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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Fernandes, Leonor Caeiro Baptista. "Estudo exploratório da utilização de meios de promoção online e offline." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14802.
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Mestrado em MarketingA crescente digitalização e penetração mobile estão a alterar o comportamento e hábitos do consumidor. Como consequência, as marcas estão a reagir e a alterar os investimentos e estratégias de marketing. Os orçamentos já não estão apenas focados nos meios tradicionais, assistindo-se a uma passagem e tendência de maior peso para o meio online. Esta dissertação analisou a perspetiva empresarial de utilização dos diferentes meios (online e tradicionais), procurando explorar as suas tendências futuras. Foi utilizada uma metodologia qualitativa, e realizaram-se oito entrevistas a diretores e responsáveis de marketing de grandes empresas a operar em Portugal. Conclui-se que todas as organizações pretendem investir no meio online, e que a transformação digital é uma prioridade geral. As exigências do consumidor de maior personalização e relevância são acompanhadas pelo meio digital. As redes sociais são identificadas como o principal canal de utilização dos consumidores, e com a maior atratividade para as empresas. O programático é um dos canais digitais com maior interesse por parte dos anunciantes e de aposta futura. A televisão é ainda vista como um meio importante e que gera cobertura. A Rádio é considerada um meio de retorno e relevância para as marcas e que permite uma comunicação eficaz e criativa. A categoria do produto é identificada como fator de impacto na eficácia dos esforços publicitários. Como tal, os esforços devem estar adaptados ao tipo de produtos, especificações de cada meio e focados cada vez mais na rentabilidade.
The growing digitization and mobile penetration are causing changes in consumer behavior and habits. As a consequence, brands are reacting to that and changing their investments and marketing strategies. Budgets are no longer just focused on traditional media, witnessing a transition and trend of greater weight for the online medium. This dissertation analyzes a business perspective of different media usage (online and offline), looking for new trends in the future. A qualitative methodology was used, with eight interviews done to the marketing directors of large companies operating in Portugal. It is concluded that all organizations intend to invest in the online, and that digital transformation is a general priority. Consumer demands of greater personalization and relevance are accompanied by the digital medium. Social networks are identified as the main channel of consumer usage, with a greater attractiveness to the companies. Programmatic is one of the digital channels with the biggest interest for advertisers and future bet. Television is still seen as an important medium that generates coverage. Radio is considered a mean of return and relevance for brands that enables effective and creative communication. The product category is identified as an impact factor on the effectiveness of advertising efforts. Therefore, marketing efforts must be adapted to the type of products, specifications of each means and more and more focused on the profitability.
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Persson, Josefine, and Amelie Claesson. "Service Quality Dimensions in an Online Context : -A Perspective Comparison of Service Recovery." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19390.
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Service quality and service recovery has been found to play a significant role in customer satisfaction and future purchase intentions. Many studies have been conducted on how to manage either the company perspective or customer perspective of these two concepts. Using the findings from five qualitative company interviews and three customer focus groups, this study addresses the purpose “to identify similarities and differences between the company and customer perspectives of service recovery in a quality system online”. The research identifies how companies in the service industry work with their websites and customer service as a tool for service quality and recovery. The company perspective is then compared to identified customer preferences in order to find similarities and differences that needs to be improved. The qualitative surveys are based on six dimensions of two existing models for service quality and service recovery online and the findings show similarities in all six dimensions, as well as several differences.
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Daly, James. "Brand management vybrané značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234354.
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Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.
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Wei, Nana, and Xueying Yi. "How to brand oneself online : A case study about 10 top musicians on Facebook." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12252.
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BONIECKI, PAWEL. "Positioning of online betting services : A case study of finding the gap between companies’ view versus customers’ view." Thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191227.
