態度忠誠及行為忠誠之變數影響探討—以星巴克為案例

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態度忠誠及行為忠誠之變數影響探討—以星巴克為案例

A Study on Variables Influencing Attitudinal Loyalty and Behavioral Loyalty: A Case of Starbucks

徐欣瑋 , Masters　　Advisor：陳澤義　　

英文

品牌形象；商店形象；知覺品質；知覺風險；態度忠誠；行為忠誠； Brand image ； store image ； perceived quality ； perceived risk ； attitudinal loyalty ； behavioral loyalty

Abstract │ Reference (226) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

This research investigates that whether brand image, store image, and promotion influence attitudinal loyalty and behavioral loyalty through perceived quality and perceived risk or not in Starbucks. This study uses SPSS and LISREL to test the hypothesis and collect questionnaires from Taipei using quota sampling method. The empirical results from our research indicate that brand image and store image significantly influence both attitudinal loyalty and behavioral loyalty through perceived quality and perceived risk. The empirical results in this research offer some information for Starbucks managers to use these three factors to enhance customer loyalty in both attitudinal
and behavioral aspects. The most useful way is that they can emphasize their nice store image, store atmosphere
and environment to let customers feel high quality and satisfy their services, and then customers may be attitudinal and behavioral loyal to Starbucks. Managers can also focus on their brand image quality to underline their unique brand personality and products differentiation. Consequently, Starbucks managers can use empirical results from our study to develop their marketing strategy and make their customers become more loyal to them in both
attitudinal and behavioral aspects.

Reference ( 226 ) 〈TOP〉

2. Aaker, D. A. (1996a). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, Free Press.
連結：
3. Aaker, D. A. (1996b). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
連結：
4. Abdullah, M., A.D. Al-Nasser & N. Husain (2000). Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management & Business Excellence, 11(4-6), 826-829.
連結：
5. Ambler, T. (1997). How much of brand equity is explained by trust? Management Decision, 35(4), 283-292.
連結：
6. Anderson, James C. & David W. Gerbing (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(May), 411-23.
連結：

Times Cited (2) 〈TOP〉

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