| Summary: | 碩士 === 國立屏東商業技術學院 === 經營管理研究所 === 97 === This research uses the path analysis to investigate how brand image, perceived quality, perceived value and perceived risk affect customers loyalty to health and discover what customers actually need and want. The investigation is intended to build a foundation of reference that the manufacturers and retailers of health foods could facilitate making efficient strategies. Of the 450 questionnaires intention of health food, 395 valid questionnaires were returned; the major findings of this research are as follows.Based image on the consumers’ views about health foods, the brand image have significantly positive effect on all the perceived quality, perceived value, perceived risk and customer’s loyalty. It is important that health food suppliers should improve brand awareness and build brand image through advertising and promotion to increase customer’s loyalty.Perceived quality shows a significant total effect on customer loyalty. Health food suppliers should improve quality to increase customer loyalty.Perceived value demonstrates a minor total effect on customer loyalty. Perceived value is a very important factor when consumers buy health food, especially in the value of price. The pricing strategy of a health food supplier poses a significant influence on improving customer’s loyalty.Finally, perceived risk especially from physical risk, on customer loyalty is significantly negative. Health food suppliers are advised to clearly describe the indication and side effect of health food so that consumers may reduce the risk concern, customer’s loyalty can be improved on a premise of low perceived risk.
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