THE EFFECT OF PERCEIVED QUALITY OF PRODUCT ON CONSUMER SATISFACTION ANDBRAND LOYALTY─FOR CONTACT LENSES LOTION MARKET IN TAIPEI CITY

• Main Authors: Chi-pin Chen, 陳祺斌
• Other Authors: Hsien-che Lee
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/05657307831918165945

碩士 === 大同大學 === 事業經營研究所 === 91 === With the rising awareness of consumerism, firms need to reexamine their relationship with consumers. As a result, services provided to satisfy consumers become strategic tools. To provide careful and high quality service will undoubtedly be a source of competitive advantage. Hence, searching for factors conducive to consumer satisfaction is an important issue in the marketing area. To any business, retaining consumers is the business activity prior to all others. If they want to be the winners in the competitive market, meeting customer’s demand is very important. That is, pursuing consumer satisfaction is their objective. Besides, consumer satisfaction can affect consumer loyalty, and customer brand can also affect consumer-purchasing behavior. In an intensely competitive environment, many companies spend substantial time and resources on finding out customer satisfaction and their customer loyalty issues. In the past different studies have concentrated on the relationship between consumer satisfaction and brand loyalty (Kraft et al., 1973; Newman and Werbel, 1973; Labarbera and Mazursky, 1983; Garfein, 1987; Kasper, 1988; Bloemer and Lemmink, 1992; Burmann, 1991). However, these studies have a number of drawbacks. First, most of them did not take into account the difference between repeat purchasing behavior and brand loyalty on the one hand and spurious and true brand loyalty on the other hand. Here, we make this distinction deliberately. As a consequence, we will focus on brand loyalty; more precisely, on true brand loyalty. That means that we shall explicitly take into account the degree of the consumer’s commitment to a brand when he rebuys a brand. Owing to economic situation competition and changes speedily, the contact lenses lotion market becomes more competitive in Taiwan than ever before. However, few researchers have conducted studies on customer satisfaction and customer loyalty for contact lenses lotion market. It is worth making a further study. The objectives of this research are listed as follows: exploring (1) analyzes and tests the correlation effect of perceived quality of product on consumer satisfaction and brand loyalty; (2) according to the confirmed result, offering relative suggestion for contact lenses lotion firms. The research subjects are Taipei city contact lenses lotion buyers. This student interviews 170 contact lenses lotion consumers in front of glasses store, 145 were valid. The research finds: (1) a positive correlation effect is found between perceived quality and consumer satisfaction; (2) a positive correlation effect is found between perceived quality and brand loyalty; (3) a positive correlation effect is found between consumer satisfaction and brand loyalty; (4) the positive impact of manifest satisfaction on true brand loyalty is greater than on the positive impact of latent satisfaction on true brand loyalty; (5) perceived quality would have a stronger influence on brand loyalty than on consumer satisfaction; (6) consumer satisfaction would have a stronger influence on brand loyalty than on perceived quality. Contact lenses lotion firms can increase consumer satisfaction by improving perceived quality to drive consumers have brand loyalty to the product. After achieving increasing consumers’ purchase, they should promote consumer having manifest satisfaction to produce true brand loyalty, ensuring consumer repeat purchase the same product, let them achieve forever business.