The Impacts of Service Innovation, Brand Image on Customer Value and Customer Loyalty: A Research on the Farmers' Association in Tainan City
碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === The operation of farmers’ association before was relative stable of their profit since the economic environment was simple and the local long-term relationships were close. However, with the economic development and the impact of financial liberalization, the f...
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| Format: | Others |
| Language: | zh-TW |
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| Online Access: | http://ndltd.ncl.edu.tw/handle/3abw2m |
| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === The operation of farmers’ association before was relative stable of their profit since the economic environment was simple and the local long-term relationships were close. However, with the economic development and the impact of financial liberalization, the farmer’s associations face the great business crisis under internal institutional constraints and external environmental changes today. Therefore, in this study, the researcher would like to study if the innovation products and services and the creation of various professional brand image of the farmers ' association recent years do affect the customer value and build long-term customer loyalty to maintain the sustainable business.
This study used a questionnaire that the main research object was for the associations’ customers through the over-the-counter service to answer the questionnaire. The research will scope is set to consumers located to the credit departments of Farmers’ Association in Tainan City. In early January 2013, 200 questionnaires were sent and 173 usable questionnaires (86.5%) were returned.
The results of the study were as follows:
1.Service innovation has significantly positive effect on brand image.
2.Service innovation has significantly positive effect on customer value.
3.Brand image has significantly positive effect on customer loyalty.
4.Customer value has significantly positive effect on customer loyalty.
5.The different occupational groups of customers were as the important Interference factor and the brand image to the customer value and customer loyalty would be different from the occupational groups.
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