Dissertations / Theses: 'Customer’s perception'

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Pahome, Thanadon, and Narat Amorntatkul. "How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12634.

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Nouri, Divina. "Boat insurance from the customer’s perspective : - A study on what aspects private policyholders value most in Swedish insurance companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45500.

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People play a major role in the marketing of services, due to the fact services are intangible, and customers look for ways to determine the quality of services. Since services differ from physical goods, service providers need to understand how they affect their organizations. Furthermore, the criterion for satisfaction is different and the customer participates in the process, hence the interest to study this more thoroughly.

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Vu, Long, Nga Phan, and Ha Truong. "E-Customer values in Vietnamese apparel industry : A study from customers' perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15965.

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Key words: Customer value, value-adding factors, e-commerce, apparel industry, Vietnamese market, customers’ perception. Background: Along with the development of many applications from Internet, Electronic Commerce (e-commerce) has changed the business scene in the global economy by emerging as a new, efficient channel of doing business. The apparel industry has also been approaching this way of doing business as an attempt to improve the effectiveness and efficiency of operations at various extents. In the Vietnamese market, Ninomaxx being well-known as leading fashion brand for young and proactive people is in the process of launching its very first online shop. However, the lack of information and the vagueness in regard to customers preference and shopping habit in the context of e-commerce leads to many difficulties for fashion companies like Ninomaxx. These lacking can all be traced back to one universal cause that is the insufficiency in understanding customers’ perceived value. Accordingly, it raises the authors’ interests to conduct a research of customers’ perception concerning customer value in Vietnamese apparel industry within the e-commerce context. Purpose: The purpose of this thesis is to identify elements of e-commerce that customers perceive as value-adding factors in the context of Vietnamese apparel industry. Accordingly, thesis will examine how value can be created and enhanced for customers in the case of Ninomaxx and Vietnamese apparel firms in general. Method: In this thesis, authors chose to collect and analyze data mainly through a quantitative approach. Prospective customers of Ninomaxx, whose ages were from 17 to 30, were the surveyed group. A questionnaire was employed to collect response from the group and was distributed in two ways: an online link and offline papers. Various nonparametric statistical techniques and one extensive model were used to analyze results of the survey. Conclusion: From the perception of Vietnamese customers from 17 to 30 years old, there are 5 elements of e-commerce that are identified as very strong value-adding factors, namely, availability of information on the website, accuracy of demonstrating products’ color on website, seller’s ensuring products’ quality, seller’s trustworthiness and safety of using products. There are additionally 11 strong value-adding factors from perception of apparel customers in Vietnam. However, there is evidence of differences in customers’ response regarding their demographic characteristics and Internet usage. Apparel companies should consider accordingly in order to form the optimal strategy for e-commerce retail channel in Vietnam.

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Phillips-Orban, Jill. "Are students customers? : a study of freshman students' perceptions on customer service." Virtual Press, 1996. http://liblink.bsu.edu/uhtbin/catkey/1020178.

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The purpose of this study was to investigate the role of customer service in higher education. Student perceptions of customer service were collected and examined through a survey instrument developed for this study. Two-hundred and seven participants completed the survey resulting in a 23% return rate.Freshmen students at Ball State perceive themselves to be customers entitled to a high quality service through both service areas and academic departments of a university. Results from the survey showed that a majority of the students believe they are the most important group of people at a university. In addition, over 90% believe a university's purpose is to serve students. Students reported they have experienced courteous and personalized service in both academic departments and service areas of a university. They also stated that customer service wasequally important in both academic and service areas of a university.When describing positive and negative interactions between faculty and staff, students' responses varied greatly. About half of the respondents reported experiencing positive interactions with both faculty and staff, while the other half, experienced negative interactions with both faculty and staff. When discussing negative interactions with both faculty and staff, some of the common themes included: rudeness, being treated like a child, individuals not knowing their names, and not having time to help them. On the contrary, the common themes with positive interactions included: politeness, being treated with respect, knowing names of the students and helpfulness.
Department of Secondary, Higher, and Foundations of Education

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Anderson, Louise. "Make a customer, not a sale : A study on customer's perception of loyalty programs." Thesis, Stockholms universitet, Marknadsföring, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98854.

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The Swedish food retail industry is one with fierce competition, small product differentiation and increasingly disloyal customers. Consequently in order to create and retain loyal customers many of the stores offer some kind of loyalty schemes. The effectiveness of loyalty programs have been questioned, but it is proposed that in order for a loyalty program to be successful it must offer benefits that are perceived as valuable by customers. Thus the purpose of this qualitative study is to investigate how customers value loyalty programs and how this might affect them in a context where many companies reward their loyal customers. Customer perception of loyalty programs are considered to be grounded in multiple factors such as the design of the loyalty program as well as the competition in the industry. The empirical data was collected through semi-structured interviews with twelve respondents that shopped in a suburban area of Stockholm. The process of the study was influenced by the Grounded theory of method and as coding was used as the method of analysis, three themes related to how customers perceive reward components of loyalty program emerged: Offset of what I give and what I gain, Plan to have control of one’s finances and My perception of value is grounded in me.The findings of the study propose that a customer’s perception of reward components are influenced by what they are offered and by the overall design of the loyalty program. The most significant factor is however the customer self and where she is in life. This is displayed as different customers stated to have different reasons to join a loyalty program, mentioned different reward components as the most valuable one, highlighted different disadvantages as well as perceived the same reward components very differently.

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Akanda, Md Mahmudul Alam, and Jasmin Dzeko. "Customers’ Perception on their Satisfaction about the Private Banks in a Developing Country : A perspective of Private Banks in Bangladesh." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-134462.

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Customers’ satisfaction is a decisive factor in the development process of business which has also an effective impact on contributing a country's GDP. Private banks have been emerged over the time in developing countries where customers’ satisfaction is the driven force of banking industry investigated in Bangladesh. In this study a conventional American Customer Satisfaction Index model has been used over Bangladesh to compare overall performance of banking industry. Customers’ satisfaction in Bangladesh has been measured from the different angle of customers’ perception based on their portfolio. This research has been designed on a quantitative approach followed by survey research method. Questionnaire was administered to collect data through objective list as well as physical interaction with the respondents from different locations in the capital city of Bangladesh named Dhaka. Collected data had been analyzed applying Partial Latent Square (PLS) software program. The study outcomes showed that the perceived quality is the main determinant factor on customer satisfaction towards banks in Bangladesh. It also revealed that significant relationship exists between customers’ satisfaction and customers’ loyalty. The revised model in 2016 represents the benchmark scores of customers’ satisfaction in Bangladesh lagged behind consecutively 18 and 13 scores than that of USA and Taiwan. Considering the study results, we summed the quality of service leads to satisfied customers in turns towards customers loyalty. Banks also can get competitive advantage by evaluating all classes of customers equally through providing superior services to them.

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Sarikaya, Serkan [Verfasser], and Hans Ulrich [Akademischer Betreuer] Buhl. "Understanding Customers’ Decision-Making, Perceptions, and Evaluations in the Customer Journey / Serkan Sarikaya ; Betreuer: Hans Ulrich Buhl." Augsburg : Universität Augsburg, 2019. http://d-nb.info/1191692973/34.

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Åberg, Emil, and Yeshodeep Khati. "Artificial Intelligence in Customer Service : A Study on Customers' Perceptions regarding IVR Services in the Banking Industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75300.

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Title: Artificial Intelligence in Customer Interactions: A Study on Customers' Perceptionsregarding IVR Services in the Banking Industry Purpose: The purpose of this paper was to explore consumer perspectives on automated IVRcustomer services. Design/methodology/approach: This research paper was conducted qualitatively, where theresearchers developed a framework and a suggested model based on existing research andcollected primary data from eight interviews with open-ended questions. The collected datawas coded so that the researchers could spot patterns in the responses which were thendiscussed in relation to previous studies. Based on the results of the data analysis thedeveloped model was also discussed and revised. Findings: The findings of this study suggest that consumers are skeptical towards IVRtelephone customer service and believe that the service quality would be lower than regulartelephone service. The findings do however show that consumers are willing to try to adjust tonew technology as long as there are alternatives if they are not satisfied. Research implications: Managers should focus on delivering quality service to all of theirconsumers and therefore need to consider how well their services can fulfill the needs of theirconsumers. If the quality of the technology cannot provide the service that is expected there isstill a need for regular telephone customer service or else the company might suffer in thelong run. Originality/value: This study is, to the best of our knowledge, the first to explore the topic ofcustomers perceptions of AI in customer service. Keywords: IVR, AI, Customer Service, Banking, Customer Satisfaction, Wait time, TAM,Technology Acceptance Model, Sweden

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Boonkhet, Jittavadee, and Jeerapa Meesook. "The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality : A Study of Thai – born Customer Segment in the Swedish Banking Industry in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6267.

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Title: The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality.

