题名

依蕾特伴手禮之品牌形象、顧客滿意度及顧客忠誠度研究

并列篇名

The Study among Brand Image, Customers' Satisfaction and Customers' Loyalty of Elate' Products

作者

崔萱；雷立芬；黃聖茹

关键词

伴手禮 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度 ； Souvenir ； Brand Image ； Customer Satisfaction ； Customer Loyalty

期刊名称

亞太經濟管理評論

卷期/出版年月

19卷2期（2016 / 03 / 01）

页次

1 - 24

内容语文

繁體中文
中文摘要

伴手禮象徵著人與人之間聯繫情感的禮物，亦逐漸成為商業行銷各地名品及特產的專有名詞。本文彙整品牌形象、顧客滿意度與顧客忠誠度，以探討顧客的消費情境與行為模式，並針對台南伴手禮店家「依蕾特」顧客採取便利抽樣法，獲得有效問卷266份，應用結構方程模型及模糊質化比較法進行研究假說之驗證。實證結果發現品牌形象會顯著正向影響顧客滿意度及顧客忠誠度；顧客滿意度會顯著正向影響顧客忠誠度。根據研究結果建議業者應發展具有地方特色之伴手禮，可以將具有在地元素的符號、代表物或文字透過包裝設計呈現，並使用當地生產之農產品作為食品的原料，強調健康、新鮮及天然，並創造當地的品牌故事，賦予產品更多的在地情感，深化顧客對品牌的形象，進而提高滿意度及忠誠度。
英文摘要

