Font Size: a A A

The Research On The Effect Of Training Institutions’ Brand Image On Customer Perceived Value And Customer Satisfaction

Posted on:2013-11-18Degree:MasterType:Thesis
Country:ChinaCandidate:G X WuFull Text:PDF
GTID:2249330395482330Subject:Business management
Abstract/Summary:PDF Full Text Request
At present, a new force suddenly rises. The most concerned problem is how the training institutions showing itself in the intense competition of enterprise talent. Today’s training institutions industry is still in the imperfect stage, training institutions is very complicated, in such a great environment, the brand image of an enterprise development is important。Considering the brand image is the important factor of the long-term development of training institutions and training institutions, the product is invisible, training product measure must use the customer satisfaction of this factor; because the training industry development is not perfect, no clear standard charge, a training institutions price may be low, but the provision of the services may also be lower, therefore, it need introducing customer perceived value as an intermediary variable to the study of brand image on the effect of customer satisfaction.This article studies innovation and new ideas are mainly the following:First, many scholars of brand theory, but the study is too specific, results is difficult to be extended to other products or services industry. The rising power of the training industry has aroused concern, therefore, the study is training industry. Second, existing studies and more limited impact on the brand image on perceived value, customer satisfaction, such as a single variable, there is still a lack of empirical research on the relation of the brand image, perceived value and customer satisfaction among relations. The study is XueDa education training institutions, about empirical studies among brand image, perceived value and customer satisfaction, this is the research content of the brand image.Study on brand is very more, the study of brand is based on Baer model, the brand image include two aspects,that is the product image and enterprise image, the product image and enterprise image is divided into hardware and software property, brand image is divided into two dimensions, namely, products and corporate image, the software property and the hardware property.This article include two aspects, one is how the overall brand image influence customer perceived value and customer satisfaction; the other is how the two dimensions of brand image influence customer perceived value and customer satisfaction.Based on the above research, this article adopts demonstration research method, using questionnaires to collect data. Firstly, based on the maturity scale and training institutions industry characteristic, formed the initial scale, by pilot interview to modify the original scale, and then through the small sample survey, analyze and obtain the formal scale. Through the reliability analysis and factor analysis to test the psychometric reliability and validity, and then through the correlation analysis to test various variables in relation to each other, finally the data were retrospectively analyzed, and then draws the conclusion.Through reliability analysis, factor analysis, correlation analysis and regression analysis, this paper draws the following conclusions:(1) The overall brand image has significant influence on customer satisfaction(2) The overall brand image has significant positive impact on customer perceived value.(3) The customer perceived value has significant influence on customer satisfaction(4) The dimensions of the brand image has significant influence on customer satisfaction(5) All dimensions of the brand image has significant influence on customer perceived value,namely, the hardware property of the product image have significant positive impact on customer perceived value; the software property of the product image have significant positive impact on customer perceived value; the hardware property of the enterprise image have significant positive impact on customer perceived value; the software property of the enterprise image have significant positive impact on customer perceived value.(6) The customer perceived value plays an intermediary role between the brand image and customer satisfaction.According to the above conclusion, the paper puts forward two marketing inspiration, first, improving the enterprise image of the training mechanism to create a good reputation, second, improving the product image of the training mechanism to corporate competitiveness.
Keywords/Search Tags:Brand image, customer perceived value, customer satisfaction
PDF Full Text Request
Related items