| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 97 === The goal of this study is to comprehend the influences among country-of-brand, brand image, customer satisfaction and brand loyalty on notebooks from a brand name company -“Lenovo” based on previous studies and researches. Furthermore, this study hopes to provide a more efficient marketing strategy by understanding and developing the marketing and managing strategies of this brand and exploring if consumers will have different opinions towards consuming notebooks of this brand when they have a variety of choices.
This study uses questionnaire survey from quantitative method as the main research method, and professional interviews from qualitative method as the supportive research method. To conduct the survey, a total of 350 questionnaires were delivered, 338 questionnaires were retrieved and 316 questionnaires were valid. The valid questionnaire retrieve-ration was 90.3%. The results of the questionnaires were analyzed by Statistical Analysis, Reliability Analysis, Factor Analysis, Multiple Regression Analysis, and Linear Structural Relation Model (LISRE). By doing so, this study explores the main factors of raising customer satisfaction and influencing brand loyalty, and proposes the suggestion to its brand management strategy.
The main results and conclusions of this study are as following:
1. Country-of-brand has a positive influence on brand image;
2. Country-of-brand has a positive influence on customer satisfaction;
3. Country-of-brand has a negative influence on brand loyalty;
4. Brand image has a positive influence on customer satisfaction;
5. Brand image has a positive influence on brand loyalty;
6. Customer satisfaction has a positive influence on brand loyalty.
Based on the research results and conclusion, this study proposes suggestions on market orientation, brand management and channel relationship management for notebooks from Lenovo in Taiwan as a reference in their brand management or marketing strategy. For later researchers, this study suggests to further extend the research scope to all the existing brands in Taiwan notebook market and to comprise other factors that weren’t included in this study so that the research result can a contribute greater assistance to the notebook brand management.
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