企業品牌形象、顧客參與與顧客滿意度關係之研究 劉文智、楊豐華
E-mail: [email protected]
摘 要
消費者選擇有品牌形象量販店，符合自己最基本的需求，如何以品牌形象之優勢，導入顧客參與之面向，更能使顧客滿意 度大幅增加，商店增加顧客回流率、帶動量販店成長，將有助於量販店之競爭力。本研究認為提升企業品牌形象、增加顧 客參與頻率，能提高量販店顧客滿意度；籍由顧客實際消費的體驗後，進一步探究品牌形象、顧客參與與顧客滿意度之相 關性。 以跨國企業好市多Costco購物中心為研究對象，主要探討跨國企業品牌形象、顧客參與與顧客滿意之關係。且以北
、中和南部地區好市多消費族群作問卷抽樣調查，有效問卷計519份。並實施描述、信效度、差異、相關和迴歸等實證分 析，研究結果如下： 一、品牌形象(品牌形象功能、品牌形象感受及品牌聲譽)對顧客參與呈正向影響。 二、顧客參與對顧 客滿意度呈正向影響。 三、品牌形象對顧客滿意度呈正向影響。 四、顧客參與對品牌形象與顧客滿意度為部份中介效果
。
關鍵詞 : 品牌形象、顧客參與、顧客滿意度
目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．．iii 英文摘要 ．．．．．．．．．．．．．．．．．
．．．．iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．v 內容目錄 ．．．．．．．．．．．．．．．．
．．．．．vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．viii 圖目錄 ．．．．．．．．．．．．．．
．．．．．．．x 第一章 緒論．．．．．．．．．．．．．．．．．．．1 第一節 研究背景與動機．．．．
．．．．．．．．1 第二節 研究問題與目的．．．．．．．．．．．．3 第三節 研究流程．．．．．．．．
．．．．．．．3 第二章 文獻探討．．．．．．．．．．．．．．．．．5 第一節 跨國企業購物中心．．．
．．．．．．．．5 第二節 品牌形象．．．．．．．．．．．．．．．13 第三節 顧客參與．．．．．．
．．．．．．．．．20 第四節 顧客滿意度．．．．．．．．．．．．．．24 第五節 其他影響顧客滿意 度的變項．．．．．．．31 第六節 品牌形象與顧客參與之相關研究．．．．．32 第七節 顧客參與與顧 客滿意度之相關研究．．．．33 第八節 品牌形象與顧客滿意度之相關研究．．．．33 第三章 研究方法．．
．．．．．．．．．．．．．．．35 第一節 研究架構．．．．．．．．．．．．．．．35 第二節 研究假說．．
．．．．．．．．．．．．．36 第三節 研究變數與操作性定義．．．．．．．．．37 第四節 問?f設計．
．．．．．．．．．．．．．．42 第五節 資料蒐集方法．．．．．．．．．．．．．42 第六節 資料分 析方法．．．．．．．．．．．．．42 第四章 資料分析．．．．．．．．．．．．．．．．．45 第一節 前測分 析．．．．．．．．．．．．．．．45 第二節 描述性統計分析．．．．．．．．．．．．48 第三節 信 度與效度分析．．．．．．．．．．．．54 第四節 差異性分析．．．．．．．．．．．．．．62 第五節 相關分析．．．．．．．．．．．．．．．76 第六節 迴歸分析．．．．．．．．．．．．．．．78 第五章 結論與建議．．．．．．．．．．．．．．．．89 第一節 結論．．．．．．．．．．．．．．．．．89 第二 節 管理實務建議．．．．．．．．．．．．．91 第三節 研究限制與後續研究建議．．．．．．．．92 參考 文獻 ．．．．．．．．．．．．．．．．．．．．．94 附錄 問卷．．．．．．．．．．．．．．．．．．．107 表 目錄 表 2- 1跨國企業的定義．．．．．．．．．．．．．．．6 表 2- 2顧客參與之重要文獻．．．．．．．．．．．．
