题名

從顧客滿意到品牌忠誠：品牌信任與品牌愛戀的中介模型

并列篇名

From Customer Satisfaction to Band Loyalty: A Mediation Model of Brand Trust and Brand Love

作者

黃延聰(Yen-Tsung Huang)；簡碩甫(Shuo-Pu Jian)

关键词

顧客滿意 ； 品牌信任 ； 品牌情感 ； 品牌愛戀 ； 品牌忠誠 ； customer satisfaction ； brand trust ； brand affect ； brand love ； brand loyalty

期刊名称

行銷評論

卷期/出版年月

12卷2期（2015 / 06 / 01）

页次

161 - 188

内容语文

繁體中文
中文摘要

如何讓滿意的顧客產生忠誠度？本研究從「認知→情感→意圖」的觀點，提出一個中介模型解釋消費者形成品牌忠誠的心理歷程。根據上述觀點，本研究認為消費者在形成品牌忠誠過程中，需透過品牌信任與品牌愛戀的中介才能形成。為了要實證上述中介模型，本研究以臺灣使用智慧型手機的消費者做為研究對象，藉由問卷調查法，蒐集313位消費者的樣本資料，進行結構方程模型的分析。研究結果發現，智慧型手機使用者的對手機品牌的滿意度，需藉由品牌信任及品牌愛戀的中介，才會形成品牌的態度忠誠及行為忠誠。也就是，顧客滿意會先影響品牌信任，藉由品牌信任再影響到品牌愛戀，之後再由品牌愛戀影響態度忠誠，進而到行為忠誠。
英文摘要

How to make satisfied customers generate loyalty? This study proposes a mediating model to explain the psychological process of generating customer's brand loyalty from the view of 'cognitive-affective-intention'. According to the view, this study suggests that customer's satisfaction and loyalty must be reached through the mediation effect. To verify the above model, this study selects Taiwanese smart phone users as research object. By the survey method, 313 questionnaires were collected; the study mainly employs the structural equation modeling to empirically test the proposed mediating model. The empirical results are as follows. The satisfaction of Taiwan's consumers of smart phones who formed the attitudinal loyalty and behavioral loyalty must mediate by the intervening variables which are brand trust and brand love. Simply, customer satisfaction will first affect brand trust; brand trust will affect brand love; and then brand love will affect attitudinal loyalty, finally, attitudinal loyalty will affect behavioral loyalty.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 陳世頡,呂萬吉,何旻娟,王月鶯(2019)。輕食餐廳體驗行銷、品牌信任與品牌價值關聯性之研究。管理實務與理論研究，13(2)，23-39。
  2. 黃識銘(2017)。品牌關係型態對品牌忠誠的影響：策略行銷觀點。商略學報，9(3)，207-232。
  3. 黃識銘(2017)。品牌形象對品牌忠誠的建構：CAC 中介路徑擴展模式。管理學報，34(1)，1-29。
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