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題名 品牌形象、認知價值、顧客滿意度與顧客忠誠度之關係研究-以工業產品供應商SKF台灣為例
The Relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty - A Case Study of an Industrial Goods Supplier, SKF Taiwan作者 林傑昌
Lin, Jye Chnag貢獻者 祝鳳岡
林傑昌
Lin, Jye Chnag關鍵詞 品牌形象
認知價值
顧客滿意度
顧客忠誠度
工業產品
Brand Image
Perceived Value
Customer Satisfaction
Customer Loyalty
Industrial Goods日期 2013 上傳時間 1-Dec-2014 14:28:08 (UTC+8) 摘要 工業產品是主要是用於生產製造成其他工業產品或消費性產品。有別於一般消費性產品的普遍性，工業產品的供應商與顧客群皆有相當之針對性，進而形成較封閉的市場。本研究以SKF台灣為研究對象，針對其顧客企業中的個人，使用問卷調查方式來蒐集量化資料，透過統計軟體進行分析，並依據量化實證結果彙整出訪談問題大綱後，與專家深度訪談進行質化分析。藉以探討工業產品的品牌形象、知覺價值、顧客滿意度與顧客忠誠度之間的關係，同時探討各企業統計變項對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度的差異性。研究結果發現與建議如下：一、品牌形象與認知價值對顧客滿意度及顧客忠誠度呈現顯著的正向關係二、品牌形象之功能經驗性是影響顧客滿意度與顧客忠誠度之主因，而認知價值之感情回應的影響力低於其他因素三、 針對企業統計變項差異化分析中，公司型態及其年採購金額、個人所屬部門、職位及年資對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度皆有顯著的差異四、建議工業產品供應商持續努力提昇品牌形象，可相對有效增加顧客滿意度及顧客忠誠度，將有助於從競爭中勝出
Industrial goods are mainly used in manufacturing process to produce industrial products or consumer products. The specific purpose limits its universality and substitutability so the suppliers and customers are relatively specific, and the industrial goods market is closed and unique.The industrial goods supplier, SKF Taiwan, was taken as example in this case study to investigate the relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty. The effects to the above constructs in terms of demographic variables were also evaluated. Quantitative research was done by random questionnaire surveys to the customers. After statistical analysis, in-depth interviewing was applied to some typical customers for the qualitative research. The major findings of this study were as follows:1. Both Brand Image and Perceived Value had significant and positive effects on Customer Satisfaction and Customer Loyalty, and the influence of Brand Image was more significant than Perceived Value.2. The effect of Functional and Experiential, the factor of Brand Image, was the most significant one on Customer Satisfaction and Customer Loyalty; on the contrary, the effect of Emotional Response, the factor of Perceived Value, was the last one.3. In the analysis of variance in demographic variables, there were significant differences to Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty by the type of customer, purchase amount, department, position and seniority4. The most efficient way to increase Customer Satisfaction and Customer Loyalty in the industrial market is to enhance Brand Image to customers參考文獻 中文部份1. 李昱辰，品牌形象與產品設計對新產品開發績效影響之研究，國立中央大學企業管理研究所碩士論文，民國95年。2. 陳澤義、葉香麟，品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品品牌為例，東吳經濟商學學報Vol. 15，第1~30頁，民國96年。3. 簡志豪，體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究－以SonyEricsson旗艦店為例，國立政治大學經營管理碩士學程碩士學位論文，民國99年。4. 劉明賢，證券商之『服務品質』、『知覺價值』對『顧客滿意度』及『顧客忠誠度』影響之研究，政治大學管理碩士學程(AMBA)碩士論文，民國99年。5. 林志遠，產品品質與知覺價值對購買意願與顧客滿意度之影響--以某C公司綠建材產品為例，國立成功大學高階經營管理碩士在職專班碩士論文，民國99年。6. 卓俊豪，品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究:以台北、上海地區 華碩品牌筆記型電腦為例，國立成功大學高階經營管理碩士在職專班碩士論文，民國99年。7. 王建堯，服務品質、品牌形象、顧客關係管理與顧客滿意度關係之研究-以半導體空白矽晶圓供應商(代理商)＂T公司＂為例，國立中山大學管理學院高階經營碩士學程在職專班碩士論文，民國101年。8. 余家琛，醫療器材公司之顧客關係、服務品質、認知價值與顧客滿意度、顧客忠誠度之行銷策略研究－以H公司為例，國立成功大學高階經營管理碩士在職專班 碩士論文，民國102年。 英文部份1. Aaker, D. A., “Measuring brand equity across products and markets,” California Management Review, Vol. 38, Iss. 3, pp.102-120, 1996.2. Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, NY: The Free Press, Macmillan, 1991.3. American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.4. Biel, A. L., How brand image drives brand equity. Journal of Advertising Research, 32(6), Special edition, RC-6-RC-12, 1992.5. Bowen, J. and Shoemaker, S., ‘Loyalty: a strategic commitment’, Cornell and Restaurant and Administration Quarterly, 39, pp.12–25, 1998.6. Cardozo, R. N., An Experimental Study of Customer, Effort, Expectation and Satisfaction, Journal of Marketing Research, 2(3), pp.244-249, 1965.7. Churchill, G. A. and C. Surprenant., “An Investigation into the Determinants of Consumer Satisfaction.” Journal of Marketing Research, Vol.19, November, pp.491-504, 1982.8. Czepiel, J. A., Perceptions on consumer satisfaction. AMA Conference Proceedings, pp.119-123, 1974.9. Dick, A. S. and K. Basu., Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2): pp.99-113, 1994.10. Dobni, D. and V. A. Zeithaml., “In Search of Brand Image: A Foundation analysis.” In Advances in Consumer Research, Vol.17, No.1 edited by M. E. Goldberg, G. Gorn, and R. Pollay., UT: Association for Consumer Research, pp.110-119, 1990.11. Dodds, W. B., K. B. Monroe and D. Grewal., “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation.” Journal of Marketing Research, 28, No. August, pp.307-319, 1994.12. Fornell, C., “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56, pp. 6-21, 1992. 13. Frederick, N., Loyalty: Customer Relationship Management in the New Era of Internet Marketing, London: McGraw-Hill, 2000. 14. Gardner, Burleigh B. and Sidney J. Levy., “The Product and the Brand,” Harvard Business Review, (March-April), pp.33-39, 1955.15. Gronholdt, L., Martensen, A., & Kristensen, K., The Relationship Between Customer Satisfaction and Loyalty: Cross-industry differences, Total Quality Management & Business Excellence, 11, pp. 509-515, 2000.16. Herzog, H., Behavioral Science Concepts for Analyzing the Consumer, Marketing and the Behavioral Sciences, Perry Bliss ed., Boston: Allyn and Bacon Inc., pp.77-86, 1963.17. Howard, J.A. and J.N. Sheth., The Theory of Buyer Behavior, New York: John Wiley & Sons Inc, 1969.18. J. A. Czepiel, L. Rosenberg and A. Akerele., "Perspectives on Consumer Satisfaction" Proceedings of the 1974 National Conference, American Marketing Association Chicago: American Marketing Association: pp.119-123, 1975.19. Jones, T. O. and Jr. Sasser, W. E., “Why Satisfied Customers Defect?” Harvard Business Review, pp.88-99, 1995.20. Keller, Kevin L., Conceptualizing, measuring and managing consumer-based Brand equity. Journal of Marketing, (1):l-22, 199321. Kotler, P., Marketing Management: Analysis, Planning, Implementation, and Control, New York: Prentice-Hall, Inc. 1997.22. Kotler, P., Marketing Management. Prentice-Hall International Editions, Singapore. 2003. 23. Kotler, Philip., Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall, Inc, 8th. 1994.24. Kotler. P. & Keller. K., A Framework for Marketing Management, Fourth Edition, Pearson International Edition, pp.82~85, 2009.25. Lele, Milind M. & Sheth, Jagdish N., The customer is key: Gaining an unbeatable advantage through customer satisfaction New York: John Wiley and Sons. 1987.26. Marguiles, W. P., “Make the most of your corporate identity.” Harvard Business Review, Vol. 55, pp.61-77, 1977. 27. Monroe, Kent B.,“ Pricing: Making Profitable Decisions,” 2nd Edition, New York, Harper and Row. 1990.28. Newman, J. W., “New Insight, New Progress for Marketing,” Harvard Business Review, 35 (November/December), 95-102. 1957.29. Oliva, T.A., Oliver, R.L. & I.C., MacMillan., A Catastrophe Model for Developing Service Satisfaction Strategies, Journal of Marketing, 56(3): pp.83-95, 1992. 30. Oliver, R. L., “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, 17(4), pp.460-469, 1980. 31. Oliver, R. L., Whence Consumer Loyalty?, Journal of Marketing, Special Issue, 63, pp.33-44, 1999. 32. Parasuraman, A. and Grewal, D., “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing Science, Vol. 28, pp.168-174, 2000. 33. Parasuraman, A., Zeithaml, V. A., & Berry, L. L., SERVQUAL: A multiple -item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1): pp.12-40, 1988. 34. Park, C. W., Jaworski, B. J. and MacInnis, D. J., “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (October), pp.135-145, 1986. 