| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 104 === The purpose of this paper is to understand the relationship of the relationship value towards the perceived customer brand value. As the relationship marketing has become a trend, while the aviation industry in Taiwan competes for better relationship quality between airliners and customers, given the recent trend of increasing number of companies using brand oriented marketing strategy. In this study, customer perceived brand value is divided into two intermediate variables for our research framework: functional value and emotional value. We use different perceived value to discuss relationship value (relationship benefit, and relationship sacrifice). In addition, we discuss whether global brand attitude, word of mouth, and brand heuristic increase the perceived customer brand value.
In our research, we collected 431 valid samples in accordance with the proportion of demographic statistics offered by the Civil Aeronautics Administration. We used AMOS to examine the cause and effect relationships among all variables.
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