顧客消費行為、品牌形象及顧客滿意度關聯性之研究－以E-DA Outlet Mall為例

The Study of the relationship among Consumer Behavior, Brand Image, and Customer Satisfaction－ An Example of the E-DA Outlet Mall

謝宜靜(Ying-Ging Hsieh)

指導教授 ： 吳靖純

義守大學/電機資訊學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00171

摘要

現代的企業因受到時代趨勢的影響，再加上國民生活水準逐漸的提高，使得企業在面臨競爭激烈的環境中，必須審慎思考本身所擁有之競爭力與其他企業之差異性。本次要探討的研究對象E-DA Outlet Mall便以新型態Outlet的方式進行經營，從中我們可以觀察到新興消費潮流的崛起，觀察百貨業由零售業轉變為更多元的販售型態，進而了解企業如何塑造獨有的品牌形象來吸引消費者，瞭解顧客的需求及保持良好的顧客關係，在本研究中我們將E-DA視為一個品牌，以品牌形象的衡量因素為構面，從中探討顧客在進行消費行為時，所表現出的顧客滿意度，研究對象以來店消費的顧客為主，採用問卷調查的方式，並藉由研究分析結果來了解顧客消費行為對於義大特殊的品牌形象與顧客滿意度之關聯性，進而提出E-DA Outlet Mall可以參考改進之建議，提高服務品質及顧客滿意度。

關鍵字

品牌 ； 顧客滿意度 ； 顧客消費行為 ； 百貨公司

並列摘要

Modern Companies are affected by the trend of the time, And due to the improvement of life standard in Taiwan, Companies should be careful consideration owned by itself competitive with other companies of the difference in the fierce competitive environment. In addition to the living standards being gradually being improved in Taiwan, modern companies are affected by the trend of time, thus causing companies in a fierce competitive environment to be faced with careful consideration of their competiveness and differences with other enterprises.
We want to discuss the company, E-DA Outlet Mall. They have new types of operations. Our secondary study focuses on E-Da Outlet Mall, which has new approaches to their operations. We can observe the rise of new consumer trends and understand how to build a unique corporate brand image to attract consumers, understand customer needs , and how companies interact with customers to maintain good customer relationships. In this study, we consider E-DA as a brand to measure the brand images’ dimension factors , discuss consumer behavior shown by customer satisfaction, conduct a consumer consumption based study using questionnaires, And by the results of research and analysis to understand consumer behavior for E-DA of special relevance to the brand image and customer satisfaction.Then proposing recommendations for E-DA Outlet Mall to make improvements, improving both service quality and customer satisfaction.

並列關鍵字

Brand ； Consumer Behavior ； Customer Satisfaction ； Department Stores ； E-DA Outlet Mall

參考文獻

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