In the early years of Taiwan, souvenir represented the relationship among people. However, it has gradually become a commercial and marketing proper nouns. This study investigates the relationships among brand image, customer satisfaction and customer loyalty to assess consumption situations and behavioral patterns from the viewpoint of consumer perceied. The research questionnaires apply convenience sampling method to survey customers who bought product as souvenirs. Structural Equation Modle and Fuzzy set/ Qualitative Comparative Analysis were applied to analyze data collected from 266 questionnaires. The results found that brand image had a significant positive effect on both customer satisfaction and customer loyalty; consumer satisfaction had a significant positive effect on consumer loyalty. According to the results, suggest souvenir stores to produce product with local characteristic, use local produce as raw materials and create story of brand to increase brand image.
主题分类 社會科學 > 經濟學
参考文献
  1. 沈進成、廖若岑、周君妍(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究─以華山咖啡爲例。戶外遊憩研究，18(3)，59-79。
    連結：
  2. 卓展正(2008)。包裝視覺形象研究─以八里柚香美人果醋、果茶伴手禮爲例。藝術學報，82，107-132。
    連結：
  3. 張嘉雯、王惠玄、李敏瑋(2010)。品牌形象、知覺價值與顧客忠誠度關係之探究。興國學報，11，23-36。
    連結：
  4. 許銘珊(2009)。消費者體驗行銷、企業形象、消費滿意度與消費忠誠度之相關研究─以錦水溫泉飯店為例。休閒暨觀光產業研究，4(1)，55-67。
    連結：
  5. 陳明國、陳信榕、劉巧雯(2013)。伴手禮購買行為之研究。運動休閒管理學報，10(4)，64-77。
    連結：
  6. 黃芳銘、楊金寶、許福生(2005)。在學青少年生活痛苦指標發展之研究。師大學報：教育類，50(2)，97-119。
    連結：
  7. 劉明德、梅國忠(2011)。網站體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究。行銷科學學報，7(2)，129-154。
    連結：
  8. 潘江東、掌慶琳、曾裕琇(2014)。臺南稻米文化論述。餐旅暨觀光，10(4)，64-77。
    連結：
  9. Aaker, D. A.(1991).Managing Brand Equity: Capitalizing on the Value of a Brand Name.New York, NY:The Free Press.
  10. Anderson, E.W.,Fornell, C.,Lehmann, D. R.(1994).Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing,58(3),53-66.
  11. Anderson, J. C.,Gerbing, D. W.(1998).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103(3),411-423.
  12. Bagozzi, P. P.,Burnkrant, R. E.(1979).Attitude Organization and the Attitude Behavior Relationship.Journal of Personality and Social Psychology,37(6),913-929.
  13. Bearden, W. O.,Teel, J. E.(1983).Selected Determinants of Consumer Satisfaction and Complaint Reports.Journal of Marketing Research,20(1),21-28.
  14. Belk, R.W.(1979).Gift-giving behavior.Research in Marketing,2,95-126.
  15. Bentler, P. M.,Wu, E. J. C.(1993).EQS/Windows user's guide.Los Angeles:BMDP Statistical Software.
  16. Biel, L. A.(1992).How Brand Image Drives Brand Equity.Journal of Advertising Research,32,6-12.
  17. Bolton, R. N.(1998).A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction.Marketing Science,17(1),45-65.
  18. Cardozo, R. N.(1965).An Experimental Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,2(3),244-249.
  19. Caruana, A.,Chiroop, S.(2000).Measuring Corporate Reputation: A Case Example.Corporate Reputation Review,3(1),43-57.
  20. Chao, P.(2008).Exploring the Nature of the Relationship between Service Quality and Customer Loyalty: An Attribute-level Analysis.The service Industries Journal,28(1),95-116.
  21. Chen, Y.,Zhang, H.,Qiu, L.(2013).A review on tourist satisfaction of tourism Destinations.LISS 2012: Proceedings of 2nd International Conference on Logistics, Informatics and Service Science
  22. Cina, C.(1989).Creating an Effective Customer Satisfaction Program.Journal of Consumer Marketing,6(4),31-40.
  23. Dick, A. S.,Basu, K.(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-113.
  24. Dobni, D.(1990).In Search of Brand Image: a Foundation Analysis.Association for Consumer Research,17(1),110-119.
  25. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information on Buyers' Product Evaluations.Journal of Marketing Research,28(3),307-319.
  26. Fornell, C.(1992).A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,56(1),6-21.
  27. Fornell, C.,Larcker, D. F.(1981).Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,18(1),39-50.
  28. Guenzi, P.,Pelloni, O.(2004).The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider.International Journal of Service Industry Management,15(4),365-384.
  29. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.,Tatham, R. L.(2006).Multivariate Date Analysis.Pearson Education, Inc.
  30. Hair, J.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.Englewood Cliffs, NJ:Prentice-Hall.
  31. Hallowell, R.(1996).The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study.International Journal of Service Industry Management,7(4),27-42.
  32. Jamal, A.,Goode, M. M. H.(2001).Consumers and Brands: A Study of the Impact of Self‐image Congruence on Brand Preference and Satisfaction.Marketing Intelligence and Planning,19(7),482-492.
