淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-2306201316264300
中文論文名稱 品牌體驗、顧客滿意、品牌信任、品牌忠誠關聯性之研究-以Apple為例
英文論文名稱 The Relationships among Brand Experience, Customer Satisfaction, Brand Trust and Brand Loyalty - an example of Apple
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 陳庭弘
研究生英文姓名 Ting-Hung Chen
學號 700610156
學位類別 碩士
語文別 中文
口試日期 2013-06-21
論文頁數 49頁
口試委員 指導教授-吳坤山
指導教授-陳基祥
委員-楊立人
委員-楊志德
中文關鍵字 品牌體驗  顧客滿意  品牌信任  品牌忠誠 
英文關鍵字 Brand experience  Customer satisfaction  Brand trust  Brand loyalty 
學科別分類
中文摘要 過去台灣產業多以傳統行銷方式強調產品的功能、特色與效用,而忽略給予顧客的獨特經驗,傳統的行銷並未強調品牌對消費者的體驗,品牌只被當成商品的識別,用於作為與競爭者的區隔。Apple智慧型手機品牌的成功是所有台灣企業的效法對象,研究蘋果品牌並了解其品牌定位及其消費體驗,才能提升企業形象、擴展品牌價值。基於此,本研究將以Apple智慧型手機為主題,並以大台北地區(台北市、新北市)大專院校在學學生為研究對象,探討大專院校在學學生的品牌體驗、顧客滿意度、品牌信任與品牌忠誠之間的關聯性,此為本研究主要動機。本研究總計發放300份問卷,有效回收樣本數為266份,有效樣本回收率為88.6%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析,其主要研究結果如下:
1. 品牌體驗顯著正向影響顧客滿意度。
2. 品牌體驗顯著正向影響品牌信任。
3. 顧客滿意度顯著正向影響品牌信任。
4. 顧客滿意度顯著正向影響品牌忠誠。
5. 品牌信任顯著正向影響品牌忠誠。
另由參數估計顯示,顧客滿意度為關鍵中介變項,建議手機業者應關注顧客滿意度之中介影響,來提升消費者再惠顧意願及口碑宣傳,並據以提出策略性的行銷策略。
英文摘要 Previously industries in Taiwan used traditional marketing skills and methods to underline the features, characteristics, and functions of a product, however, to ignore bringing customer unique experiences. The traditional marketing skills or methods cannot emphasize customer’s experiences of a brand since it regards brand as an identity of a product or a distinction among competitors. The success of Apple’s smart phone makes all enterprises in Taiwan follow in its track. To study Apple’s brand and understand its brand position and consuming experience helps to enhance the image of an enterprise and expand the value of a brand. Based on this, this study makes Apple’s smart phone as a topic, the college students in Taipei area which including Taipei city and New Taipei City as an object to explore “The Relationships among Brand Experience, Customer Satisfaction, Brand Trust and Brand Loyalty”. In this study, 300 questionnaires were distributed and 266 valid questionnaires returned with 88.6% return rate. Based on Descriptive Statistics, Reliability and Validity Analysis, and Partial Least Square, the main results of this study are:
1. Brand experience has significantly positive effect on customer satisfaction,
2. Brand experience has significantly positive effect on brand trust,
3. Customer satisfaction has significantly positive effect on brand trust,
4. Customer satisfaction has significantly positive effect on brand loyalty,
5. Brand trust has significantly positive effect on brand loyalty.
The parameter estimation indicates that customer satisfaction is the key mediator. The suggestion to mobile phone vendors is to focus on the intermediate effect of customer satisfaction in order to enhance customer’s willing of repeat buy and public praise then to contribute strategic marketing strategy accordingly.