Problem Statement: How important is the customers’ ethnic background, culture and level of acculturation when choosing a provider of financial services?

Purpose: The main purpose of this research is to find out how a service company can measure Thai customer satisfaction and which factors to consider in order to improve their service qualities with respects to cultural dimensions.

Theory and Method: The research is based on the quantitative approach in the form of questionnaires. The structure is developed in accordance to the Service Quality Gap of measuring Thai customer satisfaction by comparing their expectation and perception of service during and after service approach.

Conclusion: From elaborate results of the distributed questionnaires, Thai customers are flexible and have integrated into the Swedish culture; therefore the current level of bank service approach is appropriate to their needs.

Tobias Eltebrandt

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Meesook, Jeerapa, and Jittavadee Boonkhet. "The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality : A Study of Thai – born Customer Segment in the Swedish Banking Industry in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6248.

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Title: The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality. A Study of Thai – born Customer Segment in the Swedish Banking Industry in Sweden

Problem Statement: How important is the customers’ ethnic background, culture and level of acculturation when choosing a provider of financial services?

Purpose: The main purpose of this research is to find out how a service company can measure Thai customer satisfaction and which factors to consider in order to improve their service qualities with respects to cultural dimensions.

Theory and Method: The research is based on the quantitative approach in the form of questionnaires. The structure is developed in accordance to the Service Quality Gap of measuring Thai customer satisfaction by comparing their expectation and perception of service during and after service approach.

Conclusion: From elaborate results of the distributed questionnaires, Thai customers are flexible and have integrated into the Swedish culture; therefore the current level of bank service approach is appropriate to their needs.

Tobias Eltebrandt

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Kuylenstierna, Elsa, and Hanna Trägårdh. "Customers perception of Artificial Intelligence as Chatbots in CRM." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44538.

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ABSTRACT Title: Customers perception of Artificial Intelligence as Chatbots in CRM Subject: Bachelor thesis in business administration, 15 hp Authors: Hanna Trägårdh & Elsa Kuylenstierna Supervisor: Klaus Solberg Söilen Examiner: Ulf Aagerup Keywords: Artificial intelligence, Chatbots, Customer Relationship Management, Generation Z, Generation Y Purpose: The purpose of this study is to determine the perception Swedish customers from Gen Z and Gen Y have of companies using chatbots in customer relationship management. Furthermore the study will analyze if the different generational groups perceive chatbots in different ways. The study also focuses on finding out what role chatbots play in terms of CRM. Methodology: In this study a deductive research approach was used where the empirical study was collected through a survey. The survey had 212 respondents, 100 of them were between 15 and 25 years old and 112 were between 26 and 44 years old. Conclusion: Gen Z and Gen Y have similar opinions about how they perceive chatbots. Both Gen Z and Gen Y prefer communicating with a human since chatbots are not living up to their expectations. However, they are optimistic that chatbots have the potential to improve customer services to the better. Companies need to make sure that chatbots create value for customers and not only for companies themselves. Chatbots need to keep developing and make progress to be beneficial for customers to use. Implications: This study can contribute with new perspectives about chatbots and customer relationships that can be a big advantage for companies when implementing chatbots for their business. The study brings attention to the unexplored issue of Gen Z and Gen Y’s perception in this matter. This study can also be helpful for further research within the subject area.

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Lindén, Sebastian. "Consequences of Dieselgate in Sweden : Customers' perception of Volkswagen." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64906.

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Diesel scandal news (Dieselgate) in which Volkswagen fitted defeat devices on cars equipped with the EA 189-engine have appeared in media since September 2015. Sales of affected cars worldwide has led to globally seen consequences. Resulting in prosecutions and bad publicity, highlighting how Volkswagen have deceived their customers. In this thesis I have investigated what effects this scandal has had on Swedish customer’s perception of Volkswagen as a brand. My research method has consisted of different parts. I have received answers from structural questions to journalists, comments from owners and potential buyers online, interviewed customers and also had a dialogue with Volkswagen. I have found that most customer lack trust for Volkswagen as a brand, but their perception of Volkswagens products are generally good. They have throughout the ongoing scandal focused on delivering quality products. This having been the success formula that helped Volkswagen put a shade on “Dieselgate” and focus on the future. “Dieselgate” shows us that trust is not necessarily required to be able to increase sales.

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Kokic, Damir, and Marcus Brando Pedersen-Slaatten. "Customer Perceptions of Organic Certification Standards." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44279.

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Along with the organic food market development, two directions within the industry has appeared, the traditional organic farming and the biodynamic organic farming. The thesis aimed to derive at which organic certification of organic food in the Swedish food market is most appropriate to the organic movement, based on customer perceptions of Swedish University students. The thesis looked at KRAV, a certifier of traditional organic farming, and Demeter, a certifier of biodynamic organic farming. A quantitative method was used to gain a deeper understanding of the consumer perceptions of organic certification standards and the comparison of KRAV and Demeter, and which certification consumers preferred. A survey was distributed in order to find out the consumer perceptions. The findings of the thesis were split into two parts, each answering one research question. The first part showed that people adhered to the standards of Demeter, with average means skewed towards their side of the scale. The second part identified five hypotheses to be tested against each other, and found customer confusion to be the main impacting factor of consumer perceptions of organic food standards.

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Muth, Alexandra, Rima Ismail, and Boye Caroline Langfeldt. "Customer Brand Relationship : An empirical study of customers’ perception of brand experience, brand satisfaction, brand trust and how they affect brand loyalty." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19385.

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Background: During the last decade, retail businesses have realized the importance of creatinga strong brand to be able to differentiate in a fierce market. However, having a strong brand isno longer enough to survive in the long run and gain a large customers base. Especially in theretail and fashion industry where many products fulfill the same need for the customer, making it important to adapt to changes on the market and stand out in the crowd. This has lead to the wide variety of brands that can be found and an intensified competition. Therefore, the key factor for building a long-term relationship is through customer brand relationship. A literature review showed that the most important variables needed to build this relationship are brandexperience, brand satisfaction and brand trust. Purpose: The purpose of this study is to investigate how brand experience, brand satisfaction and brand trust effect brand loyalty in Växjö, Sweden. Hypotheses:H1: Brand experience has a positive effect on brand loyalty.H2: Brand satisfaction has a positive effect on brand loyalty.H3: Brand trust has a positive effect on brand loyalty. Method: This study was based on a deductive and quantitative research approach withempirical data conducted from 239 respondents to either accept or reject the stated hypotheses. Result and conclusion: According to the empirical data, the stated hypotheses were acceptedand imply that 41.2 percent of brand loyalty can be explained by brand satisfaction, brand trustand brand experience. However, for retail businesses within the fashion industry to ensurebrand loyalty from the customers, brand satisfaction is the main focus.

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Lomas, Lorraine Marzilli. "Business-to-Business Marketing Perceptions| Customer Knowledge Management and Customer Engagement." Thesis, Walden University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10128788.

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Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study’s conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with 4 Dallas-based, managers at various levels of responsibility within a single B2B company. The data analysis entailed using an adaptation of Giorgi’s systematic text condensation and inductive coding techniques of reoccurring themes. The themes that emerged indicated a need to improve marketing strategies. These themes included developing a division wide marketing plan, devising a CKM tool, and initiating organization wide CKM protocols and training. Beneficiaries of this research are marketing managers, marketing practitioners, organizational strategy and policy makers, and students of business administration. Implications for social change include specifying the strategies that business leaders need to improve sustainability.

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Brand, Söndra, and Moritz Justus Klein. "The firms’ use and customers’ perception of Facebook in the context of customer-based brand equity : A case study of professional team sport organizations." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18326.

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Purpose: The purpose of this thesis is to provide a holistic understanding of how Facebook is used by professional team sport organizations to strengthen customer based-brand equity and how these attempts are perceived by the customers with a focus on the derived benefits. Frame of reference: Customer-based brand equity is conceptualized, modified and employed to the realm of Facebook. Moreover, a communication model is modified in order to link marketing communications in a hypermedia environment with customer-based brand equity. Methodology: An abductive approach is chosen and a collective case study applied as research strategy. The selected cases are Manchester United and Arsenal London. Firstly, quantitative content analysis is used to analyze the Facebook pages of both cases. Secondly, eleven semi-structured interviews are conducted to understand the customer’s perception of and values associated with the respective club’s Facebook page. Conclusions: The findings of this thesis show that a firm’s usage of Facebook as a medium of communication can strengthen customer-based brand equity. While in both cases most Facebook content evolves around product related posts, it is found that the clubs communicate slightly different. Arsenal posts significantly more non-product related content involving fans than ManU. The communication tool that is most intensively used by both organizations is the link, forwarding users to the official website. The identified benefits on behalf of the interviewees embrace fan identification and peer-group acceptance as well as socializing/companionship, emotions and entertainment. Visuals have been identified as important among the sample. Customers strongly value content that evolves around non-product related posts that focus on fans, while fan integration is generally demanded in a more qualitative manner

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Silva, Eduina Da. "The influence of URLs on customer perception and reaction." Thesis, University of Macau, 2005. http://umaclib3.umac.mo/record=b1636667.

