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A Study of the Effect on Brand Image, Perceived Value toward Customer Satisfaction --Taking Garmin Smartwatch as an Example
|Abstract:||本研究旨在探討使用Garmin智慧手錶之顧客，品牌形象、知覺價值對顧客滿意度之影響。以使用過 Garmin智慧手錶之臺灣顧客為研究對象，使用立意抽樣之方法實施問卷發放，回收有效樣本 424 份，透過 SPSS23.0 統計軟體，以描述性統計、皮爾森積差相關及多元階層迴歸分析統計方法分析處理資料。本研究之結論如下：
The purpose of the study was to examine the effect on brand image, perceived value toward customer satisfaction for the users who are wearing a Garmin smartwatch in Taiwan. Field questionnaire surveys were administered through purposive sampling to Garmin smartwatch users in Taipei City Dajia Riverside Park from June to July in 2017, 424 valid samples were collected in total. The data were analyzed by descriptive statistics, Pearson Correlation and hierarchical regression and the results of this study were as followed. 1. The customer who has high brand image and perceived value will be related to high customer satisfaction. 2.The results from the hierarchical regression analysis revealed that two of the three brand image factors and that two of four perceived value factors under study were positively significant customer satisfaction. This study also examined that perceived value has brought moderating effect on the relationship between brand image and customer satisfaction. As the results conclude that Garmin should pay more attention to customer experience and customers’ emotion in order to increase their satisfaction.
|Appears in Collections:||學位論文|
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