顧客對銷售人員喜愛對品牌忠誠度影響：知覺信任與知覺專業之角色_

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題名：	顧客對銷售人員喜愛對品牌忠誠度影響：知覺信任與知覺專業之角色
書刊名：	多國籍企業管理評論
作者：	周文玲
作者(外文)：	Chou, Wen-ling
出版日期：	2007
卷期：	1:2
頁次：	頁109-129
主題關鍵詞：	喜愛；信任；專業；品牌忠誠度；Likability；Trust；Expertise；Brand royalty
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:30

在競爭日益激烈之行銷環境中，品牌忠誠度一直是企業所重視的資產，對於商品而言，品牌之價值維繫，品牌之推展，都有賴於維護顧客對於品牌之忠誠度。過去文獻中對於品牌忠誠度之研究廣泛，但是針對顧客與銷售人員之間的關係，是否會影響顧客對於品牌之忠誠度，現有文獻仍無法釐清。因此，本研究旨在建立顧客對於銷售人員之喜愛程度和品牌忠誠度間關係之完整模式。本研究之結果發現，顧客對於銷售人員喜愛程度越高，會提高對於銷售人員信任以及專業之知覺程度，進而提高該顧客對於品牌之忠誠度。

以文找文

Brand royalty is an important issue in the competing marketing environment. Brand royalty always is the important asset of company. Especially for a product, how to maintain the value of brand, and to promote the brand, depends on customer's brand loyalty. There is no any extant literature focus on the perspective of customer-salesperson relationship. Therefore, the purpose of this study is to provide a casual model to explain the effect of customer's likability of salesperson on brand royalty. The results indicate that higher customer's likability of salesperson will increase customer's perceived trustworthiness and perceived expertise of the salesperson, which will in turn increase customer's brand royalty.

以文找文

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