1),56-62.
  44. Rossiter, J. R.,Percy, L.(1987).Advertising and Promotion Management.Singapore:McGraw-Hill.
  45. Samiee, S.(1994).Customer Evaluation of Products in a Global Market.Journal of International Business Studies,25(3),579-604.
  46. Senge, P. M.(2006).The Fifth Discipline: The Art & Practice of the Learning Organization.New York, NY:Doubleday Business.
  47. Shimp, T. A.,Bearden, W. O.(1982).Warrant and Other Extrinsic Cue Effect on Consumer Risk Perception.Journal of Consumer Research,9(1),38-46.
  48. Simon, M. F.(1970).Influence of Brand Names on Attitudes.Journal of Advertising Research,10(3),28-30.
  49. Stone, R. N.,Gronhaug, K.(1993).Perceived Risk: Further Considerations for the Marketing Discipline.European Journal of Markeing,27(3),39-50.
  50. Yoo, B.,Donthu, N.(2001).Developing and Validating a Multidimensional Consumer-based Brand Equity Scale.Journal of Business Research,52(1),1-14.
  51. Zaichkowsky, J. L.(1988).Involvement and the Price Cue.Advances in Consumer Research,15(1),323-327.
  52. Zeithaml, V.,Berry, L. L.,Parasuraman, A.(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60(2),31-45.
  53. 黃芳銘(2004)。社會科學統計方法學結構方程模式。台北:五南圖書。
  54. 魏文欽(2007)。資料分析技巧:結構方程模式-AMOS LISREL SAS之應用。台北:雙葉書廊。
Times Cited
  1. 林家瑜(2010)。醫院品牌對病人滿意度與忠誠度之關聯性研究-以中部某醫院為例。中臺科技大學健康產業管理研究所學位論文。2010。1-104。
  2. 陳厚儒(2011)。機車製造商之服務品質與經銷商滿意度、忠誠度關係之研究-以A機車製造商為例。政治大學經營管理碩士學程(EMBA)學位論文。2011。1-53。
  3. 許毓慈(2012)。建構民宿旅遊地品牌:概念與基礎模型驗證。亞洲大學休閒與遊憩管理學系碩士班學位論文。2012。1-86。
  4. 宋玉如(2014)。兒童美語補習班企業形象、服務品質、行銷策略與顧客滿意度之研究 --以長頸鹿美語中區分校為例。臺中科技大學企業管理系事業經營碩士班學位論文。2014。1-121。
  5. 張欣銀(2015)。意象建立旅遊地品牌權益之研究-以雙方觀點之論述。朝陽科技大學休閒事業管理系學位論文。2015。1-117。
  6. 魏婉如(2016)。家電品牌知覺圖及IPA之研究-以大同公司為例。朝陽科技大學企業管理系學位論文。2016。1-90。