An Empirical Study on Brand Loyalty of the Notebook Computer in Taipei Area
| Autor: | Hsieh, Chien-Hung, 謝堅宏 |
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| Rok vydání: | 1997 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 85 The computer firms of Taiwan have the excellent design and manufacture capability. In the category of notebook, Taiwan is the top productive notion, and OEM/ODM is the major business form. For worlk note book firms have the advantage of price, brand and service, domestic firms that is week in building brand make threat. So they must understand consummer''s behavior to push brand themself. The major purpose of the empirical study is that analysis the influence factors of brand loyalty, example buyer, consummer behavior and product characteristics. For search the key influence factor to make the marketing strategy and support the reference of that notebook firms push brand. According to the investigation of subject, the study find the rate of that the consummer buy the origin of brand again is 51.5%, it prove the exist of notebook brand loyalty. User''s age distribute from 21 to 40, the rate of notebook specialty store is the highest in choice channels and when consummer buy notebook, they pay attention to quality first; service after selling second. The empirical results divide two stages. First stage set full model, included all independent variables. Base on multicollinearity between variables, the study set second stage- the best regression model, variables enter the model is quality, time, job, place, personal characteristic and satisfaction in order. Notebook firms should base on high quality and complete service after selling, send DM or the other to their client to introduce and recommend new product, and push the marketing action of old notebook exchange new notebook to attract consummer of theirs and the other brand. Due to high quality and various function, client has high loyalty, so that can enlarge market share. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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