The Relationships among Brand Image, Perceived Quality, Service Quality, Customer Satisfaction and Repurchase Intention－A Case Study of Adidas

• Main Authors: Weng,Wen-Chi, 翁雯棋
• Other Authors: Chang,Chuen-Ping
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/n5bd3p

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 106 === According to the results of the "2016 Taiwanese Sports Consumption Expenditure Survey" of the Sports Administration Ministry of Education, the total spending on sports in Taiwan for the 2016 years is NT$122.7 billion,with growth rate of 3.2% compared with 2015 , including sports product consumption expenditure is about NT$58.6 billion. The consumer demand is increasing, and the sporting goods industry is becoming more and more competitive. Therefore, sporting goods manufacturers are necessary to think about how to make their sports products being loved by the general public in the sports market with unlimited business opportunities. How to retain existing consumers and make them continue to purchase goods. Further acquire support and recognition of consumers and thus to enable products to create sales success is a very important issue. This objective focuses on the influence of brand image, perceived quality and service quality to customer satisfaction and repurchase. The research subjects are consumers of used Adidas sports products in Taiwan. This study used questionnaire survey method. The questionnaire release date was from December 3, 2017 to February 23, 2018. A total of 323 copies questionnaires were valid. The data collected from the questionnaire was analyzed through SPSS and AMOS statistical suite software. Suggestions are as follows : (1) Brand image has a significantly positive impact on customer satisfaction. (2) Perceived quality has a significantly positive impact on customer satisfaction. (3) Service quality has a significantly positive impact on customer satisfaction. (4) Customer satisfaction has a significantly positive impact on repurchase intention.