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題名：化妝品產業顧客忠誠之影響
書刊名：顧客滿意學刊
作者：彭思舟／林憬／郭宜蓁
作者(外文)：Peng, Si-zhou／Lin, Ching／Guo, Yi-chen
出版日期：2011
卷期：7:2
頁次：頁189-221
主題關鍵詞：品牌權益；關係行銷；銷售人員特質；知覺價值；顧客忠誠；Brand equity；Relationship marketing；Salesperson characteristics；Perceived value；Customer loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:40
目前銷售化妝品的方式除了專櫃、開架式、沙龍店或直銷外，網路及電視購物行銷也正持續增高發展中，消費者在面對如此多的通路上更可以進行蒐集和比較產品或價格的資訊，購買決策因而愈來愈敏銳。化妝品業者在面對如此精明的顧客，如何掌握顧客忠誠，已成爲研究和實務上的重要課題。本研究試圖由品牌權益、關係行銷、與銷售人員特質觀點，了解消費者知覺價值的程度對顧客忠誠的影響。本研究採用問卷調查法，調查對象爲臺灣北部地區購買生技中心(ITIS)所公佈之全球十大國際品牌之化妝品的消費者。經351位顧客並採用結構方程模式進行驗證得知，品牌權益、關係行銷及銷售人員特質會顯著正向影響知覺價值；此外，知覺價值會顯著正向影響顧客忠誠。本研究試圖發掘顧客忠誠之影響因素，提供實務上之建議以制定有效策略。
In addition to the current way of selling cosmetics counters, open-frame, sharon store or direct marketing, the Internet and television shopping sales are also continuing the development of increased consumer access in the face of so much more can be collected on and compare products or prices information, purchase decision and therefore more and more acute. Cosmetics industry in the face of such a smart customer, how for master customer loyalty has become an important issue for research and practice. This study attempts to by the point of view of brand equity, relationship marketing, and salesperson characteristics to understand the extent of consumer perceived value on customer loyalty. A questionnaire survey found that DCB IT IS center was the global top ten international brands of cosmetics consumers. The study investigates 351 customers and adopts Structural Equation Modeling (SEM) to test proposed model. The results indicate that brand equity, relationship marketing, and salesperson characteristics have significant and positive effect on perceived value; In addition, perceived value has significant and positive effect on customer loyalty. This study attempts to find out the influencing factors on customer loyalty and provide practical suggestions to make effective strategies.
期刊論文
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45.Keller, K. L.(2001)。Building Customer-based Brand Equity。Marketing Management，10(2)，14-19。  new window
46.Gronroos, C.(2004)。The Relationship Marketing Process: Communication, Interaction, Dialogue, Value。The Journal of Business & Industrial Marketing，19(2)，99-113。  new window
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會議論文
1.Yoo, B、Donthu, N(1997)。Developing and Validating an Overall Brand Equity Scale。Proceedings of American Marketing Association, Summer Educator Conference。Chicago, IL。  new window
學位論文
1.郭宜蓁(2008)。影響消費者購買化妝品之顧客忠誠研究--以知覺價值為中介變數(碩士論文)。國立東華大學。  延伸查詢new window
2.周育臣(2007)。銷售人員特性與顧客回應之研究--以百貨服飾業為例(碩士論文)。東吳大學。  延伸查詢new window
圖書
1.Aaker, D. A.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。New York：The Free Press。  new window
2.Nunnally, J. C.(1978)。Psychometric Theory。New York, NY：McGraw-Hill。  new window
3.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.Kotler, P.、Armstrong, G.(1991)。Principle of Marketing。Englewood Cliffs, NJ：Prentice-Hall。  new window
其他
1.羅淑慧(2008)。皮膚保養品新興市場前景未來成長性可期，http://www.itis.org.tw。  延伸查詢new window
2.(2008)。東方線上專業生活型態與市場研究(E-ICP)，http://marketing.chinatimes.com。  延伸查詢new window
圖書論文
1.Rust, R. T.、Oliver, R. L.(1994)。Service quality: Insights and managerial implications from the frontier。Service Quality: New Directions in Theory and Practice。Thousand Oaks, California：Sage Publications。  new window
2.Carmines, E. G.、McIver, J. P.(1981)。Analyzing Models with Unobserved Variables: Analysis of Covariance Structure。Social Measurement: Current Issues。Sage。  new window
 
 
 
 
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