A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty
碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === The goal of this research is to explore the relationships among brand image, customer satisfaction and customer loyalty of a domestic cosmetics company. In this study, research framework, hypothesis and variables operational definitions were proposed after seri...
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ndltd-TW-104DYU011210122017-10-29T04:34:38Z http://ndltd.ncl.edu.tw/handle/30403419954918399525 A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty 品牌形象、顧客滿意度及顧客忠誠度關係之研究 Hung-Min Chiu 邱惠敏 碩士 大葉大學 管理學院碩士在職專班 104 The goal of this research is to explore the relationships among brand image, customer satisfaction and customer loyalty of a domestic cosmetics company. In this study, research framework, hypothesis and variables operational definitions were proposed after series of literature review. Questionnaires were developed to collect primary data. Using members from a domestic cosmetic company-A as the study sample, a total of 387 effective questionnaires were collected. Analysis processed by SPSS 22.0 statistic software to explore the relationships between each variables. Research results show that: (1) brand Image is significantly affected by customer’s gender; loyalty is significantly affected by customer’s average income, (2) a positive brand image leads to higher satisfaction; higher satisfaction has a greater effect on customer’s loyalty; better brand image also leads to higher loyalty, (3) customer’s satisfaction has a moderating effect between brand image and loyalty. Lastly, This research finding could be used as a reference to cosmetic company-A to upgrade their brand image and further enhance customer’s satisfaction and loyalty. Yao-Huang Tseng 曾耀煌 2016 學位論文 ; thesis 116 zh-TW |
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碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === The goal of this research is to explore the relationships among brand image, customer satisfaction and customer loyalty of a domestic cosmetics company.
In this study, research framework, hypothesis and variables operational definitions were proposed after series of literature review. Questionnaires were developed to collect primary data. Using members from a domestic cosmetic company-A as the study sample, a total of 387 effective questionnaires were collected. Analysis processed by SPSS 22.0 statistic software to explore the relationships between each variables.
Research results show that: (1) brand Image is significantly affected by customer’s gender; loyalty is significantly affected by customer’s average income, (2) a positive brand image leads to higher satisfaction; higher satisfaction has a greater effect on customer’s loyalty; better brand image also leads to higher loyalty, (3) customer’s satisfaction has a moderating effect between brand image and loyalty.
Lastly, This research finding could be used as a reference to cosmetic company-A to upgrade their brand image and further enhance customer’s satisfaction and loyalty.
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author2 |
Yao-Huang Tseng |
author_facet |
Yao-Huang Tseng Hung-Min Chiu 邱惠敏 |
author |
Hung-Min Chiu 邱惠敏 |
spellingShingle |
Hung-Min Chiu 邱惠敏 A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
author_sort |
Hung-Min Chiu |
title |
A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
title_short |
A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
title_full |
A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
title_fullStr |
A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
title_full_unstemmed |
A Study on the Relationships among Brand Image, Customer Satisfaction and Customer Loyalty |
title_sort |
study on the relationships among brand image, customer satisfaction and customer loyalty |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/30403419954918399525 |
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