品牌識別.品牌印象與顧客滿意之研究

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Title:	品牌識別.品牌印象與顧客滿意之研究 The Research of Brand Identify 、Brand Image and Customer Satisfied
Authors:	林延璘
Contributors:	國際企業管理研究所
Keywords:	品牌識別品牌印象顧客滿意
Date:	2007
Issue Date:	2023-07-03 15:53:54 (UTC+8)
Abstract:	本研究是在探討品牌識別、品牌印象與顧客滿意間之關係，經由相關文獻之引用及邏輯之推理，發現各變項間之關係有必要進一步加以確認。本研究是透過問卷調查的方式，總共發了5家連鎖速食店，以台北地區曾經去過連鎖速食店的消費者為受訪對象。透過受訪者的回答，藉以了解三個測量構面之間的關係。460人的問卷，總共回收共計426份，去除無效問卷沒填寫完成者31人，總共有效問卷為403份，有效回收率為87％。透過階層迴歸的檢定與分析結果顯示，品牌識別中之營業據點識別、產品識別、外觀識別與發表四個構面對顧客滿意具有顯著的正向關係；品牌識別中之營業據點識別、產品識別、外觀識別與發表四個構面對品牌印象具有顯著的正向關係；品牌印象對顧客滿意具有顯著的正向關係。 This research is in discussed of the relations of brand identity, the brand image and the customer satisfied. In accordance with the quotations of the correlation bibliography and logical inference, it has the necessity further to clarify the connections of all variables. This research affiliation completes by the questionnaire survey way. There are totally 5 chain-like fast food shops included,and the research samples are conveyed by the questionnaire survey way from customers living in Taipei who have visited chain-like fast food shops. Affiliation by participant's reply , so we can understand the relations of brand identity, the brand image and the customer satisfied. Altogether the questionnaires are 460 , and there are 426 returned except invalid unfinished volume which has not filled in 31. Totally effective questionnaires are 403 and the effective returns-ratio is 87％. By the examination of Hierarchical regression and the analysis result showed that , Business foothold recognition, the product recognition, the outward appearance identification, publication and customer satisfied have significantly revealed to the relations. Business foothold recognition, the product recognition, the outward appearance identification, publication and brand image have significantly revealed to the relations. Brand image and customer satisfied have significantly revealed to the relations.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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