國道客運業者品牌形象、價格促銷與旅客忠誠度之研究

Band Image, Price Promotion and Passengers in Freeway Schedule Bus Companies

10.6697/TBPJ.201106_4(2).0002

林宜欣(Yi-Hsin Lin)；王詩鵑(Shih-Chuan Wang)；魏佳姿(Chia-Tzu Wei)

國道客運 ； 品牌形象 ； 價格促銷 ； 旅客忠誠度 ； Freeway Schedule Bus Company ； Brand Image ； Price Promotion ； Passengers Loyalty

臺灣企業績效學刊

4卷2期（2011 / 06 / 01）

169 - 199

繁體中文

由於高速鐵路的營運競爭，加上消費者越來越重視服務品質，使得國道客運業者的競爭越趨激烈，客運業者不但必須重視品牌形象，還必須運用促銷活動來吸引消費者，達到提升顧客忠誠度之目的。本研究針對搭乘國道客運之旅客進行問卷調查，共回收292份有效問卷，透過描述性統計分析、因素分析及線性結構方程模式進行問卷分析。研究結果顯示，旅客對於不同的國道客運業者之品牌形象、價格促銷及旅客忠誠度有顯著差異；而國道客運業者之品牌形象及價格促銷活動皆會正向影響旅客忠程度，但業者若能夠以良好的品牌形象，並藉由價格促銷的中介效果，更可提高旅客之忠誠度，此外四家國道客運業者中以和欣客運的表現居三項指標之冠；阿羅哈客運在價格促銷上最受到認同；國光客運品牌形象雖較差，但旅客忠程度卻高；統聯客運則是需要全面改善。由研究結果可知，在競爭白熱化的市場中，企業如何建立品牌形象與有效運用價格促銷，是影響顧客忠誠度之重要因素。

High competitive among freeway schedule bus companies through passengers'demand of high quality service and Taiwan high speed train operated. Therefore, freeway schedule bus companies not only respect their brand images, but also use price promotion to increase passenger loyalty. This paper studies passengers'responses to brand image, price promotion and passenger loyalty in four freeway schedule bus companies in Taiwan. The analysis was based on t-test, ANOVA, factor analysis and SEM. Data collected from 292 valid questionnaires and the results showed significant difference between four companies' brand image, price promotion and passenger loyalty. The Ho-Hsin bus company is better than others on the performance of three dimensions. The findings indicate positive relationships between brand image, price promotion and passenger loyalty. Finally, we found that price promotion mediates the influences of brand image on passenger loyalty.

