本研究以全球知名品牌 – 蘋果電腦(Apple)中之「iPhone」產品為例，探討「品牌形象」、「知覺價值」對「顧客滿意度」及「顧客忠誠度」之關係研究，希望可以找出該產品成功關鍵因素及有待改善之地方，做為日後開發類似產品的參考及提供蘋果電腦在後續產品規劃、行銷策略與品牌形象經營之參考。
本研究主要採用量化-「問卷調查法」並以質化-「焦點團體訪談法」輔助之方式進行研究；問卷方面，共取得400 份有效問卷，先進行因素分析，擷取適合本研究之因素構面，再進行信度與效度檢測，確定問卷的可信度及可靠度，並運用敘述性統計、t 檢定、單因子變異數分析（one-way ANOVA）、Pearson 相關分析法、迴歸分析法，將資料進行統計分析及假設檢定；質化方面，採用焦點團體訪談法，藉由訪談iPhone的使用者，了解他們對iPhone的使用經驗及建議，經過整理再與量化統計結果相互對應，用以佐證及彌補量化統計結果的可能性偏差，使本研究之結果更為完整。
本研究之結論：
顧客滿意度為3.8 (以五點量表評估，5表示最高)
顧客忠誠度為3.6 (以五點量表評估，5表示最高)
iPhone的主要顧客群為年輕、單身、男性，以20-40歲的使用者最多。
對使用者而言，iPhone的產品價值以社交價值最為重要，產品特性則以實用性最為重要，社交價值及實用性對於顧客滿意度及顧客忠誠度影響也最大，滿意度則以服務滿意度仍有改善空間，包含銷售服務及維修服務。
產品定價方面可繼續維持高定價策略，以維持iPhone在顧客心中的價值感。
顧客最滿意iPhone的原因包含：
iPhone的使用者介面
iPhone的智慧型功能、軟體支援與更新
使用iPhone帶來的樂趣
iPhone的外觀設計與質感優
iPhone產品的創新形象
顧客最不滿意iPhone的原因包含：
銷售服務
維修服務 / This research is base the global famous brand – the iPhone of the Apple. Discovery for the relationship of Brand Image、 Perceived Value、Customer Satisfaction and Customer Loyalty are the main stream research. Hope this research can distinguish the key successful factor and the improvement points. It could be the reference for the new model for developing and providing the model design planning of new product for the Apple and reference for the sale strategy and brand image.
This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 400 effective questionnaires are obtained for statisticalanalysis where a few statistical methodologies such as Factor analysis, Descriptive statistic, T-test, One-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions.
For the qualitative approach which adopt the Focus Group. Hope to know customer’s using experience and suggestion through iPhone user. We analysis the data and contribute the account result with each other to complete this research.
The research conclusion are :
The score for the customer satisfaction is 3.8. ( Base on Likert 5 points for evaluation, 5 means the highest)
The score for the customer loyalty is 3.6. ( Base on Likert 5 points for evaluation, 5 means the highest)
The iPhone main stream customers are younger, single, male and majority are between 20~40 years. From the user point of view, the most important value of iPhone are societal value and practical value. The societal value and practical value are tremendous effect for customer satisfaction and customer loyalty. There is space to improve in service include sale service and after sale service. The product price strategy can keep the higher range price to matain the iPhone’s value for customer.
Customer satisfied reason for iPhone include:
The user interface of iPhone
The software support and update of iPhone
Fun from the iPhone
The ID design and elegant with valuable of iPhone
The creative image of iPhone
Customer unsatisfied reason for iPhone include:
Sale service
After sale service
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096380007 |
| Creators | 趙興國 |
| 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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