The research of brand loyalty and customer lifetime value

• Main Authors: FU-YI JEN, 任芙儀
• Other Authors: Chih-wen Huang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/01418981259975178595

碩士 === 淡江大學 === 國際貿易學系 === 91 === It is because economy develop rapidly, the competition of consumptive market become more and more intensive. When customers chose the brand, they also purchase the value of brand. Since brand has important influence in buying decision of customers, the firm is starting to understand the thought and evaluation of their brand from the customers. Therefore they can develop new customers and maintain loyal customers. They can get the information by CRM to increase the loyalty of brand and gain customers’ real behavior and response for them. Then it can bring huge profit to the firm. According to that, we can see the most treasured capital in the company is loyalty customers and the brand would sway the loyalty and satisfaction. Due to that, the main purpose of this research is to find out the element of brand loyalty and then build customer lifetime value. We use the credit card as the empirical product. The research purposes are as following: 1. Find out the elements of brand loyalty 2. Compare the difference of gold、classical and affinity card in constructing brand loyalty 3. Ensure the influence of brand loyalty to customer lifetime value This research collects data by using questionnaire. The analysis of the findings are using factor analysis and LISREL and the conclusions are as following: 1. On the gold、classical and affinity card，brand trust all have the significantly positive influence on brand loyalty. 2. On the gold、classical and affinity card，product satisfaction all have the significantly positive influence on brand loyalty. 3. On the gold、classical and affinity card，server satisfaction all have the significantly positive influence on brand loyalty. 4. On the gold、classical and affinity card，service satisfaction doesn’t all have the significantly positive influence on brand loyalty. Only on gold card ，service satisfaction has the significantly positive influence on brand loyalty. 5. On the gold、classical and affinity card，sales promotion does not all have the significantly positive influence on brand loyalty. Only on classical and affinity card ，sales promotion have the significantly positive influence on brand loyalty. 6. On the gold、classical and affinity card，brand loyalty all have the significantly positive influence on customer lifetime value.