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論文名稱(中文) 品牌形象、服務品質、知覺價值與顧客滿意度、忠誠度的關聯性研究─以台灣Georg Jensen 銀飾品為例
論文名稱(英文) Brand Image, Service Quality, Perceived Value and their Implications for Customer Satisfaction and Loyalty: A case study of Georg Jensen in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 1
出版年 103
研究生(中文) 許芳晴
研究生(英文) Fang-Ching Hsu
學號 ra7984163
學位類別 碩士
語文別 英文
論文頁數 140頁
口試委員 指導教授-祝鳳岡
召集委員-林豪傑
口試委員-鄭至甫
中文關鍵字 服務品質  知覺價值  品牌形象  顧客滿意度  顧客忠誠度 
英文關鍵字 Brand Image  Service Quality  Perceived Value  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 在資訊快速發展和消費行為迅速變化的時代,多數企業將提升客戶滿意度作為經營目標。然而,僅僅提高客戶的滿意度是不足以創造差異化的競爭優勢。所以,企業應該將客戶滿意度,透過行銷策略管理,深刻烙印在消費者的知覺價值的偏好中, 並真正滿足顧客的需求與建立顧客對品牌的忠誠度。
因此,如何贏得客戶的忠誠度已經成為企業一個新的課題。此外,消費者的知覺價值和企業的品牌形象通常被用作長期銷售的關鍵成功因素,並認為客戶將會有意願回購該品牌之特定限量發售之產品。近年來,不論是產業界或學術界高度認同顧客關係與滿意度建立有助於提高客戶的忠誠度。一個企業所要創造的是價值,而不僅僅是利潤。事實上,為客戶創造商品的價值是每一個成功企業的基礎。創造卓越的商品價值,幫助企業建立客戶忠誠度進而使企業永續經營。企業的價值創造(服務品質、知覺價值、品牌形象) 和顧客滿意度與忠誠度相輔相成可以使企業品牌成為龍頭企業。本研究是以台灣喬治傑生銀飾品牌為研究主題探討服務品質、知覺價值、品牌形象和顧客滿意度與顧客忠誠度五項變數之項的關係。
英文摘要 Following rapid information development and consumer behavioral changes, many enterprises position raising customer satisfaction as an operational goal. However, just raising customer satisfaction is not enough to create competitive advantages. Enterprises should transform customer satisfaction into customer value and loyalty.
Thus, how to gain customer loyalty has become a new subject for enterprises. Furthermore, consumers’ perceived values and the enterprise’s brand image are usually used as key success factors of long-term sales and deemed as the reason that customers return to a company or boutique to purchase specific products. In recent years, industry and academia agree on the importance and value of building relationships as they help enhance customer loyalty. The purpose of a business is to create value, not just profit. In fact, creating value for customers is the foundation of every successful enterprise. Companies that create superior products value (service quality, perceived value, and brand image) help cultivate customer satisfaction and customer loyalty in turn increases corporate profit. Enterprise value creation and corporate loyalty together lead to sustainable and leading companies.
論文目次 ABSTRACT I
摘 要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objective. 3
1.3 Research Range. 4
1.4 Research Flow. 4
1.5 Brand Introduction. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Service Quality. 7
2.2 Brand Image. 12
2.3 Perceived Value. 16
2.4 Customer Satisfaction. 22
2.5 Customer Loyalty. 28
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 Research Structure. 34
3.2 Research Hypotheses. 35
3.3 Research Data Collection Method. 37
3.3.1 Quantitative Analysis: Online Survey and Physical Questionnaire. 38
3.3.2 Qualitative Analysis: In-Depth Interviews. 40
3.4 Research Methodology. 40
3.4.1 Descriptive Statistics. 40
3.4.2 Reliability Analysis. 41
3.4.3 Factor Analysis. 42
3.4.4 Correlation Analysis. 42
3.4.5 Regression Analysis. 43
3.4.6 Variance Analysis. 43
3.4.7 Qualitative Analysis. 44
CHAPTER FOUR RESEARCH RESULTS 45
4.1 Data Analysis. 45
4.1.1 Sample Analysis. 45
4.1.2 Descriptive Statistics Analysis. 48
4.1.3 Reliability Test and Factor Analysis. 53
4.1.4 Pearson Correlation Coefficient Analysis. 65
4.1.5 Analysis of Variance. 68
4.1.6 Regression Analysis. 75
4.2 Hypothesis Verification. 94
4.3 Qualitative Analysis. 97
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 103
5.1 Research Conclusions. 103
5.1.1 How the Five Variables Relate to the Management of Taiwan Georg Jensen Locations. 103
5.1.2 Strong Relationships between Service Quality, Perceived Value, and Brand Image to Customer Satisfaction and Customer Loyalty for Taiwan Georg Jensen Boutiques. 109
5.1.3 Demographic Variables Have a Significant Impact on Service Quality, Perceived Value, Brand Image, Customer Satisfaction, and Customer Loyalty. 111
5.2 Suggestions. 114
5.2.1 Create an Official Online Boutique for Taiwan to Address the Issue of Too Few Outlets. 114
5.2.2 Apply a Differentiation Strategy. 115
5.2.3 Apply a Focus Strategy and Hire a Marketing Spokesperson. 116
5.2.4 Improve Service Quality (Mystery Shopper). 117
5.3 Research Limitations. 118
5.3.1 Lack of Personal Influence. 118
5.3.2 Limited Differences among Respondents. 119
5.3.3 Quantifying the Interviewees’ Opinions. 119
5.4 Future Research Suggestions. 120
5.4.1 Expand the Sampling Pool. 120
5.4.2 Conduct In-depth Interviews with an Expanded Range of Consumers and Taiwan Georg Jensen Boutique Staff. 120
REFERENCES 122
APPENDICES 126
Appendix 1: Chinese Questionnaire 126
Appendix 2: Qualitative Interview Records 134
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