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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 雷立芬(Li-Fen Lei) | |
| dc.contributor.author | Mak Wing Ki | en |
| dc.contributor.author | 麥詠祈 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:06:02Z | - |
| dc.date.available | 2022-02-16 | |
| dc.date.available | 2022-11-24T03:06:02Z | - |
| dc.date.copyright | 2022-02-16 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2022-01-13 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80409 | - |
| dc.description.abstract | 香港人向來注重食物對身體的影響，有機食品因而大行其道。本研究以香港點點綠有機食品店為例，針對曾至門市或官網消費的顧客作為資料蒐集對象，探討有機商店的品牌形象、顧客滿意度與忠誠度的關係，以期提供有意或正在經營有機產品的商店作經營策略與行銷參考。實證過程根據文獻設計問卷並收集到305份有效問卷，最後運用迴歸分析。實證結果發現品牌形象對顧客忠誠度具有顯著正向關係；品牌形象對顧客滿意度具有顯著正向關係；顧客滿意度對顧客忠誠度具有顯著正向關係及品牌形象會藉由顧客滿意度的中介作用，正向的影響顧客忠誠度。 根據研究發現，建議相關業者加強會員優惠方案、員工服務培訓、重點推廣網上平台銷售，從而提升消費者的好感度，並藉此提高企業的品牌形象、顧客滿意度和顧客忠誠度。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:06:02Z (GMT). No. of bitstreams: 1 U0001-0801202216363800.pdf: 1618886 bytes, checksum: 9e6b62c1049f2fc7edb9b57cae27a588 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 中文摘要……………………………………………………………… i 英文摘要…………………………………………………………… ii 表目錄……………………………………………………………v 圖目錄……………………………………………………………vii 第一章 緒論……………………………………………………………1 1.1研究背景與動機……………………………………………1 1.2 研究目的……………………………………………………3 第二章 香港有機食品發展現況……………………………4 第三章 文獻探討 ……………………………………………………7 3.1有機食品定義…………………………………………………7 3.2品牌形象定義……………………………………………………9 3.3顧客滿意度定義………………………………………………11 3.4顧客忠誠度定義…………………………………………………13 第四章 研究方法 ………………………………………………15 4.1研究假設…………………………………………………………15 4.2問卷設計…………………………………………………………18 4.3資料分析方法……………………………………………………22 第五章 結果分析與討論 …………………………………26 5.1前測分析結果………………………………………………26 5.2正式問卷敘述性統計分析……………………………28 5.3信度分析………………………………………………………37 5.4因素分析……………………………………………………38 5.5 T檢定與單因子變異數分析……………………42 5.6迴歸分析………………………………………………………55 第六章 結論……………………………………………………58 參考文獻………………………………………………………………61 附錄一………………………………………………………………… 65 | |
| dc.language.iso | zh-TW | |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | 有機食品 | zh_TW |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | 顧客忠誠度 | zh_TW |
| dc.subject | Customer loyalty | en |
| dc.subject | Customer satisfaction | en |
| dc.subject | Brand image | en |
| dc.subject | Organic food | en |
| dc.title | 品牌形象、顧客滿意度與忠誠度關係之研究—以香港點點綠有機健康食品店為例 | zh_TW |
| dc.title | "A Study on the Relationship among Brand Image,Customer Satisfaction and Loyalty-The Case of Green Dot Dot in Hong Kong " | en |
| dc.date.schoolyear | 110-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 何率慈(Shih-Kuo Chen),黃聖茹(Kung-Bin Sung) | |
| dc.subject.keyword | 品牌形象,顧客滿意度,顧客忠誠度,有機食品, | zh_TW |
| dc.subject.keyword | Brand image,Customer satisfaction,Customer loyalty,Organic food, | en |
| dc.relation.page | 71 | |
| dc.identifier.doi | 10.6342/NTU202200027 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2022-01-13 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
| 顯示於系所單位： | 農業經濟學系 | |
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