| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 97 === The service industry is constantly influenced by economic environment and currently impacted by financial crisis. To obtain approvement of customers, however, can maintain the sales of enterprises and even attract more customers. Therefore, it is profoundly realized that customers’ satisfaction is the key to operate enterprises to a great success. In the past, numerous studies probe into relationship between enterprises. In contrast, researches which investigate the relationship between customers and enterprises are great lacking so as to be urgently warranted. The aim of this research is to analyze the relationship between four variables including the brand image before buying the products, perception of the brand after buying the products, relationship quality, and relationship performance. Those customers who consuming drinks in a chain store are targeted to participate the survey as well as use convenience sampling. There were 630 questionnaires sent out and recovered 599 copies. The data analysis adopts descriptive statistics, confirmatory factor analysis, and SEMs as well as SPSS 12.0 and AMOS 6.0 as analytical soft wares.
The result demonstrated that the brand image has no influence on perceived value of customers. Nevertheless, brand image significantly and negatively influences relationship quality. Perceived value has a negative influence on financial performance, too. Furthermore, relationship quality has a negative influence on non-financial performance as well as perceived value. We propose three comparative models to ensure the intermediate variable with relationship quality. Equally important, the result indicates that they ensure the model of 「Brand Image→Relationship Quality→Perceived Value.」、「Brand Image→Relationship Quality→Non-financial Performance.」
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