  33. Jones, M. A.,Mothersbaugh, D. L.,Beatty, S. E.(2002).Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes.Journal of Business Research,55(6),441-450.
  34. Juntunen, M.,Juntunen, J.,Juga, J.(2011).Corporate Brand Equity and Loyalty in B2B Markets: A study among Logistics Service Purchasers.Journal of Brand Management,18(4/5),300-311.
  35. Kamins, M. A.,Marks, L. J.(1991).The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands.Journal of the Academy of Marketing Science,19(3),177-185.
  36. Kandampully, J.,Suhartanto, D.(2000).Customer Loyalty in the Hotel Industry: the Role of Customer Satisfaction and Image.International journal of contemporary hospitality management,12(6),346-351.
  37. Keller, K. L.(1993).Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.Journal of Marketing,57(1),1-22.
  38. Keller, K. L.(2008).Strategic Brand Management: Building. Measuring, and Managing Brand Equity.Upper Saddle River, NJ:Pearson Education, Inc.
  39. Kline, R. B.(1998).Principles and Practices of Structural Equation Modeling.New York:Guilford.
  40. Kotler, P.(1997).Marketing Management: Analysis, Planning, Implementation, and Control.New Jersey:David Borkowsky.
  41. Kotler, P.(2003).Marketing management.New Jersey:Prentice Hall.
  42. Kumara, V.,Shah, D.(2004).Building and Sustaining Profitable Customer Loyalty for the 21st Century.Journal of Retailing,80(4),317-329.
  43. Lars, G. S.,Anne, M.,Kai, K.(2000).The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences.Total Quality Management,11(4),509-514.
  44. Magid, J. M.,Cox, A. D.,Cox, D. S.(2006).Quantifying Brand Image: Empirical Evidence of Trademark Dilution.American Business Law Journal,43(1),1-42.
  45. Martin, W. C.,Ponder, N.,Lueg, J. E.(2009).Price Fairness Perceptions and Customer Loyalty in a Retail Context.Journal of Business Research,62(6),588-593.
  46. Ogba, I. E.,Tan, Z.(2009).Exploring the Impact of Brand Image on Customer Loyalty and Commitment in China.Journal of Technology Management in China,4(2),132-144.
  47. Oliver, R. L.(1981).Measurement and Evaluation of Satisfaction Process in retailing Setting.Journal of Retailing,57(3),25-49.
  48. Oliver, R. L.,Swan, J. E.(1989).Customer Perception of Interpersonal Equity and Satisfaction in Transaction: A Field Study Approach.Journal of Marketing,53(1),21-35.
  49. Parasuraman, A.,Zeithaml, V.,Berry, L.(1994).Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria.Journal of Retailing,70(3),201-230.
  50. Park, C. W.,Jaworski, B. J.,Maclnnis, D. C.(1986).Strategic Brand Concept-Image Management.Journal of Marketing,50(4),135-145.
  51. Porter, S. S.,Clayoomb, C.(1997).The Influence of Brand Recognition on Retail Store Image.Journal of Product and Brand Management,6(6),373-387.
  52. Ragin, C.(2008).Redesigning Social Inquiry: Fuzzy Set and Beyond.Chicago, IL:University of California Press.
  53. Reichheld, F. P.,Sasser, W. E.(1990).Zero Defeciions: Quoliiy Comes to Services.Harvard Business Review,68(5),105-111.
  54. Schumacker, R. E.,Lomax, R. G.(1996).A Beginner's Guide to Structural Equation Modeling.New Jersey:Lawrence Erlbaum Associates, Publishers Mahwah.
  55. Swan, J. E.,Linda, J. C.(1977).Product Performance and Consumer Satisfaction: A New Concept.Journal of Marketing,40(2),25-33.
  56. Taylor, S. A.,Baker, T. L.(1994).An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions.Journal of Retailing,70(2),163-178.
  57. Vis, B.(2012).The Comparative Advantages of fsQCA and Regression Analysis for Moderately Large-N Analyses.Sociological Methods and Research,41(1),168-198.
  58. Woodruff, R. B.,Cadotte, E. R.,Jenkins, R. L.(1983).Modeling Consumer Satisfaction Processes Using Experience-Based Norms.Journal of Marketing Research,20(3),296-304.
  59. 林錦宏(2013)。文化創意產業元素運用於伴手禮行銷。臺中區農業改良場特刊，116，193-198。
  60. 張景盛、蔡岳展、徐村和、黃俊英、藍宜亭、陳卜僑(2010)。品牌形象與顧客滿意度對再購意願之影響。正修學報，23，197-210。
  61. 陳采晴、高德錚、張惠真(2010)。台中地區農產品伴手禮開發對農會經營效益之研究。臺中區農業改良場特刊，99，187-195。
  62. 黃芳銘(2009)。結構方程模式理論與應用。台北:五南圖書出版股份有限公司。
  63. 黃薪蓓、林豐瑞(2014)。產品涉入、情境因素、品牌形象對農產品伴手禮購買意願之影響：以大人物麴萬巒豬腳為例。農業推廣文彙，59，121-139。
  64. 楊顯章(2010)。強化地方伴手禮在休閒農業園區行銷之研究。臺中區農業改良場特刊，99，213-216。
  65. 蔡長清、林雅涵(2014)。Kano模式應用於伴手禮品質改善策略之研究。觀光與休閒管理期刊，2，208-231。
  66. 蔡侊勳、葉焜煌(2014)。體驗行銷與感質力對品牌形象、顧客滿意度與忠誠度的影響：以數位相機為例。行銷評論，9(2)，161-180。
  67. 魏文欽、潘怡如(2009)。化妝保養品品牌形象、顧客忠誠度與口碑傳播相互關係之實證研究。International Journal of Lisrel，2(1)，38-56。
被引用次数
  1. 陳孜綺,李英蘭(2020)。花蓮老田庄飲品店服務品質與顧客滿意度之研究。計量管理期刊，17(2)，17-30。
  2. 賴靜儀、陳棟樑、陳俐文(2018)。消費者綠色消費與健康意識認知對電子煙使用態度之研究。管理資訊計算，7(S2)，134-148。
  3. 雷立芬、黃聖茹、張仁豪、吳志文(2017)。時尚購物中心之促銷、商店印象、顧客滿意度與忠誠度關係研究─以台北京站為例。亞太經濟管理評論，20(2)，73-92。
  4. 劉嘉麒,朱永蕙,王儒堅(2020)。探討過度服務對顧客情緒與滿意度之影響－兼論難纏顧客之干擾效果。觀光產業與航空管理期刊，3(1)，20-40。
  5. (2021)。CEO 決策錯誤下品牌形象與知覺價值對滿意度與忠誠度之影響─以 N 保險公司為例。績效與策略研究，18(1)，1-24。
print cancel