論文摘要 能夠持續以優質的企業形象,並透過產品、服務、品牌與價值,去維繫企業與顧客的良好關係,進而去建立顧客的長期重購行為,絕對是企業長期獲得利潤的重要來源。 本研究歸納國內外學者之研究與實務現象,探討形象策略、品牌權益與顧客終身價值三者間彼此之關聯性,並探討形象策略與品牌權益對顧客終身價值之影響效果。最後,以所有權集中程度為咖啡連鎖店分類基礎,將咖啡連鎖店分類為三大類型,探討是否因咖啡連鎖店類型之不同,因而產生形象策略、品牌權益與顧客終身價值三者間之關係有所顯著差異。 本研究以四家咖啡連鎖店(統一星巴克、丹堤、客喜康、伊是)為實證範圍,並以大台北都會區之二十歲以上,且現場消費之消費者為主要研究對象,共現場發放200份問卷,回收有效問卷189份,經由T檢定與兩因子變異數分析等統計分析方法,歸納出數點重要實證結論如下: 1、形象策略對於品牌權益各構面之影響皆達極顯著水準。 2、品牌權益對於顧客終身價值各構面的影響皆達極顯著水準。 3、形象策略對於對於顧客終身價值各構面的影響皆達極顯著水準。 4、經由實證結果發現,此三大類型之咖啡連鎖店對於形象策略、品 牌權益與顧客終身價值間之影響關係,部份確實有差異性存在。
ABSTRACT Recognizing continuous good corporate image lead to high brand equity,many companies today are aiming for image strategy,brand equity and convert first-time customer into repeat customer. Base on the literature review and empirical observation,the purpose of this study was to specially understand the relationships among image strategy,brand equity and customer lifetime value in coffee chain industry.This dissertation also divided coffee chain industry into three types by degree of ownership concentration.On the basis of this category,it could examine the different relationships in three types of coffee chain industry. From this point of view,this proposed model was tested across four coffee chain stores in Taiwan(STARBUCKS, DANTE, KOHIKAN, IS).Furthermore,200 customers were requested to answer the questionnaire and the effective respondents were 189 sets.The complex data was collected and analysis by t-test and two-way factor ANOVA. The conclusion of this research are summarized as following: 1.The image strategy is significantly influence to brand equity. 2.There is the obvious relationship between brand equity and customer lifetime value. 3.Image strategy is significantly affect customer lifetime value. 4.To take account of the immediate variables as the coffee chain stores types,this study represents significant difference relationships among image strategy,brand equity and customer lifetime value.