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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/29738
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| 題名: | 邁向顧客基礎品牌權益、品牌真實性與顧客滿意度之整合模型：前置、中介及結果變數 |
| 其他題名: | Toward an Integrative Model of Customer-Based Brand Equity, Brand Authenticity and Customer Satisfaction: An Assessment of Antecedents, Mediators, and Consequences |
| 作者: | 杜氏燕
YEN, DO THI |
| 貢獻者: | 企業管理學系管理科學碩博士班
廖英凱;吳萬益
LIAO, YING-KAI;WU, WANN-YIH |
| 關鍵詞: | 消費者滿意度;品牌真實性;公司相關因素;消費者相關因素;行銷相關因素;以顧客為基礎之品牌權益
customer satisfaction;brand authenticity;company-related factors;consumer-related factors;marketing-related factors;financial bank brand equity |
| 日期: | 2023 |
| 上傳時間: | 2023-11-13 14:43:04 (UTC+8) |
| 摘要: | 行銷經理人常常將品牌權益視為公司的首要任務，因為消費者的選擇總是取決於品牌權益。儘管品牌權益之議題已被廣泛研究，但大多數的研究集中在製造業而非服務業，尤其是金融銀行業。特別是以越南市場為重點，整合金融銀行業品牌權益的前因、中介及結果的綜合研究模型仍有待開發。 本研究旨在針對金融銀行業影響以顧客為基礎之品牌權益提出一整合性架構，以填補過去之研究空缺。具體來說，在品牌權益之前因變數分別為行銷相關因素、消費者相關因素及公司相關因素。中介變數包括品牌知名度、品牌信任、品牌價值與品牌忠誠度，以顧客為基礎的品牌權益 (CBBE)之結果變數則為品牌真實性和客戶滿意度。本研究發展一整合性模型，並提出了 22 個研究假設。 本研究採用定量研究設計，在越南蒐集到360位知名銀行消費者為研究樣本。研究結果顯示，行銷相關因素（如廣告效果、名人吸引力、服務創新與服務品質）、消費者相關因素（如品牌態度、品牌承諾、品牌親和力、品牌喜愛度與品牌體驗）和公司相關因素（如售後服務、企業社會責任與銀行歷史），對 CBBE 產生直接顯著的影響，這些因素也間接透過品牌知名度、品牌信任、品牌價值和品牌忠誠度等中介因素產生間接影響。CBBE對於品牌真實性及顧客滿意度有顯著的影響。這些結果說明行銷相關因素、消費者相關因素與公司相關因素是促進這些中介變數及CBBE的關鍵因素。除此之外，對越南金融銀行業的品牌權益而言，強調售後服務品質、企業社會責任活動及協助客戶做財務管理績效也是極其重要的要素。 由於以顧客為基礎之品牌權益研究十分多元，尤其以往很少有研究關注越南金融銀行的品牌權益，本研究的結果可為學者們未來進行實證研究之依據，且可做為金融業專業人員在營造品牌策略的重要參考，以期獲取永續競爭優勢。
Marketers and managers were always putting brand equity as a priority because consumer choices have been depended on the equity of the brand. Although brand equity has been extensively researched, most studies focused on the manufacturing sector rather than on service sector, especially on the financial bank sector. A comprehensive research framework that integrates antecedents, mediators, and consequences of brand equity for the financial bank in Vietnam is yet to be developed. This study aimed to fill these research gaps by identifying the most implemented variables for brand equity for financial banks. Specifically, marketing-related factors, consumer-related factors, and company-related factors were identified as the antecedents; brand awareness, brand trust, brand value, and brand loyalty were assigned as the mediators, while brand authenticity and customer satisfaction were assigned as the consequences of consumer-based brand equity (CBBE). A comprehensive research framework was designed for this study and 22 research hypotheses were developed. This study employed a quantitative research design using a survey approach to collect data from 360 consumers of financial banks in Vietnam. The study results indicated that marketing-related factors (such as advertising effectiveness, celebrity attractiveness, service innovation and service quality, consumer-related factors (such as brand attitude, brand commitment, brand affinity, brand love, and brand experience), and company-related factors (such as after-sale service, corporate social responsibility, and bank history), could have an either direct influence on CBBE, or indirect influence through mediators such as brand awareness, brand trust, brand value and brand loyalty. Brand authenticity and customer satisfaction could result from CBBE. Although consumer-related factors and company-related factors did not show a significant impact on brand trust and brand loyalty, the indirect influence through brand awareness and brand value were significant. These results might suggest that marketing-related factors, consumer-related factors, company-related factors are critical factors for promoting these brand-related constructs. It’s extremely important to emphasize the quality of after-sale-service, CSR activities and performance of financial bank in the history of operations. Since brand equity studies were still diversified and very rare of previous studies have focused on the brand equity of financial banks in Vietnam, the results of this studies should provide very important materials for academicians to conduct more empirical validations using full model or partial model of this study to enhance the accuracy of this study. The study results should also become important references for professionals to design a critical brand strategy to take sustainable competitive advantages of the financial bank industry. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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