半導體設備商品牌忠誠度之研究 -以台灣IC供應商之觀點

Abstract

本研究主要由IC供應商之觀點，來探討影響半導體設備商品牌忠誠度之因素。根據國內外相關文獻，提出五大操作型變數(服務品質、產品價值、顧客關係管理、品牌形象與品牌信任)來做為研究對象。並透過結構方程模式(Structural Equation Model，SEM) 來探討這些因素對於半導體設備商品牌忠誠度的影響。 本研究受測對象以台灣半導體IC供應商為主，進行問卷發放共350份，有效問卷279份，有效回收率為79.7％。本研究成果為：1.服務品質對顧客關係管理與品牌忠誠度為正向影響；2.產品價值對品牌形象為正向影響；3.顧客關係管理對品牌形象為正向影響；4.品牌形象對品牌信任與品牌忠誠度為正向影響。最後藉由以上分析結果，提出對半導體設備商品牌忠誠度改善及建議方向。

This research mainly focuses on the factors which affect the brand loyalty of semiconductor equipment manufacturers from the perspectives of Taiwan IC suppliers. Five major operational variables (service quality, product value, customer relationship management, brand image and brand trust) are created to investigate the research based on the studies of domestic and foreign journals. The Structural Equation Modeling (SEM) is implemented to identify the influence on the brand loyalty among these five major operational variables. The research questionnaires are distributed to Taiwan semiconductor IC suppliers, the effective rate is 79.7% from valid 279 of 350 returned surveys. The research reveals: 1.Service quality has a positive influence on the customer relationship management and brand loyalty; 2.Product value has a positive influence on the brand image; 3.Customer relationship management has a positive influence on the brand image; 4.Brand image has a positive influence on brand trust and brand loyalty. Finally some significant suggestions are proposed to improve the brand loyalty of semiconductor equipment manufacturers.