論文目次 目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 5
第一節 品牌體驗 5
第二節 顧客滿意度 7
第三節 品牌信任 8
第四節 品牌忠誠 10
第五節 研究變項間之關聯 13
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 15
第三節 研究變項操作型定義與衡量 16
第四節 研究對象與範圍 19
第五節 統計分析 19
第四章 實證分析結果 21
第一節 樣本結構分析 21
第二節 探索性因素分析及信度分析 22
第三節 研究變項之因果關係 25
第五章 結論與建議 33
第一節 研究結論與發現 33
第二節 管理意涵 35
第三節 研究限制 36
第四節 後續研究建議 37
參考文獻 38
中文部分: 38
英文部分: 38
附錄:正式問卷 48

表目錄
表2-1品牌體驗概念主要定義 5
表2-2品牌忠誠的定義彙整表 10
表2-3品牌忠誠的衡量構面說明 12
表3-1品牌體驗之衡量題項 16
表3-2顧客滿意度之衡量題項 17
表3-3品牌信任之衡量題項 17
表3-4品牌忠誠之衡量題項 18
表4-1正式樣本特性 21
表4-2【品牌體驗】之KMO值及BARTLETT球形檢定 23
表4-3【品牌體驗】之因素分析 23
表4-4【顧客滿意】之KMO值及BARTLETT球形檢定 24
表4-5【顧客滿意】之因素分析 24
表4-6【品牌信任】之KMO值及BARTLETT球形檢定 24
表4-7【品牌信任】之因素分析 25
表4-8【品牌忠誠】之KMO值及BARTLETT球形檢定 25
表4-9【品牌忠誠】之因素分析 25
表4-10研究構面之信效度表 28
表4-11負荷量-跨負荷量矩陣 29
表4-12相關係數矩陣 29
表4-13研究模型路徑結果表 31
表4-14影響品牌忠誠之路徑 32
表5-1研究假說彙整表 33



圖目錄
圖1-1研究流程圖 4
圖3-1本研究架構 15
圖4-1本研究相關變數之因果關係路徑 31

參考文獻 中文部分:
余樂(2012)。基於蘋果公司服務品牌建設、消費體驗與品牌忠誠關係研究。江蘇大碩士學位論文學。
袁登華(2007)。品牌信任研究脈絡與展望。心理科學,2,434-437。
郭娟、徐媛媛、黃坤磊(2010)。品牌體驗對品牌忠誠度的影響機理研究-以諾基亞品牌調查為例。中南財經政法大學研究生學報,2,108-113。
張建恩、苗維亞、楊曉放、安曉明(2011)。品牌形象-品牌滿意對品牌信任的影響機制分析:以諾基亞為例。管理學家學術版,11,28-39。
趙婷婷(2011)。中式連鎖快餐品牌信任對品牌忠誠的影響研究-以昆明地區為例。雲南財經大學企業管理碩士論文。
謝碧霜(2012)。品牌體驗、認同、信任和滿意度對品牌忠誠度建立的影響-實證研究以吳寶春為例。國立高雄應用科技大學觀光暨餐旅管理研究所碩士論文。

英文部分:
Aaker D.A. (1991). Managing brand equity: capitalizing on the value of a brand name. NY: The Free Press, Macmillan.
Alba J. W. and Hutchinson J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-454.
Algesheimer R., Dholakia M.U. and Herrmann A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34.
Alloza A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11, 371-381.
Ambler T., Bhattacharya C.B., Edell J., Keller K.L., Lemon K.N. and Mittal V. (2002). Relating brand and customer perspectives on marketing management. Journal of Service Research, 5, 13-33.
Anderson J.C. and Gerbing D.W. (1988), Structural equation modeling in practice: A review and recommended two-step approach, Psychological Bulletin, 13(3), 411-423.
Assael H. (1993). Marketing principles &strategy.The Dryden Press.
Azize Sahin, Cemal Zehir and Hakan Kitapc (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia Social and Behavioral Sciences 24, 1288-1301.
Bagozzi R. P. and Yi Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Baldinger A.L. and Rubinson J. (1996). Brand Loyalty: The Link between Attitude and Behavior. Journal of Advertising Research, 36, 22-34.
Barclay D. Higgins C.A. and Thompson R.L. (1995). The Partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
Bennett R. and Thiele R.S. (2005). The Brand Loyalty Life Cycle: Implications for Marketers. Brand Management, 12 (2), 250-263.
Bennett R., Hartel C.E.J. and Kennedy J.R.M.C. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting. Industrial Marketing Management, 34(1), 97-107.
Berry Bendapudi (1997). Customers’ motivations for maintaining relationships with service providers. Journal of Reading, 73(1),15-37.
Biedenbach G. and Marell A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446-458.
Bitner M.J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82.
Bloemer J.M. and Kasper H.D.P. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
Bolton R.N. and Drew J.H. (1991). A Multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17, 375-384.
Bowden J. (2009). Customer Engagement: A Framework for Assessing Customer-Brand Relationships: The Case of the Restaurant Industry. Journal of Hospitality Marketing & Management, 18(6), 574-596.
