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    Title: 品牌形象、認知價值、顧客滿意度與顧客忠誠度之關係研究-以工業產品供應商SKF台灣為例
    The Relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty - A Case Study of an Industrial Goods Supplier, SKF Taiwan
    Authors: 林傑昌
    Lin, Jye Chnag
    Contributors: 祝鳳岡
    林傑昌
    Lin, Jye Chnag
    Keywords: 品牌形象
    認知價值
    顧客滿意度
    顧客忠誠度
    工業產品
    Brand Image
    Perceived Value
    Customer Satisfaction
    Customer Loyalty
    Industrial Goods
    Date: 2013
    Issue Date: 2014-12-01 14:28:08 (UTC+8)
    Abstract: 工業產品是主要是用於生產製造成其他工業產品或消費性產品。有別於一般消費性產品的普遍性,工業產品的供應商與顧客群皆有相當之針對性,進而形成較封閉的市場。

    本研究以SKF台灣為研究對象,針對其顧客企業中的個人,使用問卷調查方式來蒐集量化資料,透過統計軟體進行分析,並依據量化實證結果彙整出訪談問題大綱後,與專家深度訪談進行質化分析。藉以探討工業產品的品牌形象、知覺價值、顧客滿意度與顧客忠誠度之間的關係,同時探討各企業統計變項對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度的差異性。研究結果發現與建議如下:
    一、品牌形象與認知價值對顧客滿意度及顧客忠誠度呈現顯著的正向關係
    二、品牌形象之功能經驗性是影響顧客滿意度與顧客忠誠度之主因,而認知價值之感情回應的影響力低於其他因素
    三、 針對企業統計變項差異化分析中,公司型態及其年採購金額、個人所屬部門、職位及年資對於品牌形象、知覺價值、顧客滿意度與顧客忠誠度皆有顯著的差異
    四、建議工業產品供應商持續努力提昇品牌形象,可相對有效增加顧客滿意度及顧客忠誠度,將有助於從競爭中勝出
    Industrial goods are mainly used in manufacturing process to produce industrial products or consumer products. The specific purpose limits its universality and substitutability so the suppliers and customers are relatively specific, and the industrial goods market is closed and unique.
    The industrial goods supplier, SKF Taiwan, was taken as example in this case study to investigate the relationship among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty. The effects to the above constructs in terms of demographic variables were also evaluated. Quantitative research was done by random questionnaire surveys to the customers. After statistical analysis, in-depth interviewing was applied to some typical customers for the qualitative research. The major findings of this study were as follows:
    1. Both Brand Image and Perceived Value had significant and positive effects on Customer Satisfaction and Customer Loyalty, and the influence of Brand Image was more significant than Perceived Value.
    2. The effect of Functional and Experiential, the factor of Brand Image, was the most significant one on Customer Satisfaction and Customer Loyalty; on the contrary, the effect of Emotional Response, the factor of Perceived Value, was the last one.
    3. In the analysis of variance in demographic variables, there were significant differences to Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty by the type of customer, purchase amount, department, position and seniority
    4. The most efficient way to increase Customer Satisfaction and Customer Loyalty in the industrial market is to enhance Brand Image to customers
    Reference: 中文部份
    1. 李昱辰,品牌形象與產品設計對新產品開發績效影響之研究,國立中央大學企業管理研究所碩士論文,民國95年。
    2. 陳澤義、葉香麟,品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品品牌為例,東吳經濟商學學報Vol. 15,第1~30頁,民國96年。
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    6. 卓俊豪,品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究:以台北、上海地區 華碩品牌筆記型電腦為例,國立成功大學高階經營管理碩士在職專班碩士論文,民國99年。
    7. 王建堯,服務品質、品牌形象、顧客關係管理與顧客滿意度關係之研究-以半導體空白矽晶圓供應商(代理商)"T公司"為例,國立中山大學管理學院高階經營碩士學程在職專班碩士論文,民國101年。
    8. 余家琛,醫療器材公司之顧客關係、服務品質、認知價值與顧客滿意度、顧客忠誠度之行銷策略研究-以H公司為例,國立成功大學高階經營管理碩士在職專班 碩士論文,民國102年。

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    網站部份
    SKF公司:http://www.skf.com/
    國立科學工藝博物館:http://industry.nstm.gov.tw/
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)-青年領袖班
    95932325
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095932325
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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