1. 陳建成(2009)。促銷活動、服務創新與顧客滿意度關係之實證研究―以國道客運業為例。數據分析，4(2)，13-43。
   連結：
2. 陳澤義、盧葦蓁(2006)。透過品牌要素、廣告代言人形成品牌態度之研究：以少淑女流行服飾業為例。東吳經濟商學學報，55，35-68。
   連結：
3. 蔡東峻、李曉青(2005)。折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響。中山管理評論，13(1)，143-176。
   連結：
4. 阿羅哈客運，網址：http://www.aloha168.com.tw/main.htm
5. 和欣客運，網址：http://www.ebus.com.tw/
6. 國光客運，網址：http://www.kingbus.com.tw/time&price.php
7. 統聯客運，網址：http://www.ubus.com.tw/
8. 交通部台灣區國道新建工程局，網址：http://www.taneeb.gov.tw/
9. 交通部臺灣區國道高速公路局，網址：http://www.freeway.gov.tw/
10. Aaker, D.A.(ed.),Biel, A.L.(ed.)(1993).Converting Images into Equity, in Brand Equity and Advertising:Advertising's Role in Building Strong Brands.Iowa City:Lawrence Erbaum Associates, Inc..
11. Aaker, D.A.,Joachimsthaler, E.(2000).Brand Leadership.New York:The Free Press.
12. Andreassen, T.W.,Lindestad, B.(1998).Customer loyalty and complex services.International Journal of Service Industry Management,9(1),7-23.
13. Assael, H.(1992).Consumer Behavior and Marketing Action.Boston:PWSKENT.
14. Bhat, S.,Reddy, S.(1998).Symbolic and functional positioning of brands.Journal of Consumer Marketing,15(1),32-44.
15. Blattberg, R.C.,Neslin, S.A.(1990).Sales Promotion: Concepts, Methods, and Strategies.Englewood Cliffs. NJ:Pearson Prentice Hall.
16. Briesch, R.A.,Pradeep, K.,Chintagunta, P.K.,Matzkin, R.L.(2002).Semiparametric estimationof brand choice behavior.Journal of the American Statistical Society,97(1),973-982.
17. Campbell, L.,Diamond, W.D.(1990).Framing and sales promotion: The characteristics of a good deal.Journal of Consumer Marketing,7(4),25-31.
18. Chandon, P.,Wansink, B.,Gilles, L.(2000).A benefit congruency framework of sales promotion effectiveness.Journal of Marketing,64(4),65-81.
19. Chang, C.C.,Hsieh, C.C.(2000).The effects of product information, reference prices and perceived quality on consumers' behavioral intentions.Journal of Business Administration,47(August),161-190.
20. Chaudhuri, A.,Holbrook, M.B.(2001).The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty.Journal of Marketing,65(2),81-93.
21. Cretu, A.E.,Brodie, R.J.(2007).The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective.Industrial Marketing Management,36(2),230-240.
22. 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.
23. Doyle, P.(1990).Building successful brand: the strategic options.Journal of Consumer Marketing,7(2),5-20.
24. Farr, A.,Holls, N.(1997).What do you want your brand to be when 1t grows up: Big and strong?.Journal of Advertising Research,37(6),23-35.
25. Fornell, C.,Robinson, W.T.(1985).Sources of market pioneer advantages in consumer goods industries.Journal of Marketing Research,23(3),305-317.
26. Gestner, E.(1985).Do higher prices signal higher quality?.Journal of Marketing Research,22(2),209-215.
27. Gönül, F.,Scrinivasan, K.(1996).Estimating the impact of consumer expectations of coupons on purchase behavior: A dynamic structure model.Marketing Science,15(3),262-279.
28. Grewal, M.,Krishnan, R.(1998).The effect of price-comparison advertising on buyer' sperception of acquisition value, transaction value, and behavioral intensions.Journal of Marketing,62(2),46-59.
29. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Cross-industry differences.Total Quality Management,11(4-6),509-514.
30. Gupta, S.,Lee, G.C.(1992).The discounting of discounts and promotion threshold.Journal of Consumer Research,19(3),401-411.
31. Han, S.L.,Sung, H.S.(2008).Industrial brand value and relationship performance in business markets: A general tructural equation model.Industrial Marketing Management,37(7),807-818.
32. Heskett, J.L.(2002).Beyond customer loyalty.Managing Service Quality,12(6),355-357.
33. 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),77-185.
34. Kandampully, J.,Suharanto, D.(2003).The role of customer satisfaction and image in gaining customer loyalty in the hotel industry.Journal of Hospitality and Leisure Marketing,10(1-2),3-23.
35. 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.
