依蕾特伴手禮之品牌形象、顧客滿意度及顧客忠誠度研究

The Study among Brand Image, Customers' Satisfaction and Customers' Loyalty of Elate' Products

伴手禮象徵著人與人之間聯繫情感的禮物，亦逐漸成為商業行銷各地名品及特產的專有名詞。本文彙整品牌形象、顧客滿意度與顧客忠誠度，以探討顧客的消費情境與行為模式，並針對台南伴手禮店家「依蕾特」顧客採取便利抽樣法，獲得有效問卷266份，應用結構方程模型及模糊質化比較法進行研究假說之驗證。實證結果發現品牌形象會顯著正向影響顧客滿意度及顧客忠誠度；顧客滿意度會顯著正向影響顧客忠誠度。根據研究結果建議業者應發展具有地方特色之伴手禮，可以將具有在地元素的符號、代表物或文字透過包裝設計呈現，並使用當地生產之農產品作為食品的原料，強調健康、新鮮及天然，並創造當地的品牌故事，賦予產品更多的在地情感，深化顧客對品牌的形象，進而提高滿意度及忠誠度。

In the early years of Taiwan, souvenir represented the relationship among people. However, it has gradually become a commercial and marketing proper nouns. This study investigates the relationships among brand image, customer satisfaction and customer loyalty to assess consumption situations and behavioral patterns from the viewpoint of consumer perceied. The research questionnaires apply convenience sampling method to survey customers who bought product as souvenirs. Structural Equation Modle and Fuzzy set Qualitative Comparative Analysis were applied to analyze data collected from 266 questionnaires. The results found that brand image had a significant positive effect on both customer satisfaction and customer loyalty; consumer satisfaction had a significant positive effect on consumer loyalty. According to the results, suggest souvenir stores to produce product with local characteristic, use local produce as raw materials and create story of brand to increase brand image.