．23 表 2- 3顧客滿意度之定義彙整．．．．．．．．．．．．25 表 3- 1研究假說彙整表．．．．．．．．．．．．．．
．37 表 3- 2品牌形象操作性定義與衡量．．．．．．．．．．38 表 3- 3顧客參與操作性定義與衡量．．．．．．．．．
．39 表 3- 4顧客滿意度操作性定義與衡量．．．．．．．．．40 表 3- 5服務品質操作性定義與衡量．．．．．．．．．
．41 表 4- 1品牌形象前測之信度分析．．．．．．．．．．．46 表 4- 2顧客參與前測之信度分析．．．．．．．．．．
．47 表 4- 3顧客滿意度前測之信度分析．．．．．．．．．．47 表 4- 4服務品質前測之信度分析．．．．．．．．．．
．48 表 4- 5樣本人口統計變數次數統計．．．．．．．．．．49 表 4- 6品牌形象問項分析．．．．．．．．．．．．．
．52 表 4- 7顧客參與問項分析．．．．．．．．．．．．．．53 表 4- 8顧客滿意度問項分析．．．．．．．．．．．．
．53 表 4- 9服務品質問項分析．．．．．．．．．．．．．．54 表 4-10品牌形象量表之驗證性因素分析．．．．．．．
．55 表 4-11顧客參與量表之驗證性因素分析．．．．．．．．56 表 4-12顧客滿意度量表之驗證性因素分析．．．．．．
．57 表 4-13服務品質量表之驗證性因素分析．．．．．．．．57 表 4-14品牌形象量表之衡量模型分析表．．．．．．．
．59 表 4-15顧客參與量表之衡量模型分析表．．．．．．．．60 表 4-16顧客滿意度量表之衡量模型分析表．．．．．．
．60 表 4-17服務品質量表之衡量模型分析．．．．．．．．．61 表 4-18人口統計變項獨立樣本t檢定及單因子變異數分 析63 表 4-19品牌形象功能構面之差異性檢定．．．．．．．．65 表 4-20品牌形象感受構面之差異性檢定．．．．．．．
．67 表 4-21品牌聲譽構面之差異性檢定．．．．．．．．．．69 表 4-22顧客參與構面之差異性檢定．．．．．．．．．
．71 表 4-23為顧客滿意度構面之差異性檢定．．．．．．．．73 表 4-24服務品質構面之差異性檢定．．．．．．．．．
．75 表 4-25變項相關係數．．．．．．．．．．．．．．．．77 表 4-26品牌形象功能與顧客參與之迴歸分析．．．．．
．79 表 4-27品牌形象感受與顧客參與之迴歸分析．．．．．．80 表 4-28品牌聲譽與顧客參與之迴歸分析．．．．．．．
．81 表 4-29顧客參與與顧客滿意度之迴歸分析．．．．．．．82 表 4-30品牌形象功能與顧客滿意度之迴歸分析．．．．
．83 表 4-31品牌形象感受與顧客滿意度之迴歸分析．．．．．84 表 4-32品牌聲譽與顧客滿意度之迴歸分析．．．．．．
．85 表 4-33顧客參與、品牌形象功能與顧客滿意度之迴歸分析86 表 4-34顧客參與、品牌形象感受與顧客滿意度之迴歸分 析87 表 4-35顧客參與、品牌聲譽與顧客滿意度之迴歸分析．．88 圖目錄 圖 1-1研究流程圖．．．．．．．．．．．．．
．．．．．4 圖 2-1顧客基礎的品牌權益的金字塔．．．．．．．．．．15 圖 2-2Keller品牌權益架構 ．．．．．．．．．
．．．．．19 圖 2-3顧客滿意理論觀念性架構．．．．．．．．．．．．28 圖 2-4ASCI顧客滿意度模型 ．．．．．．．．
．．．．．30 圖 3-1研究架構．．．．．．．．．．．．．．．．．．．35 參考文獻
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