Exploring the Relationship between Image Congruence, Country of Origin, Perceived Value and Customer Loyalty

• Main Authors: Nguyen, Thi Linh Giang, 阮氏玲江
• Other Authors: Ho, Shu-Hsun
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/08148502209148732984

碩士 === 靜宜大學 === 國際碩士學位學程 === 103 === Purpose: This studied examined the relationships among of various constructs relating to the formation of customer loyalty. In particular, the study investigated the multidimensional constructs of Satisfaction, Loyalty and the effect of Country of Origin, Perceive Value, Trust, and Image Congruence on these dimensions. The study explored: first, the mediating role of customer satisfaction with the relationship centered on country of origin- loyalty, trust- loyalty, perceived values- loyalty, and image congruence- loyalty; second, the mediating role of switching cost of the customer satisfaction- loyalty relationship. Design: This studied selected high tech industry sectors, focus on Apple products has “Designed by Apple in California. Assembled in Taiwan”. The survey was conducted in Vietnam and Taiwan. A questionnaire in this study originally is prepared for English then translated into Vietnamese. Research used to Quantitative method, analyzed using structural equations modeling (SEM) with AMOS version 20 were used to prove the hypotheses of the research. Findings: The results supported that customer satisfaction has the mediating role in the relationship centered on trust- loyalty, perceived values- loyalty. And the mediating role of switching cost of the customer satisfaction -loyalty relationship. The results, however, did not support the theorized positions of a significant impact of Country of Origin on both of customer Satisfaction and Loyalty, and there was also no significant impact of image congruence on Customer satisfaction or loyalty. This result has significant implication for manufacturers and marketers, particularly when outsourcing of different aspects of the production process were to be considered. Findings from this study will enhance understanding of how to encourage customer loyalty. Research limitations: The study investigates brand images of durable goods of three product categories namely Laptops, Tablet and Mobile in high tech industries. The result may not be generalized to all type of high tech industries because data was collected from customers of one country in a Viet Nam Capital city and Taiwan. It only considers brand's country-of-origin image, trust, perceived value, and image congruence as of the sources of consumer perception. Furthermore, this study did not clearly capture emotional aspects of switching costs. Implications: Research help to provided a more detailed structure about loyalty concept into logical relationships constructs of the marketing theory. Marketing managers should put greater emphasis on understanding about what customer’s values to guide them how to respond efficiently. Building good reputations and status of brand can also be capitalized in brand naming strategy. Originality/value: This is paper important in identifying the sources of brand images, customer perception, and customer loyalty.