Exploring the Customer Brand Royalty on Correction Tape Product

• Main Author: 周芷嫻
• Other Authors: 黃蘭鍈
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5e9kwp

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 102 === Abstract He brand names of stationary products are highly diversified, facing the consumers who are more sagacious, the price is the vital factor for consumers. From the perspective of stationary makers, increasing cost and pressure on profit margin are key factors for sustainable business. Correction tape is consumable product, how to attract returning customers and the at same time satisfying consumers’ requirement, branding has became one of the most important strategy of the business operation. So we have to understand which kind of brands are the most cared by the consumers and how care they are. This research is mainly to analyze how product brand image, customer satisfaction, and brand loyalty will affect consumers’ decision to purchase. This research is base on the record of consumers’ experience, 350 questionnaires sent with 265 questionnaires are validated. By using SPSS analysis methodology, to analyze how brand image, customer satisfaction, brand loyalty will affect consumers’ purchase decision. The result of analysis concluded that better brand image and customer satisfaction will increase consumers’ loyalty to the brand, then affect their willingness the return.