顧客滿意度、品牌信任、品牌愛戀與品牌忠誠度之關聯性研究：以智慧型手機為例

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/25161

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/25161

Title:	顧客滿意度、品牌信任、品牌愛戀與品牌忠誠度之關聯性研究：以智慧型手機為例
Other Titles:	The Relationships among Customer Satisfaction, Brand Trust, Brand Love and Band Loyalty : An Empirical Study of Smart Phone
Authors:	簡碩甫 SHUO-PU CHIEN
Contributors:	黃延聰 Yen-Tsung Huang 企業管理學系碩士班
Keywords:	品牌忠誠度;品牌愛戀;品牌情感;品牌信任;顧客滿意度 Brand Love;Brand Affect;Brand Trust;Customer Satisfaction;Brand Loyalty
Date:	2014
Issue Date:	2015-03-09T01:24:57Z (UTC)
Abstract:	過去許多研究指出顧客滿意度會直接正向影響品牌的忠誠度。然而也有些研究指出，在某些情況下，顧客滿意度並無法直接影響品牌忠誠，必須透過中介效果來達成，且其影響順序也不一定相同。因而本研究將探討顧客滿意度至品牌忠誠之間的中介因素，提出品牌信任與品牌愛戀為兩個重要的中介因素，並實證顧客滿意度、品牌信任、品牌愛戀與品牌忠誠之整體關係。本研究以台灣使用智慧型手機的消費者作為研究對象，採用問卷調查方法，並以便利抽樣之方式，蒐集樣本資料。總共回收之有效樣本為313份，有效回收率為89.1%。統計實證方法分析主要利用結構方程模型進行模型的驗證。研究結果發現，對於台灣使用智慧型手機之消費者而言，其在購買智慧型手機之內心決策過程中的顧客滿意度與品牌忠誠須透過中介效果達成；其依序為顧客滿意度、品牌信任、品牌愛戀、態度忠誠與行為忠誠，且均為正向影響關係。此外，本研究也證實品牌信任會直接正向影響到行為忠誠，表示對於使用智慧型手機之台灣消費者而言，其內心決策過程可能會在某些情況下直接從「信任感」轉變成「願意再購買之意願」。 In the past, there are many studies proposed the direct relationship between brand loyalty and customer satisfaction. Nevertheless, some researcher argued customer satisfaction couldn’t directly influence brand loyalty in some situation; there should be some mediating variable and the mediation effects may not be the same sequence. This study will investigate the mediation effects of customer satisfaction and brand loyalty and propose that brand trust and brand love are two inportant intervening variables; The overall relationships among customer satisfaction, brand trust, brand love and brand loyalty will be examined in this study.This study will use the survey method and employ convenience sampling to collect datat. This research will select Taiwanese smartphone users as research object. Ultimately, 313 questionnaires were collected, and the effective response rate is 89.1%. The study mainly employ the structural equation modeling to empirically test the proposed mediating model.The empirical results showed as follows. Consistent with the theoretical model, that is, for Taiwan's consumers of use smart phones, their satisfaction and loyalty must be reached through the mediation effect, which in turn is customer satisfaction, brand trust, brand love, attitudinal loyalty and behavioral loyalty, and all are positive influences. Except the evidence of the main structure, brand trust was also found to have a direct positive relationship between behavioral loyalty, which means that the consumers of smart phones in Taiwan sometimes their inner decision-making process from the "trust" directly converted into a "intention of willingness to re-purchase".
Appears in Collections:	[企業管理學系所] 碩士論文

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