Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/48851
|
| Title: | 知覺價值、品牌形象與顧客滿意度、忠誠度之相關研究－以台灣區SanDisk記憶卡產品為例
The relationships among perceived value, brand image, customer satisfaction, customer loyalty: a case of Sandisk flash memory in Taiwan |
| Authors: | 徐采縈 |
| Contributors: | 祝鳳岡
徐采縈 |
| Keywords: | 知覺價值
品牌形象
顧客滿意度
顧客忠誠度 |
| Date: | 2009 |
| Issue Date: | 2010-12-08 01:51:43 (UTC+8) |
| Abstract: | 近年來，隨著記憶卡技術與發展的成熟，造成市場激烈的競爭，各品牌須致力於維持與消費者之關係，創造良好的品牌形象，讓消費者心中產生價值，重視顧客滿意度程度，進而建立顧客忠誠度，已成為各家品牌最重要的經營策略之一。
本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷335份，並針對業者以及消費者進行深度訪談。
本研究目的在探討知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。分析不同人口統計變數對知覺價值、品牌形象、顧客滿意度與顧客忠誠度之差異性。檢定知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。經由量化分析與質化訪談針對SanDisk品牌提出行銷建議。
研究結果顯示，知覺價值以及品牌形象對於顧客滿意度有顯著正相關、知覺價值、品牌形象以及顧客忠誠度有顯著正相關、顧客滿意度與忠誠度有顯著正相關。經過質化與量化的分析，本研究建議SanDisk經營者在行銷策略上能夠以口碑行銷、提高品牌曝光率以及提供多元化促銷方式，深化消費者對於該品牌的知覺價值與品牌形象認同。
In recent years, the maturity of technology development has created an extremely competitive market for flash memory cards.Every company in the business is trying to establish or preserve an effective customer relationship, building a strong brand image as well as the product value.Understanding the significance of customer satisfaction and developing customer loyalty have now become the most important business strategy for all companies.
This study used surveys and interviews as research method, integrating both quantitative and qualitative approaches. Using random internet samples, there were 335 surveys returned.In-depth interviews among companies and customers were also performed.
This research focuses on the relationship between perceived value, brand image, customer satisfaction, and customer loyalty.It analyzes the difference of demographics valuable in perceived value, brand image, customer satisfaction and loyalty; investigates the relationship among each factor and provides marketing advices for SanDisk based on the analysis result of quantitative and qualitative research of the interviews.
The research indicates that perceived value and brand image have a significant positive correlation with customer satisfaction. Positive correlation also exists between perceived value, brand image and customer loyalty.Based on the analysis of quantitative and qualitative research, this study suggests SanDisk to integrate word-of-mouth, product exposure, and advertising promotions into their marketing strategies, for which to reinforce the perceived value and the brand image to customer. |
| Reference: | 黃玉琴、許國崢（2005）。〈體驗行銷與顧客價值、顧客忠誠度之相關性研究─以薰衣草森林餐廳為例〉，《遠東學報》，22：155-167。
池文海、陳瑞龍、潘美雪（2009）。〈品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之探討─以台灣中油加油站為例〉，《品質學報》，16：291-309。
張淑青（2006）。〈知覺價值、顧客價值、顧客滿意與行為意圖的關係─澎湖觀光旅遊之實證〉，《行銷評論》，3：169-194。
沈孝思（2006）。《品牌形象、知覺品質、知覺價值、顧客滿意與再購意願之研究─以保健食品為例》。成功大學高階管理碩士在職專班碩士論文。
程桑妮（2008）。《品牌權益和品牌形象對顧客滿意度和顧客忠誠度之影響─以台灣區海尼根啤酒為例》。政治大學管理碩士學程碩士論文。
林桂田（2008）。《顧客知覺價值、顧客滿意與顧客忠誠關係之實證研究─以連鎖餐廳為例》。大葉大學休閒事業管理學系碩士論文。
周心儀（2007）。《知覺價值與產品知識對品牌形象與購買意願關係隻干擾效應─以狗食之國際品牌為例》。大葉大學企業管理學系碩士論文。
林桂田（2008）。《顧客知覺價值、顧客滿意與顧客忠誠關係之實證研究─以連鎖餐廳為例》。大葉大學休閒事業管理學系碩士論文。
羅建昇（2008）。《台灣筆記型電腦品牌形象決定因素及其對消費者滿意度與忠誠度之影響－以關係品質與關係價值觀點之分析》。台北大學國際企業研究所碩士論文。
廖述賢、鍾鈺鈞、蕭婉玲（2006）。〈顧客價值、顧客滿意度、口碑與再購意願之關聯性研究〉。
揚緒永（2009）。《品牌形象、知覺價值、口碑、產品知識與購買意願之研究─以手機為例》。南華大學企業管理系碩士論文。
葉淑慧（2008）。《汽車租賃業顧客滿意度與顧客忠誠度關係之個案研究》。成功大學高階管理碩士在職專班碩士論文。
蔣政良（2007）。《知覺價值、顧客滿意度與顧客忠誠度之相關研究─以國內五大車廠為例》。朝陽科技大學企業管理系碩士論文。
曾瑞壯（2007）。《虛榮特性、價值知覺、品牌名稱與消費者行為意向關係之研究─以醫學美容為例》。朝陽科技大學企業管理系碩士論文。
林翠瑩（2004）。《品牌形象、品牌關係品質與品牌忠誠度之關聯性研究－以零售業自有品牌為例》。南台科技行銷與流通管理所碩士論文。
Aaker, D. A.,(1996). Building Strong Brand. New York: The Free Press
Aaker and Joachimsthaler, (2002). Brand Leadership. Academy of Marketing Sience Journal, 30, 175-178.
Aaker and Keller, (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54, 27-41.
Ambler, (1997). Brand Development versus New Product Development: toward a Process Model of Extension Decisions. The Journal of Product and Brand Management, 6, 222.
Baldinger, Allan L., and J. Rubinson, (1996). Brand Loyalty: The Link between Attitude and Behavior. Journal of Advertising Research, 36, 22-34.
Biel, A. L., (1992). How Brand Image Drives Brand Equity. Journal of Advertisinf Research, 32, 6-12.
Brandt M., (1998). Don’t dis your Brand. MC Technology Marketing Intelligence; New York.
Dick, Alan S. and Kunal Basu, (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99-113.
Dodds, W. B. (1985). An Experimental Investigation of thr Effects of Price, Brand and Store Information on the Subjective Evaluation of Products (Perception, Name, Quality). Ph.D., diss., Virginia Polytechnic Institute and State University.
Jacoby, J. and J. C. Olson., (1970). An Attitude Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research.
Keller, K. L., (2001). Building Customer-Based Brand Equity. Marketing Management, 10, 14-20.
Keller, K. L., (2001).Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Oliver, R. L., Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.
Park, C. W., B. J. Jaworski and D. J. Maclnnis, (1986). Strategic Brand Concept-Image management. Journal of Marketing, 50, 133-145.
Sweeney, J. C. and Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220.
Sweeney, J. C., Soutar, G. N. and Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment. Journal of Retailing, 75, 77-105.
Thaler, R. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Woodfruff, R. B. (1997). Customer Value: The next Source for Competitve Advantage. Joural of Academy of Marketing Science, 25, 139-153.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
Zeithaml, V. A. and Berry, l. L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46. |
| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
95941024
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0959410241 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
