以服務創新的觀點來探討品牌形象與顧客忠誠度的關聯性之研究－以休閒運動用品產業為例

The Research on the Point of View of Service Innovation to Explore the Relationship between the Brand Image and Customer Loyalty-Take Leisure Sports Goods Industry as Example

洪榮臨(Jung-Lin Hung)

品牌形象 ； 服務創新 ； 再購意願 ； 品牌價值 ； 顧客忠誠度 ； Brand Image ； Service Innovation ； Repurchasing Intention ； Brand Value ； Customer Loyalty

運動健康休閒學報

5期（2014 / 06 / 01）

163 - 176

繁體中文

近年來隨著國民所得提高與週休二日的實施，今日之台灣可說已經邁入了休閒化的社會，休閒與個人生活的各個層面息息相關，休閒生活滿意度的高低，關係著個人生活品質。但社會，政府對休閒活動的投注與關心，還趕不上民眾對休閒需求的殷切。在這情況下，為了讓休閒運動用品也能夠成為提升個人生活品質、促進社會進步的重要途徑，因此本研究以休閒運動用品產業為例及以服務創新的觀點來探討品牌形象與顧客忠誠度的關聯性。本研究以服務創新為干擾變數，探討品牌形象與顧客忠誠度之間的關係，並使用問卷調查法蒐集資料，問卷回收後應用SPSS 14.0，分別進行因素分析、信效度分析、多元迴歸分析，得出以下結果：（1）品牌形象對顧客忠誠度具有正向顯著關係；（2）服務創新對品牌形象具有正向顯著關係；（3）服務創新對顧客忠誠度具有正向顯著關係；（4）服務創新對品牌形象與顧客忠誠度關係上呈現顯著干擾效果。研究發現和結論將更進一步被討論。

With the national income has increased in recent years and the implementation of two-day week, today's Taiwan can be said to have entered the leisure-oriented society. Leisure and personal life at all levels is closely related to the degree of satisfaction with leisure life, relationships, and the personal quality of life. However, the community, the Government of bets for leisure activities, and concern, but also not keep up with the needs of people keen on leisure. In this study, in order to allow recreational sporting goods can be enhance their quality of life and it is an important way to promote social progress. Therefore, this study took leisure sporting goods industry as an example, and also used the Service Innovative perspectives to explore the relations between Brand Image and Customer Loyalty. This study took Service Innovation as a moderator variable to explore the relations between Brand Image and Customer Loyalty. The questionnaires were applied in the study, and the SPSS 14.0 of statistic analyses also were used and those were factor analysis, correlation analysis and multi-regression analysis including. The results of this study were mainly as below: 1. Brand image has significantly positive effect on Customer Loyalty. 2. Service Innovation has significantly positive effect on Brand Image and Customer Loyalty. 3. Service Innovation has intervening significantly positive effect on Brand Image and Customer Loyalty. Findings and conclusions are further discussed.