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研究生:陳思成
研究生(外文):Tzu-Chen Chen
論文名稱:大台北地區綜合性影城品牌權益、關係品質與顧客忠誠度相關性分析─以威秀影城、美麗華影城及Showtime影城為例
論文名稱(外文):The Correlation Analyses Among Brand Equity, Relationship Quality, and Customer Loyalty In Metro Taipei Area Multiple Cinema─Examples of Viewshow, Miramar and Showtime
指導教授:蔣安國蔣安國引用關係
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士班
學門:教育學門
學類:其他教育學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:118
中文關鍵詞:綜合性影城品牌權益關係品質顧客忠誠度映演業
外文關鍵詞:Consumer loyaltyRelation QualityProjectionMultiple TheaterBrand Equity
相關次數:
  • 被引用被引用:6
  • 點閱點閱:1126
  • 評分評分:
  • 下載下載:440
  • 收藏至我的研究室書目清單書目收藏:7
國內民眾在綜合性影城的消費上具有多樣化的選擇,各式品牌的綜合性影城,有的強調親切的服務、有的以品牌為訴求,更有的是以促銷手法,或是電影首映等的公關活動取勝,以吸引顧客上門消費。
所以本研究將以綜合性影城之品牌權益、關係品質與顧客忠誠度做一整體模式來探討彼此間之關係,以瞭解這三者之間所能互相影響的程度。
本研究以問卷發放與調查的方式進行,採立意抽樣法進行,共收有效問卷447份。
本研究除了三大構面的相關性分析外,還以人口統計變數做為外在影響之變數加以分析,期更能了解消費者行為與影城消費時之更精準的研究。
經過資料蒐集與分析後,研究發現如下:
一、影城之品牌權益對影城之顧客忠誠度有高度顯著正向相關性。
二、影城之關係品質對影城之顧客忠誠度有顯著正向的相關性。
三、影城之品牌權益對影城之關係品質有顯著正向的相關性。
不同人口統計變數的影城顧客群體對影城之品牌權益、關係品質與顧客忠誠度認知差異如下:
一、「性別」、「教育程度」、「最常去影城」、「選擇動機」及「消費金額」對影城品牌權益有顯著影響;職業對於品牌聯想有顯著差異,但是對品牌知曉則無顯著差異
二、「年齡」、「常去的影城」、「消費金額」及「選擇動機」四方面對關係品質有顯著影響。「性別」與「教育程度」對於信任構面有顯著差異;而受訪者的「職業」對於承諾有顯著差異。
三、「最常去影城」及「選擇動機」及「消費金額」三方面對顧客忠誠度有顯著影響。「性別」在交叉購買構面中有顯著差異;訪者的「年齡」在價格容忍及交叉購買構面中有顯著差異;訪者的教育程度在再購意願購面中有顯著差異。
本研究最後根據研究結果對於綜合性影城在消費者的經營上提出五點管理意涵策略之建議:
一、透過服務流程的創新提昇「品牌聯想」
二、交叉購買行銷之運用
三、價格的調整
四、透過消費者認同提昇關係品質
五、與大環境結合透過影城為電影內容加分
Choosing a multiple theater for entertainment demands are many different options in Taiwan. As well as brand mentions in this industry are optional. To appeal customers, accommodative service, creativity on brands, and public relations.
In this research, Brand Equity, Relationship Quality and Customer Loyalty of multiple theaters are discussed. And the level of influence of above factors are connected.
This research conducted questionnaire survey and adopts the method of “convenience sampling” to 447 people sample who have the experience in multiple theater in Metro Taipei area. Additional, this research used the In-Depth Interview method.
For the understanding the consumer behavior accurately, the Population Variables is involves in this research. After the statistic analyzing, the research finds are as follows:
1. Brand Equity has a partly positive influence for Customer Loyalty
2. Relation Quality has a partly positive influence for Customer Loyalty
3. Brand Equity has a partly positive influence for Customer Loyalty
The difference of cognitions from different Population Variables are as follows,
1. Gender, education level, theater that consuming the most, and consuming amount each month exhibit the difference of cognitions in brand equity; The job exhibit to difference of cognitions in brand associations only.
