顧客滿意是行銷觀念的核心，但滿足消費者不足以讓廠商在競爭中勝出，還要讓消費者
愛上品牌方能維繫品牌關係。本研究目的包括：(1) 探討藉由功能、體驗與象徵價值提
升品牌愛慕與顧客滿意，並增進依賴與行為忠誠。(2) 分析品牌愛慕與顧客滿意的關係，
驗證二者在品牌關係架構中扮演的角色。(3) 依據研究結果，提出學術與實務意涵以及
未來方向。
本研究以調查法蒐集北、中、南三所大學130 位學生的書店體驗。實證結果顯示：(1) 品
牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數。(2) 顧客滿意則是體驗價
值對行為忠誠的完全中介變數。(3) 品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的
主要變數。(4) 假設模式較競爭模式更能解釋顧客品牌關係的變異。

Customer Satisfaction is the core of the marketing concept. However, simply satisfying
consumers is not sufficient for continuing success in maintaining an intimate relationship
between customers and the brand. Companies have to make consumers falling in love with
their brand. The purposes of this article are: (1) to explore the functional, experiential, and
symbolic values to enhance brand love and customer satisfaction, and thus build brand
dependence and loyalty. (2) To examine the relationship between brand love and customer
satisfaction, and verify the relationship between these constructs. (3) According to research
findings, the authors propose academic and practical implications as well as directions for
future research.
130 complete questionnaires were collected from students of three metropolitan universities.
The analysis of structural model shows that: (1) brand love is a pure mediator between
customer value (functional and symbolic value) and brand relationship (dependence and
behavioral loyalty) (H1a, H3a, H4a, H4b and H4c are supported; H2a is not supported). (2)
Customer satisfaction fully mediates the relationship between experiential value and
behavioral loyalty (H2b and H5b are supported; H1b, H3b, H5a and H6 are not supported).
(3) Customer satisfaction is dominated by brand love which becomes a main precursor of
dependence and behavioral loyalty. (4) The research model explains more variation of
customer brand relationship than the competition model does.