The Effect of Brand Image, Perceived Value,Customer Repurchase Intension on Customer Recommendation - A Case Study of Cellphone

• Main Authors: Hsuai-Yi Wang, 王宣懿
• Other Authors: Chia Jung Wen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/90026958480773301832

碩士 === 中華大學 === 企業管理學系碩士班 === 98 === A cell phone is indispensable to our daily life at the modern age. However, the cell pone market is quite competitive with the innovation of technology. To keep on top of the market; how to enhance the image of brain has become the core competence of a company. In addition; good quality and added value of products are also the keys to take the fancy of customers. The study is investigating the influences of willingness to repurchase and recommendation of cell phone products in terms of the image of brain and customer perceived value from customers’ point of views. Some hypothesis are proposed in this study, including (1) the influence of brain image on customer perceived value, (2) the influence of brain image on willingness to repurchase, (3) the influence of customer perceived value on willingness to repurchase, (4) the influence of customer perceived value on willingness to recommendation, and (5) the influence of customer repurchase value on willingness to recommendation. The sampling survey is adopted, and the objects of survey are professional soldiers with different units, and ranking. 300 samples issued in total, 290 samples received, and the effective samples of them are 205. To achieve the target of this study, the author analyzes the influence and relationship between image of brain, customer perceived value, willingness to repurchase, and willingness to recommendation with SEM model.