品牌形象、服務品質、認知價值與顧客滿意度及忠誠度關係之研究：以不動產代銷N公司為例

林立偉

doi:10.6844/NCKU.2014.00068

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品牌形象、服務品質、認知價值與顧客滿意度及忠誠度關係之研究：以不動產代銷N公司為例

The Relationship Among Brand Image, Service Quality, Perceived Value with Customer Satisfaction and Customer Loyalty: A Case Study of a Real Estate Marketing Agency

林立偉 , Masters　　Advisor：祝鳳岡　　Co-advisor ：王明隆

繁體中文 DOI： 10.6844/NCKU.2014.00068

品牌形象；服務品質；認知價值；顧客滿意度與顧客忠誠度； Brand Image ； Service Quality ； Perceived Value ； Customer Satisfaction ； Customer Loyalty

Abstract │ Reference (106) │ Altmetrics

Abstract 〈TOP〉

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SUMMARY

In this study, the researcher tries to discuss the relationship among brand image, service quality, perceived value, and customer satisfaction, customer loyalty for H real estate marketing agency. In total, 784 copies of questionnaires surveys were collected, and 252 valid questionnaires were returned with a rate of 32.14%. The methodologies we use in data collection are descriptive statistics, pearson product-moment correlation, regression analysis, independent samples t-test, one-way ANOVA and in-depth interview.

This study finds: the acceptance of customers in brand image function in service assurance and caring are in medium degree, variances appear due to their education, household size, property and occupation; The acceptance of customers in economic and value image is in degree medium, and variances appear due to their household size, property and occupation; the acceptance of customers in service reaction and in the whole customer loyalty are in medium degree, and variances appear due to their property and occupation.

This study discovers brand image, service quality and perceived value have positive direct influence on customer loyalty and satisfaction, especially in the economic and image value and in service quality on customer satisfaction. Nonetheless, brand image, service quality and perceived value are notably correlated with customer’s loyalty and satisfaction. Therefore, the real estate marketing agency must maintain good brand image, service quality, and perceived value in order to enhance customer loyalty and satisfaction. This point can be used as reference when promotion strategy is to be established.

INTRODUCTION
Studying the cases of real estate development and construction the author managed, the real estate marketing agency seems to play an essential role as in selling the houses to the customers; therefore, it becomes important to do a research through the methods taught by the professors in the courses to help in elevating the company’s competent and in improving the expansion of the company as the target of the study. According to the background and motif of this research, brand image, service quality, perceived value, customer satisfaction and customer loyalty are much correlated to each other. Thus, this study specially focuses on discussing the relationship of these five factors, brand image, service quality, customer satisfaction and customer loyalty.
Brand is a mark symbolizing a company’s being to customers. Service is an activity in serving someone in order to get fulfillment. Perceived value is the image the enterprises wrap on their commodity to make it valuable to customers. Customer satisfaction means if the customers are contented with the products they bought the higher chance they may purchase again in the future. The methods in this paper are: 1.) set the hypothesis of this study; 2.) find related literary resource to the topic; 3.) distribute questionnaires to specific group of people; 4.) analyze the statistics from the collected data by descriptive statistics, independent sample T-test, one-way ANOVA, Pearson product-moment correlation and regression analysis. The result shows the real estate marketing agency must maintain good brand image, service quality, and perceived value in order to enhance customer loyalty and satisfaction.

MATERIAL AND METHODS
Since this research is to discuss the relationship between ‘brand image,’ ‘service quality,’ ‘perceived value,’ ‘customer satisfaction’ and ‘customer loyalty.’ First, set the frame of this research mainly based on the changes may occur in the background of the customers, the brand image, the service quality, the perceived value, customer satisfaction and customer loyalty. Next, questionnaires are distributed to the customers by a real estate marketing agency. 32.14% of 784 copies of the questionnaires appeared valid in this research. These collected data were conducted through descriptive statistics, independent sample T-test, one-way ANOVA, Pearson product-moment correlation and regression analysis to test their reliability and validity.

RESULTS AND DISCUSSION
This study reveals that: the customer’s acceptance in brand image function is in medium degree, and variances appear due to education, family size, property and occupation. The customer’s acceptance in service assurance and caring is in medium degree, and variances appear due to education, family size, property and occupation. The customer’s acceptance in service reaction is in medium degree, and variances appear due to property and occupation. The customer’s acceptance in economic and value image is in medium degree, and variances appear due to family size, property and occupation. The customer’s acceptance in whole customer loyalty is in medium degree, and variances appear due to property and occupation. As a result, the brand image, service quality and perceived value have positive direct effects to customer loyalty and satisfaction, especially influenced significantly in the economic and image value and in service quality to customer’s satisfaction.

CONCLUSION 
Customers with different backgrounds demand different needs. Overall, the customers have decent impression with this researched real estate market agency and their main concern is the price of the house. Since the price may not able to decrease easily, the real estate marketing agency must build up a good brand image and service quality in order to increase the value of the promoted commodity. Owing to the limitation of region, the research will be more accurate in its reliability and validity if the region expands to entire Taiwan. In addition, if there is more time allowed in the interviews, the more data collected could be helpful to this research in accuracy and as a valuable reference to the real estate marketing agency.

Reference ( 106 ) 〈TOP〉

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連結：
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連結：
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連結：
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