The Study of Relationship on Brand Image, User Satisfaction and Brand Loyalty ─ An Example of Smartphones
| Autor: | Yu-Jing Lin, 林育靚 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The purpose of this research is to determine whether customer loyalty is a significant factor for the growth and survival of the business. This research focuses on the relationship between brand image, customer satisfaction and brand loyalty. It was conducted in the form of survey. The sample of this research mainly focuses on smartphone users in Tainan city in Taiwan. 360 surveys were handed out, 316 surveys were returned and 309 of them were viable for the research purpose. Methods that were used to analyze data from surveys include T-test, ANOVA, Pearson correlation analysis, and hierarchical multiple regression analysis, etc. The result of this research shows that the image of the brand has a positive impact on customer satisfaction as well as brand loyalty. Customer satisfaction also has a positive impact on brand loyalty. Customer satisfaction, however, is significantly partially mediated with brand image and brand loyalty. Another major finding is that brand loyalty from customers have an impact on brand image and customer satisfaction, at the same time, highly rated customer satisfaction and brand loyalty. Therefore, according to this research, businesses must have its own unique characteristics and have a strong image brand in order to compete at the top of the industry. Businesses must also provide the best quality products to its consumers to increase customer satisfaction as well as consumers willing to buy. Lastly, this research also provides proposal for possible further investigation. Key word : Brand Image, Customer satisfaction, Brand Loyalty, Smartphone. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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