| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 100 === The purposes of this study were: 1.to analyzes the effect between brand image and customer satisfaction to Merida. 2. to investigate the effect of brand image and customer loyalty of Merida. This study use purposive sampling and chooses participates that is bicycle activities at Sun Moon Lake on April 29, 2012 (N=185). The research instruments were Brand Image Scale, Customer Satisfaction Scale, and Customer loyalty Scale. The collected date analyzed using multiple stepwise regressions. The main findings of this study were as follows:
The functional and experiential of brand image can positive predict the product satisfaction on customer satisfaction.
The functional and symbolic of brand image can positive predict the service satisfaction on customer satisfaction.
The functional and experiential can positive predict the whole satisfaction on customer satisfaction.
The functional and experiential can positive predict customer loyalty.
In addition to providing explanations based on the analytical results of this research, this paper attempts to further analyze the possible applications of the results, and also recommendations for further research into this topic.
|
|---|