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Under det senaste decenniet har informationsteknologin utvecklats explosionartat. Införandet av smartphones och surfplattor som alltid är anslutna till Internet har förändrat vårt sätt att "konsumera" den. Allt detta ledde till digitaliseringen av betting tjänster och flytten till Internet. I deras tidiga dagar hade online betting tjänster ett lätt jobb att göra när det gällde positionering, de behövde bara finns på Internet och det var det som lockade kunder. Men tiderna har förändrats och online betting tjänster står inför nya utmaningar. De måste hitta en tydlig positionering och ha en konkurrensfördel gentemot sina konkurrenter, men det är inte en lätt uppgift. Därför koncentrerade sig denna studie på en utredning av positioneringen för dessa tjänster. Fallstudietillvägagångssätt valdes för detta examensarbete och det undersökta företaget var Betsson Group, som är ett av de större företagen med många varumärken i sin portfölj. Forskningen är begränsad till deras tre mest populära varumärken: Betsson, Betsafe och NordicBet med undantag för text mining där Bet365 (en konkurrent) också analyserades. Empirisk data som samlades in under denna studie kom från intervjuer på fallstudieföretaget,frågeformulär besvarat av kunder och genom text mining av online betting tjänsters omdömen. Studien resulterade i att hitta gapet mellan positioneringen av företaget, kunderna och online recensenterna. Kundernas vy och recensenters vy överrensstämmer ganska bra, men öretagets uppfattning är helt avvikand. När kunderna väljer online betting tjänst bryr de sig mest om bästa odds, bonusar och mängden av betts, där å andra sidan företag placerar sig på ett statiskt sätt med målgrupper: folklig, nerdy och lyxig. Kunderna tenderar att inte bry sig om varumärkespositioneringen och driver företag in i ett priskrig, men samtidigt måste de känna igen varumärket för att lita på det med sina pengar. Studien bidrar till att förstå kunders vy när de väljer en online betting tjänst och denna spekt kan generaliseras för hela online bettingindustrin. Dessutom kan en del av teorierna appliceras på andra online tjänster där bästa pris söks.During the last decade, IT had a big burst. The introduction of smartphones and tablets that are always connected to the Internet changed our way of “consuming” it. All that lead to digitalization of betting services and moving them to the Internet. In their early days online betting services had an easy job to do regarding positioning, they only needed to exist on the Internet and that attracted customers. But, times have changed and online betting services face new challenges. They must find a clear positioning and have a competitive advantage over their competitors, but that is not an easy task to do. Therefore, this study concentrated on the investigation of the positioning for these services. Case study approach was chosen for this thesis and the investigated company was Betsson Group, which is one of the bigger companies with many brands in their portfolio. However, the research was delimited to their three most popular brands: Betsson, Betsafe and NordicBet with exception to text mining where Bet365 (a competitor) were also analyzed. Empirical data gather during this study came from interviews at the case company, questionnaire with customers and through text mining of online betting services reviews. The study resulted in finding the gap, in positioning, between the company, the customers and the online reviewers. Customers view and reviewers view align quite well, however company view is completely unaligned. When choosing an online betting service, customers mostly care about best odds, bonuses and variety of bets, where on the other hand companies position themselves in a static way with targets group of folksy, nerdy and luxurious. Customers tend to not care about the brand positioning, and push companies into a price war, however, they need to know the brand in order to trust it with their money. The study contributes to understanding the customers view when they choose an online betting service and this aspect can be generalized for the online betting industry as a whole. Moreover, some of the theories can be applied to other online services where best price is searched for.
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Hui-Ching, Yeh, and 葉蕙菁. "The Study of Brand Equity, Delivery Service and Online Purchasing Decision." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/69102512135614152154.
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碩士大葉大學
管理學院碩士在職專班
98
This study is aimed at investigating the relationship among the brand equity of online shopping, delivery services and consumers’ purchasing decisions. Hoping this study can help online shopping businesses provide appropriate delivery services to consumers with various socio-economic statues and purchasing decisions. Online survey was the research method used in this study. There were 463 valid samples obtained by stratifies sampling. Data were analyzed by descriptive statistics, factor analysis, t-test, one-way ANOVA and correlation analysis. The results are as fol-lowings: 1.Consumers’ awareness of the brand equity is affected by the varieties of genders, age, educational level, monthly income and monthly net purchases. 2.Consumers’ choices of delivery services are affected by the varieties of genders, age, educational level, monthly income, monthly net purchase and the number of hours shopping online weekly. 3.Consumers’ purchasing decisions are affected by the varieties of genders, age, educational level, monthly income, monthly net purchase and the num-ber of hours shopping online weekly. 4.The brand equity and the delivery services are both related to consumers’ purchasing decisions. 5.The brand equity of the "perceived quality and brand association" is related to delivery services.
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WU, CHIN-PEI, and 吳金佩. "Investigating the Service Quality of Online Retailer – The Case of Brand S." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/njkh44.
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碩士國立高雄大學
高階經營管理碩士在職專班(EMBA)
106
The rapid development of the Internet has led many brands or enterprises to enter the e-commerce platform, and also make consumption patterns and consumption channels more diversified and varied. Under such a trend, consumers have more opportunities for making choices, but also lead to consumers shunt, and the competitive pressure of enterprises is increasing. Unlike physical channel, transactions on the Internet have various problems, such as qualms about the quality of goods and sources, price volatility and after-sales service. The rise of consumer awareness and the trend that consumers are paying more and more attention to their own interests have led that the process of shopping to be scrutinized one by one. Therefore, enterprise must pay attention to service quality and change consumer impressions about brand or enterprise by service quality improvement, which can indirectly affect the consumers' repurchase willingness. This study combines SERVQUAL and virtual service quality for the design of the questionnaire scale and collect the perceptions of customers of S brand about the service quality of its fan page. The Importance-Performance Analysis (IPA) methods was employed for data analyses. In addition to the overall sample analysis, this study also conducted several analyses for customers with different characteristics to understand the differences in priority improvement items. Based on these analyses, this study provides suggestions on improving customer service of S brand to improve overall service quality and customer satisfaction.
