题名

連鎖藥局品牌形象、知覺價值與顧客忠誠度之研究

并列篇名

Brand Image, Perceived Value, and Customer Loyalty of Chain Pharmacies

作者

曹敦欽(Tun-Ching Tsao);謝孟志(Meng-Chih Shieh);黃國光(Kuo-Kuang Huang)

关键词

連鎖品牌藥局 ; 品牌形象 ; 知覺價值 ; 顧客忠誠度 ; chain pharmacies ; brand image ; perceived value ; customer loyalty

期刊名称

休閒運動健康評論

卷期/出版年月

11卷2期(2022 / 09 / 30)

页次

29 - 40

内容语文

繁體中文

中文摘要

本研究旨在探討南部地區連鎖藥局品牌形象、知覺價值與顧客忠誠度之研究,本研究透過SPSS 20.1及AMOS 20.1版本統計軟體來深入分析探討本研究架構。在研究方法上以立意抽樣法進行本研究問卷的發放,並以南部地區連鎖藥局的顧客為本研究對象,抽出350位連鎖藥局的顧客為問卷參與對象,問卷回收320份問卷,扣除無效問卷得到320份有效問卷,並以描述性分析、單因子變異數分析、獨立樣本t檢定及結構方程模式進行,作為本研究之統計分析方法進行資料處理分析。結果顯示:一、不同性別、年齡、婚姻狀況及教育程度在顧客忠誠度上存在顯著差異影響;二、「品牌形象」對「知覺價值」有正向顯著影響;三、「品牌形象」對「顧客忠誠度」有正向顯著影響;四、「知覺價值」對「顧客忠誠度」有正向顯著影響。期透過本研究發現的結果提出連鎖藥局未來經營參考上之重要依據。

英文摘要

This study aimed to explore the brand image, perceived value, and customer loyalty of chain pharmacies in southern Taiwan; SPSS 20.1 and AMOS 20.1 were used to further analyze and discuss the structure of this study. The purposive sampling method was adopted to distribute the questionnaires, and customers of chain pharmacies in southern Taiwan were selected as the subjects of this study. Among the 350 participants, a total of 320 questionnaires were collected. After deducting the invalid questionnaires, 320 valid questionnaires were obtained for the return rate of 91.4%. Data of this study were processed and analyzed by descriptive analysis, one-way ANOVA, independent samples t-test, and structural equation model analysis. The results indicate that: 1) There was a significant difference in customer loyalty based on different factors of gender, age, marital status, and educational level; 2) "Brand Image" had a significant positive influence on "Perceived Value"; 3) "Brand Image" had a significant positive influence on "Customer Loyalty"; and 4) "Perceived Value" had a significant positive influence on "Customer Loyalty". It is expected that the results of this study can provide a meaningful reference for pharmacy running in the future.

主题分类 社會科學 > 體育學
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