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題名：從關係價值與關係品質觀點探討品牌形象對消費者滿意度與忠誠度之影響--臺灣筆記型電腦產業為例
書刊名：管理學報
作者：劉祥熹／涂登才／羅建昇
作者(外文)：Liu, Hsiang-hsi／Tu, Teng-tsai／Lo, Chien-sheng
出版日期：2010
卷期：27:3
頁次：頁225-245
主題關鍵詞：品牌形象；關係品質；關係價值；消費者滿意度；消費者忠誠度；Brand image；Relationship quality；Relationship value；Consumer satisfaction；Consumer loyalty
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相關次數：
  • 被引用次數被引用次數:期刊(14) 博士論文(4) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:14
  • 共同引用共同引用:0
  • 點閱點閱:75
本文藉由關係價值與關係品質之觀點，探討台灣筆記型電腦品牌形象對消費者滿意與忠誠度關聯性之決定因素及其彼此間的關聯效果。實證結果顯示，台灣筆記型電腦廠商之問項因素大抵而言落在優勢維持區。品牌形象建立對關係品質、關係價值、消費者滿意度及消費者忠誠度均具有正面的影響效果；關係品質對消費者滿意度及消費者忠誠度均具有正面的影響效果；關係價值對關係品質及消費者滿意度具有正面的影響效果；消費者滿意度對消費者忠誠度具有正面的影響效果。上述影響效果可確立關係品質與關係價值在本研究所建構之行銷模式中所扮演的中介變數角色。筆記型電腦廠商宜在關係品質與關係價值方面投入更多資源，並藉由關係品質與關係價值的中介效果，讓經營品牌形象可以對消費者滿意度與忠誠度產生正面影響效果。
This study explores the determinants which effect the linkage and analyze interrelationship between brand image and consumer satisfaction and consumer loyalty through relationship quality and relationship value in Taiwanese notebook computer industry. The empirical results reveal that a variety of determinants of notebook computer firms locate at the region of strength maintenance. There are significantly positive effects of brand image on relationship quality, relationship value, consumer satisfaction and consumer loyalty; significantly positive effects of relationship quality on consumer satisfaction and consumer loyalty; significantly positive effects of relationship value on relationship quality and consumer satisfaction; significantly positive effect of consumer satisfaction on consumer loyalty. These effects establish relationship quality and relationship value as the role of mediation variables in marketing model. Finally, notebook computer firms should put more resources on relationship quality and relationship value, and generate positive effect of managing brand image on consumer satisfaction and consumer loyalty through the mediation effect of relationship quality and relationship value.
期刊論文
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2.Olsen, Line Lervik、Johnson, Michael D.(2003)。Service equality, satisfaction, and loyalty: from transaction-specific to cumulative evaluations。Journal of Service Research，5(3)，184-195。  new window
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6.Erdem, T.(1998)。An empirical analysis of umbrella branding。Journal of Marketing Research，35(3)，339-351。  new window
7.Keating, B.、Rugimbana, Robert、Quazi, A.(2003)。Differentiating Between Service Quality and Relationship Quality in Cyberspace。Managing Service Quality，13(3)，217-232。  new window
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13.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
14.Ulaga, Wolfgang、Eggert, Andreas(2006)。Value-based differentiation in business relationships: gaining and sustaining key supplier status。Journal of Marketing，70(1)，119-136。  new window
15.Smith, J. Brock(1998)。Buyer-seller relationships: Similarity, relationship management, and quality。Psychology & Marketing，15(1)，3-21。  new window
16.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
17.Ribbink, Dina、van Riel, Allard C. R.、Liljander, Veronica、Streukens, Sandra(2004)。Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet。Managing Service Quality: An International Journal，14(6)，446-456。  new window
18.Wilson, David T.(1995)。An integrated model of buyer-seller relationships。Journal of the Academy of Marketing Science，23(4)，335-345。  new window
19.Yoo, Boonghee、Donthu, Naveen、Lee, Sungho(2000)。An Examination of Selected Marketing Mix Elements and Brand Equity。Journal of the Academy of Marketing Science，28(2)，195-211。  new window
20.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
21.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
22.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
23.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
24.De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning，7(7/8)，29-32。  new window
25.Bardis, P. D.,(1969)。A Pill Scale: A Technique for the Measurement of Attitudes toward Oral Contraception。Social Science，44(1)，35-42。  new window
26.Payne, Adrian and Sue Holt,(1999)。A Review of the ‘Value’ Literature and Implications for Relationship Marketing。Australasian Marketing Journal，7(1)，41-51。  new window
圖書
1.Keegan, Warren J.、Moriarty, Sandra E.、Duncan, Thomas R.(1995)。Marketing。Englewood Cliffs, NJ：Prentice Hall。  new window
2.Randall, Geoffrey(1997)。A Practical Guide To Branding。New York：The Free Press。  new window
3.Perry, A.、Wisnom, D. III(2003)。Before the Brand: Creating the Unique DNA of an Enduring Brand Identity。McGraw-Hill。  new window
4.Zaltman, Gerald、Burger, P. C.(1975)。Marketing research: Fundamentals and dynamics。Dryden Press。  new window
5.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
6.Griffin, J.(1995)。Customer loyalty: How to earn It and how to keep It。New York, NY：Lexington Books。  new window
7.Monroe, Kent B.(2003)。Pricing: making profitable decisions。McGraw-Hill。  new window
8.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
9.Hague, Paul N. and Peter Jackson,(1998)。Do Your Own Market Research 3rd ed。London:。  new window
圖書論文
1.Liljander, Veronica、Strandvik, Tore(1995)。The Nature of Customer Relationships in Services。Advances in Services Marketing and Management: Research and Practice。JAI Press。  new window
 
 
 
 
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