信用卡產業品牌忠誠度及顧客終身價值之實證研究

10.29986/TJA.200703.0005

廖啓順

品牌信任 ； 品牌忠誠度 ； 顧客終身價值 ； 附加服務 ； 核心服務

中國廣告學刊

12期（2007 / 03 / 01）

72 - 89

繁體中文

本研究針對不同的信用卡品牌類型，試著瞭解影響品牌忠誠度評估之因素及品牌忠誠度對顧客終身價值影響。另外，本研究假定品牌信任、核心及附加服務滿意度對於顧客終身價值關係受品牌忠誠度仲介影響。研究對象以居住在台北地區的消費者為主，採用LISREL進行資料分析及研究假說之驗證。研究結論如下：(1)品牌信任對品牌忠誠度有正向影響；(2)核心服務滿意對品牌忠誠度有正向影響；(3)附加服務滿意對品牌忠誠度有正向影響；(4)品牌忠誠度對對顾客終身價值有正向影響。本研究呈現出品牌信任、核心及附加服務滿意度可透過品牌忠誠之仲介影響顧客終身價值。

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