The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills

• Main Authors: Li-Wen Liao, 廖麗文
• Other Authors: Maw-Liann Shyu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/vd6tq5

碩士 === 朝陽科技大學 === 企業管理系 === 104 === Nowadays, the pineapple cake market is facing intense competitive environment which makes all pineapple cake makers think “how to stand out in this industry”. In addition to shaping a unique solid brand image, they try their best to draw the customer's attention on the product and service. Furthermore, the method to enhance customer value can be recognized as well, and that is a worthy issue to be discussed. The target customers of this study will focus on those who have purchased Sunny Hills products to explore the impact of the brand image and the quality on customer value and customer loyalty. In this study, 380 questionnaires were issued, 347 questionnaires were returned, and the effective rate was 91.3%. Study hypothesis was verified by using SPSS version 22.0 . The results showed that the brand image and quality perception had a significant positive impact on customer value and customer loyalty respectively. Customer value will positively affect customer loyalty. Customer value for the brand image and quality perception influence on the stability of loyalty has partial mediating effect. Based on the above-mentioned results, the managerial implications were discussed and the useful recommendations for the practitioners and academic researchers on product design and marketing were provided as well.