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題名：消費者對品牌形象、服務品質與滿意度之看法研究--以T珠寶公司為例
書刊名：商業現代化學刊
作者：郭亭亞
作者(外文)：Kuo, Ting-ya
出版日期：2011
卷期：6:1
頁次：頁251-275
主題關鍵詞：珠寶；品牌形象；服務品質；顧客滿意度；Jewelry；Brand image；Service quality；Customer satisfaction
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(1) 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:1
  • 共同引用共同引用:5
  • 點閱點閱:113
台灣的珠寶市場已從保值的觀念，轉變為追求流行時尚，雖然景氣低迷，但珠寶的銷售卻不減反增。面對港商和外來知名品牌的競爭，珠寶業者不僅必須從傳統的銀樓轉為現代化經營且必須了解消費者對品牌形象、服務品質和顧客滿意度的看法，藉以制定行銷策略來贏取顧客。本研究旨在探討珠寶消費者對品牌形象、服務品質及滿意度的看法是否因消費者特徵和人口統計變數而有所不同。研究的結果發現消費者對品牌形象、服務品質及滿意度的看法，因人口統計變數的不同而有顯著的差異。本研究建議珠寶業者根據消費者的相關消費習性，制定適合的行銷策略及商品組合。
Taiwan jewelry market has changed from the idea of preserving value to fashioning. Despite the poor economy situation, jewelry sales have been increasing instead of declining. Facing competition from Hong Kong and Foreign famus brands, the jewelry industry not only has to transform from traditional operations into contempary management, but also has to understand customers' perceptions of brand image, service quality and customer satisfaction and to create marketing strategies accordingly. The purpose of this study is to investigate possible different consumers' perceptions on jewlry's brand image, service quality and customer satisfaction due to demongraphic differences. The findings support the hypotheses that consumers have significantly different perceptions on brand image, service quality and customer satisfaction due to demongraphic differences. This research recommends that jewelry stores have to develop appropriate marketing strategies and product mixes according to different consumer behaviors.
期刊論文
1.Atwal, G.、Williams A.(2009)。Luxury Brand Marketing--The Experience Is Everything!。Journal of Brand Management，16(5/6)，338-346。  new window
2.Burdage, R. J.(1969)。Levels of occupational prestige and leisure activity。Journal of Leisure Research，1(3)，1-11。  new window
3.Rudolph, W. S.(1977)。Lifestyle Research Inappropriate for Some Categories of Product。Marketing New，10(7)，234-239。  new window
4.Thakor, M. V.、Katsanis, L. P.(1997)。A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications。Journal of International Consumer Marketing，9(3)，79-100。  new window
5.Wells, W. D.、Tigert, D. J.(1971)。Activities, Interests and Opinions。Journal of Advertising Research，11(4)，27-35。  new window
6.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
7.Crosby, Lawrence A.、Stephens, Nancy(1987)。Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry。Journal of Marketing Research，24(4)，404-411。  new window
8.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1985)。Problems and Strategies in Service Marketing。Journal of Marketing，49(1)，33-46。  new window
9.Plummer, Joseph T.(1974)。The Concept and Application of Life Style Segmentation。Journal of Marketing，38(1)，33-37。  new window
10.Derbaix, C.(1983)。Perceived Risk and Risk Relievers: An Empirical Investigation。Journal of Economic Psychology，3(1)，19-38。  new window
11.Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。  new window
12.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
13.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
14.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