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Lin, Chao-Chen, and 林晁甄. "Building Brand Equity of Online Store: In the View of Service Quality." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/05175857050707605415.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
101
Under the intense competition in online environment, other than applying low price strategy, online retailers should build brand equity through enhancing website service quality to differentiate from competitors and create competitive advantage. In addition, the motivation of purchasing online is driven away due to consumers’ perception on risks such as credit card fraud, private information leaking out. Therfore, how to increase customers’ trust in online retailers becomes an important issue. This study adopts Keller’s (1993) dimensions of brand equity to explore the influences of website service quality on brand awareness and brand image, as well as the impacts of website service quality and brand equity on customer trust and loyalty. We use the website service quality dimensions proposed by Parasuraman, Zeithaml, and Malhotra (2005), and view website service quality as a second-order variable in our study. We take Tokoy Fashion Web Store as our research object and adopt SPSS19.0 and AMOS18.0 to conduct reliability and validity analysis, structural model analysis as well. 501 valid questionnaires are retrieved and the results are discussed as follow. 1. Website service quality positively influences brand awareness, brand image, trust, and loyalty. 2. Brand image positively influences trust and loyalty; however, the relationships between brand awareness and trust, brand awareness and loyalty are not significant. 3. Payment method moderates the strength of website service quality and trust, as well as website service quality and loyalty. Our results reveal the importance of website service quality on building brand equity of a online retailing store. Moreover, for new start-ups, providing their customers the option of payment completed and merchandise collected at convenience stores is a way to increase the level of trust in the online retailer. Finally, implications and directions for future research are suggested.
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Dippenaar, Christine. "The development and implementation of an online subscription information centre for the South African wine and brandy industry." Thesis, 2009. http://hdl.handle.net/10210/1835.
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M.A.This thesis summarises research into the feasibility and subsequent implementation of a subscription based online and electronic information resource centre for the South African wine and brandy industry. A business case was compiled and accepted by key decision makers in the industry. The information resource centre was established under a recognised industry body to ensure equal access to all the role-players in the industry. The benefits of a centralised industry information resource centre have been demonstrated to result in: ► Reduced information acquisition cost ► No unnecessary duplication of high cost items, such as market analysis reports ► Improved and accelerated dissemination of information within the local industry through the use of a full electronic distribution strategy ► A point of contact for information for all role-players in the local industry and not just those organisations or institutions which have large research and marketing budgets ► A consistent and a unified database of local and international holdings within the local industry.
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Ray, A., P. K. Bala, and Nripendra P. Rana. "Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach." 2021. http://hdl.handle.net/10454/18339.
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YesThis paper aims to explore the important qualitative aspects of online user-generated-content that reflects customers’ brand-attitudes. Additionally, the qualitative aspects can help service-providers understand customers’ brand-attitudes by focusing on the important aspects rather than reading the entire review, which will save both their time and effort. We have utilised a total of 10,000 reviews from TripAdvisor (an online-travel-agency provider). This study has analysed the data using statistical-technique (logistic regression), predictive-model (artificial-neural-networks) and structural-modelling technique to understand the most important aspects (i.e. sentiment, emotion or parts-of-speech) that can help to predict customers’ brand-attitudes. Results show that sentiment is the most important aspect in predicting brand-attitudes. While total sentiment content and content polarity have significant positive association, negative high-arousal emotions and low-arousal emotions have significant negative association with customers’ brand attitudes. However, parts-of-speech aspects have no significant impact on brand attitude. The paper concludes with implications, limitations and future research directions.
The full-text of this article will be released for public view at the end of the publisher embargo on 28 Aug 2022.
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Chang, Chou-Hao, and 張邱豪. "THE EFFECTS OF THE BRAND, SERVICE QUALITY AND PRICE SENSITIVITY ON ONLINE SHOPPING ATTITUDES AND INTENTIONS." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/76394175628524723078.
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碩士大同大學
事業經營學系(所)
100
Brand affects consumer purchase decisions; Kolter (2000) stated that brand is the direct factor affecting consumer attitudes. Besides the brand, service quality is also an important factor, Olshavsky (1985) stated that service quality is a total estimation of a product and is a product’s attitude on consumer. Price sensitivity is a critical factor affecting risk by consumer’s recognition, Monroe and Krishnan (1985) showed that consumers have high perceived quality and higher purchasing intention when the price of a product is high. And Blackwell et al. (2001) stated that attitudes determine the intention, and attitudes represent what people like or hate about a product. The subjects of our survey were those who have experienced in online shopping, and data was collected via the 322 valid questionnaires within the period from April 5th to April 22th in 2012. AMOS 18 and Structural Equation Modeling Analysis were adopted as the tools for analyzing the data. The main finding is that service quality has positive effect on consumer online shopping attitudes, and consumer online shopping attitudes has positive effect on consumer online shopping intentions. The results of research show that most online shopper think they can complete a transaction quickly on the shopping website. Thus efficiency can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think the shopping website launches and runs right away and does not crash. Thus system availability can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper consider that the shopping website sends out the items ordered and quickly delivers what I order. Thus fulfillment can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think the shopping website protects their personal information. Thus privacy can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think their shopping website is good and attractive, will consider online-shopping. Thus consumer online shopping attitudes can help in enhancing consumer online shopping intentions.
