「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。
研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。
質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議：
ㄧ、致力縮短品牌形象與知覺價值間之落差
二、提升消費者對價格的接受度
三、針對強調專業功能性之商品提供合作企業之資訊
四、提高線上通路的使用率
五、把握龐大的單身商機 / “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers.
Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research.
After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables.
This research also provides 5 marketing suggestions as following:
1. Shorten the gap between brand image and perceived value to customers.
2. Increase customers’ acceptance of the price.
3. Offer more information about co-operative manufactories.
4. Promote MUJI’s online channel.
5. Grasp single customers.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098452010 |
| Creators | 陳竹儀 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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