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https://rsuir-library.rsu.ac.th/handle/123456789/1331| Title: | A study on the relationship between brand value enhancement and customer satisfaction in the soft drink industry : based on brand identity perspective |
| Other Titles: | 软饮料行业品牌价值提升与顾客满意度关系的研究 —基于品牌认同视角 |
| Authors: | Wanting Xu |
| metadata.dc.contributor.advisor: | Yang Shu Chen |
| Keywords: | Soft Drinks Industry;Customer satisfaction;Branding (Marketing) -- Case studies |
| Issue Date: | 2021 |
| Abstract: | 现今经济的日趋深化下，软饮料市场的竞争也越来越激烈，品牌作为市 场竞争的核心战略，软饮料企业需要加强品牌价值的建设，塑造自身品牌形 象。本文以软饮料行业的品牌价值为切入点，基于消费者的品牌认同视角，寻 求影响软饮料行业顾客满意度的原因。首先，对品牌价值和顾客满意度的概念 有相关了解后建立研究模型。其次，提出假设并且设计问卷，对收回数据进行 分析检验假设是否成立。最后，研究结果表明，软饮料行业品牌价值的各维度 对顾客满意度的各维度起到正向影响的作用；品牌的被动认同对软饮料行业品 牌的情感价值与顾客的期望确认之间产生负向调节效应；品牌的被动认同对软 饮料行业品牌的功能价值与顾客的总体满意之间产生负向调节效应 |
| metadata.dc.description.other-abstract: | With the deepening of today's economy, competition in the soft drinks market is becoming more and more intense. With brand as the core strategy of market competition, soft drinks companies need to strengthen the construction of brand value and shape their own brand image. This paper takes the brand value of the soft drinks industry as an entry point and seeks to identify the causes of customer satisfaction in the soft drinks industry based on the consumer's brand identity perspective. Firstly, a research model was developed with an understanding of the concepts of brand value and customer satisfaction. Secondly, a hypothesis is formulated. Afterwards, a questionnaire is designed to test the validity of the hypothesis by analyzing the data collected. Finally, the findings indicate that the dimensions of brand value in the soft drinks industry play a positive role in influencing the dimensions of customer satisfaction. Passive brand identification has a negative moderating effect between the emotional value of brands in the soft drinks industry and the confirmation of customers' expectations; passive brand identification has a negative moderating effect between the functional value of brands in the soft drinks industry and the overall satisfaction of customers |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1331 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| WANTING XU.pdf | 1.04 MB | Adobe PDF | View/Open |
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