品牌形象、服務品質、滿意度、忠誠度對再購買意願之影響─以智慧型手機為例

Impact of Brand Image, Service Quality, Satisfaction and Loyalty on the Repurchase Intention ─ Case Study of Smart Phones

陳仕弦(Shih-Sian Chen)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2013年)

摘要

現今資訊爆炸，網路通訊日新月異，尤其是智慧型手機的科技更是一日千里，人們也越來越仰賴智慧型手機，導致智慧型手機廠商要持續推出新產品及新功能。先前許多研究指出，(1)品牌形象是顧客選擇商品時的關鍵因素；(2)顧客滿意度對購買意願有正向關係；(3)顧客忠誠對顧客再購買意願有顯著關係。 ，本研究欲進一步了解智慧型手機的品牌形象、服務品質、顧客滿意度、顧客忠誠度對再購買意願之影響，希望能有助於智慧型手機廠商制定行銷方案。

本研究透過文獻回顧，來瞭解品牌形象、服務品質、顧客滿意度、顧客忠誠度以及再購買意願的定義，據此建立本研究之問卷。經過SPSS相關統計分析，本研究結果發現：H1「品牌形象」與「服務品質」之相關性，在顧客心中呈顯著正相關；H2「品牌形象」與「顧客滿意度」之相關性，在顧客心中呈顯著正相關；H3「服務品質」與「顧客忠誠度」之相關性，在顧客心中呈顯著正相關；H4「顧客滿意度」與「顧客忠誠度」之相關性，在顧客心中呈顯著正相關；H5「服務品質」與「顧客滿意度」之相關性，在顧客心中呈顯著正相關；H6「顧客忠誠」與「再購買意願」之相關性，在顧客心中呈顯著正相關，六個假設皆獲得驗證。

關鍵字

智慧型手機 ； 品牌形象 ； 服務品質 ； 滿意度 ； 忠誠度 ； 購買意願

並列摘要

Information is exploding nowadays. The changing network communications is progressing with each passing day, especially the fast development of smart phones technology. People increasingly rely on smart phones, and thus lead smart phones manufacturers to invest more effort to introduce new products and new features. Many previous studies have indicated that (1) Brand image is the key factor for customers to choose products; (2) Customer satisfaction has a positive relationship on purchase intention; (3) Customer loyalty has a positive relationship on repurchase intention. Therefore, this study is to learn more about smartphone brand image, service quality, customer satisfaction, customer loyalty on the impact of repurchase intention, hoping to contribute to smart phone manufacturers in developing marketing strategy.
This study first goes through literature reviews to understand the definition of brand image, service quality, customer satisfaction, customer loyalty, and repurchase intention. Based on these, questionnaire of this study is built up. After SPSS related statistical analysis, this study found that : H1 "brand image" and "service quality" of relevance, in the minds of customers showed a significant positive correlation; H2 "brand image" and "customer satisfaction" of relevance, in the minds of customers showed a significant positive correlation; H3 "service quality" and "customer loyalty" of relevance, in the minds of customers showed a significant positive correlation; H4 "customer satisfaction" and "customer loyalty" of relevance, in the minds of customers showed a significant positive correlation; H5 "service quality" and "customer satisfaction" of relevance, in the minds of customers showed a significant positive correlation; H6 "customer loyalty" and "repurchase intention" of relevance, in the minds of customers have positive correlation. Six hypotheses are verified.

並列關鍵字

Smart Phone ； Brand Image ； Service Quality ； Satisfaction ； Loyalty ； Repurchase Intention

參考文獻

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