品牌承諾與正面口碑傳播意願之關係 : 關係長度之干擾效果

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Title:	品牌承諾與正面口碑傳播意願之關係 : 關係長度之干擾效果 The Moderating Effect of Relationship Length on the Relationship between Brand Commitment and Word-of-Mouth
Authors:	呂月森
Contributors:	國際企業管理學系
Keywords:	品牌承諾口碑傳播關係長度
Date:	2019
Issue Date:	2019-10-28 14:20:19 (UTC+8)
Abstract:	在行銷領域中，消費型態已經由製造業轉為服務業，而服務業佔全世界國民生產毛額日漸趨高，因此消費者之口碑傳播對於企業之競爭力相當重要。本研究之目的在探討品牌承諾的行為是否能影響消費者的正面口碑傳播意願。另外，在顧客關係管理中的關係長度是否會干擾品牌承諾與正面口碑意願。品牌承諾為近年來廣受學術界與實務界所重視的行銷典範。品牌承諾這種心理上的連結是出自於消費者願意與品牌維持關係的渴望，隨著消費者意識的高漲，消費者所重視的不僅是公司所提供的產品或服務，也非常重視公司所給予的感受。本研究以餐飲業之消費者為研究對象，以問卷蒐集資料。總共發出528份問卷，其中有效問卷505份，有效回收率為96%。研究結果顯示，假說1 :「品牌承諾對口碑傳播呈顯著正相關」，顧客有高度品牌承諾，會對該品牌有口碑傳播行為，此結果值得企業重視。假說2 :「採取關係長度的干擾效果會對品牌承諾與正面口碑傳播產生負向干擾」，可能原因是本研究採樣產業是餐廳，忠實老顧客對品牌體驗來自不同服務人員，即不同品質，屬於經驗性服務產業，建議增加員工教育訓練。最後，根據本研究結果及統計分析探討理論與實務意涵，提供給餐廳產業相關經營管理者參考，據以評估，提升品牌承諾與正面口碑傳播行為。 In the field of marketing,consumer consumptions have moved from manufactured products to services, and service industry has grown into high ratio of the world’s GDP. Therefore, the importance of word-of-mouth on enterprises’ competitive advantage increases. The purpose of this study is to explore whether behavior through brand commitment can influence consumers positive willingness to spread word-of-mouth. In addition, to find out does the relationship length in customer relationship interfere with brand commitment and positive word-of-mouth. Brand commitment has been a widely accepted marketing paradigm among scholars and practitioners because of the psychological linkage of the desire for consumers to maintain relationships with brands. With rising of consumer awareness, consumers want not only the products or services provided by the enterprises, but also care about the feeling from the enterprises image. This study distributed structured questionnaires to customers in restaurant industry. 528 questionnaires were distributed. 505 valid questionnaires were returned. The response rate is 96%. The result of the study is that brand commitment is significantly positively correlated with word-of-mouth, which is consistent with the first hypothesis. The moderating effect of the customers relationship length is negatively interfering with the brand commitment and positive word-of-mouth, which does not supportthe second hypothesis. Hypothesis 2 may not be supported because service quality of a restaurant brand may be inconsistent through time delivered by different service staffs. Finally, based on the results of this study, the implications and practical implications are discussed.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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