Corporate Images, Customer Value, and Customer Loyalty: A Study on the Market of Cooking Oil in Southern Taiwan

• Main Authors: Jih-Tsung Lee, 李日宗
• Other Authors: Wen-chih Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/4d36hs

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 103 === A catastrophic storm of cooking oil safety swept across Taiwan due to laboratory test results that found cheesy ingredients in the cooking oil manufactured by Chang Chi Foodstuff Factory Co., Ltd. The corporate image of Chang Chi plunged with no foreseen recovery. This study focuses on the impact of such incidents on the corporate image perceived among cooking oil consumers and aims to explore: 1) the factors that affects most on corporate images with regard to customer loyalty, and 2) the product value that consumers pursue, as well as the factors that play a key role in customer value so as to elevate the customer loyalty to cooking oil. Consumers that had purchased cooking oil products were selected and surveyed at the entrance of grocery stores in southern Taiwan between November 2014 and January 2015. Of the 400 hundred questionnaires distributed, 368 copies were collected (rate of collection: 92%), with 267 effective samples (rate of effective response: 66.75%). With statistics analysis, it was found that in the cooking oil market in southern Taiwan: 1) corporate images have a significant influence on customer value, 2) corporate images have a significant influence on customer loyalty, and 3) customer value significantly influences customer loyalty.