Chapter III Methodology
3.3 Definition and Measurement of Variables
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3.3 Definition and Measurement of Variables
For the high response rate and the convenience of statistical analysis, structured questionnaire is used for eliciting information from respondents. The design of questionnaire and each research variable will be dilated.
3.3.1 Questionnaire Design
The questionnaire constitutes of five sections, where respondents’ perceptions toward Brand’s InnerShine beauty drinks in brand image, perceived value, customer satisfaction, and customer loyalty are surveyed respectively. The last part is the background information collected from respondents and categorized as demographic variables. The contents of questionnaire are mainly provided from the previous studies (Park et al., 1986; Aaker, 1996; Sweeney and Soutar, 1991; Barbakus et al., 2004;
Grønholdt et al., 2000); however, concerning the validity, they are slightly modified in order to better evaluate consumers’ ideas about edible products.
3.3.2 Research Variables
Each construct in the questionnaire is measured with 7-point Likert scale with
“Strongly disagree” coded as 1, “Disagree” coded as 2, “Disagree somewhat” coded as 3, “Undecided” coded as 4, “Agree somewhat” coded as 5, “Agree” coded as 6,
“Strongly agree” coded as 7.
Independent Variables
Brand Image refers to “all the perceptive associations of customers who had been purchased Brand’s InnerShine beauty drinks,” tested by functional, symbolic, experiential, and organization association four constructs based on the studies from Park, Jaworski & Maclnnis (1986) and Aaker (1996). The operational definitions of the four selected constructs are established as follows:
1. Functional: the quality or function of products or services is designed to solve
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externally generated consumption needs, such as utility and reliability.
2. Symbolic: the products or service fulfill internally generated needs for self-enhancement, role position, group membership, or ego-identification.
3. Experiential: the products or service fulfill internally generated needs for sensory pleasure, variety, or cognitive stimulation.
4. Organization association: customers’ overall impression of the brand along with all the associations with the brand, which are triggered by the messages sent by the organization.
Perceived Value is defined as “the total outcome, based on consumers’
comparison of their perceived costs and benefits,” tested by emotional value, social value, price/value, and quality/performance four constructs, modified from the study of Sweeney & Soutar (2001). The operational definitions of the four selected constructs are established as follows:
1. Emotional value: the utility generated from the feelings or affections that a product creates.
2. Social value: the utility generated from the product’s ability to enhance social self-concept.
3. Price/value: the utility generated from the product due to the reduction of its perceived short term and longer term costs.
4. Quality/performance: the utility generated from the perceived quality and expected performance of the product.
Dependent Variables
Customer Satisfaction denotes “the positive emotional response and perceived evaluation of the product and service performance on Brand's InnerShine beauty
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drinks,” tested by satisfaction for merchandise, satisfaction for service, and overall satisfaction three constructs, grounded on the study of Barbakus, Bienstock & Scotter (2004). The operational definitions of the three selected constructs are established as follows:
1. Satisfaction for merchandise: consumers’ level of satisfaction on the quality of the products provided by the brand.
2. Satisfaction for service: consumers’ level of satisfaction on the service quality provided by the brand.
3. Overall satisfaction: consumers’ overall level of satisfaction derived from the purchase experiences of the products or service provided by the brand.
Customer Loyalty is defined as “the repurchase intention and the irreplaceable role of the brand within customers’ perceptions,” tested by intention to repurchase, intention of cross-buying, price tolerance, and intention to recommend the brand to other customers four constructs, based on the study of Grønholdt, Martensen &
Kristensen (2000). The operational definitions of the four selected constructs are established as follows:
1. Intention to repurchase: customers’ intention for purchasing the products or service with the same brand in the future.
2. Intention of cross-buying: customers’ intention for buying another product or service with the same brand.
3. Price tolerance: customers’ level of acceptance for the products or service provided by the company.
4. Intention to recommend the brand to other customers: customers’ intention for delivering favorable word of mouth to others.
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Demographic Variables
Gender is measured with nominal scale and categorized as “male” (coded ‘1’) and
“female” (coded ‘2’) two groups.
Age is measured with interval scale, ranging from “below 25” (coded ‘1’) to “above 51”
(coded ‘7’) eleven groups. Marital Status is measured with nominal scale and categorized as “single” (including “single,” “divorced,” and “widow/er,” coded ‘1’) and “married” (coded ‘2’) two groups.
Residential Area is measured with nominal scale and categorized as “North Taiwan”
(coded ‘1’), “Central Taiwan” (coded ‘2’), “South Taiwan” (coded ‘3’), “East Taiwan”
(coded ‘4’), “Outlying island” (coded ‘5’), “Other regions” (coded ‘6’) six groups.
Levels of Education is measured with nominal scale and categorized as “below senior high” (coded ‘1’), “bachelor / junior college” (coded ‘2’), “master and above” (coded
‘3’), “Else” (coded ‘4’) four groups.
Occupations is measured with nominal scale and categorized as “students” (coded ‘1’),
“public servants” (coded ‘2’), “manufacturing” (coded ‘3’), “service industry” (coded
‘4’), “professionals” (coded ‘5’), “freelancers” (coded ‘6’), “housekeeping” (coded ‘7’),
“else” (coded ‘8’) eight groups.
Monthly income (Individual) is measured with interval scale, ranging from “under 20,000 NTD” (coded '1') to “more than 60,000 NTD” six groups.
Purchase Channel is measured with nominal scale and categorized as “physical
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channels” (coded ‘1’), “online channels” (coded ‘2’), “all of the above” (coded ‘3’) three groups.
Purchase Frequency is measured with interval scale and categorized as “once a week”
(coded ‘1’),“once a month” (coded ‘2’), “once per three months” (coded ‘3’),“once per six months” (coded ‘4’), “once a year” (coded ‘5’), “less within a year” (coded ‘6’) six groups.