顧客參與與品牌評價關係之研究

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Title:	顧客參與與品牌評價關係之研究
Authors:	黃郁心
Contributors:	國際貿易學系
Keywords:	顧客參與 customer participation 品牌評價 brand evalu-ation 美髮業 hair salon
Date:	2012
Issue Date:	2012-11-06
Abstract:	在現今服務業中，品牌評價是消費者對廠商行為績效的評估，消費者可藉由品牌評價來推斷產品好壞，在消費者的決策過程中扮演非常重要的角色。過去學者發現價格、價格促銷、品牌知名度、口碑等會影響品牌評價，而鮮少以顧客參與來探討對品牌評價之影響。顧客參與是行銷當中重要課題之一，顧客參與不僅加強企業與消費者之關係，服務的產出也因顧客參與而有別於以往的表現成果。顧客參與對於一個成功的企業，在提供服務時，已經是被期望與要求的必要行為。本研究將引入顧客參與觀念，以探討是否會影響品牌評價。本研究以美髮業為研究產業，以結構式實體問卷為資料蒐集工具，進行便利抽樣，共發出300份問卷，回收271份問卷，其中202份為有效問卷，有效回收率74.5%。研究結果顯示，顧客參與與品牌評價有顯著的正相關。根據本研究之結果，提出未來之研究建議和管理意涵。 Today in service industry, brand evaluation is the consumer market conduct per-formance assessments; consumers can infer product is good or bad by Brand Evaluation. It’s a very important role in consumer decision-making process. The research brand evaluation has mainly focused on price, price promotion, brand awareness, and word-of-mouth, and ignored the customer participation. Customer participation is the important topics in the marketing, customer participation is not only to strengthen the relationship between businesses and consumers, and the output of the service due to customer participation is different from the previous performance results. It’s a suc-cessful business Customer participation in the provision of services, expectations and requirements necessary behavior. In this study, the introduction of customer participa-tion concept, whether to explore it will affect brand evaluation. This study used the hair salon as the product categories. 271 questionnaires were distributed and 202 valid questionnaires were returned. The response rate is 74.5%. The result shows that customer participation is significantly and positively related to brand evaluation. Managerial implications and future research suggestions are discussed.
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