36. Keller, K.L.(2008).Strategic Brand Management: Building, Measuring, and Managing Brand Equity.Upper Saddle River, New Jersey: USA:Pearson Education, Inc.
37. Keller, K.L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing,57(1),1-21.
38. Keller, K.L.(2001).Building customer-based brand equity.Journal of Marketing Management,10(2),14-19.
39. Kolter, P.(1996).Marketing Management: Analysis, Planning, Implementation, and Control.NJ:Prentice-Hall.
40. Korner, V.,Zimmerman, H.D.(2000).Management of customer relationship in business media-the case of the financial industry.Proceeding of the 3rd Hawaii International Conference on System Sciences
41. Kotler, P.(1999).Marketing Management: Analysis, Planning, Implementation and Control.Englewood Cliffs, NJ:Prentice-Hall Inc.
42. Kotler, P.(2003).Marketing Management.New Jersey:Prentice-Hall.
43. Kotler, P.,Gertner, D.(2002).Country as brand, product, and beyond: A place marketing and brand management perspective.Journal of Brand Management,9(4),249-256.
44. Kristensen, K.,Martensen, A.,Gronholdt, L.(1999).Measuring the impact of buying behavior on customer satisfaction.Total Quality Management,10(4-5),602-614.
45. Kuhn, K.A.L.,Alpert, F.,Pope, N.K.(2008).An application of keller's brand equity model in a B2B context.Qualitative Market Research: An International Journal,11(1),40-58.
46. Low, G.S.,Lamb, C.W.(2000).The measurement and dimensionality of brand associations.Journal of Product and Brand Management,9(6),350-368.
47. Mariola, P.V.,Elena, D.B.(2005).Sales promotions effects on consumer-based brand equity.Market Research,47(2),179-205.
48. Miles, S.J.,Mangold, W.G.(2005).Positioning southwest airlines through employee branding.Business Horizons,48(6),535-545.
49. Monica, K.K.,Xia, L.,Monroe, K.B.(2007).Consumers' perceptions of the fairness of price-matching refund policies.Journal of Retailing,83(3),325-337.
50. Nowlis, S.M.,Itamar, S.(2000).Sales promotions and the choice context as competing influences on consumer decision-making.Journal of Consumer Psychology,9(1),1-16.
51. Oliver, R.L.(1997).Satisfaction: A Behavioral Perspective on the Consumer.Boston, MA:McGraw-Hill.
52. Park, C.W.,Jaworski, B.J.,Maclnnis, D.J.(1986).Strategic brand concept-image management.Journal of Marketing,50(4),135-145.
53. Quelch, J.A.(1989).Sales Promotion Management.Englewood Cliffs, NJ:Prentice-Hall Inc.
54. Raghubir, P.,Kim, C.(1999).When do price promotion affect pretrial brand evaluation?.Journal of Marketing Research,36(2),211-222.
55. Ribbink, A.C.,Riel, R.V.,Liljander, V.,Sandra, S.(2004).Comfort your online customer: Quality, trust and loyalty on the internet.Managing Service Quality,14(6),446-456.
56. Rothschild, M.L.,Gaidis, W.C.(1981).Behavior learning theory: Its relevance to marketing and promotions.Journal of Marketing,45(1),70-78.
57. Rowley, J.(1999).The good mentor.Educational Leadership,56(8),20-22.
58. Sirdeshmukh, D.,Jagdip, S.,Barry, S.(2002).Consumer trust, value, and loyalty in relational exchanges.Journal of Marketing,66(1),15-37.
59. Tsai, H.,Cheung, C.,Lo, A.(2010).An exploratory study of the relationship between customer-based casino brand equity and firm performance.International Journal of Hospitality Management,29(4),754-757.
60. Urbany, J.E.,Bearden, W.O.,Weilbaker, D.C.(1988).The effects of plausible and exaggerated reference prices on consumer perceptions and price search.Journal of Consumer Research,15(1),95-110.
61. Xia, L.,Monika, K.K.,Monroe, K.B.(2010).Effects of consumers' efforts on price and promotion fairness perceptions.Journal of Retailing,86(1),1-10.
62. Yoo, B.,Donthu, N.,Lee, S.(2000).An examination of selected marketing mix elements and brand equity.Journal of the Academy of Marketing Science,28(2),195-211.
63. 林隆儀、鄭博升(2005)。價格促銷、品牌熟悉度與消費者知覺促銷利益對品牌評價的影響－以台北市連鎖便利商店促銷活動為例。行銷評論，2(4)，523-554。
64. 陳銘薰、許耀仁(2006)。品牌形象與品牌忠誠度之關係探討：以遠雄建設入口網站為例。2006資訊管理學術與實務研討會
65. 蘇倖達(2005)。元智大學。

1. 劉財龍,郭嘉珍(2016)。量販店價格促銷對購買意願之影響。大仁學報，49，83-107。