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Hung, Hsieh Ming, and 謝洺鴻. "A Study on Online Games Players’ Satisfaction and Loyalty Through Service Quality, Experiential Value and Brand Image." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/48873298961856558577.
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碩士國立彰化師範大學
資訊管理學系所
99
The online game is currently one of the important industries. Since the development of online games for many years, there are many competitors in Taiwan, how to make this game the player long-term support and deepen the audience's impression of the game to become the biggest challenge. Therefore, this study will use the service quality and brand image and then go through the experience value of online game players the satisfaction and loyalty. Hope to find out the current players are most concerned about what the game needs and impression of the game's players. Hope to present such a competitive online game market to find a foothold to survive. Finally, the results of this study was obtained through analysis of service quality on the player's experience has a positive influence; brand image on the player's of experience value has set partial up. Service Excellence on customer satisfaction which is not approved.
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Chiou, Jing-Ting, and 邱靖婷. "An Empirical Study for Building the Brand Equity of Electronic Services: An Application to Online Banking." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/51839372231082204101.
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碩士國立成功大學
企業管理學系碩博士班
97
The two most important long-term trends in the business world are the shifting of the economy from goods to services and the rapid expansion of the information economy and electronic networks. These two trends converge in the concept of e-service, which is the provision of service over electronic networks such as the Internet. The importance of brand equity has led to many published studies that explore the importance of brand equity in marketing. Some researchers have also argued that branding is more essential for services than for goods. Thus, this study uses the online banking service sector as a context in which to investigate how to establish brand equity for electronic service brand (provider) through offering good quality electronic services. The dimensions of quality of electronic services, including environment quality, delivery quality and outcome quality, used in this study can greatly assist managers in understanding how their customers assess the whole quality of electronic service experiences. The sample for this study was online banking users in Taiwan. An Internet-based questionnaire was used for data collection, and as result, 292 valid questionnaires were collected. The framework of this study was tested by structural equation modeling. The results of this study indicate that some of the dimensions of quality of electronic services will positively and significantly increase customer satisfaction and trust towards the e-service brand (provider), and, in turn, increase customer loyalty. Finally, customer loyalty towards the e-service brand (provider) will increase the brand equity of an electronic service brand. As a result, this study provides managers with an important perception regarding how branding of electronic services is a way to get long-term success. This study also suggests that electronic service provider should focus on the service qualities that which customers really care about and try to fulfill customers’ needs and become more trustworthy in order to increase customer loyalty, and, in turn, to establish positive brand equity.
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McKenzie, Stephanie J. "Brand-sponsored versus consumer-generated online brand communities : a thesis presented in fulfilment of the requirements for the degree of Masters of Business Studies in Marketing at Massey University, Auckland, New Zealand." 2009. http://hdl.handle.net/10179/1285.
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This research focuses on online brand communities from a brand management perspective. The purpose of this study is to contribute to understanding of online brand communities by examining differences in brand-sponsored and consumer-generated online brand communities, and to extend research into online brand communities by examining online brand communities for a sports brand. The first phase of this study investigates how consumption practices differ in brand-sponsored and consumer-generated online brand communities. Online brand communities for the All Blacks brand were selected as a case study for this research. The All Blacks brand-sponsored and consumer-generated online brand communities were observed for eight weeks and afterwards discussions in both communities were analysed for two weeks to identify consumption practices. Ethical issues pertinent to this research design meant raw comments and discussions could not be collected and instead discussions were immediately analysed through a coding process. The second phase of this study investigates marketing industry expert views on brand-sponsored and consumer-generated online brand communities. Interviews with three representatives from service and sports organisations were held. The findings from this research contribute to literature on online brand communities by demonstrating brand-sponsored and consumer-generated online brand communities differ in consumption practices, language, self-expression, modes of interaction, and legitimacy. This study also extends research into online brand communities by investigating online brand communities for sports brands. Findings imply there are minimal differences between online brand communities for service or sports brands compared with online brand communities for goods. The outcomes from this research may also have a number of implications for marketers, hoping to capitalise on the growth of online brand communities.
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Lin, Yi-Ting, and 林義庭. "The Impact of Internet Brand and Electronic Service Quality on the Customer Loyalty-The Case of PChome Online." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/47651990692540964674.
