品牌形象、知覺價值與顧客忠誠度關係之探究

An Empirical Study on the Relationship among Brand Image, Perceived Value and Customer Loyalty

10.29950/JHKUM.201001.0002

張嘉雯(Chia-Wen Chang)；王惠玄(H. Irene Wang)；李敏瑋(Min-Wei Li)

品牌形象 ； 知覺價值 ； 顧客滿意度 ； 顧客忠誠度 ； brand image ； perceived value ； customer satisfaction ； customer loyalty

興國學報

11期（2010 / 01 / 01）

23 - 36

繁體中文

為求永續經營，各醫療機構開始發展自費項目，也紛紛投入自費醫學美容這塊市場，使得自費醫學美容更加蓬勃發展。Reichheld and Sasser（1990）曾指出服務業的無形性，使得消費者在事前難以了解服務內容與服務品質，對服務產生較高的不確定性，以至於服務業在開發新客戶時，需付出相當於維繫舊有客戶成本的五倍；相對地，只需降低百分之五的顧客流失，就可以提高百分之二十五至百分之八十五的獲利。因此在如此競爭激烈的環境中，如何獲取顧客忠誠度成為醫學美容機構主要的關鍵成功因素。據此，本研究以自費醫學美容之消費者為研究對象，探討品牌形象、知覺價值、顧客滿意度及顧客忠誠度間之關係，並期將研究結果提供給各醫學美容機構與後續研究者參考。

In order to sustain business operations, several hospitals and clinics have begun to endorse self-financed medical treatments, which explain why this segment of the industry is experiencing tremendous growth. Reichheld and Sasser (1990) acknowledge the uncertainness in the service industry. They claim that clients do not completely understand the service content and quality before the treatment or service is done. In business, attracting new customers takes five times the cost of maintaining old customers, while reducing customer loss or customer defection by 5% can already raise profits by 25%-85%. Thus, capturing customer loyalty under a competitive environment has become the primary success factor of aesthetic clinics. In this regard, our research shall focus on the market base of self-financed aesthetic treatments and examine brand image, perceived value, as well as the relationship between customer satisfaction and loyalty. We shall conclude this paper by providing several points for further research in line with medical aesthetic firms.

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