The Study on the Incremental Validity of Brand Image to Relationship Quality and Customer Loyalty

• Main Authors: Jun-fu Liu, 劉俊甫
• Other Authors: Dr. Po-Wei Pan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/57522190864653444960

碩士 === 玄奘大學 === 國際企業學系碩士班 === 98 === Brands are among a company’s most valuable assets, and smart companies today realize that capitalizing on their brands is important. Doing so can help them achieve their growth objectives more quickly and more profitably. (Chang, 2005). Crosby et al. (1990) emphasized that the relationship quality is quite important between vendors and purchasers. For vendors, a good relationship quality can not only reduce customers’ uncertain feelings, but also influence the interaction between them in the future. Heskett et al. (1989) also claimed that the cost of developing new customers is 5 times higher than keeping returning customers. Thus, vendors should focus on keeping their customers’ loyalty more than developing the new onces. In addition, Roberts et al. (2003) pointed up that the relationship quality is one of the critical factors that influences the customer loyalty. Therefore, the consumers in Cha-Yi City were used as the study population in this present research. We chose two kinds of products which were automobile and computer and surveyed with their brand image, relationship quality, and customer loyalty respectively. 201 automobile questionnaires out of 250 were returned and 202 computer questionnaires out of 250 were returned. Results of statistical analyses provides 4 conclusions as follows： 1. For the automobile and computer consumers, the hypothesis that the brand image has significant effect on relationship quality is partially supported. Also, the hypothesis that the brand image has significant effect on customer loyalty is supported. 2. For the automobile and computer consumers, the hypothesis that the relationship quality has significant effect on customer loyalty is partially supported. 3. For the automobile and computer consumers, the hypothesis that the relationship quality has mediation effects between the control variables and customer loyalty is partially supported.