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Bowhall, Linda. "Customer service : perceptions of consumers and clothing retailers /." View online, 1990. http://repository.eiu.edu/theses/docs/32211998880056.pdf.

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Nguyen, Bang Xuan. "Customer relationship management (CRM) and perceptions of unfairness." Thesis, Oxford Brookes University, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.532052.

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This study concerns the role of CRM in enhancing and maintaining fairness in relationships between a firm and its customers. This study has two aims. The first main aim of this research is to understand how customers form perceptions of unfairness of CRM by investigating the influence of CRM offerings on the advantaged and disadvantaged customers in the retailing sector. The second aim is to develop a comprehensive model of perceptions of unfairness in a CRM context and to empirically test the relationships between CRM offerings, relationship stage, inequality comparisons, negative inferences and unfairness feelings. Data collection was conducted in 3 phases using a mixed method approach, including an exploratory-, pilot-, and main study. Several modes of interviews were conducted, including face-to-face, telephone interview and email enquiries. The survey for the main study generated a response rate of 13.75%. The findings from the mam study provided insights for both academics and practitioners. It was found that CRM offerings can be effective in managing perceptions of unfairness. Efforts should be emphasised in preventing inequality comparisons by altering negative inferences into positive inferences. This study further provided significant insight into the implications for marketers in understanding the differential effectiveness of a firm's CRM offerings on the advantaged- (favoured) and disadvantaged (unfavoured) customers. Service and communication concern the advantaged customer more strongly, whilst price issues concern the disadvantaged customer more strongly. Customization and reputation did not exert a statistically significant influence on the two groups and their feelings of unfairness. This study starkly reveals the importance of understanding the role of unfairness in customer relationship management. It allows managers to develop a better grouping of their customers; to identify the group which needs more attention; and, to deploy appropriate action In order to retain those customers and to maintain customer loyalty

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Zhu, Yajie. "Customer Perceptions of Child Safety towards Residential Furniture." Thesis, Linnéuniversitetet, Institutionen för maskinteknik (MT), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75928.

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With the nature of exploring and less awareness of danger, furniture at home has been causing various kinds of child injury all over the world. Furniture tipping over is one emerging cause among children under 6 years old. Despite of the importance of child safety, it lacks evidence about people’s perceptions of child safety towards residential furniture. Hence, this thesis used the theory of consumer behaviour to identify factors that can potentially effect perceptions and applied quantitative and qualitative methods to find out perceived importance of child safety when people buy furniture and how people perceive child safety in a given case. It has been found that people perceive child safety much less important when buying furniture not specifically for children. Some factors, such as age, income have influence on it. In the given case of chest of drawers, when perceived to be more likely to tip over, people are more willing to anchor a chest of drawers. It has also found that a three-row and shallow type has mixed perceptions. When the weight of a chest is perceived to be more important, people agree more on the statement that a heavier chest of drawers is less likely to tip over. Although anchoring is considered to be an efficient way of preventing tipping over, results showed that it is not a preferred way for most people. Further study is needed to find out other ways. Information of child safety is welcomed by most of the people. More research can be done to find out effective ways of displaying child safety information.

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Sanghavi, Punit. "Customer Perceptions of Fairness in Hotel Revenue Management." Thesis, University of North Texas, 2005. https://digital.library.unt.edu/ark:/67531/metadc4934/.

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The purpose of the study was to determine customer perceptions of fairness concerning pricing policies charged by the hotel industry, and to examine how different outcomes in pricing policies affect customer perceptions of fairness. Convenience-Interception survey sampling was used to collect 460 sample data at the Dallas Love Field Airport. After analyzing data, one can infer that when revenue management information was provided, customers are satisfied. Further, age, education, Airline FFP enrolled and redeem miles, and pricing based on marketing channels plays an imperative role in this study.

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Linus, Wikström. "Store image perceptions." Thesis, Jönköping University, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52062.

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Abstract Background The food retail business is characterized by fierce competition between a few large actors and low switching costs for consumers due to the similar offerings of the stores. In an oligopolistic market struc- ture like this it is critical for stores to create a loyal customer base in order to gain a competitive advantage. This is achieved through gen- erating customer satisfaction, which is an outcome of a positive evaluation of the store image. In the market of Jönköping there is one hypermarket, Ica Maxi, which enjoys a dominating market position over its two closest competitors, Coop Forum and City Gross, which must mean that more consumers chose to make their grocery shopping at this particular store. Therefore it is interesting to investigate the store image perceptions that the consumers of Jönköping hold of these three hypermarkets, and whether there is large difference be- tween them. Purpose The main purpose of this thesis is to find out and measure how consumers in Jönköping perceive the store images of the three hyper- markets operating in the city, and what importance the different parts of the retail mix weighs on the consumers choice in what store to frequent. Further it aims to analyze the findings from the study in order to investigate if there are any differences in the store image perceptions, and if they might help explain a part of the dominating position Ica Maxi holds on the market. Method Since store image is already a well defined concept within the marketing literature, it was most suitable to conduct a quantitative rather than a qualitative study. This was implemented through a questionnaire that was distributed to three separate samples, one per investigated hypermarket. The data collected was then processed mainly through One-way Analysis of Variance (ANOVA), which allowed for comparisons between the three samples. Conclusion The consumers of Jönköping ranked the influence of the store image dimensions on their choice of hypermarket as following; (1) mer- chandise, (2) customer service, (3) reputation, (4) location, (5) price, (6) store layout and design, and (7) advertising and promotion. The perceptions held of the stores images were different between the stores. Ica Maxi was shown to have the most positive store image, closely followed by City Gross, and Coop Forum had a significantly less favorable image than both its competitors. The difference between Ica Maxi and Coop Forum does explain why the stores have such different market shares. However, there was not a large enough difference in Ica Maxi’s and City Gross’ scores to justify the market share gap between them solely based on store image.

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Tung, Wei-Chia. "A customer perception and satisfaction survey for a Chinese buffet." Online version, 2003. http://www.uwstout.edu/lib/thesis/2003/2003tungw.pdf.

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Faßbender, Annika. "Customers’ Perceptions and Preferences of Loyalty Programs within the Clothing Industry." Thesis, Mittuniversitetet, Avdelningen för ekonomivetenskap och juridik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-34174.

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Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences." Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.

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En se basant sur la littérature en marketing sur les terminaisons de prix et le pricing du luxe, cette thèse met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e., des prix juste en dessous d’un nombre rond) dans le contexte des produits de luxe où, intuitivement, les prix devraient majoritairement être des nombres ronds. Les pratiques en termes de terminaisons de prix sont étudiées dans la catégorie des sacs à main de luxe. Dans une première partie, la thèse identifie les catégories de terminaison de prix utilisés et les déterminants d’utilisation. Dans une seconde partie, la thèse explore les perceptions des consommateurs concernant différentes facettes du luxe et leur perception globale du caractère luxueux d’un produit selon les terminaisons de prix utilisées. Dans une dernière partie, la thèse étudie les préférences des consommateurs de luxe pour une terminaison de prix ou l’autre. Les résultats de cette thèse offrent de nouvelles perspectives par rapport à la littérature existante sur les terminaisons de prix, dans le sens où ils indiquent que les connotations de prix inférieur, qualité inférieure et prestige inférieur, associées aux prix odd et bien établies dans la littérature n’existent pas pour les produits de luxe, ou du moins pour la catégorie des sacs à main de luxe de niveau intermédiaire
Drawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury

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Peterson, Reginald E. "Exploring Customers' Perceptions of Third Party Maintenance, Repair, and Operating Programs." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2170.

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A survey of 25 industrial manufacturing organizations in the U. S. indicated that 70% of respondents experienced dissatisfaction with their outsourcing programs due to unfulfilled expectations, which caused negative continuance intentions. The purpose of this descriptive case study was to explore the experiences of customers who currently use 3PMRO outsourcing programs to determine what factors affect satisfaction levels in the Southern United States. The conceptual framework for this study was the expectancy disconfirmation paradigm, which connects consumer satisfaction level to the fulfillment of consumer expectations. Data were collected from interviews of 22 procurement professionals of maintenance, repair, and operating supplies; observations of 3PMRO supplier performance meetings; and the analysis of performance scorecard documents. Data were analyzed using pattern matching followed by thematic analysis. Three themes were identified through the data analysis that affected consumer satisfaction: inventory management services, utilization of outsourced labor resources, and total cost value of the 3PMRO program. According to results, satisfaction of 3PMRO consumers are based on the proper utilization of a 3PMRO program for the intended limitations of the organization, reduced MRO supply costs, improved inventory management strategies, and improved competitive advantage from the realignment of resources to focus on core competencies. Implications for positive social change include increased awareness of cradle-to-grave inventory management to prevent improper disposal of non-biodegradable materials into our environment.

