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系統識別號 U0026-0302201023314600
論文名稱(中文) 品牌形象、品牌關係品質與顧客知覺價值對顧客滿意度與品牌忠誠度的影響之研究- 以HTC品牌智慧型手機為例
論文名稱(英文) A Study on the Impact of Brand Image, Brand Relationship Quality and Customer Perceived Value to Customer Satisfaction and Brand Loyalty- In the Case of HTC Brand Smart Phones
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 98
學期 1
出版年 99
研究生(中文) 曾秀琴
研究生(英文) Hsiu-Chin Tseng
學號 r0796126
學位類別 碩士
語文別 中文
論文頁數 122頁
口試委員 指導教授-祝鳯岡
共同指導教授-林清河
口試委員-趙義隆
口試委員-劉明德
中文關鍵字 品牌形象  關係品質  知覺價值  顧客滿意度 
英文關鍵字 brand image  relationship quality  perceived value  customer satisfaction 
學科別分類
中文摘要 2008年在Apple宣布以iPhone 3G進軍電信業之後,許多國際品牌大廠開始重視原本只著重在滿足利基型市場的智慧型手機產品,因此,智慧型手機市場也從2008年開始迅速由以往的利基型市場轉變為高度競爭的「紅海」戰區。
當國際手機大廠皆注意到智慧型手機市場且當功能性手機市場幾乎已達到飽和狀態下,智慧型手機的廠商就必須絞盡腦汁來因應即將到來的激烈市場競爭。因此,除了智慧型手機廠商在產品上的不斷推陳出新之外,如何去開發自我品牌以增加顧客忠誠度已是今日各廠商需重視的課題之一。
隨著市場競爭的開始,近幾年以台灣為根基迅速發展在國際市場發展HTC品牌的宏達國際股份有限公司於2009下半年很快的重新定義自有品牌以期提升國際競爭力致使能在高度競爭的國際舞台立於不敗之地。
本研究以問卷調查的實證研究方式,輔以專家訪談之質化資料,以HTC品牌為例,探討品牌形象、品牌關係品質、顧客知覺價值會如何影響顧客滿意度及品牌忠誠度,期望本研究能夠找出成功經營國際品牌的典範,並且可以提供品牌廠商在品牌事業上的經營或行銷策略建議以期提升消費者的長期品牌忠誠度。
研究結果發現:品牌形象與品牌關係品質有顯著正相關,品牌形象與顧客知覺價值有顯著正相關、顧客知覺價值與品牌關係品質有顯著正相關;品牌形象、品牌關係品質、顧客知覺價值與顧客滿意度及品牌忠誠度有顯著正相關、顧客滿意度與品牌忠誠度有顯著正相關;人口統計變數則僅有少部分與各構面有顯著相關。
英文摘要 After Apple declared to enter the telecommunications industry by iPhone 3G in Year 2008,many famous international branding companies started to put focus on the smart phone product, which is originally designed to fulfill the demand in the niche market. Therefore,the smart phone market segmentation started to move from the niche market to the high-competitive “Red Sea” commodity market.
When the feature phone market is almost saturated and most of the famous international phone companies notice the smart phone line, all the original smart phone firms must strive for their best efforts to plan ahead for the coming keen market competition.
Therefore, besides weeding through the old product to bring forth the new one continuously,it is nowadays the main topic for every firms to put focus on how to develop their own brand in order to increase the customer’s loyalty.
From the beginning of the competitions, HTC Corporation who is located in Taiwan but develops HTC brand rapidly in the global market recently re-defines their own brand with the expectations of increasing their global competitive force in order to survive in the high-competitive global market.
This research takes the HTC brand as the example via quantitative way of questionnaire survey, plus the qualitative data from the in-depth interviews, confer how brand image, brand relationship quality, customer perceived value will affect the customer satisfaction and the brand loyalty.
With the hope of this research can discover one success example of operating the global brand business, and it can also give some branding companies the advices in the operations and marketing strategies in order to increase the consumers’ long-term brand loyalty.
The research concludes: the brand image and the brand relationship quality are significantly positive correlations; the brand image and the customer perceived value are significantly positive correlations; the customer perceived value and the brand relationship quality are significantly positive correlations; the brand image、the brand relationship quality、the customer perceived value and the customer satisfaction、the brand loyalty are significantly positive correlations; the customer satisfaction and the brand loyalty are significantly positive correlations; some of the population statistics variances and each aspects are significantly positive correlations.
論文目次 摘  要 I
Abstract III
誌  謝 V
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 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 智慧型手機產業概況 6
第二節 品牌形象 13
第三節 知覺價值 27
第四節 品牌關係品質 20
第五節 顧客滿意度 30
第六節 品牌忠誠度 33
第七節 各構面間之關係 35
第三章 研究方法 40
第一節 研究架構 40
第二節 研究假設 41
第三節 研究變數操作性定義與衡量 43
第四節 資料收集方法 50
第五節 資料分析方法 52
第四章 資料分析與研究結果 55
第一節 資料樣本之敘述性分析 55
第二節 因素分析與信度檢定 62
第三節 人口統計變數對整體構面之分析 68
第四節 各研究變項之差異分析 70
第五節 各研究變項之關聯性分析 73
第六節 專家訪談 84
第五章 研究結論與建議 90
第一節 研究結論 90
第二節 實務上的建議 91
第三節 研究限制及後續研究建議 93
參考文獻 95
附錄一 研究問卷 106
附錄二 專家訪談紀錄 110
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