| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 99 === In Taiwan, the myopia population is increasing by 1~2% annually, and presbyopia correction has driven the optical lenses market increasing rapidly because of population aging. Currently, around 5,000 optical shops in Taiwan, the penetration rate is extremely high compared with other countries. In order to deal with the fierce competition, price war is the most common promotion for the shops. However, it’s not good for the suppliers, and that could damage the brand image and value of the products. Customers rely heavily on optometrists to recommend the lenses including brand and specification when purchasing. The reason is that customers still don’t understand much about the features of optical lenses, therefore, the optical lenses suppliers focus on B2B promotions heavily, thus improving the relationship with channels.
This research was aimed at exploring the relationship among consumers’ perceived value, company image, brand awareness, service quality and relationship quality.
Quota sampling was used in this study. Members were selected from employees who work for optical shops in Taipei. A total of 100 questionnaires were handed out by salesmen of an international optical supplier. After data analysis, here are conclusions:
1.Suppliers’ company image and brand awareness would not influence consumers’ perceived value.
2.Consumers would feel higher perceived value when suppliers provided higher service quality to channels.
3.Consumers’ perceived value would positive influence the relationship quality between suppliers and channels.
4.Company image and brand awareness would influence regional small chains.
5.Service quality would influence gender, female would be higher.
6.Consumers’ perceived value would influence age.
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