Brakus J.J., Schmitt B.H. and Zarantonello L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Braunsberger K. and Munch J.M. (1998). Source expertise versus experience effects in hospital advertising, Journal of Service Marketing, 12(1), 23-38.
Cardozo R.N. (1965). An Experimental study of Consumer Effort, Expectation, and satisfaction, Journal of Marketing Research, 2, 244-249.
Chaudhuri Arjun and Holbrook Morris B. (2001). The Chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cheung C.M.K. and Lee M.K.O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24-30.
Chin W.W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-16.
Chiou J.S. and Chang S. (2006). The Effects of satisfaction, Opportunism and Asset Specificity On Consumers Loyalty Intention Toward Internet Portal Sites. International Journal Service Industry Management, 17(1), 7-22.
Czepiel P. and Rosenberg J.E. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(23), 26-34
Day G.S. (1969). A two-dimensional concept of brand loyalty, Journal of Marketing Research, 9(3), 29-35.
Delgado- Ballester E. and Munuera - Aleman J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
Dick A.S. and Basu K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Engerl J.F., Blackwell R.D. and Miniard P.W. (1990). Consumer Behavior, New York: Dryden Press.
Erdem T. and Swait J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7 (2), 131-157.
Fornell C. (1992). A National customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56(1), 6-21.
Fornell C. and Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Fornell C. and Cha J. (1994). Partial least squares. In R. P. Bagozzi (Ed.), Advanced Methods of Marketing Research (pp. 52-78), Oxford: Blackwell.
Fournier S. (1994). A Consumer-Brand Relationship Framework for Strategic Brand Management, These non publiee a l’Universite de Floride.
Fu, Jen-Ruei (2006). VISUAL PLS 1.04b1. http://www2.kuas.edu.tw/prof/fred/vpls/index.html.
Garbarino E. and Johnson M.S. (1999). The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships. Journal of Marketing, 63, 70-87.
Gefen D., Straub D.W. and Boudreau M.C. (2000). Structural equation modeling and regression: Guidelines for research practices. Communication of the Association for Information Systems, 7(4), 1-79.
Gefen D., and Straub D. W. (2005). A practical guide to factorial validity using pls-graph: tutorial and annotated example. Communications of the Association for Information Systems, 16(5), 91-109.
Gentile C., Spiller N. and Noci G. (2007). Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395-410.
Grayson Johnson (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58, 500-507.
Gremler D.D. and Brown S.W. (1996). Service loyalty: its nature, importance, and implications. Advancing Service Quality, 171-181.
Griffin J. (1995). Customer Loyalty: How to Earn It, How to Keep It. New York: Lexington Books.
Gronholdt L., Martensen A. and Kristensen K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4-6), 509-514
Hair J.F., Anderson R.E., Tatham R.L. and Black W.C. (1998). Multivariate Date Analysis International Edition (5th ed), N. J.: Prentice-Hall.
Hair J.F., Black W.C., Babin B.J. and Anderson R.E. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall.
Han Lu and Li Baoku (2012). The Effects of Brand Experience on Customer Brand Loyalty-An Empirical Study of Dairy Products In The Western Liaoning Province. 2012 International Conference on Information Management, Innovation Management and Industrial Engineering, 377-380.
Heitmann M., Lehmann D.R. and Herrmann A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 5, 234-250.
Hoffman D.L. and Novak T.P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
Hoffman D.L. and Novak T.P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23(1), 23-34.
Hong-Youl H. and Perks H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438-452.
Horppu M., Kulvalainen O., Tarkiainen A. and Ellonen H.K. (2008). Online satisfaction, trust and loyalty, and the impact of parent brand. Journal of Product & Brand Management, 17(6), 403-413.
Howell J.M. and Aviolo B.J. (1993). Transformational leadership, transactional leadership, locus of control, and support for innovation: key predictors of consolidated-business-unit-performance. Journal of Applied Psychology, 78(6), 891-902.
Hulland J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195-204.
Jones T.O. and Sasser Earl W. (1995). Why satisfied customers defect, Harvard Business Review, 73(6), 88-99.
Joseph W.N., Newman and Richard A.W. (1973). Striking a balance between brand popularity and brand loyalty. Journal of Marketing, 49, 53-59.
Kaiser H.F. (1974). An index of factorial simplicity. Psychomettrika, 39, 31-36.
Kasper H. (1988). On Problem Perception, Dissatisfaction and Brand Loyalty. Journal of Economics Psychology, 9, 87-97.