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Nähring, Pascal. "Value-based pricing : The perception of value." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13197.

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During recent years corporations have been focusing on revenues rather than profits. This led to decreased margins and unstable financial performances. To increase profits, new pricing strategies have emerged. One promising pricing strategy that focuses on increasing profits is value-based pricing, which constitutes the monetising of customer perceived value. The purpose of this paper is to identify what factors influence customer perceived value in the global high-tech service industry. With this knowledge corporations can draw precise evaluations of customer perceived value and hence utilise value-based pricing in the best possible way. A qualitative method was used to study the case of MB Services, the service division of the Meyer Burger Technology Group, and the global high-tech service industry represented at the Hannovermesse 2011, an industrial exhibition in Hanover, Germany. The empirical data collected was analysed together with the theoretical framework. The findings are that customer perceived value of high-tech services is influenced by the overall benefits the customer can obtain from the service, the sacrifices in terms of costs the customer has to pay for the service, competitors’ offerings, different segments, subjective judgments of distinctive people within a corporation, and the industries’ and customers’ level of maturity. Customer perceived value is an underresearched subject, which requires further investigation.

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Talaie, Daniel, and Sara Ursu. "Kunders förtroende för mobila bankapplikationer : En empirisk studie som identifierar unga bankkunders förtroende för mobila bankapplikationer i samband med säkerhetsrisker." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45904.

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The banking industry is constantly changing, resulting in more flexible payment methods and user-friendly services. Today's digital society attracts young people where new attitudes and behaviours are attributed. Thus, mobile banking applications are considered to be a technological development and streamlining of the bank. With this development, operational risks such as security risks may also arise. Trust is therefore of great importance for the relationship between bank customers and the bank in order to maintain customer satisfaction and customer loyalty. Previous research shows that young bank customers' confidence in mobile banking applications is influenced and connected by a number of factors. The purpose of the study is to describe and analyse the relationship between young bank customers' trust in mobile banking applications and perceived security risks. A quantitative research method is applied for this study. The method has been based on a deductive and positivistic approach based on theoretical frameworks that tests the study's six hypotheses. The empirical data that the study has applied was collected through a survey that was answered by 183 respondents. It was processed by using a univariate and bivariate analysis as well as a multiple regression analysis. The study's theoretical frame of reference introduces a number of theories with the purpose of investigating the study's background and problem discussion. An independent variable and five control variables have been developed as influential factors for young bank customers' trust in mobile banking applications. The independent variable is perception of security risks. The five control variables consist of gender, age, level of education, position and savings, all of which are related to the dependent variable trust. The results showed that there is no statistically significant relationship between young bank customers' trust in mobile banking applications in relation to gender, level of education and position. However, it was also discovered that there is a statistically significant connection between young bank customers' trust in mobile banking applications with respect to perception of security risks, age and savings. Beyond that it was also established that the older the bank customer is, the lower the customer's trust is in the mobile banking applications.
Bankbranschen förändras ständigt där allt fler flexibla betalningsmetoder och användarvänliga tjänster uppkommer. Dagens digitaliserade samhälle lockar till sig unga människor där nya attityder och beteenden attribueras. Således anses mobila bankapplikationer vara en teknologisk utveckling och effektivisering av banken. Med denna utveckling kan även operativa risker såsom säkerhetsrisker tillkomma. Förtroendet är följaktligen av stor betydelse för förhållandet mellan bankkunder och banken för att bevara kundnöjdheten och kundlojaliteten. Tidigare forskning visar att unga bankkunders förtroende för mobila bankapplikationer influeras av och uppvisar samband mellan ett flertal faktorer. Syftet med studien är att beskriva och analysera sambandet mellan unga bankkunders förtroende för mobila bankapplikationer och upplevda säkerhetsrisker. Studien tillämpar en kvantitativ forskningsmetod. Metoden baseras på en deduktiv och positivistisk ansats med utgångspunkt i teoretiska ramverk som prövar studiens sex hypoteser. Den empiriska datan har samlats in genom en enkätundersökning, som vidare besvarades av 183 respondenter. Därefter bearbetades data med hjälp av en univariat och bivariat analys samt en multipel regressionsanalys. Studiens teoretiska referensram introducerar ett flertal teorier med ändamål att utreda studiens bakgrund och problemdiskussion. En oberoende variabel och fem kontrollvariabler har framtagits som inflytelserika faktorer för unga bankkunders förtroende för mobila bankapplikationer. Den oberoende variabeln består av perception av säkerhetsrisker och de fem kontrollvariablerna utgörs av kön, ålder, utbildningsnivå, befattning och sparande, vilka alla står i relation till den beroende variabeln förtroende. Resultatet påvisar att det inte finns ett statistiskt säkerställt samband mellan unga bankkunders förtroende för mobila bankapplikationer i relation till kön, utbildningsnivå och befattning. Däremot tyder resultatet på ett statistiskt säkerställt samband mellan unga bankkunders förtroende för mobila bankapplikationer i förhållande till perception av säkerhetsrisker, ålder och sparande. Studiens resultat fastslog även att ju äldre den unga bankkunden är desto lägre förtroende erhåller kunden för de mobila bankapplikationerna.

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Petnji, Yaya Luc Honoré. "Customers' loyalty and its antecedents and perception of ISO 9001 in online banking." Doctoral thesis, Universitat de Girona, 2012. http://hdl.handle.net/10803/96090.

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This thesis investigates whether ISO 9001 certification by banks affects customers’ perceptions of e-service quality and recovery (and hence customer satisfaction, value and loyalty) in online banking services. In pursuit of this objective this thesis holistically undertake a comprehensive review of the current state of the E-S-QUAL scale including methodology used, suggestions, and limitations associated with the adoption of the scale. Thereafter, this thesis proposed and applied scales to measure service quality and service recovery in the setting of electronic banking (e-banking). At that juncture, the thesis further developed and empirically tested a model and different sub-models that considers perceived online service quality and online service recovery as antecedents to online satisfaction and value to investigate factors that might influence customer satisfaction, value and loyalty and the possible mediating/moderating effects of customer satisfaction and value on the relationship between service quality, recovery and customer loyalty. Findings are discussed and management implications presented.
Aquesta tesis doctoral investiga si la implantació de sistemes d’assegurament de la qualitat segons la norma ISO 9001 als serveis bancaris per internet, afecta a la satisfacció del servei per part dels clients d’aquesta. En aquest sentit, ha calgut analitzar l’escala de mesura de la qualitat dels serveis per internet E-S-QUAL, per tal d’adaptar-la als serveis bancaris, incloent-hi una mesura de la satisfacció en els casos on hi ha hagut reclamacions. D’aquesta forma, la tesis ha aportat un model, testejat empíricament, on es determinen quines son les causes que afecten a una bona satisfacció del servei per part del client, i a un augment de la lleialtat dels clients per part de l’empresa; tan pels clients que han realitzat reclamacions en el servei com als que no.

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Yoo, Seung Ah. "Customer Perceptions of Restaurant Cleanliness: A Cross Cultural Study." Thesis, Virginia Tech, 2012. http://hdl.handle.net/10919/34127.

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What is a clean restaurant in customersâ viewpoints? Restaurant cleanliness is considered one of the most significant conditions when customers evaluate overall restaurant quality or decide their levels of satisfaction. However, there have been few studies of perceptions of restaurant cleanliness in customersâ eyes. Previous studies were found to use inconsistent concepts of restaurant cleanliness when evaluating restaurant cleanliness. For example, some measurement scale of restaurant quality or customer satisfaction includes only items related to a restaurantâ s interior appearance to measure the restaurant cleanliness. Some researchers have also included items related to serverâ s appearance. In other studies, overall images of a restaurant were used to evaluate its cleanliness. This study attempts to investigate the customersâ perceptions of restaurant cleanliness. Understanding what customers consider when they evaluate a restaurantâ s cleanliness can be beneficial for hospitality managers who can use the information to increase their restaurantâ s quality and to satisfy their customers. In addition, this study was conducted with two different cultural groups of customers: Westerners and Asians. Understanding how different cultures perceive restaurant cleanliness can help hospitality managers who plan to expand their business in the global market. The results of this study indicated that the items of restroom personal hygiene, restroom appearance and serverâ behavior all have a positive relationship with customersâ restaurant quality evaluations. The level of importance of restaurant cleanliness dimensions was found to be similar between the Western and Asian samples. The serverâ s behavior, restroom appearance and signage were found to be the most important dimensions for both groups. However, restroom personal hygiene was found to be the only dimension ranked differently by the two groups in the study. Westerners weighed the restroom personal hygiene as more important than did Asian respondents. Asian groups were found to have higher expectations for overall restaurant cleanliness dimensions than Western groups.
Master of Science

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Guarda, Joana Maria Godinho. "Customer perceptions in premium purchase intention : Mercedes vs. BMW." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21220.

