品牌利益對品牌忠誠度之影響－品牌關係品質與顧客關係品質的中介效果

Abstract

本研究採關係行銷理論及認知－情感－意動模式，在企業對消費者的脈絡下驗證忠誠度模式。本研究提出品牌關係品質與顧客關係品質是二座建立品牌忠誠度的橋，可避免服務人員離職時，對品牌提供者造成損失與傷害。換句話說，倘若顧客關係品質無法維持，仍可藉由無形的品牌利益及品牌關係品質來鞏固忠誠顧客。本研究實證發現品牌利益會正向影響品牌關係品質，也會影響顧客關係品質。此外，品牌關係品質會正向影響品牌之態度忠誠度與行爲忠誠度，但顧客關係品質對態度忠誠度無影響。另外，本研究亦發現品牌關係品質是品牌象徵利益與態度忠誠的中介變數。最後，本研究根據研究結果提出管理意涵及未來研究方向。

This study adopts the C-A-C model and relationship marketing approach to analyze brand loyalty model in the Business-Customer context. Moreover, we consider that brand relationship quality and customer relationship quality can be regarded as two bridges leading towards brand loyalty, and these two bridges can prevent brand owners from profit loss when service personnel resign from their jobs. In other words, if customer relationship quality cannot maintain customer brand loyalty, then brand relationship quality may be resorted to as a means to strengthen customer brand loyalty. This study has three distinct contributions: (1) It shows that brand benefits have positive impacts on brand relationship quality and customer relationship quality; (2) It reveals that brand relationship quality positively affects brand attitudinal loyalty and behavioral loyalty, but customer relationship quality has no influence on attitudinal loyalty; and (3) It demonstrates that brand relationship quality mediates between brand symbolic benefit and brand loyalty. Finally, potential managerial implications and directions for future research are suggested and proposed.