| Summary: | 碩士 === 國立成功大學 === 工業設計學系碩博士班 === 92 === In recent years, researches on business, marketing, service quality, and customer satisfaction, point out the significance of building and maintaining customer loyalty. Loyal customers are the most important assets of any company and a vital resource for business benefits. As a critical communication channel between customers and companies, products are also key tools for company profitability. If appropriate loyalty elements can be embedded into the strategies for product design, customer loyalty, product loyalty or even brand loyalty, can be effectively enhanced.
Focusing on product loyalty issues and on one of the major consumer product markets- college students (between 20-29 years of age), this research employs questionnaires and statistics to investigate the combinations of strategies that can help to enhance customer loyalty and the principles for strategy selection. The results may suggest directions for product design and design research to concerned fields.
Based on 493 effective questionnaires sampled in accordance with Taiwan population distributions, products with great loyalty and consumer groups in various characteristics are analyzed. Important findings include: (1) Loyalty strategies for different consumer groups and for different product categories may vary; (2) Regardless of product categories, loyalty strategies with “Position” and “Place” attributes are most commonly applied on product designs, and; (3) Loyalty effects can be made explicit through the “effectual value” of a strategy and the “multiplier value” between strategies, which can used as a basis for strategy selection or design development.
From aforementioned findings, a model of research process and the principles for building strategic maps and selecting optimistic strategies were suggested. Furthermore, the combinations of loyalty strategy models were proposed. Through deep interviews with subjects in a selected consumer group, the result showed that the efficacy of strategic maps was verified.
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