The Study of Sports Equipments Marketing Strategy and Levels of Customers’ Satisfaction and Loyalty among the College s
黃娟娟、李城忠
E-mail: 9503948@mail.dyu.edu.tw
ABSTRACT
In today’s business world, the competitions between companies are extremely hard and competitive. In order to win the market and the advantage, companies should put efforts on the promotion of products’ value and image. The higher the customer’s satisfaction level, the more consumption loyalty it will get. The college students from central region were served as the subjects. A sampling survey was conducted and 1631 valid questionnaires were retrieved. The Structural Equation Modeling was applied for data analysis. The results were as followed: 1. The value of product would positively affect the customers’ satisfaction and loyalty levels (H1, H2 sustained). 2. Slight increase of product prices did not affect the consumption will and satisfaction level (H3 sustained).
3. Brand image and customers’ satisfaction level were important factors to affect consumption will (H5 sustained). The study indicated that products’ value and price positively affected the customers’ satisfaction level. The value of products had directly affected the loyalty level; moreover, the brand image was somewhat causing influence to satisfaction level. Eventually, the satisfaction level would positively affect customers’ loyalty level. It is hope that the study can help the companies to reset their marketing strategy, in order to develop better business in the future. Key words：Marketing strategy, Satisfaction level, Loyalty
Keywords : Marketing strategy, Satisfaction level, Loyalty
Table of Contents
封面內頁 簽名頁 授權書... iii 中文摘要... v 英文摘要... vii 誌 謝... viii 目錄... ix 圖目錄... xi 表目
錄... xii 第一章 緒論... 1 1.1 研究背景與動機... 1 1.2 研究目 的... 2 1.3 研究範圍... 2 1.4 研究限制... 2 第二章 文獻探
討... 4 2.1 產品價值定義與相關研究... 4 2.2 產品價格定義與相關研究... 8 2.3 品牌形象定 義與相關研究... 10 2.4 顧客滿意度定義與相關研究... 14 2.5 品牌忠誠度定義與相關研究... 17 第 三章 研究方法... 20 3.1 研究對象... 20 3.2 名詞解釋及操作性定義... 21 3.3 研究 假設... 22 3.4 研究架構... 23 3.5 研究步驟... 24 3.6理論模式
圖... 25 3.7研究工具... 25 3.8資料處理與分析... 33 第四章 結果與分 析... 35 4.1樣本基本資料分析... 35 4.2行銷策略與滿意度及忠誠度模型配適圖及相關數. 41 4.3 籃球鞋滿意度及忠誠度模型配適圖及相關數據.. 45 4.4 品牌滿意度及忠誠度模型配適圖及相關數據.... 48 第五章 結論與建 議... 52 5.1 結論... 52 5.2 建議... 53 5.3 未來研究建
議... 53 5.4本研究之管理意涵... 54 參考文獻... 55 附錄一 預試量
表... 66 附錄二 正式量表... 68 圖目錄 圖1研究架構圖---23 圖2研 究步驟圖---24 圖3理論模式圖---25 圖4行銷策略與滿意度及忠誠度配 適圖---41 圖5籃球鞋滿意度及忠誠度配適圖---45 圖6品牌滿意度及忠誠度配適
圖---48 表目錄 表1產品價值研究彙整--- 7 表2量表共同性摘要表（預式
）---29 表3量表共同性摘要表（正式）---30 表4行銷策略因素分析摘要 表---31 表5滿意度分析摘要表---31 表6忠誠度分析摘要
表---32 表7行銷策略信度分析Cronbach，sα值摘要表---32 表8滿意度信度分析Cronbach，s α值摘要表---33 表9忠誠度信度分析Cronbach，sα值摘要表---33 表10有效樣本性別分佈
表---35 表11年級分佈表---36 表12所屬學院別分佈 表---36 表13每月生活費分佈表---37 表14每週運動次數分佈 表---38 表15每週運動持續時間分佈表---39 表16參與運動類別分佈
表---39 表17共有幾雙運動鞋分佈表---40 表18行銷策略滿意度、忠誠度最佳配適模 式支配適度結果摘要表---42 表19假設檢定結果摘要表---43 表20 籃球鞋最佳配適模式支配適度結果摘要表---46 表21假設檢定結果摘要表---47 表22品牌最佳配 適模式支配適度結果摘要表---49 表23假設檢定結果摘要表---50
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