不是品牌的品牌—由無印良品看 生活雜貨品牌的價值傳達 - 政大學術集成
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(3) !. 立. 政 治 大. •. • 國. Ᏸ. n. er. io. sit. y. Nat al. Ch. n engchi U. ""! !. iv.
(4) !. Abstract “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers. Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year. 政 治. as sample, 522 valid questionnaires were analyzed. 大 By the part of in-depth interview,. 立. • 國. Ᏸ. there are 8 participants included in this research.. After analyzing, this research comes to the following conclusion: A significant. •. positive relationship exists between brand image and customer satisfaction; A. sit. y. Nat. significant positive relationship exists between brand image and customer loyalty; A. er. io. significant positive relationship exists between perceived value and customer. a. n. v l Crelationship exists satisfaction; A significant positive n i between perceived value and hen. hi U. gc customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. This research also provides 5 marketing suggestions as following: 1. Shorten the gap between brand image and perceived value to customers. 2. Increase customers’ acceptance of the price. 3. Offer more information about co-operative manufactories. 4. Promote MUJI’s online channel. 5. Grasp single customers. Key Words: zakka, brand image, perceived value, customer satisfaction, customer loyalty """! !.
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