Brand Relationship, Brand Loyalty and Business Performance：A Case of Service Industry

• Main Authors: HSIEH YI CHUN, 謝依君
• Other Authors: 朱宗緯 博士
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/86990414847843212287

碩士 === 中國科技大學 === 運籌管理研究所 === 96 === Business practices often study the relationship between consumer and brand from the viewpoint of database marketing. Seldom do they examine the interactive relationship from the viewpoint of business. Being a relatively new topic of brand quality, brand relationship research is rarely documented in academia, and even less understood by industries. In this paper, I’d like to examine, from the viewpoint of relationship marketing, the relations between business performance and brand relationship as well as brand loyalty, with the goal to increase the competitive advantage of business strategy for service industry. The method of this research is questionnaire survey statistics; the object the top 1000 service industries according to China Credit Information Service. Of all the questionnaires received, 112 are valid. The statistical model for this analysis is to test various statistical hypotheses by LISREL in the frame of my research. The goodness of fit of this statistical model stands up to examination well. The major discoveries of this research are as followed:1.There are positive relations between an industry’s brand relationship and the brand loyalty of its customers. However, no such relations are found between customer brand loyalty and brand relationship value, quality and behavior. 2.There are positive relations between brand relationship and an industry’s business performance. Positive relations are also found between customer brand loyalty and brand relationship value and behavior as well. However, no such relations are found between customer brand loyalty and brand relationship quality. 3.There are positive relations between customer brand loyalty and industry’s business performance. 4.Brand loyalty demonstrates a complete mediate effect between brand relationship and business performance. An industry’s brand relationship has a complete mediate effect towards its business performance, via customer brand loyalty. Value and behavior of an industry’s brand relationship demonstrate a partial mediate effect towards business performance. 5.The goal of my research is to offer a more integral view of the demonstrations of brand relationship. An in doing so, a complete frame of reference would be made available to the researchers of brand relationship and related topics as well.