行销努力、企业品牌权益、企业信任与顾客忠诚度关系之研究：以台湾.PPTVIP

The Relationships among Marketing Forces, Industrial Brand Equity, Trust, and Customer Loyalty: An Empirical Study of Taiwan Lumber Import Market Tse-Wen Hsieh, Tsui-Ying Huang, and Jun-Yen Lee Presented by Jun-Yen Lee, Ph.D. Professor Department of Bio-industry Agribusiness Administration National Chai-Yi University, Taiwan Email:leejy@mail.ncyu.edu.tw INTRODUCTION The importance of customer loyalty. Can the marketing forces lead to customer loyalty? What are the mediators in this relationship? 1. Marketing forces :5 Ps Kotler (1999) ；McCarthy (1960) ；Booms and Bitner(1981) 2. Industrial brand equity: brand awareness and brand quality. Mudambi (1997) ；Allard et al. (2005) 3. Trust: one company’s expectation of the other company’s competence, goodwill, and behavior. Sako (1992) ；Anderson and Narus (1990) ； Moorman et al. (1993) ；Morgan and Hunt (1994) 4. Customer loyalty: repeated purchases of the brand. Oliver (1997)； Rubinson (1996)；Simeon Chow (1997) ； Chaudhuri and Holbrook (2001) ；Taylor(2004) MODEL MODEL METHOD Samples：259 companies Survey method: questionnaire sent by mail and e-mail Data analysis method: Structure Equation Modeling (SEM) EMPERICAL RESULTS EMPERICAL RESULTS Reliability and validity analysis 1. Reliability ： EMPERICAL RESULTS 2. Validity ： Content validity Construct validity ：Validating by the confirmatory factor analysis( CFA) 1. Brand equity : 2. Marketing forces：  EMPERICAL RESULTS EMPERICAL RESULTS Goodness of fit and Hypothesis tests EMPERICAL RESULTS EMPERICAL RESULTS EMPERICAL RESULTS EMPERICAL RESULTS EMPERICAL RESULTS Research hypotheses CONCLUSIONS Conclusions -Hypothesis tests show that marketing forces has a direct positive effect on industrial brand equity and trust. -Also, trust and industrial brand equity has a direct positive effect on customer loyalty, respectively. -Industrial brand equity and trust are the mediating factors between marketing forces and customer loyalty. -Industrial brand eq