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題 名 | 顧客滿意、品牌權益與顧客終身價值關係之研究=Relationships among Customer Satisfaction, Brand Equity and Customer Lifetime Value |
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作 者 | 呂鴻德; 謝憶文; | 書刊名 | 中原學報 |
卷 期 | 28:2 2000.06[民89.06] |
頁 次 | 頁31-41 |
分類號 | 496.34 |
關鍵詞 | 顧客滿意; 品牌權益; 顧客終身價值; Customer satisfaction; Brand Equity; Customer lifetime value; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究經由相關文獻與實證之歸納,探討顧客滿意、品牌權益與顧客終身價值三 者間彼此的相關性,建構顧客終身價值的衡量構面,以為研究變項建立可操作化之基礎,並 探討顧客滿意與品牌權益對顧客終身價值之影響效果。經由迴歸分析與二因子變異數分析等 統計方法,將實證結論分析如下:(1) 顧客滿意對於品牌權益各構面之影響皆達極顯著水準 ,尤其以實體呈現與員工素質影響品牌權益最為顯著。(2) 品牌權益對於顧客終身價值各構 面間的影響皆達顯著之水準, 其中則以知覺品質與品牌聯想影響顧客終身價值最為顯著。 (3) 顧客滿意對於顧客終身價值各構面間的影響皆達顯著之水準,以員工素質與服務內涵影 響顧客終身價值最為顧著。(4) 品牌權益對於顧客終身價值之影響程度要大於顧客滿意對於 顧客終身價值的影響程度。 |
英文摘要 | The purpose of this study was to specifically understand the relationships among customer satisfaction, brand equity and customer lifetime value in service industry. The complex data was collected and analysis by two-way ANOVA and regression. The conclusions of this research are summarized as following: (l)The customer satisfaction is significantly influence to brand equity.(2)There is the obvious relationship between brand equity and customer 1ifetime value.(3) Customer satisfaction is significantly affect customer lifetime value. (4)The brand equity has more contribution to influence customer lifetime value than customer satisfaction. In the other words, brand equity has stronger effect on customer lifetime than customer satisfaction does. |
本系統中英文摘要資訊取自各篇刊載內容。