| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (作者) | 徐采縈 | zh_TW |
| dc.creator (作者) | 徐采縈 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-十二月-2010 01:51:43 (UTC+8) | - |
| dc.date.available | 8-十二月-2010 01:51:43 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-十二月-2010 01:51:43 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0959410241 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48851 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院碩士在職專班 | zh_TW |
| dc.description (描述) | 95941024 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 近年來，隨著記憶卡技術與發展的成熟，造成市場激烈的競爭，各品牌須致力於維持與消費者之關係，創造良好的品牌形象，讓消費者心中產生價值，重視顧客滿意度程度，進而建立顧客忠誠度，已成為各家品牌最重要的經營策略之一。本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷335份，並針對業者以及消費者進行深度訪談。本研究目的在探討知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。分析不同人口統計變數對知覺價值、品牌形象、顧客滿意度與顧客忠誠度之差異性。檢定知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。經由量化分析與質化訪談針對SanDisk品牌提出行銷建議。 研究結果顯示，知覺價值以及品牌形象對於顧客滿意度有顯著正相關、知覺價值、品牌形象以及顧客忠誠度有顯著正相關、顧客滿意度與忠誠度有顯著正相關。經過質化與量化的分析，本研究建議SanDisk經營者在行銷策略上能夠以口碑行銷、提高品牌曝光率以及提供多元化促銷方式，深化消費者對於該品牌的知覺價值與品牌形象認同。 | zh_TW |
| dc.description.abstract (摘要) | In recent years, the maturity of technology development has created an extremely competitive market for flash memory cards.Every company in the business is trying to establish or preserve an effective customer relationship, building a strong brand image as well as the product value.Understanding the significance of customer satisfaction and developing customer loyalty have now become the most important business strategy for all companies.This study used surveys and interviews as research method, integrating both quantitative and qualitative approaches. Using random internet samples, there were 335 surveys returned.In-depth interviews among companies and customers were also performed. This research focuses on the relationship between perceived value, brand image, customer satisfaction, and customer loyalty.It analyzes the difference of demographics valuable in perceived value, brand image, customer satisfaction and loyalty; investigates the relationship among each factor and provides marketing advices for SanDisk based on the analysis result of quantitative and qualitative research of the interviews.The research indicates that perceived value and brand image have a significant positive correlation with customer satisfaction. Positive correlation also exists between perceived value, brand image and customer loyalty.Based on the analysis of quantitative and qualitative research, this study suggests SanDisk to integrate word-of-mouth, product exposure, and advertising promotions into their marketing strategies, for which to reinforce the perceived value and the brand image to customer. | en_US |
| dc.description.tableofcontents | 第壹章 緒論 1第一節 研究背景與動機 1第二節 研究目的 4第三節 快閃式記憶體產品發展現況 5第四節 SANDISK快閃式記憶體產品簡介 8第貳章 文獻探討 11第一節 知覺價值之相關文獻探討 11第二節 品牌形象之相關文獻探討 18第三節 顧客滿意度之相關文獻探討 24第四節 顧客忠誠度之相關文獻探討 28第参章 研究方法 32第一節 研究架構 32第二節 研究假設 33第三節 變數的操作型定義與問卷設計 34第四節 抽樣方法與問卷設計 40第五節 資料分析方法 42第肆章 資料分析 44第一節 樣本結構 44第二節 各構面因素分析與信度檢定 47第三節 各構面描述性統計量 53第四節 知覺價值、品牌形象、顧客滿意度與忠誠度相關分析 58第五節 知覺價值、品牌形象、顧客滿意度與忠誠度迴歸分析 60第六節 人口變項之差異性分析 65第七節 假設驗證結果 71第八節 深度訪談 73第五章 結論與建議 75第一節 研究結論 75第二節 研究建議 79第三節 後續研究建議 80參考文獻 81附錄一 前測問卷各問項信度 85附錄二 正式問卷 91附錄三 SANDISK台灣區業務代表與代理商訪談內容 96附錄四 SANDISK記憶卡消費者訪談內容 104 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0959410241 | en_US |
| dc.subject (關鍵詞) | 知覺價值 | zh_TW |
| dc.subject (關鍵詞) | 品牌形象 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.title (題名) | 知覺價值、品牌形象與顧客滿意度、忠誠度之相關研究－以台灣區SanDisk記憶卡產品為例 | zh_TW |
| dc.title (題名) | The relationships among perceived value, brand image, customer satisfaction, customer loyalty: a case of Sandisk flash memory in Taiwan | en_US |
| dc.type (資料類型) | thesis | en |
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