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標題: | 品牌形象、顧客滿意度與忠誠度關係研究
─以御皇米為例 A Study on the Relationships among Brand Image、 Customer Satisfaction and Loyalty – The Case of Tenno Rice |
作者: | HSUAN-TING SUNG 宋軒婷 |
指導教授: | 雷立芬 |
關鍵字: | 品牌米,品牌形象,顧客滿意度,顧客忠誠度, Brand Rice,Brand Image,Customers Satisfaction,Customer Loyalty, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 面對國人白米消費量逐年遞減的趨勢,政府乃積極輔導糧商成立生產專區並且鼓勵建立品牌,除提升國產米品質,持續穩定糧食供應外,更要擴大稻米產業價值。緣此,分析國內品牌米之消費者對於品牌認知的行為模式,藉以提供國內業者深化品牌經營策略之基礎,成為重要的研究議題。本研究受限時間與經費,無法針對所有業者廣泛蒐集資料,僅以「御皇米」為例,針對其會員透過對問卷調查方式蒐集資料,再利用迴歸分析探討品牌形象、顧客滿意度和顧客忠誠度之間的關係。
本研究根據文獻設計問卷,經過前測結果修改問卷後,於 2016 年3 月20日起至2016 年4 月20 日,共發放250 份問卷,有效問卷250 份。分析結果發現,品牌形象對顧客滿意度與顧客忠誠度皆有顯著的正向影響;顧客滿意度對顧客忠誠度亦有顯著的正向影響。更重要的是,品牌形象會透過顧客滿意度的中介作用,正向影響品牌忠誠度。根據研究發現,建議御皇米企業除了堅持對產品品質把關,更要透過各種宣傳管道,傳遞企業文化與經營理念等與品牌形象相關之訊息給會員,並且強化會員服務內容,譬如縮短宅配時間、讓會員邀請親友參與體驗活動等,不但持續提昇顧客滿意度,更能發揮口碑行銷的功能,而吸引更多非會員成為顧客。本研究結果應可作為其他品牌米業者之參考,在充滿競爭的環境中,經營策略必須加強顧客對品牌形象的認同,進而提升滿意度與忠誠度。 Taiwanese consumption demand for rice is decreasing each year. Therefore, the Taiwanese government is actively encouraging farmers to establish production areas and build their brands to enhance the quality of domestic rice, stabilize food supply and increase the value of the rice industry. In this thesis consumer brand awareness and behavioral patterns are analyzed in regard to domestic rice brands. By gaining a better understanding of the domestic rice industry the brand management strategy can be improved. Due to a limit of time and funds, this study only takes “Tenno Rice”, a domestic rice producer, as an example. As part of the research, a questionnaire, based on related literature, is designed and modified according to the pre-test results. From March 20th, 2016 to April 20th, 2016, a total of 250 questionnaires were distributed, 250 were valid, accounting for a response rate of 100%. The derived data from the questionnaires is used to test the relationship between the brand image, customer satisfaction and loyalty by applying regression analyzis. The result shows that brand image has a significant impact on customer satisfaction and customer loyalty; customer satisfaction has a significant effect on customer loyalty, and that customer satisfaction is a mediator between brand image and customer loyalty. The findings of this study do not only give valuable suggestions to Tenno Rice but also serve as a reference for future research in the field. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50250 |
DOI: | 10.6342/NTU201601572 |
全文授權: | 有償授權 |
顯示於系所單位: | 農業經濟學系 |
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