The Effect of Brand Image, Brand Attitude, Marketing Strategy, Consumer Ethnocentrism and on Customer Satisfaction and Customer Loyalty-An Empirical Investigation of the hTC Brand Mobile Phone.

• Main Authors: Chang, Yu, 張瑜
• Other Authors: Chu,Ko-Tsung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/66uqgu

碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 103 === Taiwan brand hTC mobile phone market share has been declining trend, with the rapid technological advances, the phone is no longer just a communication tool to contact it, it allows users to integrate the different functions of everyday life tends to be diversified. In recent years, many new features to enhance its research and development of mobile phones, but cannot completely satisfied with their products so that consumers, consumers of their products Sui requirements have become more stringent. With the product homogeneity of market saturation, competition among the mobile phone industry will be bigger, how to do customer service has been all industries must have the conditions for a variety of customer needs, providing a variety of services to enhance customer loyalty. This study attempts from consumers who bought a smart phone experience to explore higher-order mobile phones brand image, brand attitude relations, marketing strategy, consumer ethnocentrism me, customer satisfaction and loyalty, and to explore various research variables affect each other. In this study, 400 questionnaires were collected, the first by manual inspection, then the data to be encoded, the statistical software used for SPSS version 18.0 and AMOS, and according to the need and purpose of the test research hypotheses. The results showed that: Brand image according to the results of the study show the impact of the brand attitude, brand attitude affects customer satisfaction, customer satisfaction, impact on customer loyalty, marketing strategies affect the brand image and consumer loyalty for me ethnocentrism presents a significant negative to the relationship.