Creating Brand Attachment and Satisfaction to raise Customer Loyalty and Forgiveness

[[abstract]]目前零售業正處於顧客價值導向的市場，為了達到顧客對品牌的忠誠，企業無不紛紛投入資源，讓消費者感受到情感面與實際面的物超所值。價值的創造過去有許多學者研究，但需要更詳細的探究零售專賣店的商品及商店價值對顧客的影響，才能有效地改善與掌握顧客真正的需求。 再者，食品安全的問題在近期的新聞報導上層出不窮，黑心食品的造成有時候是源自於上游原料製造商的疏失，並非公司本身的問題。所以更希望能獲得消費者的原諒，與持續的對此品牌忠誠。 因此本研究回顧過去文獻，將顧客價值區分為商店價值與商品價值，探討對於滿意與品牌依附的影響，再進一步地影響忠誠與原諒。 本研究以咖啡品牌星巴克為研究對象；以問卷調查法進行調查，問卷預試有效問卷為34 份，實測部份共計發出800 份問卷，回收781 份，有效問卷為692 份，回收率86 5%。使用SPSS18 0及AMOS 18 0 統計軟體進行信效度與結構模式分析，研究結果如下： (1) 商店愉悅性價值與產品情感價值、產品社會價值、產品經濟價值會正向顯著影響滿意與品牌依附。 (2) 滿意與品牌依附會正向顯著影響忠誠與原諒。 本研究貢獻為，將價值更加具體化分成商店與產品價值來探討哪些價值對顧客能造成滿意與品牌依附，這對於零售商來說是必要的。過去研究忠誠的文獻多半用滿意來預測，而知名的品牌在維繫與顧客關係時，同時也致力於建立品牌名聲，形成品牌依附，因此，本研究同時將滿意及品牌依附加入考量，結果顯示滿意與品牌依附對於忠誠及原諒有正向顯著影響。 另外在忠誠意圖的部份，除了忠誠之外，也加入了原諒此變數，希望透過此兩種概念的相輔相成之下，提供零售商策略擬定的參考，使得零售業能更蓬勃經營、永續發展。[[abstract]]Nowadays it is a customer orientation and value driven market companiesinvest resource in making customers feel what they purchase are worth more than they paid no matter in mentally or materially However retailers need to go deep into exploring what customers‘ perceived store and product values are so they can do some improvement and handle what customers really needs Moreover the food safety problem now piles up one after another the reason is sometimes attributes to the upstream manufacturer which provide the material Under this situation company is eager to obtain customers‘ forgiveness and hope customers can loyal to their brands continually Therefore based on prior studies we divided customer value into store value and product value and then explore their effects on satisfaction and brand attachment and further effects on loyalty and forgiveness We take Starbucks as our research object and take questionnaire survey to investigate our topic the valid pretest questionnaires are 34; then we distributed 800 formal questionnaires retrieved 781 copies 692 valid copies and the retrieved valid rate is 86 5% By adopting Statistical software SPSS 18 0 and AMOS 18 0 we proceed with the reliability analysis and structural model analysis The results are as following: (1) Store hedonic value product emotional value product social value and product monetary value positively and significantly affect satisfaction and brand attachment (2) Satisfaction and brand attachment can both influence loyalty and forgiveness the result indicates both of them positively and significantly affect loyalty and forgiveness Our contribution is that we divided overall value into store value and product value to investigate which values can result satisfaction and brand attachment which is more specifically for retailers to make improvement to meet customers‘ needs On the other hand prior studies predict loyalty mostly only with satisfaction; however some famous brands devote themselves in setting up their reputations to maintain their relationship with customers wishing customers could emotional attached to their brands Therefore our research takes both satisfaction and brand attachment into consideration and the result indicates that brand attachment can positively affect loyalty Besides in the loyal intentions we examine not only loyalty but also forgiveness whishing these two conceptions can complement each other for retailers in making strategies and result in prosperous and continuous brand developmen