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碩士大葉大學
資訊管理學系碩士班
95
This study examines the relationship between internet brand and electronic service quality that effects customer loyalty. In addition, the purpose of this study is to understand what internet customers want, and let the business know the focus of internet marketing. This study is amid on customers that have ever shopped on Pchome Online to fill out questionnaires of survey. The survey period lasted from 2007/4/4 to the 2007/5/20 and had a total of 335 questionnaires returned. After deleting invalid questionnaires, the number of valid questionnaires is 226 with a valid returned rate of 79.4%. The results indicated that customers on the internet were mostly students (49.6%) and females (63%). On the customer loyalty, female consumers shopped more frequently than males, and consumers that had education levels below college were the majority. Functional service quality had no obvious correlation to customer loyalty. Website brand, website service quality, loyalty attitude and loyalty behavior were all positively related. Website brands have an effect on consumer loyalty attitude and loyalty behavior, but its effect can be intervened by website service quality. Therefore website service quality is a major factor affecting loyalty attitude and loyalty behavior.
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Meng, Chibg-Wei, and 孟慶緯. "Impact of Online Store Service Quality and Brand Loyalty on Purchase Intention ― A Case Study of Lingerie Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/qjfrnq.
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碩士東海大學
高階經營管理碩士在職專班
103
The ouput value of online shopping is increasing annually with changing consumption patterns and the popularity of smartphones in Taiwan. The application of mobile commerce offers online shopping with infinite business opportunities. A lot of businesses therefore invest in virtual operation, with original physical channels and websies as the selling channels, to offer more convenient and diverse services for customers. In the fiercely competitive network markets, creating uniqueness to attract stable customers therefore becomes an essential problem for highly homogeneous websites. Aiming at online shopping markets of female undergarment, the consumers are studied the characteristics with the website service quality model proposed by Parasuraman, Zeithaml, Malhotra and brand loyalty. Questionnaire survey is applied to discuss the consumer demands, and SPSS, including reliability analysis, descriptive statistics, variance analysis, Pearson product-moment correlation, and regression analysis, is used for testing the hypothese. The results show the significant differences between Gender and Age in Website Service Quality. Pearson product-moment correlation reveals the correlations between Website Service Quality E-S-QUAL, Website Service Quality E-RecS-QUAL, Brand Loyalty and consumers’ Purchase Intention. Regression analysis is further utilized for understanding the causality, which presents the effects of Efficiency and Brand Loyalty in Website Service QualityE-S-QUAL on consumers’ Purchase Intention.
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Teixeira, Telma Marisa Pinto. "Determinantes da qualidade do serviço online e o impacto na ligação à marca nos websites de retalho eletrónico." Master's thesis, 2021. http://hdl.handle.net/10400.26/36496.
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A evolução e a crescente popularidade das novas tecnologias de informação e comunicação, originaram transformações significativas em vários setores de atividade. O desenvolvimento da internet permitiu o aparecimento de novos negócios, o acesso a inúmeros conteúdos, a comunicação para o resto do mundo e a realização de transações num simples clique. Assim, a internet mudou por completo certas práticas empresariais, tornando-as mais digitais.
O e-commerce revolucionou várias áreas de negócio, principalmente o sector do retalho. O consumidor moderno e mais informado procura soluções práticas, experiências enriquecedoras e relacionamentos duradouros com as marcas. Nesse sentido, os websites de retalho eletrónico devem oferecer aos seus utilizadores ferramentas que potenciem as suas compras online, de modo a sentirem-se ligados com as marcas.
Assim, o objetivo deste trabalho é analisar os elementos da qualidade de serviço online nos websites de retalho eletrónico e o seu impacto na ligação à marca. Neste âmbito, foi realizado um estudo empírico, tendo por base dados recolhidos através de um questionário online, durante os meses de abril, maio e junho de 2020. Recorreu-se a uma metodologia quantitativa, através da modelação de equações estruturais, aplicada a uma amostra de 461 indivíduos que visitaram ou compraram em websites de retalho eletrónico. Os resultados obtidos confirmaram o impacto positivo dos elementos da qualidade de serviço online nas dimensões analisadas da ligação à marca, e consequentemente no word-of-mouth e na satisfação. Este estudo permitiu ainda apresentar um conjunto de orientações de aprofundamento teórico e que podem também contribuir para melhorias no contexto empresarial.
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NAN, HSU PING, and 許丙楠. "The Relationships of Brand image, Service Quality and Customer Satisfaction: An Example of Online Game in Digital Content Industry." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/6syzsx.
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碩士高苑科技大學
經營管理研究所
102
In recent years, Internet applications and diversification driven by the popularity of broadband Internet, the traditional game industry is no longer limited to stand-alone version of the game platform, and transferred to the development of online game. The online game will bring more growth for the broadband access business and other content industries. And it will become an important profit source of Internet industry. In recent years, almost there are growing magnitude of space every year. According to the estimates by MIC , Taiwan's online game market (PC) is expected to reach 17.8 billion NT in 2013, and will be reached the size of the $ 20.8 billion in 2017.Taiwan will be the second largest market after South Korea's in Asia-Pacific region. Therefore, the game market is certainly flourish, but competition is becoming increasingly fierce. Farquhar (1989) pointed out that the brand apart as identification, but also to add value beyond the product features. Farquhar (1989) pointed out the brand apart from as identification, but also to add value beyond the product features. According to the report of World Marketing Research Organization BrandZ pointed out that the brand value of the top five are: 1. Apple: 153.2 billion U.S. Dollars; 2.Google:. 1114 billion U.S. funds; 3.IBM: 1008 billion U.S. funds; 4 McDonald: 81 billion U.S. Dollars ; 5 Microsoft: 78.2 billion USD (from Brandz 2011). We can find from the report that the ranked fourth brand value McDonald, it provide commodity prices are relatively cheaper products than Microsoft , but its brand value is higher than Microsoft, you can see a good and strong brand indeed able to add value beyond the product features. This study is based on online game consumers(players) of the digital content industry. Using regression analysis "regression analysis" in order to understand the impact of the dimension on "brand image"、"quality of service" and "customer satisfaction"; and using the canonical analysis"correlation" to explore the degree of association between each dimension. Finally, based on the research results, to make recommendations of management practices and future researchers for the business community and the academic reference.
