臺灣博碩士論文加值系統

台灣的速食麵市場競爭激烈，如何保有現有顧客並創造新的顧客，同時還要抵禦彼此之間的競爭行為是一個重要課題，其中競爭行為的探討主要是針對市場領導品牌或第二品牌，因此本研究將調查速食麵領導品牌和追隨品牌之間的差異，並提出具體策略予市場領導品牌與跟隨品牌。
研究結果發現，品牌形象對於顧客知覺價值、滿意度、忠誠度有正面影響，而顧客知覺價值對滿意度和忠誠度有正面影響，再滿意度對忠誠度有正面影響，此外，我們還發現領導品牌和跟隨品牌在品牌形象、顧客知覺價值、滿意度和忠誠度均有顯著差異。
從以上結論，我們建議市場領導品牌主要目標在於保有現有顧客，建立在顧客心中清楚且明確品牌聯想，進而提升品牌形象。而就市場追隨品牌，我們建議應加強品牌名稱和產品之間的連結，提升品牌知名度。

The competition of Taiwan’s instant noodle industry is fierce, therefore, it is very important for companies keep existing customers and create new customers, while at the same time defending themselves against competitive actions. Competition is usually focused on the top brand and the second brand. So this study investigates how different instant noodle brands differentiate from each other, and how the market leader and market follower create strategies to increase their competitiveness. The finding suggests that brand image has a positive impact on customer perceived value, satisfaction, and loyalty. Further, customer perceived value has a positive impact on satisfaction and loyalty, and satisfaction has a positive impact on the loyalty. The study also shows significant differences in brand image, customer perceived value, satisfaction, and loyalty among market leader and market follower.
The managerial objective of the brand leader is to retain existing customers, to enhance brand image by establishing clear and specific brand associations in customers’ minds. For the follower brand, we propose to strengthen the link between the brand names and their product, and increase brand awareness.

CONTENTS
CHINESE ABSTRACT i
ENGLISH ABSTRACT ii
ACKNOWLEDGEMENTS iii
CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2. RESEARCH PURPOSE 1
1.3. RESEARCH QUESTIONS 1
CHAPTER 2 LITERATURE REVIEW 3
2.1 EXPLICATION OF CONSTRUCTS 3
2.1.1 Brand image 3
2.1.2 Customer Perceived value 6
2.1.3 Satisfaction 10
2.1.4 Loyalty 13
2.2 MARKET LEADER AND MARKET FOLLOWER 17
2.2.1 Market leader 17
2.2.2 Market follower 17
2.3 INDUSTRY ANALYSIS 18
2.3.1 The global industry of instant noodles 18
2.3.2. Uni-President Enterprise Corp. (Uni-President Enterprises) 23
2.3.3. Vedan Enterprise Corp. 23
CHAPTER 3 METHOD 25
3.1 CONCEPTUAL MODEL 25
3.2 HYPOTHESES DEVELOPMENT 26
3.2.1 Brand image 26
3.2.2 custoemr perceived value 29
3.2.3 Satisfaction 31
3.3 OPERATIONAL DEFINITION 32
3.4 QUESTIONNAIRE DESIGN 33
3.4.1 Instrument Development 34
3.4.2 Data collection 36
3.5 DATA ANALYSIS TOOLS 38
3.5.1 Descriptive Statistics 38
3.5.2 Reliability Analysis 39
3.5.3 Validity Analysis 39
3.5.4 Regression Analysis 39
3.5.5 T-test 40
CHAPTER 4 DATA ANALYSIS AND RESULTS 41
4.1 SAMPLE DESCRIPTION 41
4.2 RELIABILITY AND VALIDITY 46
4.2.1 Reliability 46
4.2.2 Validity 47
4.3 HYPOTHESES TEST 48
4.3.1 H1: Brand image has a positive impact on customer perceived value 49
4.3.2 H2: Brand image has a positive impact on satisfaction 50
4.3.3 H3: Brand image has a positive impact on loyalty 51
4.3.4 H4: Customer perceived value has a positive impact on satisfaction 52
4.3.5 H5: Customer perceived value has a positive impact on loyalty 53
4.3.6 H6: Satisfaction has a positive impact on loyalty 54
4.4 BETWEEN GROUP COMPARISON 56
4.5 SUMMARY OF RESEARCH FINDINGS 58
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 60
5.1 CONCLUSIONS 60
5.2 IMPLICATIONS & SUGGESTIONS 61
5.2.1 Theoretical implications 61
5.2.2 Practical implication 62
5.3 LIMITATIONS AND FUTURE RESEARCH 64
REFERENCES 65
NEW YORK: SIMON & SCHUSTER. 65
APPENDIX I. QUESTIONNAIRE (UNI) 75
APPENDIX I. QUESTIONNAIRE (VEDAN) 78

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