The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills
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 attent...
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ndltd-TW-104CYUT01210282019-05-15T22:43:40Z http://ndltd.ncl.edu.tw/handle/vd6tq5 The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills 品牌形象與品質知覺對顧客價值與忠誠度影響之研究-以微熱山丘為例 Li-Wen Liao 廖麗文 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. Maw-Liann Shyu 徐茂練 2016 學位論文 ; thesis 114 zh-TW |
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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.
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author2 |
Maw-Liann Shyu |
author_facet |
Maw-Liann Shyu Li-Wen Liao 廖麗文 |
author |
Li-Wen Liao 廖麗文 |
spellingShingle |
Li-Wen Liao 廖麗文 The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
author_sort |
Li-Wen Liao |
title |
The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
title_short |
The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
title_full |
The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
title_fullStr |
The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
title_full_unstemmed |
The Exploration of Brand Image and Perceived Quality on Customer Value and Customer Loyalty-An Empirical Study of Sunny Hills |
title_sort |
exploration of brand image and perceived quality on customer value and customer loyalty-an empirical study of sunny hills |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/vd6tq5 |
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