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研究生:黃菀寧
研究生(外文):Wan-Nin Huang
論文名稱:品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效之研究-量販業私有品牌為實證
論文名稱(外文):A Study on Brand Strategies, Customer Satisfaction, Customer Loyalty, Brand Equity and Brand Performance- An Empirical Investigation of the Private Brand of Hypermarket Industry
指導教授:胡同來胡同來引用關係
指導教授(外文):Tung-Lai Hu
口試委員:耿慶瑞許鉅秉
口試委員(外文):Ching-Jui KengJiuh-Biing Sheu
口試日期:2012-06-01
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:87
中文關鍵詞:品牌策略顧客滿意度顧客忠誠度品牌權益品牌績效
外文關鍵詞:Brand StrategiesCustomer SatisfactionCustomer LoyaltyBrand EquityBrand Performance
相關次數:
  • 被引用被引用:6
  • 點閱點閱:272
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
2008年的金融海嘯,導致全球陷入經濟不景氣的時代,消費者的消費習慣除了重視產品品質及服務品質之外,也將價格納入作為最終購買決策的要素之一。藉此多家知名連鎖通路皆推出各式各樣的私有品牌商品,且有逐漸「優質化、高品質」的趨勢。
在競爭激烈的時代,為達到企業永續經營,顧客已成為企業的重要資源。企業運用品牌策略突顯自己的優勢,掩蓋自己的劣勢,以滿足顧客的需求及增加購買次數,成功建立消費者對品牌的偏好,進而增加品牌的附加價值,讓消費者願意支付更高的價格取得產品,使企業品牌產品發展永續性的差異化優勢與形成高市場占有率。
因此,本研究將經由相關文獻探討及整合學術相關研究,分析量販業私有品牌市場中,品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效之間的關係。透過問卷調查,並以線性結構模式,探討該產業的品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效等概念,互相連結不同概念間的因果關係。研究發現:品牌策略對顧客滿意度、品牌策略對顧客忠誠度、顧客滿意度對品牌權益、顧客忠誠度對品牌權益、品牌權益對品牌績效皆有顯著正向影響;顧客滿意度對顧客忠誠度並無顯著的影響;以此研究結果,擬定行銷策略提供業界做為參考,期望能對其品牌策略的制定有所貢獻。

The economic depression in 2008, leading the world into the times of economic downturn, In addition to consumers emphasize product quality and service quality in their consumption habits, the price included in one of the elements as a final purchase decision. To take a number of well-known the private brand of hypermarket industry are to launch a wide range of private brand products which has a tendency towards high quality. The private brand product knowledge of cunsumers have gradually affected their consumption habit.
In the competitive times, in order to achieve sustainable business, the customer has become an important resource. Businesses can use to highlight the advantages of brand strategy, to cover up its own disadvantage, which satisfy our customers and increase the number of purchases, the successful establishment of consumer brand preferences, increasing the added value of the brand so that consumers are willing to pay higher prices to obtain products, brand products and the development of sustainable diversity advantage and high market share.
This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand
strategy, customer satisfaction, customer loyalty, brand equity and brand performance relationship and theory framework. On the basis of the analytical framework and the
developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1. There is a significant, positive correlation between Brand Strategy and Customer Satisfaction.
2. There is a significant, positive correlation between Brand Strategy and Customer Loyalty.
3. There isn’t a significant, positive correlation between Customer Satisfaction and Customer Loyalty.
4. There is a significant, positive correlation between Customer Satisfaction and Brand Equity.
5. There is a significant, positive correlation between Customer Loyalty and Brand Equity.
6. There is a significant, positive correlation between Brand Equity and Brand Performance.
The survey takes the empirical investigation of the value private brand of discount department store industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.

摘要I
ABSTRACTII
誌謝IV
目錄VI
表目錄IX
圖目錄X
第一章 緒論1
1.1研究動機與問題1
1.2研究目的4
1.3研究範圍5
1.4研究流程6
第二章 文獻探討7
2.1 量販業7
2.2私有品牌8
2.2.1私有品牌之定義與範圍8
2.2.2 私有品牌與全國性品牌之比較9
2.3品牌策略9
2.3.1品牌策略的定義9
2.3.2品牌策略的構面14
2.4顧客滿意度16
2.4.1顧客滿意度的定義16
2.4.2顧客滿意度的構面17
2.5顧客忠誠度19
2.5.1顧客忠誠度的定義19
2.5.2顧客忠誠度的構面21
2.6品牌權益23
2.6.1品牌權益的定義23
2.6.2品牌權益的構面24
2.7品牌績效28
2.7.1品牌績效的定義28
2.7.2品牌績效的構面29
第三章 研究方法32
3.1研究架構32
3.2研究假說33
3.3研究變數的定義與衡量35
3.3.1品牌策略35
3.3.2顧客滿意度36
3.3.3顧客忠誠度36
3.3.4品牌權益36
3.3.5品牌績效37
3.4問卷設計37
3.5抽樣設計39
3.5.1 研究對象40
3.5.2 抽樣方法與樣本大小40
3.6問卷蒐集與回收分析41
3.7資料分析方法41
3.8 效度與信度分析42
3.8.1 效度42
3.8.2 信度45
第四章 資料分析與結果47
4.1 樣本資料之分析47
4.1.1樣本銷售情形48
4.1.2受訪者性別及年齡50
4.1.3 受訪者的職業 51
4.1.4 受訪者教育程度52
4.1.5 個人每一次購買量販業私有品牌的平均金額53
4.1.6 個人間隔多久購買一次產品54
4.2.結構方程模式之建立與分析54
4.2.1 相關分析54
4.2.2 結構方程模式分析56
4.2.3 AMOS模式配適度評鑑57
4.3模式之假說檢定63
4.3.1 品牌策略對顧客滿意度之影響64
4.3.2 品牌策略對顧客忠誠度之影響65
4.3.3 顧客滿意度對顧客忠誠度之影響66
4.3.4 顧客滿意度對品牌權益之影響67
4.3.5 顧客忠誠度對品牌權益之影響68
4.3.6 品牌權益對品牌績效之影響69
4.3.7 變數間影響效果分析70
第五章 結論與建議73
5.1 研究結論73
5.1.1研究結果74
5.1.2研究討論75
5.2 行銷涵義76
5.3 研究貢獻77
5.4 研究限制79
5.5 未來研究建議79
參考文獻81
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二、英文部分82

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9. 大台南市量販店之服務品質、顧客滿意度與顧客忠誠度相關性之研究-以信任與關係慣性為干擾變數
10. 品牌策略、品牌體驗、顧客滿意度、顧客忠誠度與品牌績效之研究-生技醫學美容業實證
11. 顧客滿意度、顧客忠誠度與顧客再購買意願分析-以台中地區宅配業為例
12. 品牌策略、品牌信任、品牌忠誠度與品牌權益之研究-以台灣紅酒市場實證
13. 量販業顧客滿意度調查研究
14. 企業形象、品牌權益與顧客關係管理對顧客滿意度與顧客終身價值之影響性研究-以南部壽險公司的保戶為例。
15. 網站服務品質、知覺價值、網站信任、顧客滿意度與顧客忠誠度之研究-以購物網站為例