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Mestrado em Marketing
As alterações nível sociocultural e económico em Portugal nas últimas décadas, alteraram os hábitos de compra dos portugueses. Devidas alterações criaram a necessidade de compreender quais os factores que antecedem a lealdade dos consumidores e por conseguinte decisão de compra. Especificamente na indústria automóvel, onde existe uma vasta escolha de marcas, é imposto o desafio de diferenciação. Este estudo pretende examinar quais os factores que mais influenciam a Lealdade dos consumidores em duas marcas, percecionadas como premium no mercado português, BMW e Mercedes. Esta investigação empírica, é de natureza quantitativa, realizada através de um inquérito desenvolvido e aplicado a uma amostra não-probablística, selecionada por julgamento (n=503). De todas as respostas recolhidas, foram consideradas válidas 213 para este estudo, que correspondem a inquéritos concluídos de respondentes que conhecem ambas as marcas. Os resultados adquiridos, sugerem que a influência da perceção dos consumidores varia para cada marca. Para ambas as marcas a Resistência à Mudança e a Satisfação têm impacto na Lealdade à marca. No entanto "Valor da Marca" influência também a Lealdade à BMW, e o Afeto à marca Mercedes. As perceções do consumidor foram testadas para compreender o efeito na intenção de compra, concluindo que o Afeto é algo que influencia ambas as marcas, bem como a Satisfação para a marca Mercedes.
The changing economic and socio-cultural forces of the last decades have led to a great shift in customers' buying habits in Portugal. Those influences rose the need to comprehend which factors precede customers' Loyalty and will influence its purchase decision. Specifically, in the case of automotive industry, where a wide range of brands becomes greater and a challenge is imposed. This study aims to examine the impact of customer Loyalty in its customers for two car brands, perceived as premium brands, in the Portuguese market - Mercedes and BMW. The empirical search in this study is of a quantitative nature in which a survey was developed and applied to a non-probabilistic judgement sample (n= 503). In total, 213 valid surveys were considered for this study (only completed surveys from respondents who knew both brands). Interestingly, the obtained results suggest that Loyalty is influenced by different Customer Perceptions, varying by brand. For both Mercedes and BMW Resistance to Change and Satisfaction lead to Loyalty. However, Brand Equity also influences BMW's Loyalty, and by opposite Affect also impact Loyalty for Mercedes. Loyalty was found to be a driver for Purchase Intention for both brands. Customers' Purchase Intention is, for both brands, directly influenced by Affect, but only the Purchase Intention of Mercedes is also strongly influenced also by Customer Satisfaction.
info:eu-repo/semantics/publishedVersion

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Lindell, Johan, and Gustav Nilsson. "The future for football supporters : strategic customer perception of organizational change." Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6264.

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The interest for professional football has increased during the last decades; more people attend football games and buying club merchandise. This has lead to increased turnover for the football clubs. This new development has forced the football clubs to transform in order to take advantage of the opportunities an increased turnover creates. The way Swedish football clubs have changed; is to start joint stock companies besides the non-profit football club. The supporter clubs today have a close relationship with the football clubs they are connected to. The purpose with this thesis is to investigate how the organizational change in the football club affects the close relationship between the supporters and the football club. The problem has been investigated with help of an open questionnaire, which has been sent out to supporter clubs connected to football clubs in the highest division in Sweden.

The result of this thesis shows that the organizational change that has taken place in the Swedish football clubs, has not affected the relationship between the supporters and football clubs in a negative way. However, some of the supporters feel that the development has lead to a situation where the supporters have less opportunity to participate in the decision-making process.

To conclude, the supporter clubs felt that a change in organizational form had or would mean that they did not have the same opportunity to be involved in the decision-making process.

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Hsieh, Yun-Chen, and 謝昀臻. "A Study on Customer’s Trust, Perception and Adoptionof Online Insurance." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/19196436865759195466.

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Chang, Nuan-Chen, and 張暖晨. "Customer’s Perception on Service Satisfaction – An Empirical Study of Animal Hospitals." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/55410089776626647458.

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碩士
中華大學
企業管理學系碩士班
99
In recent years, the development of animal hospitals are rising and flourishing in Taiwan.According to the Taiwan Veterinary Medical Association 2010 statistics, there are 1,756 animal hospitals in Taiwan. Changes in the medical environment, so hospital administrators began to focus on operating costs, labor quality, service quality and other factors, gradually approaching the enterprise management. Compound has also appeared in recent years, animal hospital, attached to beauty center and began selling pet supplies, slowly, the gradual saturation pet health care market situation, competition is increasingly intense with each other, or even an animal hospitals in the state was forced to close down . The status of this industry, forcing all hospitals to review the business model animal, the owner satisfaction by providing quality health care services to retain old customers and attract new customers. Different types of customers to their pet's health will be different values and knowledge, this study questionnaires were distributed and 280 min, recovery 252, the use of a questionnaire to investigate the quality of service animal hospital industry, the key factor, and regression analysis to investigate the structure the correlation between surface to T test and variance analysis to explore the different demographic variables between customer service quality, overall customer satisfaction and loyalty whether there are differences, as a reference for future operating animal hospitals. Empirical analysis based on the results of this study, the conclusions obtained to identify the key factors in animal hospital services, such as identity and high quality of the "disease patients can be explained in detail", "Customers can feel safe during the treatment," "there is sufficient reliable sex "; and a lower degree of recognition" as a priority customer needs can, "" can provide different customers with different care "," understand the different needs of different customers, "tangible dimension" services attractive " reliability perspective "to make an appointment at the clinic or the time period to provide services." As if animal hospitals eager to improve their profits and keep the business growth by customer loyalty, the proprietors of animal hospitals need to promote their service quality to achieve the goal of customer loyalty elevation. Or they can elevate customer loyalty by moving up the customer satisfaction to accomplish the ultimate goal of gaining profits and business continuity.

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Liu, Chieh-Jung, and 劉潔蓉. "A Study on Customer’s Trust, Perception and Adoption of Internet Banking." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/mywtzy.

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碩士
崑山科技大學
企業管理研究所
92
The domestic bankers have established the internet banking that provides more convenient service for the customers. However, technical issues regarding risk and security always concern these e-banking users and are thought to be the major obstacles for the slow-moving e-bank business. This research modified Technology Acceptance Model (TAM) by including trust issue. It aims at investigating the relationship among trust, perception, and adoption customers hold for internet banking. Also studied are the differences among trust, perception and adoption on the basis of various demographic backgrounds. Simple-regression, one-factor ANOVA, correlation analysis and path analysis were utilized to examine related hypothesis. The results showed that customers have demonstrated positive attitude toward internet banking. Trust, perception, and adoption hold for these e-bank customers affect each other and differences exist according to the respondent’s demographic background.

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Huang, Chiao-Yi, and 黃巧儀. "A Study on Customer’s Trust, Perception and Adoption of Electronic Stock Trading." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/21272254574845269344.

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碩士
樹德科技大學
金融系碩士班
104
The thriving development of the Internet changes the way people communicate. Continuous advancement of technology and growth of Internet users also change the trading mode of the traditional economic system. Securities products and relevant services do not involve logistics, and therefore could be digitalized, making them the key to e-commerce applications. While the trading mode of the traditional manual order is slow and takes time, e-trading is free from multiple limits of service locations and business time, gradually attracting more consumers to use the Internet for e-trading. The current study adopted the Technology Acceptance Model and Innovation Diffusion Theory as the theoretical framework to examine the consumers’ behavioral intention of e-trading, specifically probing into (1) how perceived usefulness, perceived ease of use, compatibility, and trust affected attitude and willingness, and (2) the relationship among variables. The results revealed that consumers’ perception about e-trading (i.e., usefulness, ease of use, compatibility, and trust toward e-trading) affected their attitude toward e-trading. Perceived usefulness and compatibility positively affected willingness to use at a significant level. Attitude also positively affected willingness at a significant level. The effects of perceived usefulness, perceived ease of use, and compatibility on willingness was mediated by attitude.

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YANG, YUAN-YU, and 楊淵喻. "The Association of Atmospheric Cues, Customer’s Service Quality Perception, and Loyal Behavior toward A Community Pharmacy." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/py7ats.

