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Title:	意象與顧客資本關聯性之個案研究 A Case Study on the Association Between Image and Customer Capital
Authors:	張禎文 Chang, Chen Wen
Contributors:	林宛瑩張禎文 Chang, Chen Wen
Keywords:	顧客資本意象顧客滿意度顧客忠誠度文化創意產業 Customer capital Image Customer satisfaction Customer loyalty Cultural and creative industry
Date:	2013
Issue Date:	2014-08-25 15:14:41 (UTC+8)
Abstract:	文化創意活動具有帶動國家經濟成長、產業升級的潛能，以及在城市行銷上所能創造的價值。然而，文創服務提供者對其商品、店面營造所融入之理念而產生之抽象感受潛在地影響消費者的消費意向。因此，消費者所接收的意象認知是否與所要傳遞者一致？在日趨競爭的經營環境下，掌握顧客需求及想法成為微型企業存續之關鍵要素。本研究之目的即在探討台灣文創業者所提供的產品或服務在意象傳遞上是否與消費者存在落差，而意象傳遞的結果是否會影響顧客資本。本研究以台南正興街兩間商家為研究個案，採用線上問卷之量化方法進行研究，共取得247份有效問卷，藉以探討顧客資本（以顧客滿意度、忠誠度衡量）與意象之關聯性及意象落差對顧客資本之影響程度。希冀藉由此研究結果提供個案商家參考，作為未來經營參考。　　本研究實證結果發現，意象價值對顧客滿意度及忠誠度均僅部分具有顯著差異，顧客滿意度顯著影響顧客忠誠度，但消費者或造訪者之特性僅部分影響顧客滿意度、忠誠度、意象價值。
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Description:	碩士國立政治大學會計研究所 101353014 102
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0101353014
Data Type:	thesis
Appears in Collections:	[Department of Accounting] Theses

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