本文研究目的在研究品牌形象、產品特性、顧客滿意、知覺品質、和顧客忠誠度之間的關係。 本研究以中央大學企業管理學系的學生為研究對象，本研究一共發放250份問卷，回收223份問卷，共得有效問卷215份。 實證結果顯示手機產品特性、品牌形象對知覺品質有顯著影響，品牌形象對顧客滿意度與顧客忠誠度皆有顯著影響，本文提出的研究假設經實證後，結果表明手機的產品特性、品牌形象皆影響顧客知覺品質、滿意度與忠誠度。 The purpose of this research study on brand image, product characteristics, customer satisfaction, perceived quality, and the relationship between customer loyalty. In this study, Enterprise Management of the Central University students to study objects, the study a total of 250 questionnaires were issued, 223 questionnaires were recovered, a total of 215 valid questionnaires. The empirical results show that mobile phone features, the brand image of a significant impact on perceived quality, brand image and customer loyalty to customer satisfaction were significantly affected, the paper's assumption that the empirical research, the results show that the products of mobile phones, brand image are Impact of customer perceived quality, satisfaction and loyalty.