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De, Kou Rung, and 冦榮德. "A Study on Impact of Customer Satisfaction and Customer Loyalty on the Service Contents of Online Game and Brand Image." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/49296428810010848840.
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碩士大葉大學
國際企業管理學系碩士在職專班
93
Information technology equipments, such as wide band, etc. are popularized day by day now. At the same time, the development of the online game is expanded, and online game players have increased. The developing direction of every online game, game service content, and marketing strategy may not necessarily agree with each player. Because of that, how to keep players in the game, how to increase the motive that the player participates in the game, and how to improve player's satisfaction and loyalty to the game should be a subject that must be discussed and studied. Accounting to the study, online game playing has become one of people’s pastimes. If online game company wants to get most of the customers to play the game, they have to obtain customers' participation and motive. In this competitive online game market, online game companies try to gather new customers and obtain old customers by improving their customer services and satisfaction, and developing new design. They also attempt to build up an excellent brand image; but how about the effect? There is a certain degree of relationship between concept of loyalty and measurement of customer satisfaction. But their relationship is not definitely. So, we don’t want to misunderstand that customer’s satisfaction is equal to customer’s loyalty. Because of that, we consider loyalty as individual and try to evaluate it separately. This study is analyzed by mass questionnaire investigation using SAS statistics software. In the conclusion of analysis, there are the dependence between the motive of playing game, online game service, game brand image, and satisfaction of players. Also, the customer satisfaction and customer loyalty are positively correlative.
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Moreira, Serenela. "How can FNG grow faster via entering and thriving in the online advertising market? Service and brand for this is Fox." Master's thesis, 2020. http://hdl.handle.net/10362/114622.
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Wu, Guan-Lin, and 吳冠霖. "A Study on Relationships among Brand Image, Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty – Based on Online Shopping of Soldier." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/az9q2h.
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碩士樹德科技大學
資訊管理系碩士班
103
The technology for Internet and e-commerce have deep influence on the convenience of shopping, which offers not only the free from the constraints of time and relatively low prices, but also to enjoy the convenience of receiving merchandise at home. The military life style and value are different from others due to a stable income and huge spending ability but less time in spare life, compared to the people life, who can have more time to enjoy the cyber shopping. The study was conducted to explore the soldier on-line purchasing behavior on brand image, service quality, perceived value and customer satisfaction, which affected the customer loyalty.The results present as follows: 1.There is significantly positive relationship between service quality and brand image. 2.There is significantly positive relationship between brand image and perceived value. 3.There is significantly positive relationship between service quality and perceived value. 4.There is significantly positive relationship between perceived value and customer satisfaction. 5.There is significantly positive relationship between customer satisfaction and customer loyalty. 6.There is significantly positive relationship between brand image and customer loyalty. 7.There is significantly positive relationship between service quality and customer loyalty.
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Hsu, Yun-Chu, and 許雲筑. "Website service quality and food lifestyle impact on brand attitudes and purchase intention - to online shopping as an example of fresh products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/4ry35s.
Full textAbstract:
碩士國立勤益科技大學
流通管理系
103
There are variety of products you can buy on the internet, fresh porducts is also one of them.There are factors that affect their Purchase Intention, before consumers make their decision buy fresh foods.This research will focus on buying fresh ingredients by the consumers for further investigation.The Web Service Quality which consumer experiences that they have purchased Fresh Products from network platform and the impact of Brand Attitude that is changed from the Food-Related Lifestyle.After having this purchase experience on the web that will cause their Purchase Intention some more changes. In this study, seven facts or factors of Web Service Quality and f Food-Related Lifestyle facts or factors of five set of independent variables, brand attitude to the intermediary variables, to explore the site to buy fresh ingredients at the situation, above variables on consumer willingness to buy if there is a positive effect significant influence. After an investigation after 224 consumers, we found that the site of efficiency among Web Service Quality, privacy, and complained about having to respond to significant positive impact on brand attitude, and Food-Related Lifestyle in the way of shopping, consumption situation and purchasing motives of having a significant positive impact on Brand Attitude, Brand Attitude purchase that will also have significant positive impact. The consumers pay much attention to purchase fresh platform of efficiency, privacy, respond and complaints, and pay attention to food shopping, consumer consumption and purchase motive is more willing to buy Fresh Produce network.