15.Oliver, Richard L.(1981)。Measurement and evaluation of satisfaction processes in retail settings。Journal of Retailing，57(3)，25-48。  new window
16.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
17.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
18.De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning，7(7/8)，29-32。  new window
19.李長春、林雨築(2006)。公部門服務品質之研究--以品質機能展開技術應用於地政事務所之分析。住宅學報，15(1)，43-58。new window  延伸查詢new window
20.許倫華(2006)。台灣金銀珠寶業發展延革。台灣金銀珠寳同業協會，1。  延伸查詢new window
21.黃满權(2001)。台灣珠寶產業的新活路。台灣區珠寶工業同業公會會刊，17。  延伸查詢new window
22.Caileux, H.、Mignot, C.、Kapferer, J.(2009)。Is CRM for Luxury Brands?。Brand Management，16(5/6)，406-412。  new window
23.Richardson, P. S.、Dick, A. S.、Jain, A. K.(1994)。Extrinsic and extrinsic cue effect on store brand quality。Journal of Marketing Research，58(4)，28-36。  new window
24.Sanguanpiyapan, T.、Jasper, C.(2010)。Consumer insights into luxury goods: why they shop where they do in a jewelry shopping setting。Journal of Retailing and Consumer services，17，152-160。  new window
會議論文
1.Hempel, Donald J.(1977)。Consumer satisfaction with the home buying process : conceptualization and measurement。Conference, conducted by Marketing Science Institute with support of National Science Foundation，(會議日期: 1976/04/11-04/13)。Cambridge, Mass：Marketing Science Institute。279-299。  new window
2.Czepiel, John A.、Larry, J. Rosenberg、Akerele, Adebayo(1974)。Perspectives on Consumer Satisfaction119-123。  new window
學位論文
1.林進章(2001)。台灣黃金飾品業引進電子商務之策略與經營模式探討(碩士論文)。國立中山大學。  延伸查詢new window
2.洪玉玲(2002)。常見寶石礦物之拉曼光譜研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
3.陳世偉(2003)。國產汽車消費者購買行為之研究(碩士論文)。國立臺北大學。  延伸查詢new window
4.賀冬美(2002)。珠寶產業的國際行銷策略--「S」公司前進澳洲市場之行銷組合研究(碩士論文)。國立中山大學。  延伸查詢new window
5.陳秋瑜(2002)。行銷刺激對品牌態度之研究--鎮金店JustGold品牌之實證分析(碩士論文)。國立臺北大學。  延伸查詢new window
圖書
1.Loudon, D. L.、Bitta, A. J.(1988)。Consumer Behavior: Concepts and Applications。New York, NY：McGraw-Hill。  new window
2.Peter, J. P.、Olson, J. C.(2001)。Consumer behavior and marketing strategy。New York：Boston, MA：Irwin/McGraw-Hill。  new window
3.大前研一、劉錦秀、江裕真(2006)。M型社會：中產階級消失的危機與商機。台北：商周出版社。  延伸查詢new window
4.Kotler, P.、Armstrong, G.、Saunders, J.、Wong, V.(1999)。Principles of marketing。New Jersey：Prentice Hall。  new window
5.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
6.Walters, Charles G.(1978)。Consumer behavior: An integrated framework。Richard D. Irwin Inc.。  new window
7.Schiffman, Leon G.、Kanuk, Leslie Lazar(1991)。Consumer Behavior。Prentice-Hall。  new window
8.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
9.Pratt, W.(1974)。Measuring Purchase Behavior, Handbook of Marketing, Handbook of Marketing, Robert Ferber Edition。McGraw-Hill。  new window
10.Berry。Emerging perspectives in Services Marketing。Chicago。  new window
其他
1.沈婉玉(2010)。高級車進口倍增消費力「富」甦。  延伸查詢new window
2.邱莉玲(2006)。有請大甲媽祖庀佑傳統銀樓生意。  延伸查詢new window
3.董珮真(2007)。M型消費趨勢，早已悄悄成形！。  延伸查詢new window
4.鍾木旺(2005)。華麗珠寶背後，讓人感受到真誠。  延伸查詢new window
圖書論文
1.Demby, E.(1973)。Psychographics and Form Where IT Comes。Lifestyle and Psychographics。Chicago：AMA。  new window
2.Lewis, R. C.、Booms, B. H.(1983)。The Marketing Aspects of SQ。Emerging Perspectives in Services Marketing。Chicago：American Marketing Association。  new window
 
 
 
 
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