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碩士
大仁科技大學
製藥科技研究所
105
Abstract Taiwan had launched the healthcare policy of separating medical diagnosing and drug dispensing since 1997. 20 years since then, there were 7,922 NHI pharmacies in the current market. In the retail-based pharmacy business, pharmacies were hard to differentiate themselves from the competitors due to a number of subjective factors and objective decrees. This study advocated that the pharmacy should also use the theories of environmental psychology to create a favorable consumer's perception on the pharmacy’s environmental atmosphere, and accordingly improve their satisfaction levels and loyalty toward the pharmacy. Drawn from the constructs of shop atmospheric cues, the current research proposed the atmospheric cues of pharmacy with five testable hypotheses. Data were collected by 1076 valid questionnaires from pharmacy consumers, and then analyzed with SPSS 20.0 to test the hypotheses. Test results revealed that the atmospheric cues positively affected the perceived service quality(R2=0.302, β=0.55) as well as the loyal behavior(R2=0.306, β=0.56). This means the higher the consumer’s satisfaction on atmosphere, the service quality perception will be more positive, and the loyal behavior will be more possible. The current research also revealed the presence of the medicating effects of perceived service quality between the consumer’s favorable perception on environment atmosphere and the consumer’s loyal behavior. This study suggested the industry to examine the consumer’s demands on the pharmacy’s atmosphere, and make proper responses to it. The research also suggested the academician including ethical background as a control variable to explore the true effects of atmospheric cues in pharmacy business. Key words:：Community pharmacy, Atmosphere, Perceived service quality, Loyal behavior

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Wang, Ming-Chia, and 王明佳. "Effects of Consumer Risk Perception and E-service Quality on Customer’s Satisfaction: Virtue Channel vs. Multiple Channel." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/f534ja.

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碩士
銘傳大學
國際企業學系碩士在職專班
101
The main purpose of this study is to investigate the effects of consumer risk perception, website service quality on consumer attitude and satisfaction. Moreover, this study also compares the effect of channel type: virtue channel vs. multiple channels. Previous studies on this issue are most focused on physical stores and their extension to virtue channel. In accordance with the report of Taiwanese Institute for Information Industry that the numbers of virtue channel stores which set up physical stores grow up 30% since 2005. It indicates that there are many stores try to build multiple channels to run the business. However, when consider consumer risk perception and website quality and their impact on website satisfaction, does the above effect still exist? This study tries to make up the gap and to find the solution for the e-retailer. Accordingly, this study uses experimental design to explore the effects of risk perception and e-service quality on website attitude and satisfaction. The respondents are divided into two groups, one group with situational treatment mentioning about the building up of physical store (multiple channel) and the other group are without any treatment (only virtue channel). The empirical study shows that there is no significantly positive effect if the e-retailer who build up the new physical channel. Moreover, consumer risk perception has negative effect on website attitude, however, only the multiple channel has significantly negative effect. The e-service quality has significantly positive effect on website attitude and also the website attitude has significantly positive effect on customer satisfaction. The managerial implications of the study are (1) e-retailer should consider the consumer risk perception on website attitude; (2) The multiple channel strategy would not always increase the market share.

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Huang, Chun-Ya, and 黃群雅. "The Influence of the Customer’s Satisfaction to Purchase Intention for the Streaming Music-Marketing Strategy Perception as Moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ea87z3.

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碩士
東吳大學
企業管理學系
104
The purpose of this study is to understand the relationship between Customer’s satisfaction and purchase intention in Streaming music platform , it designs to confirm the effect of customer’s marketing Strategy Perception, and provides some useful marketing suggestions to Taiwan’s stream music platform. The Streaming music platform in Taiwan includes: KKbox, Omusic, myMusic and Spotify.This study takes customer’s marketing strategy perception as moderator to affect the relationship among Customer’s satisfaction and purchase intention in stream music platform. This research collected 315 valid feedback questionnaires on internet. The result of this study shows that customer’s marketing strategy of product and promotion improves purchase intention. Furthermore, customer’s marketing strategy of price and place isn’t affect customer’s satisfaction and purchase intention. According to the result, Streaming music platform can change their marketing strategy of product and promotion to increase user’s purchase intention.

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Huang, Ya-Fang, and 黃雅鳳. "A Study for The Effect of Service Quality and Trust Perception to Customer’s Loyalty on On-line Auction." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/83969627601051396527.

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碩士
淡江大學
資訊管理學系
92
According to the survey of domestic user visiting on-line auction, the number of visiting is increasing in rapid speeds, which reveal the efficiency of auction web. However, the key of earning profit is building customer’s loyalty well. The paper is researching the effect of service quality and trust perception to customer’s loyalty. Sampling is focused on the user of Yahoo Auction and eBay Taiwan, by internet surveys, and 204 effective samples were received. The followings are the conclusions. Service quality is positive relation to the customer’s loyalty, the web design has the most influence to the customer’s loyalty, the other influence sequence in order is the convenience, reliability and responsibility factors. Customer’s loyalty will be influence by the degree of trust perception. The more higher the degree of trust perception is, the more higher service quality has. The effect of service quality to customer’s loyalty is differentiated with the difference of the trust perception. The effect above is obvious when trust perception is lower. Under the lower trust perception, the customer’s loyalty influenced by service quality is the most sensitively. The most sensitive factors are web design and reliability.

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Wang, Chen-Meng, and 王夢貞. "Customer’s Intention to Purchase Long-Term Care Insurance Based on the Theory of Planned Behavior-Taking Perception Risk as Moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/p3tszz.

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碩士
樹德科技大學
經營管理研究所
104
This study aims to explore customers’ intention to purchase long-term care insurance to understand consumers’ long-term care insurance attitude, subjective norms, perceived behavioral control on purchasing behavior intention by taking perceive risk as moderator. Therefore, this study is based on the theory of planned behavior,and applies questionnaire survey for data collection and uses SPSS statistical software to do data analysis on samples. The consumers over 35 years old who buy long-term care insurance are taken as study objects. A total of 200 people were sampled with purposive sampling with 152 valid samples. The study found that 1. Long-term care insurance consumers’ attitude, subjective norms and perceived behavior control are positively related to purchasing willingness. 2. Perceived risk is negatively related to purchasing willingness. 3. Perceived risk has no moderator effect on attitude, subjective norms and purchasing willingness. 4. Perceived risk has negative moderator effect on perceived risk control and purchasing willingness.

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Lan, Ying-Che, and 藍英哲. "A Study on the Relationship between Customer’s Authenticity Perception and Repurchase Intention - Aboriginal Culture and Creative Product as an example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6qh7g4.

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碩士
國立東華大學
企業管理學系
107
In recent years, the Taiwanese government has actively promoted local specialty goods and the innovation of traditional indigenous cultures in Taiwan. It has become an industry with potential for tourism generated growth in the eastern part of Taiwan. Previous research shows that when customers purchase souvenirs, they are likely to care about its authenticity. According to the line of thinking of cultural and creative industries of local regions, the traditional arts and crafts of the indigenous cultures have transformed from the purpose of providing everyday goods to the purpose of being souvenirs for customers. In this way, the truth of indigenous culture that customers know about is a selected truth; it is created by the aspects of the culture that there is demand for to see and to experience by the customers themselves. Therefore, the purpose of this thesis is to explore how much customers truly know and understand about the cultural and creative products of the indigenous peoples of Taiwan. Furthermore, it uses personality traits, product knowledge and purchase motivation as innate factors that influence the customer’s authenticity perception of the product. The thesis then also explores how customer’s authenticity perception can impact upon the experiential value, customer satisfaction and the repurchase intention. Lastly, it probes into whether experts’ objective authenticity will impact upon the customer’s authenticity perception and experiential value. This body of research uses the method of questionnaires to survey. Its research target is the customers who buy souvenirs of indigenous cultural and creative products from Indigenous Style Art Station in Hualien. There were a total of 297 valid samples, and the method of structural equation modeling was used to analyze and verify the relationship between each construct of the research framework. Lastly, through empirical statistical analysis, the hypotheses that were experimentally verified concluded that: 1. People who were open to new experiences, knowledge of product and purchase motivation had positive impacts on customer’s authenticity perception. 2. Customer’s authenticity perception has a positive impact upon experiential value. 3. Customer’s authenticity perception and experiential value have a positive impact upon customer satisfaction. 4. Experiential value and customer satisfaction have a positive impact on the repurchase intention. 5. Experts’ objective authenticity don’t have a statistically significant connection with customer’s authenticity perception and experiential value.

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Wang, Chang-Chia, and 王章嘉. "A Research on the Customer’s Perception of High Quality School’s Indicators in Taipei City.-Examples of Elementary Schools in Taipei." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/14186544434193702191.