35. Perkins, S. W., “Measuring Customer Satisfaction: A Comparison of Buyer, Distributor, and Salesforce Perceptions of Competing Products.”, Industrial Marketing Management, Vol.22, pp.247-254, 1993. 36. Petrick, James F., "Development of Multi‐Dimensional Scale for Measuring the Perceived Value of a Service", Journal of Leisure Research, (34), pp.119‐134, 2002.37. Pettis, Chuck., TechnoBrands：How to Create and Use Brand Identity to Market, Advertise, and Sell Technology products, N.Y., November. 1995.38. Portney, & Watkins., Foundations of clinical research: Applications to practice (2nd ed.): Upper Saddle River: Prentice-Hall. 2000.39. Reynold, Thomas J., Gutman, Jonathan., Advertising Is Image Management. Journal ofAdvertising Research, 24(1), pp.27-37, 1984.40. Richardson, P. S., A. S. Dick, and A. K. Jain., “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality.” Journal of Marketing Research, 58, No.4, pp.28-36, 1994.41. Singh, J., “Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery, “Journal of the Academy of Marketing Science, 19(3), pp.223-234, 1991. 42. Zeithaml, V.A., “Consumer Perceptions of Price and Value： A Means‐End Model & Synthesis of Evidence,” Journal of Marketing, Vol.53, July, pp.2‐22, 1988.網站部份SKF公司：http://www.skf.com/國立科學工藝博物館：http://industry.nstm.gov.tw/ 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)-青年領袖班
95932325
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095932325 資料類型 thesis dc.contributor.advisor 祝鳳岡 zh_TW dc.contributor.author (Authors) 林傑昌 zh_TW dc.contributor.author (Authors) Lin, Jye Chnag en_US dc.creator (作者) 林傑昌 zh_TW dc.creator (作者) Lin, Jye Chnag en_US dc.date (日期) 2013 en_US dc.date.accessioned 1-Dec-2014 14:28:08 (UTC+8) - dc.date.available 1-Dec-2014 14:28:08 (UTC+8) - dc.date.issued (上傳時間) 1-Dec-2014 14:28:08 (UTC+8) - dc.identifier (Other Identifiers) G0095932325 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/71762 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA)-青年領袖班 zh_TW dc.description (描述) 95932325 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 工業產品是主要是用於生產製造成其他工業產品或消費性產品。有別於一般消費性產品的普遍性，工業產品的供應商與顧客群皆有相當之針對性，進而形成較封閉的市場。本研究以SKF台灣為研究對象，針對其顧客企業中的個人，使用問卷調查方式來蒐集量化資料，透過統計軟體進行分析，並依據量化實證結果彙整出訪談問題大綱後，與專家深度訪談進行質化分析。藉以探討工業產品的品牌形象、知覺價值、顧客滿意度與顧客忠誠度之間的關係，同時探討各企業統計變項對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度的差異性。研究結果發現與建議如下：一、品牌形象與認知價值對顧客滿意度及顧客忠誠度呈現顯著的正向關係二、品牌形象之功能經驗性是影響顧客滿意度與顧客忠誠度之主因，而認知價值之感情回應的影響力低於其他因素三、 針對企業統計變項差異化分析中，公司型態及其年採購金額、個人所屬部門、職位及年資對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度皆有顯著的差異四、建議工業產品供應商持續努力提昇品牌形象，可相對有效增加顧客滿意度及顧客忠誠度，將有助於從競爭中勝出 zh_TW dc.description.abstract (摘要) Industrial goods are mainly used in manufacturing process to produce industrial products or consumer products. The specific purpose limits its universality and substitutability so the suppliers and customers are relatively specific, and the industrial goods market is closed and unique.The industrial goods supplier, SKF Taiwan, was taken as example in this case study to investigate the relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty. The effects to the above constructs in terms of demographic variables were also evaluated. Quantitative research was done by random questionnaire surveys to the customers. After statistical analysis, in-depth interviewing was applied to some typical customers for the qualitative research. The major findings of this study were as follows:1. Both Brand Image and Perceived Value had significant and positive effects on Customer Satisfaction and Customer Loyalty, and the influence of Brand Image was more significant than Perceived Value.2. The effect of Functional and Experiential, the factor of Brand Image, was the most significant one on Customer Satisfaction and Customer Loyalty; on the contrary, the effect of Emotional Response, the factor of Perceived Value, was the last one.3. In