Kotler P. (1991). Marketing Management: Analysis, Planning, Implementation and Control. 7th ed., NJ: Prentice Hall, Englewood Cliffs Press, 246-249
Kotler P. (1997). Marketing Management: Analysis, planning, Implementation and Control. Englewood Cliffs, NJ: Prentice-Hall Oliver .L. (1981). Measurement & evaluation of satisfaction process in retail settings. Journal of Retailing, 57, 29-45.
Kotler P. and Keller K.L. (2006). Marketing Management (12nd ed.), NJ: Prentice Hall.
LaSalle D. and Britton T.A. (2002). Priceless: Turning ordinary products into extraordinary experiences. Boston: Harvard Business School Press.
Larzelere R.E. and Huston T.L. (1980). The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationships. Journal of Marriage & Family, 42(3), 595-604.
Lau Geok-Theng and Lee Sook-Han (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty, Journal of Market Focused Management; 4, 344.
Malhotra N.K., Ulgado F.M. and Agarwal J. (1994). International services marketing: a comparative evaluation of the dimensions of service quality between developed and developing countries. International Marketing Review, 11(2), 5-15.
Medina M.Q. and Chaparro J.P. (2007/2008). The impact of the human element in the information systems quality for decision making and user satisfaction. The Journal of Computer Information Systems, 48(2), 44-53.
Murphy G and Smith E. (1982). Basic-level superiority in picture categorization. Journal of Verbal Learning and Verbal Behavior, 21, 1-20.
Nunnally J.C. (1978). Psychometric Theory (2nd ed). New York: McGraw-Hill.
Nunnally J.C. and Bernstein I.H. (1994). Psychometric Theory (3rd Ed.). New York: McGraw-Hill.
Oliver R.L. (1981). Measurement & evaluation of satisfaction process in retail settings. Journal of Retailing, 57, 29-45.
Oliver R.L. (1999). Whence consumer loyalty? Journal of Marketing 63, 33-44.
Oliver R.L., Rust R.T. and Varki S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
Ostrom A. and Iacobucci D. (1995). Consumer Trade-offs and the Evaluation of Services, Journal of Marketing, 59, 17-28.
Padgett D. and Allen D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26, 49-62.
Pavlou P.A. and Fygenson M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115-143.
Pine B.J. II and Gilmore J.H. (1999). The experience economy: Work is theatre and every business a stage. Boston: Harvard business school press.
Punniyamoorthy M., Raj M. and Prasanna M. (2007). Measurement & Analysis for Marketing. Journal of Targeting, 15 (4), 222-233.
Rebekah Bennett and Coote McColl-Kennedy (2000). Trust, Commitment And Attitudinal Brand Loyalty: Key Constructs In Business-To-Business Relationships. Visionary Marketing for the 21st Century: Facing the Challenge, 88-92.
Sang S., Lee J.D. and Lee J. (2010). E-government adoption in Cambodia: A partial least squares approach. Transforming Government: People, Process, and Policy, 4(2), 138-157.
Şahin A., Zehir C. and Kitapc H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research On Global Brands. In The Proceedings of 7th International Strategic Management Conference, Procedia - Social and Behavioral Sciences, 24, 1288-1301.
Schultz H. and Yang, D. J. (1997). Pour your heart into it: How starbucks built a company one cup at a time. New York: Hyperion.
Schmitt B.H. (1999a). Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Schmitt B.H. (1999b). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press.
Schmitt B.H. (2009). The Concept of brand experience. Journal of Brand Management, 16(7), 417-419.
Shim S.I. (2012).Enhancing Brand Loyalty through Brand Experience: Application of Online Flow Theory. Ph.D. thesis, Auburn University, Auburn, Alabama, USA.
Singh J. and Widing R.E. (1991). What Occurs Once Customers Complain? European Journal of Marketing, 25(5), 30-36.
Tucker W.T. (1964). The Development of brand loyalty. Journal of Marketing Research, 1(3), 32-35.
Urquhart R. (2002). Speaking from experience. Leisure & Hospitality Business, 106(27), 16.
Wattanasuwan E. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
Weinberg B. D. (2001). Research in exploring the online consumer experience. Advances in Consumer Research, 28, 227-232.
Zeithaml V.A., Berry L.L. and Parasuraman A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2013-07-01公開。
  • 同意授權瀏覽/列印電子全文服務,於2018-07-01起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信