2. Age, theater that consuming the most, consuming amount each month and the motive for choosing theater exhibit the difference of cognitions in relation quality. The jobs exhibit to difference of cognitions in commitment only.
3. Theater that consuming the most, motive for choosing theater and consuming amount each month exhibit the difference of cognitions in consumer loyalty. Gender of the consumer exhibit the difference of cognitions in cross-buying. Age of the consumer exhibit the difference of cognitions in price scale and cross-buying. Educations of the consumer exhibit the difference of cognitions in repurchasing.
Finally, this research advanced five management strategies in consumer operation according the result of this research are as follows.
1. To upgrade the brand association through the innovation of service procedures.
2. To use the marketing strategies for cross-buying.
3. To adjust the prices.
4. To upgrade the relation quality through the consumer identity.
5. To cooperate with macro environment for upgrading the movie content through the multiple theaters.
目 錄
目錄------------------------------------------------------------------------------------------------------------------------i
表目錄-------------------------------------------------------------------------------------------------------------------iii
圖目錄-------------------------------------------------------------------------------------------------------------------iv
第一章 緒論-------------------------------------------------------------------------------------------------------------1
第一節 研究背景與動機---------------------------------------------------------------------------------------1
第二節 研究目的------------------------------------------------------------------------------------------------4
第三節 研究問題------------------------------------------------------------------------------------------------5
第四節 研究流程及論文架構---------------------------------------------------------------------------------5
第五節 研究對象------------------------------------------------------------------------------------------------7
第二章 文獻探討----------------------------------------------------------------------------------------------------10
第一節 映演業與綜合性影城經營-------------------------------------------------------------------------10
第二節 品牌權益----------------------------------------------------------------------------------------------12
第三節 關係品質----------------------------------------------------------------------------------------------17
第四節 顧客忠誠度-------------------------------------------------------------------------------------------23
第三章 研究方法----------------------------------------------------------------------------------------------------26
第一節 研究架構----------------------------------------------------------------------------------------------26
第二節 研究假設----------------------------------------------------------------------------------------------27
第三節 研究變數與操作性定義----------------------------------------------------------------------------29
第四節 問卷設計----------------------------------------------------------------------------------------------33
第五節 資料蒐集方法----------------------------------------------------------------------------------------34
第六節 資料分析方法----------------------------------------------------------------------------------------35
第四章 資料分析與發現-------------------------------------------------------------------------------------------37
第一節 樣本資料特性分析----------------------------------------------------------------------------------37
第二節 人口統計變數對各構面差異----------------------------------------------------------------------40
第三節 影城品牌權益、影城關係品質及影城顧客忠誠度相關性分析----------------------------64
第四節 多元迴歸分析----------------------------------------------------------------------------------------70
第五節 深度訪談結果----------------------------------------------------------------------------------------74
第五章 結論與建議-------------------------------------------------------------------------------------------------78
第一節 資料分析之結果論述-------------------------------------------------------------------------------78
第二節 管理意涵策略之建議-------------------------------------------------------------------------------84
第三節 研究限制----------------------------------------------------------------------------------------------88
第四節 研究建議----------------------------------------------------------------------------------------------89
參考文獻----------------------------------------------------------------------------------------------------------------90
附錄一 大台北地區綜合性影城品牌權益、關係品質與顧客忠誠度─以威秀影城、美麗華影城及Showtime影城為例相關性分析之問卷---------------------------------------------------------------------------98
附錄二 大台北地區綜合性影城品牌權益、關係品質與顧客忠誠度─以威秀影城、美麗華影城及Showtime影城為例相關性分之深度訪談逐字稿--------------------------------------------------------------101
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