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碩士
淡江大學
教育政策與領導研究所碩士在職專班
94
The research objects include the members of Primary School Teacher’s Association in the Taipei City, Parents’ Association, and the administrative personnel in the primary school. The sampling method is based on the scale of the school and adopts the stratified random sampling. Thirty schools have been chosen. Each school sends out ten questionnaires for the staffs of Parents’ Association, ten for staffs of Teacher’s Association, ten for school’s administrative personnel with a total of 900 questionnaires. 551 questionnaires have been collected with 61.2% valid retrieval rate. The data processing uses descriptive statistics, independent T test, one-way ANOVA, and Scheffe method. The main results of this research are the following: First, “campus planning” dimension scores highest and “administrative management” dimension the second highest on customer’s cognition of high quality school’s educational indicators. Second, “teacher’s instruction” scores highest and “school culture” the second highest on the suitability of the nine educational indicators for high quality school. Third, “helpful for customers to review the quality of their school” dimension scores the highest on the usefulness for customer’s cognition of high quality school’s educational indicators in Taipei Municipal Primary Schools. Fourth, “campus planning” scores highest and “principal leadership” the second highest on the satisfaction for customer’s cognition of high quality school’s educational indicators in Taipei City. Fifth, male scores higher than female on “curriculum development” and “school culture” dimensions; Age under 30 and between 31-40 scores higher on “student’s learning” dimension; Educational background with master degree or above scores higher on “administrative management” dimension; Teacher’s Association staffs score higher on “professional development” dimension. Sixth, age between 41 to 50 scores higher on “student’s learning suitability” dimension; Age under 30 and between 41 to 50 score higher on “school culture suitability”; Higher educational background scores higher on “student’s learning suitability” dimension. Seventh, female teachers are more satisfied with curriculum development, student’s learning, professional development, and total school quality. Teachers of age between 41 to 50 are more satisfied with “teacher’s instruction” dimension. Teachers in the school scale between 31 to 50 classes are more satisfied with “teacher’s instruction” and “school culture” dimensions.

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Dispongsa, Aschariya, and 狄莎芽. "The Impact of the Perception of Corporate Social Responsibility on Customer’s Brand Image, Brand Attitude and Purchase Intention-Taking Functional Drink Industry in Thailand." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/428qg6.

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碩士
中國文化大學
全球商務碩士學位學程碩士班
103
Corporate Social Responsibility (CSR) issues have been raised to the public attention while consumers also have higher interests about firms that contribute in the well-being of society. In fact, CSR in Thailand has a deep root with Thai culture, previous studies examined however shows that is not widely used yet. The purpose of this study is to investigate consumer perception on image, attitude and purchase intention towards enterprise via their corporate social responsibility (CSR) activities. This study takes the functional drink sector in Thailand as an example to examine if (whether) their CSR has significant impact on consumer perception including their brand image, brand attitude and purchase intention. This study applied quantitative method to collect the data in Thailand. Hence, there are 250 validated questionnaires and analyzed by descriptive analysis. The findings show that all respondents in this investigation agree that CSR activities encourage the positive feedback and brand image towards their social responsibility activities also has a positive relation. This study found when the firms apply CSR actions would encourage consumers to purchase their products. The result suggests that companies need to engage more CSR activities but at the same time they have to convince their customers that these activities are not just merely advertising or marketing ploy, so firm can increase consumer brand attitude and willingness to buy its products.

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Chang, Li-Wen, and 張力文. "A Study of the Influences of Gender Factor on Customer’s Perception of Experiential Value in the Field of Experiential Marketing—The Example of Aromatherapy Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/hz889a.

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碩士
淡江大學
國際貿易學系國際企業學碩士班
96
Since the SPA service been subsumed one of the priority industries in our country in 2006, it brings the opportunities for the market. The output value of SPA service has at present surpassed 25 billion NT Dollars in Taiwan, and the rate of growth is 25 percend every year. It estimated that there will be 20 billion NT Dollars per year in the future. Accepting the SPA service is already a more and more universal consumer behavior. And which factors can affect the customer’s experiential value while accepting the SPA service is the important subject. In our paper, we will adopted the qualitative research in semi-structural in-depth interview to talk with 14 customers who accepted the SPA service to analyze the customer’s incentive to accept the SPA service, the customer’s perception of experiential value of accepting the SPA service, the factors of influencing the customer’s experiential value, and the influence of gender factor on Customer’s perception of experiential value. In conclusion, in aromatherapy industry, including many kinds of service encounter scholars submitted before, such as the servicescape and service personnel, the gender and age disparity was the important factors on influencing the experiential value. The different gender and age disparity of customer and aromatherapist influencing the customer`s experiential value while accepting the SPA service.

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Chang, Tzu-Tsz, and 張祖慈. "The Customer’s Perception of Store Atmosphere , Consumer Emotion ,Experiential Value Effect of Brand Extension Attitude :The Study for Coffee Shops of Global Fashion Brand Extension - A Case Study of Agnès b Café." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6eas7y.

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碩士
中國文化大學
觀光事業學系
105
Nowadays global fashion industry has an important trend called the brand cross-border business, which is to change from the fashion industry to the hospitality industries and other fields. Many well-known fashion brands have extended their business to café and catering. Agnès b. CAFÉ, L'OCCITANE Café, Chic Café, Roots Lodge Café are the examples of the brand cross-border business. Therefore, the purpose of this study is to explore the influence of atmosphere on consumer emotion and experiential value; the influence of experiential value by brand extension attitude with the brand image as a mediator. The questionnaires were distributed at Agnès b. CAFÉ in the greater Taipei area. A total of 400 valid questionnaires were collected, and SPSS was used to analyze. The results show that the store atmosphere has a significant impact on the consumer emotion and the experiential value. The consumer emotion has a significant effect on the experiential value. The experiential value has a significant influence on the brand extension attitude. There is a significant positive impact to the experience value and the brand extension attitude.

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Abdula, Fazila Kamal. "O impacto da falha de serviço no eWOM negativo e equidade da marca." Master's thesis, 2019. http://hdl.handle.net/10362/62916.

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Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Existem premissas bem estabelecidas na literatura relativamente a uma falha de serviço. Foram documentados efeitos negativos sobre a lealdade do cliente, perceção da qualidade, word of mouth online, retaliação ou ainda a troca de marca. O objetivo principal desta investigação foi compreender o impacto da falha de serviço na cultura portuguesa, no segmento de Internet e TV Cabo. Recorreu-se a uma complementaridade de métodos, qualitativo com a análise de conteúdo e quantitativo com a modelação de equações estruturais. Adicionalmente, propôs-se um novo conceito - a perceção de perda, de forma a avaliar a perceção do cliente face a uma experiência negativa de consumo. Segundo os resultados do método qualitativo, aferiu-se que existem 12 categorias que um serviço pode falhar na indústria em estudo. No método quantitativo, sob uma recolha de 145 observações válidas, os inquiridos apresentaram um elevado grau de perda percebida face ao incidente. Sob a tripla decomposição do conceito de perceção de perda, foram percecionados graus elevados nas dimensões económica (R2= 81%) e psicológica (R2= 80%), seguidamente em desempenho do serviço (R2= 64%). Quanto ao word of mouth negativo online, a maioria dos respondentes não efetuou partilha pública sobre o incidente. Porém, entre os clientes que reclamaram em plataformas online, a dimensão-gatilho de perda que respondeu pela queixa foi a psicológica (p < 0.01). Por fim, e apesar do elevado grau de perda percebida dos inquiridos face ao incidente e das premissas na literatura, as dimensões da equidade da marca permaneceram intactas (p > 0.05).
Several premises are well-established in literature regarding a service failure. Negative impacts over customers’ loyalty, perception of quality, negative word of mouth online, retaliation or even brand switching were announced by researchers. The primary goal of this investigation was to assess the impact of a service failure in portuguese culture, particularly on Internet and Cable TV segment. In order to attain the proposed goal, qualitative and quantitative approaches were combined, with content analysis for qualitative method and structural equation modeling for quantitative. Furthermore, a new concept was proposed - perception of loss, aiming at proper evaluation of customers’ perceptions regarding a negative consumption experience. Based on qualitative results, there are 12 categories which a service failure can occur. With quantitative, through 145 valid observations, the individuals revealed a high degree of perceived loss regarding the service failure. According to the facets of the proposed concept, higher degrees relied on economical (R2= 81%) and psychological (R2= 80%) dimensions, followed by service performance (R2= 64%). In regard to negative word of mouth online, the majority of individuals remained silent. However, for the individual who did complaint in social networks platforms the psychological dimension was the pivotal trigger (p < 0.01). Albeit the higher levels of perceived loss related to the incident as well many premises in literature, brand equity dimensions remained intact (p > 0.05).

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Correia, Rita Sofia Pereira. "A perceção dos consumidores hoteleiros portugueses acerca da ISO 9001 no setor hoteleiro." Master's thesis, 2019. http://hdl.handle.net/10400.26/32803.

