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研究生:陳俊吉
研究生(外文):Chen,Chun-Chi
論文名稱:品牌形象與顧客滿意度之關係對顧客轉換購買品牌因素之研究
論文名稱(外文):The Influence of Brand Image and Customer Satisfaction on Customer Switching Behaviors
指導教授:何淑熏何淑熏引用關係
指導教授(外文):Ho,Shu-Hsun
口試委員:莊淑婷黃志仁
口試委員(外文):Chuang,Shu-TingHuang,Chih-Jen
口試日期:2011-06-06
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:56
中文關鍵詞:品牌形象
外文關鍵詞:The Influence of Brand Image
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由於消費意識抬頭,市場競爭較具激烈且複雜,現今台灣的汽車市場相較於其他國家地區,市場規模較小、品牌車種較多、價格破壞較嚴重、促銷活動多樣化。服務品質與企業形象更長久以來是服務業的重要課題,服務業的目的在提供服務給顧客以滿足他們的需求,但因服務具有無形性、異質性、不可分割性和易消失性等四大特性,所以對業者而言,業者該做到何種程度,才能使顧客感到滿意呢?
因此,本研究將探討品牌形象、知覺價值、知覺品質對顧客滿意度與購買意願之影響。以NISSAN(日產)消費者作為研究之對象,希望藉由此問卷之成果,能獲取相關研究變數之間的因果關係。研究結果如下:研究假設一,品牌形象對顧客的知覺品質有顯著正向影響,結果獲得支持;研究假設二,品牌形象對顧客的知覺價值有顯著正向影響,結果獲得支持;研究假設三,知覺品質對顧客滿意度有正向影響,結果獲得支持;研究假設四,知覺價值對顧客滿意度有正向影響,結果獲得不支持;研究假設五,顧客滿意度對消費者購買意願有正向影響,結果獲得支持。
關鍵詞:品牌形象、知覺品質、知覺價值、顧客滿意度

Abstract
Since the rise of consumer awareness, market competition, relatively more intense and complex, now Taiwan's auto market compared to other countries and regions, the smaller the market, brand vehicles more price damage is more serious and diverse promotional activities. Service quality and corporate image has long been a more important issue is the service industry, service industry aimed at providing services to customers to meet their needs, but services have intangibility, heterogeneity, inseparability and easy disappearance of the other four characteristics, so the industry is concerned, do what extent the industry in order to make customers feel satisfied with that?
Therefore, this study will explore consumer corporate brand image, perceived value, perceived quality, customer satisfaction and purchase intention. To NISSAN (Nissan) consumers, as the object of study, hoping the results of this questionnaire can obtain the related research a causal relationship between variables. The results are as follows: The hypothesis of a brand image on perceived quality has a significant positive effect on the results obtained support; hypotheses Second, the brand image of the customer's perceived value of a significant positive effect on the results obtained support; hypothesis three, perceived quality to customer satisfaction has positive effects, the results are supported; four hypotheses, perceived value to customer satisfaction has positive effects, the results obtained do not support; hypothesis five, customer satisfaction has a positive on consumer purchase intention effects, the results supported.
Key words: brand image, perceived quality, perceived value, customer satisfaction

中文摘要 I
ABSTRACT I
目錄 I
表目錄 I
圖目錄 I
第一章 緒論 - 1 -
第一節 研究背景 - 1 -
第二節 研究動機與目的 - 1 -
第三節 研究流程 - 1 -
第二章 文獻探討 - 1 -
第一節 品牌形象 - 1 -
第二節 知覺價值 - 1 -
第三節 知覺品質 - 1 -
第四節 顧客滿意度 - 1 -
第三章 研究方法 - 1 -
第一節 研究架構與研究假設 - 1 -
第二節 研究變數操作性定義與問卷設計 - 1 -
第三節 研究樣本與資料蒐集 - 1 -
第四節 研究分析方法 - 1 -
第四章 實證分析結果 - 1 -
第一節 首次購買NISSAN(日產)汽車消費者分析 - 1 -
第二節 非首次購買NISSAN(日產)汽車消費者分析 - 1 -
第三節 首次與非首次購買NISSAN(日產)汽車消費者差異分析 - 1 -
第五章 結論與建議 - 1 -
第一節 研究結論 - 1 -
第二節 研究限制 - 1 -
第三節 未來研究方向 - 1 -


中文文獻
余錦芳(2002),顧客滿意與品牌忠誠度之相關研究—以汽車業為例,國立高雄第一科技大學行銷與流通管理系碩士論文。
何雍慶、林美珠(2007),電子商務顧客網路購物知覺價值因果關係之研究-以國內大專生為例,顧客滿意學刊,3卷1期,61-96頁。
林明鋒(2005),以體驗行銷觀點探討景觀咖啡廳的商店氣氛因素及知覺價值之研究-以新社地區為例,朝陽科技大學企業管理系碩士論文。
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