品牌信任、顧客滿意度、品牌忠誠與口碑關聯性之研究

The Study on the Relationships among Brand Trust, Customer Satisfaction, Brand Loyalty, and Word-of-Mouth

洪韻茹(Yun-Ru Hung)

指導教授 ： 廖述賢

淡江大學/管理學院/管理科學研究所碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00943

摘要

本研究主要在探討品牌信任、顧客滿意度、品牌忠誠度與口碑之間的關聯性。在汽車業面臨今日競爭激烈的環境下，業者是否可藉由提升品牌信任，增加顧客滿意度，進而得到顧客的認同，擁有良好品牌忠誠度，並形成口碑，這正式本論文的研究重點。
本研究以問卷調查的實證研究方式，並以Toyota汽車車主為研究樣本，共計發放375份問卷，回收有效問卷為258份。本研究透過線性結構化方程式模型，將品牌信任、顧客滿意度、品牌忠誠度與口碑的影響進行實證分析。研究結果發現最佳模型為因果鏈，即品牌信任必須先透過顧客滿意度，接著再透過品牌忠誠度循序漸進的對口碑產生影響。
故汽車業者，除了最基本的要在汽車製造核心技術與專業知識上不斷精進，能讓顧客信任，亦要加強在售後服務維修與人員的訓練上。有了滿意的顧客，才可能擁有顧客對品牌的忠誠度，進而建立良好的品牌形象，形成口碑，增加顧客購買或推薦他人的機會。如此才能讓企業的獲利提升，用續經營，擁有長期的競爭優勢。

關鍵字

品牌信任 ； 顧客滿意度 ； 品牌忠誠度 ； 口碑 ； 結構方程模式

並列摘要

The study mainly investigates the relationships among the brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then customers agree to be with a good brand loyalty, and the formation of reputation, which the key issues of this thesis.
In this study, a survey of empirical research, and Toyota drivers for the study sample, for a total of 375 questionnaires were issued, and recovery for the 258 valid questionnaires. This study uses the structural equation modeling to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must through customer satisfaction initially, and then through brand loyalty to impact the word-of-mouth.
Therefore, the automotive industry who, in addition to the basic core technology in the automotive manufacturing and expertise to continuously improve, in order to make customers can trust them, they have to strengthen after-sales maintenance and personnel training. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of purchase intention and recommend others to purchase are increasing. In order to promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages.

並列關鍵字

Brand Trust ； Customer Satisfaction ； Brand Loyalty ； Word-of-Mouth ； Structural Equation Modeling

參考文獻

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http://www.ttvma.org.tw/ （台灣區車輛工業同業公會）

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