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研究生:高耀宗
研究生(外文):Yao-tsung Kao
論文名稱:眼鏡業之品牌信任與顧客忠誠度對顧客終身價值之研究
論文名稱(外文):A Study on Brand Trust and Customer Loyalty toward Customer Lifetime Value of the Glasses Company
指導教授:宋競賢
指導教授(外文):Ching-hsien Sung
學位類別:碩士
校院名稱:美和技術學院
系所名稱:經營管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:96
語文別:中文
論文頁數:98
中文關鍵詞:品牌信任顧客忠誠度顧客終身價值
外文關鍵詞:Customer LoyaltyBrand TrustCustomer Lifetime Value
相關次數:
  • 被引用被引用:6
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  • 下載下載:265
  • 收藏至我的研究室書目清單書目收藏:3
近年來因國內經濟衰退與通貨膨脹影響,許多家庭對於民生用品之購買意願降低,其中眼鏡業也受到很大的衝擊,故本研究以眼鏡消費者作為研究樣本,第一部份去探討眼鏡消費者之人口統計變數對品牌信任、顧客忠誠度與顧客終身價值之關係,第二部份去探討品牌信任、顧客忠誠度與顧客終身價值之關係。
本研究依據相關文獻探討,編製問卷作為調查方法,以便利性抽樣法進行問卷調查,將全臺灣分為北部地區、中部地區、南部地區、東部地區,在正式問卷發放之前發放60份前測,正式問卷總計發出
問卷600份,本研究採用SPSS12.0套裝軟體為統計分析工具:敘述性統計、項目分析、信度分析、t檢定、單因子變異數分析、皮爾森相關分析、迴歸分析等統計分析方法。本研究透過實證研究確認品牌信任對顧客忠誠度有顯著影響、顧客忠誠度對顧客終身價值有顯著影響、品牌信任對顧客終身價值也有顯著影響,也就是說品牌信任不僅能提高顧客忠誠度也可創造顧客終身價值;意謂眼鏡公司業者可藉由品牌信任增加顧客忠誠度進而創造出顧客終身價值,故品牌信任此關係可讓眼鏡公司業者暸解提供可靠、安全、誠實的消費環境與交易過程不僅僅能提高顧客忠誠度,同時也能創造出顧客終身價值。
Due to the impact of recent domestic economic recession and commodity inflation, many families diminish their willingness to consume commodity goods. The galsses company was severely depressed; thus, this purpose of this research is to investigate the relations between brand trust, customer loyalty and customer lifetime value of the optical eyewear industry. This study uses the consumers of optical eyewear industry as research sample to analyze the influence of the consumer demand and the galsses company brands on customer loyalty, and then examines the effect of loyalty on the optical eyewear companies through brand trust.
By conducting literature review and primary data collection via questionnaire, this study explores the brand trust of eyeglasses consumers through brand trust, customer loyalty, customer lifetime value and population statistic variable. This research adopts Descriptive statistics, Factor analysis, T-test, ANOVA analysis, Correlation analysis, Regression analysis as study methods.
The results displayed significant relations of (1) brand trust towards customer loyalty, (2) customer loyalty towards customer lifetime value, (3) and brand trust towards customer lifetime value. In other words, brand not only can increase customer loyalty but also enhance customer lifetime value. Optical eyewear retailers can use brand trust to enhance customer loyalty and create customer lifetime value. The results present optical eyewear companies value data on glasses company consumption to be utilize as reference when drawing up the marketing strategy for future products.
中文摘要 II
ABSTRACT III
目 次 V
表 次 VII
圖 次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與限制 5
第四節 名詞釋義 6
第二章 文獻探討 8
第一節 眼鏡業產業概況 8
第二節 品牌信任 12
第三節 顧客忠誠度 14
第四節 顧客終身價值 17
第五節 各變數關係之文獻探討 21
第三章 研究設計與實施 23
第一節 研究架構 23
第二節 研究假設 25
第三節 研究流程 27
第四節 研究變項之操作性定義 28
第五節 研究設計 30
第六節 研究工具之信效度考驗 34
第四章 資料分析 49
第一節 樣本結構分析 49
第二節 研究假設之分析 58
第三節 各研究變項之迴歸分析 74
第五章 結論與建議 78
第一節 結論 78
第二節 後續研究建議 82
參考文獻 83
附件一 正式研究問卷 87
附件二 專家效度問卷意見表 92
(一)、中文部份
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廖啟順(2007)。信用卡產業品牌忠誠度及顧客終身價值之實證研究。中國廣告學刊,12,72-79。
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謝東霖(2001)。顧客滿意、品牌權益與顧客終身價值之研究-以KTV為例。東吳大學企業管理研究所碩士論文,未出版,台北
曾義明、廖本哲、簡詠喜(2004)。産品價值、品牌信任、品牌情感
與品牌忠誠度關之研究。企業管理學報,61,29-50。

(二)、英文部分
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