臺灣博碩士論文加值系統

忠誠策略在現今顧客關係管理的策略中已成為相當重要的一環。本研究專注於探討不同績效的企業對忠誠策略的採取及其對品牌形象的影響。此外，還探討了品牌形象和品牌忠誠的關係。本研究以航空業為樣本，對不同航空公司的旅客進行配額抽樣，研究結果顯示，忠誠策略的採取和品牌形象有正向的關係。研究也指出，不同績效的企業會分別採取不同的忠誠策略。最後，本研究提供了一些相關的管理意涵，航空公司可以根據此研究的發現用最有效率且最適合的方式去執行顧客關係管理活動，甚至改變其企業的品牌形象，更進一步藉由這些顧客關係管理活動來取得顧客的品牌忠誠，獲取最大的利潤。

Loyalty bonds have emerged as one of the dominant mantras in business strategy for coping with customer relationship management. This study examined the relationship between loyalty bond strategies a firm may employ and its effects on brand image that its customers will perceive, along with a comparison of the strategy adoption likelihoods between different firm financial status. In addition, this study also investigates the linkage between brand image and brand loyalty. We sampling in the airline industries, the results showed that loyalty bond strategy adoption is positively related to brand image building (or perception). The findings also suggested firms under different performance status will employ different bond strategies respectively. Consequently, the managerial implications of this study can provide the appropriate strategies for the airline companies to develop and execute their efficiency on customer relationship activities, build or even turn around their brand image; likewise make profit by gaining brand loyalty from customers.

CHAPTER I Introduction ……1
1.1 Research Background and Motivation ……1
1.2 Research Process ……4
1.3 The Structure of the Thesis ……5
CHAPTER II Literature Review ……6
2.1 Overview ……6
2.2 Relational Selling Behavior and Loyalty Bonds ……8
2.2.1 Definition of Relational Selling Behavior ……8
2.2.2 Construct of Relational Selling Behavior ……8
2.2.3 Definition of Loyalty Bonds ……10
2.2.4 Construct of Loyalty Bonds ……11
2.2.5 Comments ……13
2.3 Brand Image ……14
2.3.1 Definition of Brand Image ……14
2.3.2 Categories and Construct of Brand Image ……14
2.3.3 Comments ……19
2.4 Brand Loyalty ……20
2.4.1 Definition of Brand Loyalty ……20
2.4.2 Construct of Brand Loyalty ……20

2.4.3 Comments ……22
2.5 Summary ……23
2.6 Item ……24
CHAPTER III Hypothesis Development …… 27
3.1 Overview ……27
3.2 Effects of loyalty bond strategy on brand image ……28
3.3 Effects of loyalty bond strategy on brand image in outperforming firm and under performing firm ……31
3.4 Effects of brand image on brand loyalty ……36
3.5 Research Framework ……39
3.5.1 Full Sample ……39
3.5.2 Subsample ……40
CHAPTER IV Data and Methodology ……41
4.1 Data Collection and Sampling Design ……41
4.1.1 Survey Pre-test ……41
4.1.2 Data description and Sampling design ……41
4.2 Method ……44
4.2.1 Research method ……44
4.2.2 Questionnaire Design ……45
CHAPTER V Results ……49
5.1 Basic Statistics Analysis ……49
5.1.1 Descriptive Statistic Analysis ……49
5.1.2 Factor Analysis ……51
5.1.3 Reliability Analysis ……51
5.1.4 Validity Analysis ……53
5.2 Results of Regression Analysis ……58
5.2.1 Effects of loyalty bond strategies on brand image ……58
5.2.2 Effects of loyalty bond strategy on brand image in outperforming firm and under performing firm ……60
5.2.3 Effects of brand image on brand loyalty ……65
5.3 Summary ……66
CHAPTER VI Discussion and Conclusion ……67
6.1 Discussion and Conclusions ……67
6.2 Contributions and Managerial Implications ……70
6.3 Research Limitations and Suggestion for Further Research ……72
REFERENCES ……74
APPENDIX ……78

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