摘要
台灣的輪胎產業在全世界的市場上佔有相當大的市佔率，2012年為全世界第九名。而顧客關係管裡也是各企業相當注重的一環，國外的輪胎大廠例如米其林、固特異等在顧客關係管理上做得相當不錯，隨著科技的發達，國際上各大企業也都擁有自家公司的APP來維繫顧客關係。於是本研究目的為協助台灣一間輪胎公司探討「發展APP後對顧客品牌忠誠度影響」。本研究在雲林縣斗六市一共回收213份有效問卷，研究結果顯示APP功能的「有用程度」、「正面感受」、「相對利益」分別對「品牌忠誠度」有顯著影響；但「正面感受」因會受到「有用程度」與「相對利益」的影響，而對「品牌忠誠度」沒有影響。
關鍵字：行動應用程式、品牌忠誠度。
ABSTRACT
Taiwan tire industry has a large market share that ranked the ninth highest in the world in 2012. However, customer relationship management (CRM) is very important for enterprises . Overseas well-known tire manufacturers such as Michelin or Goodyear do have good CRM systems. With the development of technology, global enterprises have their own app to maintain the relationship with customers. Thus the intention of this study is to assist a Taiwanese tire company in the discussion about "the effect on brand loyalty by developing the company app." We have recovered 213 valid questionnaires in Douliu City, Yunlin County. And the result shows that "usefulness", "positive feelings", and "relative advantages" of the app have a great impact on "brand loyalty" respectively; nevertheless, "positive feelings" are affected by "usefulness" and "relative advantages" while having no influence on "brand loyalty."
Keywords: Mobile App; Brand Loyalty Degree
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