the analysis of variance in demographic variables, there were significant differences to Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty by the type of customer, purchase amount, department, position and seniority4. The most efficient way to increase Customer Satisfaction and Customer Loyalty in the industrial market is to enhance Brand Image to customers en_US dc.description.tableofcontents 第一章 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 研究流程 5第二章 文獻探討 6 第一節 品牌形象 6 第二節 認知價值 12 第三節 顧客滿意度 15 第四節 顧客忠誠度 18第三章 研究方法 21 第一節 研究架構 21 第二節 研究假設 22 第三節 研究範圍與對象 22 第四節 問卷設計 22 第五節 資料收集方法 28 第六節 資料分析方法 28 第七節 質化訪談 30 第八節 前測資料 30第四章 資料分析 33 第一節 樣本分析 33 第二節 敘述性統計分析 35 第三節 因素分析及信度檢定 39 第四節 相關分析 42 第五節 迴歸分析 47 第六節 差異性分析 52 第七節 質化研究結果 59 第八節 假設驗證 61第五章 結論與建議 63 第一節 研究結論 63 第二節 研究建議 67 第三節 研究限制暨後續研究建議 68參考文獻 69附錄 75 附錄一 前測問卷 75 附錄二 正式問卷 80 zh_TW dc.format.extent 1815866 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095932325 en_US dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 認知價值 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.subject (關鍵詞) 工業產品 zh_TW dc.subject (關鍵詞) Brand Image en_US dc.subject (關鍵詞) Perceived Value en_US dc.subject (關鍵詞) Customer Satisfaction en_US dc.subject (關鍵詞) Customer Loyalty en_US dc.subject (關鍵詞) Industrial Goods en_US dc.title (題名) 品牌形象、認知價值、顧客滿意度與顧客忠誠度之關係研究-以工業產品供應商SKF台灣為例 zh_TW dc.title (題名) The Relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty - A Case Study of an Industrial Goods Supplier, SKF Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部份1. 李昱辰，品牌形象與產品設計對新產品開發績效影響之研究，國立中央大學企業管理研究所碩士論文，民國95年。2. 陳澤義、葉香麟，品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品品牌為例，東吳經濟商學學報Vol. 15，第1~30頁，民國96年。3. 簡志豪，體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究－以SonyEricsson旗艦店為例，國立政治大學經營管理碩士學程碩士學位論文，民國99年。4. 劉明賢，證券商之『服務品質』、『知覺價值』對『顧客滿意度』及『顧客忠誠度』影響之研究，政治大學管理碩士學程(AMBA)碩士論文，民國99年。5. 林志遠，產品品質與知覺價值對購買意願與顧客滿意度之影響--以某C公司綠建材產品為例，國立成功大學高階經營管理碩士在職專班碩士論文，民國99年。6. 卓俊豪，品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究:以台北、上海地區 華碩品牌筆記型電腦為例，國立成功大學高階經營管理碩士在職專班碩士論文，民國99年。7. 王建堯，服務品質、品牌形象、顧客關係管理與顧客滿意度關係之研究-以半導體空白矽晶圓供應商(代理商)＂T公司＂為例，國立中山大學管理學院高階經營碩士學程在職專班碩士論文，民國101年。8. 余家琛，醫療器材公司之顧客關係、服務品質、認知價值與顧客滿意度、顧客忠誠度之行銷策略研究－以H公司為例，國立成功大學高階經營管理碩士在職專班 碩士論文，民國102年。 英文部份1. Aaker, D. A., “Measuring brand equity across products and markets,” California Management Review, Vol. 38, Iss. 3, pp.102-120, 1996.2. Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, NY: The Free Press, Macmillan, 1991.3. American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.4. Biel, A. L., How brand image drives brand equity. Journal of Advertising Research, 32(6), Special edition, RC-6-RC-12, 1992.5. Bowen, J. and Shoemaker, S., ‘Loyalty: a strategic commitment’, Cornell and Restaurant and Administration Quarterly, 39, pp.12–25, 1998.6. Cardozo, R. N., An Experimental Study of Customer, Effort, Expectation and Satisfaction, Journal of Marketing Research, 2(3), pp.244-249, 1965.7. Churchill, G. A. and C. Surprenant., “An Investigation into the Determinants of Consumer Satisfaction.” Journal of Marketing Research, Vol.19, November, pp.491-504, 1982.8. Czepiel, J. A., Perceptions on consumer satisfaction. AMA Conference Proceedings, pp.119-123, 1974.9. Dick, A. S. and K. Basu., Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2): pp.99-113, 1994.10. Dobni, D. and V. A. Zeithaml., “In Search of Brand Image: A Foundation analysis.” In Advances in Consumer Research, Vol.17, No.1 edited by M. E. Goldberg, G. Gorn, and R. Pollay., UT: Association for Consumer Research, pp.110-119, 1990.11. Dodds, W. B., K. B. Monroe and D. Grewal., “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation.” Journal of Marketing Research, 28, No. August, pp.307-319, 1994.12. Fornell, C., “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56, pp. 6-21, 1992. 13. 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