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研究生:周志鴻
研究生(外文):CHOU, CHIH-HUNG
論文名稱:品牌知名度與顧客滿意度的相關性研究-以台灣都會地區鋼琴購買行為為例
論文名稱(外文):The Relationship between Brand Awareness and Customer Satisfaction-The Case of Piano Purchasing Behavior in Metropolitan Area of Taiwan
指導教授:呂勝瑛呂勝瑛引用關係
指導教授(外文):Sheng-Ying Lii
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:品牌知名度顧客滿意度消費者行為顧客忠誠度
外文關鍵詞:Brand AwarenessCustomer SatisfactionConsumer BehaviorCustomer Loyalty
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  本研究主要目的在於探討台灣都會地區鋼琴購買行為中的品牌知名度與顧客滿意度的相關性。
本研究的取樣方法為便利抽樣,分別在北中南三大城市裡隨機挑選鋼琴銷售場所發放問卷,研究對象為鋼琴使用者之消費者行為。本次問卷發放共計300份,回收有效問卷259份,回收率86.3%。
研究結果顯示,鋼琴品牌不同,其品牌知名度、服務滿意度以及顧客忠誠度等構面均具有顯著的差異,其中以山葉鋼琴在各方面的表現最好,而且山葉鋼琴的市佔率也最高。此外,研究結果發現消費者教育程度及職業的不同在產品滿意度以及服務滿意度上均有顯著的差異,其中以高學歷的消費者和職業類別為專業表演者、鋼琴老師以及民營受僱人員具有較高的產品滿意度以及服務滿意度。另外,鋼琴的使用頻率為四天以上及購買地點為鋼琴專賣店的消費者具有較高的服務滿意度以及顧客忠誠度。經由迴歸分析後發現,品牌知名度、產品滿意度及服務滿意度對顧客忠誠度具有顯著的影響力。
This study aims to investigate the relationship between brand awareness and customer satisfaction in metropolitan area of Taiwan.
Questionnaires are distributed randomly in the piano retailers in three major cities including in northern, central and southern Taiwan respectively. The subjects are involving with all piano players or the purchasers’ relatives. 300 questionnaires are distributed in total with 259 returned. The return rate is 86.3%.
The results indicate that brand awareness, service satisfaction and customer loyalty all show significant differences among different brands of piano. Among all brands of piano, YAMAHA performs the best, resulting in higher percentage of the market share. The results also indicate that the difference of product satisfaction and customer satisfaction are significant between groups of different educational backgrounds and occupations. College educated customer, professional performers, piano teachers and private company employees have higher customer satisfaction. Moreover, the different frequency of the piano playing and different place of purchase show significant difference in product satisfaction, service satisfaction, and the customer loyalty. For those customers who play piano more than four days per week show the highest in service satisfaction and consumer loyalty. The regression analysis indicates that brand awareness, product satisfaction and service satisfaction all have positive influence on consumer loyalty. In conclusion, brand awareness and customer satisfaction is crucial to the customer loyalty of the piano brand.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭 ..................... v
內容目錄 ..................... vi
表目錄 ..................... viii
圖目錄 ..................... xi
第一章  緒論................... 1
第一節 研究動機與目的............ 1
第二節 研究流程............... 3
第二章  文獻探討................. 5
第一節 前言................. 5
第二節 品牌知名度.............. 7
第三節 顧客滿意度.............. 10
第四節 消費者行為.............. 13
第五節 顧客忠誠度.............. 15
第三章  研究方法................. 20
第一節 研究架構............... 20
第二節 研究假設............... 22
第三節 問卷設計............... 23
第四節 資料分析法.............. 25
第五節 研究對象............... 28
第六節 信度與效度分析............ 29
第四章 研究分析與結果.............. 32
第一節 樣本資料分析............. 32
第二節 鋼琴品牌與消費者變項之交叉分析.... 38
第三節 消費者差異性分析........... 47
第四節 構面間之Pearson相關分析....... 58
第五節 顧客忠誠度之迴歸分析......... 59
第六節 小結................. 62
第五章 結論與建議................ 66
第一節 研究結論............... 66
第二節 未來研究建議............. 70
參考文獻 ..................... 71
附錄A 表格................... 81
附錄B 研究問卷................. 87
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黃靖文(2004),量販店服務品質、顧客滿意度與忠誠度間關係之研究,大同大學事業經營研究所未出版之碩士論文。

黃錫原(2005),服務品質與品質形象對顧客滿意度影響之研究-以大陸消費者為例,大葉大學國際企管管理學研究所未出版之碩士論文。

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楊雙羽(2005),以價格、設計為調節變數探討大學品牌知名度對校園商店購買意願之影響,大葉大學事業經營研究所未出版之碩士論文。

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