A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model
碩士 === 臺北市立教育大學 === 體育學系碩士班 === 96 === The purpose of this study was to explore the relationships of brand image, brand equity, customer satisfaction, and customer loyalty of badminton racket consumers. The subjects of the study were the badminton racket customers who played badminton on indoor cour...
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ndltd-TW-096TMTC55670262015-10-13T11:20:45Z http://ndltd.ncl.edu.tw/handle/92778004145432906181 A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model 臺北市羽球拍消費者品牌形象對顧客忠誠度影響之研究-線性結構方程模式之驗證 Shih-Hung Lin 林世弘 碩士 臺北市立教育大學 體育學系碩士班 96 The purpose of this study was to explore the relationships of brand image, brand equity, customer satisfaction, and customer loyalty of badminton racket consumers. The subjects of the study were the badminton racket customers who played badminton on indoor courts in Taipei city. The study adopted questionnaire method, and in sum, 713 replied questionnaires were effective. By using SPSS 12.0 and LISREL 8.54 package software, the obtained valid data was analyzed by descriptive statistic, confirmatory factor analysis(CFA), one-way RMANOVA, LSD post-hoc comparison method and structural equation modeling(SEM). The results of this study were as follows: 1.Of all the factors of “brand image”, badminton racket consumers put the most emphasis on “functional”, then ”experiential”, and “symbolic” the least. 2.Of all the factors of “brand equity”, badminton racket consumers emphasized more on “perceived quality” and ”brand awareness” than “brand association”. 3.Of all the factors of “customer satisfaction”, badminton racket consumers put the most emphasis on “product satisfaction”, then ” overall satisfaction”, and the least “service satisfaction”. 4.The brand image, brand equity, and customer satisfaction of badminton racket consumers to customer loyalty model passed the threshold standards and fitted the data. Hsia-Ling Tai 戴遐齡 2008 學位論文 ; thesis 190 zh-TW |
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碩士 === 臺北市立教育大學 === 體育學系碩士班 === 96 === The purpose of this study was to explore the relationships of brand image, brand equity, customer satisfaction, and customer loyalty of badminton racket consumers. The subjects of the study were the badminton racket customers who played badminton on indoor courts in Taipei city. The study adopted questionnaire method, and in sum, 713 replied questionnaires were effective. By using SPSS 12.0 and LISREL 8.54 package software, the obtained valid data was analyzed by descriptive statistic, confirmatory factor analysis(CFA), one-way RMANOVA, LSD post-hoc comparison method and structural equation modeling(SEM). The results of this study were as follows:
1.Of all the factors of “brand image”, badminton racket consumers put the most emphasis on “functional”, then ”experiential”, and “symbolic” the least.
2.Of all the factors of “brand equity”, badminton racket consumers emphasized more on “perceived quality” and ”brand awareness” than “brand association”.
3.Of all the factors of “customer satisfaction”, badminton racket consumers put the most emphasis on “product satisfaction”, then ” overall satisfaction”, and the least “service satisfaction”.
4.The brand image, brand equity, and customer satisfaction of badminton racket consumers to customer loyalty model passed the threshold standards and fitted the data.
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author2 |
Hsia-Ling Tai |
author_facet |
Hsia-Ling Tai Shih-Hung Lin 林世弘 |
author |
Shih-Hung Lin 林世弘 |
spellingShingle |
Shih-Hung Lin 林世弘 A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
author_sort |
Shih-Hung Lin |
title |
A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
title_short |
A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
title_full |
A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
title_fullStr |
A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
title_full_unstemmed |
A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model |
title_sort |
study on the effect of brand image on customer loyalty of badminton racket consumers in taipei city –a confirmatory model |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/92778004145432906181 |
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