Through purchase motivation, brand image to research on the customer satisfaction and customer loyalty relationship─A case study of UMPC-KJS brand

• Main Author: 許敦傑
• Other Authors: 祝鳳岡
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/95873555372212687147

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry. This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand. According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied. According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.