| Abstract: | 摘要台灣腹地雖小卻享譽國際，在資訊全球化的情況下，誕生了許多高同性質的知名品牌，如宗教產業之中，法鼓山、中台禪寺、佛光山、慈濟；道教的媽祖體系之下有新港奉天宮、北港朝天宮、白沙屯拱天宮、大甲鎮瀾宮…等等。過去與品牌競爭策略的研究已有不少，但針對宗教產業品牌的探討並未多見。本研究旨在探討應用「SERVQUAL模型」建構提升台中廣天宮品牌的競爭策略，品牌競爭策略包括品牌有形性、品牌可靠性、品牌反應性、品牌保證性、品牌移情性、品牌歷史性、品牌無形性。本研究藉由不同基本資料的信徒透過「宗教信仰黏著度調查表」問卷，信徒對台中廣天宮品牌的期望與黏著度差距分析，以期建構提升台中廣天宮宗教品牌之競爭策略。此研究以台中廣天宮平時前來參拜的信徒為研究對象，以問卷調查法蒐集了120 份有效樣本，並以結構方程式模型來檢驗此模型和所以提出的假設。研究結果為品牌有形性、品牌可靠性正面影響品牌無形性以及品牌保證性正面影響品牌移情性、品牌歷史性為最具顯著性之影響，因此在制定品牌競爭策略時，應當考量企業的有形識別以及品牌保證，以利提升企業品牌之形象。
AbstractAlthough Taiwan’s hinterland is small, it is well-known internationally. Under the circumstances of information globalization, many well-known brands of high homogeneity have been born, such as Fagushan, Zhongtai Buddhist Temple,Foguangshan, Tzu Chi in the religious industry; Taoist Mazu system There are Xingang Fengtian Temple, Beigang Chaotian Temple, Baishatun Gongtian Temple, Dajia Zhenlan Temple... and so on. There have been many researches on competition strategies with brands in the past, but there are not many discussions on religious industry brands. This research aims to explore the application of the "SERVQUALmodel" to construct a competitive strategy to enhance the Taichung Guangtian Temple brand. Brand competition strategies include brand tangibility, brand reliability, brand responsiveness, brand assurance, brand empathy, brand history, and brand Intangible.In this study, through the "Religious Belief Adhesion Questionnaire" questionnaire, the study used believers with different basic data to analyze the believers' expectations of the Taichung Guangtian Temple brand and the gap in adhesion, in order to construct a competitive strategy to enhance Taichung Guangtian Temple's religious brand.In this study, believers who usually visit Taichung Guangtian Temple as the research object, collected 120 valid samples by questionnaire survey method, and tested this model and the hypothesis proposed by the structural equation model. The results of the research are that brand tangibility, brand reliability positively affect brand intangibility, and brand assurance positively affect brand empathy and brand history are the most significant effects. Therefore, when formulating brand competition strategies, consideration should be given to the company’s tangibility. Recognition andbrand guarantee to help enhance the corporate brand image. |
