Research of the relationship among buying behavior, perceived quality, customer satisfaction and customer loyalty: A case study with HP consumer multi-functional printers

本研究係以全球科技大廠 – 惠普科技(Hewlett-Packard)中之「家用多功能印表機」產品為例，探討消費者「購買行為」(消費動機、購買考慮因素)、「產品知覺品質」與「顧客滿意度」及「顧客忠誠度」之關係及影響因素，希望能提供惠普科技在後續產品規劃、行銷策略與品牌形象經營之參考。 本研究採量化-「問卷調查法」與質化-「焦點團體訪談法」之方式進行研究；量化調查方面，共取得300份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、Pearson相關分析法、迴歸分析法，將資料進行統計分析及獲得假設驗證；質化研究方面，採用焦點團體訪談法，藉由訪談已購買及使用該產品超過一年之消費者，探索研究對象之消費者使用經驗、品牌形象與未被滿足的需求。 本研究的研究結果如下： 一、性別、年齡、個人平均月所得不同的消費者，對HP家用多功能印表機之購買行為的購買考慮因素中，確實存有差異性。 二、購買行為(消費動機、購買考慮因素)與顧客滿意度、顧客忠誠度間具顯著相關性。 三、產品知覺品質與顧客滿意度、顧客忠誠度間具顯著相關性。 四、顧客滿意度與顧客忠誠度具顯著正向關係。 五、經由質化研究，惠普科技(Hewlett-Packard)及其家用多功能印表機在消費者心中的品牌形象是正向的。 針對惠普科技(Hewlett-Packard)提出行銷策略建議： (1) 產品面：建議業者更加加強產品行銷策略，特別是針對產品口碑、品牌、品質及功能…等部份。 (2) 服務面：加強產品的教育訓練以及提升賣場人員對HP品牌的忠誠度、提高產品售後服務保固年限，在國內設置消費者聯絡窗口…等。 (3)就品牌形象：目前惠普科技(Hewlett-Packard)給消費者的感覺已非常正面，也 擁有高知名度，建議保持並更加加強HP品牌在消費者心目中的良好形象。 關鍵字：購買行為、產品知覺品質、顧客滿意度、顧客忠誠度 *關於惠普(Hewlett-Packard)： HP惠普總公司位於美國加州Palo Alto，由Mark Hurd擔任董事長暨執行長，於全球超過170個國家設有服務據點，擁有151,000名以上的員工。2008年全球營收總額逾1183億美元，為財星雜誌(Fortune)評選500大企業中排名11之跨國性企業體。In this research, a case study is conducted for the consumer multi-functional printer products of the global market leader, i.e. Hewlett-Packard in order to investigate how consumer buying behavior and perceived quality influence customer satisfaction and customer loyalty. The result is expected to be a point of reference for HP to develop its product roadmap, marketing strategy, and brand image in the future. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 300 effective questionnaires are obtained for statistical analysis where a few statistical methodologies such as Descriptive statistic, t-test, one-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, Focus Group is employed where the people with over one year experience in using the products are interviewed in efforts to explore consumer experience, brand image, and unsatisfactory customer needs. The result of this research shows: 1. Interviewees with different sex, age, and income show significant differences when they consider purchasing the products. 2. Buying behavior has a dramatic correlation with customer satisfaction and customer loyalty. 3. There is an obvious correlation with customer satisfaction, customer loyalty on perceived quality. 4. Customer satisfaction and customer loyalty have a positive relationship. 5. Through the qualitative research, HP brand and its multi-functional printers have a positive brand image on consumer. Hereafter are the suggestions for HP to develop the marketing strategy onwards: 1.Product: enhance product marketing strategy in particular in brand image, quality, and functionality, etc. 2.Service: organize channel training programs in order to increase brand loyalty and extend the period of after services as well as establish direct contact window in Taiwan. 3.Brand image: nowadays HP has a positive impression on consumer with its high brand recognition. Advise to maintain and even strengthen the customer relationship