企業形象、品牌權益與顧客終身價值關之研究

本研究探討企業形象、品牌權益與顧客終身價值三者的關係。本研究將以國內咖啡連鎖店為實證研究對象，利用問卷為調查工具。研究結果顯示企業形象、品牌權益正面影響顧客終身價值，不過其關係並不受消費頻率金額的增加而更強化(交互作用)。交互作用結果不顯著與國外研究結果並不一致，我們解釋為文化因素與產業生命週期的影響，但這仍須後續學者做進一步探討。

The study purpose is to explore the relation among corporate image, brand equity, and customer lifetime value. A questionnaire on coffee chain store was used to collect data. The results indicate that customer lifetime value is positively influenced by corporate image and brand equity, but their relation strength does not increase if frequency or amount increases (interactive effect). This result does not consistent with previous studies. Interactive effect is not significant may due to different setting of cultural and life cycle of industry.