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Li, Ai-Jhen, and 李艾蓁. "The Study of Relationships among Involvement, Brand Equity, Service Quality, Perceived Value and Customer Loyalty - An Example of Online Shopping 3Cs Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/pueuq2.
Full textAbstract:
碩士高苑科技大學
經營管理研究所
101
This study aims at exploring the determinate factors that influence consumers’ purchasing behavior as doing online shopping 3Cs products. The theoretical bases of this study was based the dimensions of E-S-QUAL framework proposed by Parasuraman et al.(2005). The research population of this study focused on the consumers who used to purchase 3Cs products through internet, and randomly selected the sample to fill out the online survey. As for the methodology, SPSS for Windows 18.0 statistical software packages was utilized to analyze and explore the relationships among purchasing involvement, brand equity, service quality, perceived value and customer loyalty. The significant findings of this research were shown as following: 1. Purchasing involvement significantly influenced customer loyalty in positive way. 2. Brand equity significantly influenced customer loyalty in positive way. 3. Service quality significantly influenced customer loyalty in positive way. 4. Perceived value significantly influenced customer loyalty in partial positive way. 5. Purchasing involvement significantly influenced brand equity in positive way. 6. Brand equity significantly influenced service quality in positive way. 7. Service quality significantly influenced perceived value in positive way. The suggestions toward management issues were listed as following: 1. To understand what consumers need and plan the appropriate promotion strategies. 2. To perform multiple marketing strategies, such as discount strategy, experience sharing of users, and online ads to attract 3Cs consumers. 3. To maintain the relationships with consumers by achieving the basic service quality request to make the users feel respected and concerned. Moreover, the website should create a system or assistant platform to promptly solve the problems for consumers in order to increase consumers’ perceived value. 4. The research found out the dimension of product value significantly influenced customer loyalty in negative way. In the other words, if online dealers ignore the quality of product and after-care service in long term, they may lose a bunch of high loyalty customers. Therefore, thinking of how to consolidate consumers’ loyalty is urgent and a must for online dealers.
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Xavier, Sílvia Cristina do Carmo. "With or without emoji?: impact of the use of emojis on online service booking on consumer perception." Master's thesis, 2018. http://hdl.handle.net/10071/17605.
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With the evolution of technology, we are currently experiencing a period in which
communication is often mediated by computers (CMC). In addition to using this mode of
communication between friends and colleagues, there are many pages and more and more
services and brands to evolve into social networks. For example, there is even and the
possibility of booking services through these methods (Facebook chat). With these new forms
of communication existed, the language also changes. There was thus a need to adapt this new
way of communicating the need to include non-verbal cues that are common in face-to-face
communication (F2F). This is how emoticons and emoji came about. We carried out an
experimental study to investigate how the use of emoji can influence consumers' perception of
online services (Facebook chat) and restaurant. Participants (N = 200, 74% female) were
exposed to a fictitious scenario that represented a negative or positive message (e.g.,
reservation request refused vs. accepted) and which included or not emoji was distinct in the
presence or absence of emoji and in the valence of the message congruent with this message.
The results indicate that the emoji exert influence in the perception of the consumers about
the service and the restaurant, at several levels such as: the perception of modernity, the
language used and the warmth. These evidences denote importance for the psychology of the
consumer, because they indicate how much emoji can influence the consumer to have
different perceptions about services used and brands.Com o evoluir da tecnologia, vivemos atualmente um período em que a comunicação é frequentemente mediada por computadores (CMC). Para além de usarmos este modo de comunicação entre amigos e colegas, há cada vez mais serviços e marcas a evoluir para as redes sociais. Por exemplo, existe inclusivamente a possibilidade de marcação de serviços através destes métodos (chat do Facebook). Com estas novas formas de comunicar existiu a necessidade de incluir pistas não verbais que são comuns na comunicação face-a-face (F2F). Assim surgiram os emoticons e os emojis. Realizamos um estudo experimental para investigar como a utilização de emojis pode influenciar a perceção que o consumidor tem da marcação de serviços online (chat do Facebook) e do restaurante. Os participantes (N = 200 ,74% sexo feminino) foram expostos a um cenário fictício que representava uma mensagem negativa ou positiva (i.e., pedido de reserva recusado vs. aceite) e que incluía ou não emoji congruente com essa mensagem. Os resultados indicam que os emojis exercem influência na perceção dos consumidores sobre o serviço e sobre o restaurante, a vários níveis como: na perceção da modernidade, na linguagem utilizada e na hospitalidade. Estas evidências denotam importância para a psicologia do consumidor, porque indicam o quanto os emojis podem influenciar o consumidor a ter perceções diferente sobre os serviços utilizados e as marcas.
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Hou, Xiao-Wen, and 侯驍紋. "A study on relationships among user satisfaction, brand loyalty and repurchase intention of online shopping platform services - a case study of shopee." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gjz6t8.
