品牌形象與知覺價值對顧客忠誠度之影響-以國內某運輸業為例

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題名:	品牌形象與知覺價值對顧客忠誠度之影響-以國內某運輸業為例 The Impacts of Brand Image and Perceived Value on Customer Loyalty – The Case of a Domestic Transportation Industry
作者:	陳麒盛 CHEN, QI-SHENG
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	品牌形象;知覺價值;顧客忠誠度;迴歸分析 Brand Image;Perceived Value;Customer Loyalty;Regression Analysis
日期:	2019
上傳時間:	2019-11-11 02:54:49 (UTC+0)
出版者:	亞洲大學
摘要:	一直以來運輸業和消費者的日常生活息息相關，與一般服務業不同，運輸服務業提供的不僅是勞務服務，也提供交通運輸的產出，在市場龐大及競爭之下，不同業者相繼建立起各自的品牌優勢及特點，如何提供更好的服務及策略來吸引新消費者及提高顧客忠誠度成為業者的思考課題。本研究之目的為以某國內運輸業的消費者為研究對象，分析品牌形象、知覺價值及顧客忠誠度在運輸服務產業之內的關聯性，其中，本研究假設品牌形象和知覺價值的提升都有助於提高顧客忠誠度。本研究採用問卷調查法，透過迴歸分析，研究結果顯示國內某運輸業之消費者認為好的品牌形象及消費時的整體知覺價值確實會提高消費者對於該運輸服務業者的忠誠度。表示當運輸服務業在解決消費者交通需求的同時，能使消費者對於品牌的印象和信任度提高，則顧客忠程度也會越高。若消費者在使用運輸服務業時有高度的滿足程度，最終使得消費者對於該品牌及消費時的整體知覺價值有積極正向的思維，故有助於提升顧客忠誠度。 The transportation industry has always been closely related to the daily lives of consumers. Unlike the general service industry, the transportation service industry provides not only labor services but also transportation output. Under the huge market and competition, different companies have established their own brand's advantages and characteristics, how to provide better services and strategies to attract new consumers and improve customer loyalty has become the subject of thinking. The purpose of this study is to analyze the relationship between brand image, perceived value and customer loyalty in the transportation service industry by considering the consumers of a domestic transportation industry. Among them, this study assumes that the brand image and perceived value are improved. Helps increase customer loyalty. This study uses a questionnaire survey method. Through regression analysis, the results show that consumers in a certain transportation industry in China believe that a good brand image and overall perceived value during consumption will indeed increase consumer loyalty to the transport service provider. It means that when the transportation service industry solves the consumer transportation demand and can make consumers' impression and trust on the brand improves, the customer loyalty will be higher. If the consumer has a high degree of satisfaction in the use of the transportation service industry, the consumer will eventually have a positive thinking about the brand and the overall perceived value of the consumer, which will help to enhance customer loyalty.
顯示於類別:	[經營管理學系 ] 博碩士論文

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