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As mudanças constantes do mercado hoteleiro, gostos e preferências dos consumidores dificultam o desenvolvimento de bens e serviços hoteleiros que consigam satisfazer as suas necessidades e superar as suas expectativas. Com o intuito de minimizar esta dificuldade, algumas unidades hoteleiras têm recorrido à certificação pela norma portuguesa, adotada de uma norma europeia, NP EN ISO 9001:2015, que corresponde a um sistema de gestão da qualidade. Numa altura em que a qualidade dos serviços tem vindo a ganhar elevado interesse e peso na escolha do consumidor, a presente dissertação, intitulada “A Perceção dos Consumidores Hoteleiros Portugueses acerca da ISO 9001 no Sector Hoteleiro”, tem como propósito a análise do conhecimento e importância da certificação de uma unidade hoteleira pela norma de qualidade ISO 9001 aquando da escolha de um hotel por parte dos consumidores hoteleiros portugueses. Uma vez que a literatura existente acerca desta norma no setor hoteleiro se foca no ponto de vista das organizações, nomeadamente nas vantagens e desvantagens da certificação, dificuldades e barreiras da implementação do sistema de gestão da qualidade, motivações que contribuem para a sua certificação pela norma e o impacto na organização ao nível financeiro e organizacional, esta investigação foca-se, em alternativa, no estudo desta norma do ponto de vista dos consumidores hoteleiros portugueses. O estudo empírico permitiu, através do preenchimento de um questionário com uma amostra de 398 inquiridos, concluir que, apesar de a qualidade ser, de facto, um aspeto importante na tomada de decisão dos consumidores hoteleiros portugueses, a sua maioria não tem conhecimento da existência das normas ISO. Consequentemente, também não conhecem a norma ISO 9001 na sua possibilidade de ser aplicada ao sector hoteleiro. Por outro lado, dos consumidores que conhecem as normas ISO, a maioria também conhece a norma de qualidade – ISO 9001 –, embora apenas uma pequena percentagem reconheça a sua presença no sector hoteleiro. Dos consumidores que, de facto, reconhecem a presença da ISO 9001 na hotelaria, a maioria não procura se a unidade hoteleira é certificada pela norma aquando a escolha.
The constant changes in the hospitality market and its customers tastes and preferences make it difficult to develop products and services that meet their needs and exceed their expectations. In order to minimize this difficulty, some hotel units have resorted to certification by the portuguese standard, adopted from an european standard, NP EN ISO 9001:2015, which is a quality management system. At a time when the quality of services has been gaining high interest and weight in customer choice, the present dissertation, entitled “The Perception of Portuguese Hotel Customers about the ISO 9001 in the Hotel Sector”, aims to analyze the knowledge and importance of the certification of a hotel unit by the ISO 9001 quality standard when choosing a hotel by Portuguese hotel customers. Considering that the existent literature on this standard in the hotel industry focuses on the point of view of organizations, such as the advantages and disadvantages of certification, difficulties and barriers to the implementation of the quality management system, motivations that contribute to its certification by the standard and the impact on the organization at the financial and organizational level, this research, as an alternative, focuses on the study of this standard from the point of view of Portuguese hotel customers. The empirical study, based on a questionnaire and a sample of 398 respondents, concluded that although quality is indeed an important factor in the decision-making process of Portuguese hotel customers, most are unaware of the existence of ISO standards. Consequently, they are also unaware of the ISO 9001 standard and the possibility that it can be applied to the hotel sector. On the other hand, most customers who know the ISO standards also know the quality standard – ISO 9001 –, although only a small percentage recognizes its presence in the hotel sector. Of the customers who recognize its presence in the hotel sector, most do not search if the hotel unit is certified by the standard when choosing.

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Vasiukov, Denis. "Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand." Master's thesis, 2017. http://hdl.handle.net/10198/14668.

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Mestrado APNOR
Corporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity.
A Responsabilidade Social Empresarial (RSE) é uma prática comercial aberta e transparente. Tem sido um método que tem por base valores morais e de respeito para com os recursos humanos, comunidade e meio ambiente. A RSE encontra-se em discussão porque é o resultado de valores estáveis para a sociedade em geral e para os acionistas mais especificamente (Esmaeilpour & Barjoei, 2016). As empresas de hoje encontram-se seriamente envolvidas com as iniciativas de RSE que levam a mudanças sociais positivas. As normas de conduta de RSE delineadas pelos principais atores corporativos globais de marca são um pré-requisito para a entrada em muitos mercados internacionais. A iniciativa RSE cria benefícios para as empresas em termos da crescente identificação do consumidor com a empresa, e o cliente identifica sua perceção sobre a empresa (Esmaeilpour & Barjoei, 2016). O objetivo da presente investigação assenta em analisar como as atividades de RSE da empresa estão persuadindo o seu património de marca tendo por base a perceção dos clientes. Para isso, o estudo está focado nas preferências e atitudes gerais do cliente em relação à marca «Activia». Para alcançar o objetivo, aplicou-se um inquérito por questionário online e offline. A investigação inclui uma comparação dos resultados dos clientes com idade entre 18-25, 26-35, 36-45 e mais de 45 anos, recolhidos na Rússia e em Portugal on-line e off-line (nas ruas, no Supermercados ou universidades, bem como a utilização de redes sociais como o Facebook). Os resultados permitem referir que o nível de satisfação global, da amostra inquirida, é bastante elevado. Tornou-se evidente quais as questões precisam de melhorias e quais as que apresentam valores satisfatórios. Foi possível ver que existem diferenças entre o nível de satisfação masculino e feminino relativamente ao RSE, o que significa dar mais atenção a este tipo de assuntos. Ainda, é necessário ter em atenção que quase 70% dos entrevistados podem reconhecer a marca «Activia» entre outras marcas concorrentes. Também ficou claro que a empresa deve prestar mais atenção às atividades de RSE para persuadir a adquiri o produto e respetiva marca tendo por base a orientação para os clientes.
Корпоративная социальная ответственность (КСО) является открытой и прозрачной практикой деловых отношений; этот метод основан на моральных ценностях и уважения к сотрудникам, обществу и окружающей среде. Корпоративная социальная ответственность запланирована, потому что это - результат устойчивых ценностей для общества в целом и для акционеров в частности (Esmaeilpour & Barjoei, 2016). В наши дни корпорации серьезно вовлечены инициативами КСО, приводящими к положительным социальным изменениям. Нормы и кодексы КСО, изложенные ведущими фирменными глобальными корпоративными партнерами, являются предпосылкой для вступления во многие международные рынки с высокими показателями. Инициатива КСО создает преимущества для компаний в плане увеличения идентификации потребителей с компанией; клиент идентифицирует свое мнение о компании (Esmaeilpour & Barjoei, 2016). Цель этого исследования - описать и проанализировать, как деятельность компании в области КСО позволяет убедить своих клиентов в ценности своего бренда. Для этого исследование ориентировано на предпочтения и отношение клиента к бренду «Активиа». Для достижения цели будет проводиться анкетирование в онлайн и офлайн режиме. Исследование включает в себя перекрестное сравнение результатов клиентов в возрасте 18-25 лет, 26-35, 36-45 лет и старше 45 лет, собранных в России и Португалии в режиме онлайн и в офлайн режиме (на улицах, в Супермаркетах или в университетах, а также в социальных сетях, таких как Facebook). Результат показал, что в целом можно сказать, что основной уровень удовлетворенности выборки достаточно высок. Стало ясно какие проблемы нуждаются в улучшении, а какие из них работают хорошо. Можно увидеть, что существуют различия между уровнем удовлетворенности мужчин и женщин, что означает необходимость уделять больше внимания разному полу. Необходимо обратить внимание, что почти 70% респондентов могут признать бренд «Activia» среди других конкурирующих брендов. Кроме того, стало ясно, что компании следует уделять больше внимания деятельности КСО, чтобы убедить ее собственный бренд на основе бренда

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Su, Jiue-Ru, and 蘇玨如. "Customers’ Perception of Brand Alliances." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/92473670791217049685.

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碩士
國立臺灣大學
國際企業學研究所
90
Businesses gradually adopt the brand alliance strategy on the basis of various marketing motivations. This study will make people more understand effects of brand alliances on customers’ perception. It explores roles of each brand in brand alliances, including the target brand and the context brand. Especially, customers’ attitude toward target brand is the point of this study. Giving a fitness club (target brand) in alliance with a restaurant (context brand) as an example, this study uses the experimental design method, which researches into effects of three independent variables, the ambiguity of target brand, evaluation of context brand, as well as linkage between target and context brands, on the dependent variable, target brand attitude. And, subject product knowledge is added to be a covariate. Based on context effect theory, this study also tries to understand how the brand alliance strategy influences customers’ attitude toward the target brand. It further looks into customers how to evaluate similarity between restaurants and allied correspondence between famous fitness clubs and restaurants, in order to discover what features will be appropriate for each other if they form brand alliances. The results indicate that, 1.Appropriate manipulations of brand alliance help form favorable attitude; 2.Both the ambiguity of target brand and evaluation of context brand have significant impacts on target brand attitude, but linkage between target and context brands does not; 3.There is a positively co-varying relationship between customers’ subject product knowledge and target brand attitude; 4.There is varied range of assimilation effect under different pairs of brand alliances; 5.Customers evaluate similarities between all kinds of restaurants according to three criteria, the degree of catering to popularity, culture-oriented dietetic habits, and heavy or light taste of food; 6.It is proper for a fitness club to form brand alliance with a restaurant, which matches with its features.

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Dissertations / Theses on the topic 'Customer’s perception'

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