Full textAbstract:
碩士國立政治大學
企業管理研究所(MBA學位學程)
106
The present research would like to investigate the key impact factor on satisfaction of users of Shopee, and wish can provide insights for online platform managers to gauge user demand, moreover, to increase the satisfaction and loyalty of users. This research conducted a survey research to test research hypotheses. The sizes for the effective sample, buyer samples and seller samples are 1,043, 1,025 and 420, respectively. Using regression and clustering analysis, this research finds that the top three key impact factors influencing buyers’ experiences are “quality of website buyers’ interfaces and processes”, “quality of logistic service”, and “prices of goods or services”. Besides, the younger the buyers, or the more fruently they use the web, the more satisfied the users are. While for the sellers, the top three key impact factors influencing sellers’s experiences are “quality of website sellers’ interfaces and processes”, “sellers’ services of website”, and “transaction cost”. As we know from the above, Shopee satisfied users by friendlier user interface design and subsidies. Additionally, users’ satisfaction has significant positive relationships with loyalty of online shopping platform and re-use intention, respectively. Based on the research findings, managerial suggestions were offered for the online shopping platform business.
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Chen, Ching-Yao, and 陳鏡堯. "A study on the impact of online shopping service recovery fairness on customer repurchase intention and brand equity －Evidence from Taiwan，Hong Kong and Mainland China." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/50115579131940630212.
Full textAbstract:
博士國立雲林科技大學
企業管理系博士班
101
This research framework is based on the context of e-service recovery, and emphathizes emotional attachment to discuss the influences on the customers repurchase intentions and brand equity of online stores. It examines how customer perceived trust, emotional attachment perceived value, and service recovery fairness influence customer brand equity. This study aims to highlight the potential impact of customer emotional attachment and the effect of service recovery fairness in the context of online stores’ service recovery. Analyses of the data collections were from China, Hong Kong, and Taiwan. The findings indicate that trust is the most important factor that influence perceived value, emotional attachment; meanwhile, trust can influence on brand equity through value, which implies that perceived value and emotional attachment have mediating effect. In addition, the perception of service recovery fairness has positive impact on the relationship between perceived value and brand equity. However, the relationship between customer emotional attachment and brand equity can be mitigated by the perception of service recovery fairness. Furthermore, Chinese customer are found to be easily influenced by the emotional bond with shopping site, which implies that the role of service recovery fairness may not effectively strengthen brand equity.
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Cheng, Jui-Ying, and 鄭瑞瑩. "Effect of consumer perceived justice, electronic word of mouth and repurchase intention on service recovery of online pricing error - Using psychological distance and brand image as moderating variables." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/60607662821639551624.
Full textAbstract:
碩士逢甲大學
國際經營管理碩士學位學程
100
Online shopping is classified as Wholesale and Retail Sale Trade in Standard Industrial Classification of the Republic of China. This classification recognizes online shopping as a sort of official shopping modes. Also being classified as Service Trade, online shopping inevitably contains the incidence of errors. With the regular price error incidents of online shopping in recent years, the error compensation systems from enterprises have caused different customer reactions. It is crucial for enterprises to make proper compensation after errors. Once the customers are trustful and satisfied, they are more likely to have repurchase intention and propagate the online public praise of the enterprises for attracting more potential customers. This study aims to discuss the differences of perceived justice to customers under various contexts. To understand customer perception, 8 contexts were created out of the basis of several factors: the degree of psychological distance (Acer, the national brand and Apple, the international brand), different compensation modes (discounts and cash) and product prices (expensive and cheap). Also, the brand images from customers were controlled. There are two parts of this study: the influence of the contexts on customers and the influence of customer satisfaction and customer trust on repurchase intention and the online public praise of the enterprises. The questionnaires were designed on the basis of situation simulation. For the first part of the study, we used SPSS 20.0 to run the ANCOVA out of the reasons that the independent variables are 8 contexts (type date), the dependent variables (measuring data) are continuous items, and the interfering factors are controlled by the control variables. As to the second part, we applied AMOS16.0 to run the SEM analysis for judging whether our hypotheses are valid. The results show that: 1. The level of product prices does influence the perceived justice of customers after online price errors. 2. The sorts of compensation (cash or discounts) will not affect the perceived justice of customers during the remedy process after online price errors. 3. Even by combining the level of product prices with different sort of compensation (cash or discounts) after online price errors, it will not affect the perceived justice of customers during the remedy process after online price errors. 4. By combining the degree of psychological distance with the level product prices or different sort of compensation (cash or discounts) after online price errors, it will affect the perceived justice of customers during the remedy process after online price errors. 5. The perceived justice of customers has positive influence on customer satisfaction and customer trust after online price errors and the following remedy process. 6. The customer satisfaction has no influence on repurchase intention but positive influence on online public praise after online price errors and the following remedy process. 7. The customer trust has significant positive influence on both repurchase intention and online public praise after online price errors and the following remedy process.