| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 98 === In recent years, In recent years, the world attach great importance to global warming and ecological destruction.
An important issue is that enterprise promote green brand image and service because many consumers have environmental protection consciousness.
The purpose of this study was to explore improvement in relationship quality of business through cognition of consumer to Green Image of Brand. Community and environmental values could be affecting motivation of consumers in the choice of activities, moreover, relationship is detecting among green image of brand, relationship quality and activity participation.
The research subjects of this study are consumers in Tainan. There are 335 effective questionnaires through multiple regression analysis to conduct data analysis and confirmation. Green image of brand of service industry to save resources to reduce pollution, showing the value of community, non-life threatening, high-quality zero-loss and the main conclusion is as followed:
1. Green image of brand of service industry have positive effects on the relationship quality of consumers.
2. the effect of green image of brand will affect the relationship quality along with the characteristics of services vary
3. Relationship quality has positive effects on the activity participation of consumers.
4. The relation between relationship quality of consumers and activity participation of enterprises is different because of community of consumers and environmental values. 5. Relationship quality is a intervening variables of green image of brand and corporate activities participation
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