The Effects of the Perceived Quality on Brand Image and Customer Loyalty -Focusing on Multi-Function Printer-

지각된 품질이 브랜드이미지와 고객충성도에 미치는 영향 -복합기제품을 중심으로-

  • 송거영 (한성대학교 지식서비스&컨설팅학과) ;
  • 유연우 (한성대학교 지식서비스&컨설팅학과)
  • Received : 2013.02.18
  • Accepted : 2013.03.20
  • Published : 2013.03.31


This study was conducted to look into consulting areas that can secure loyalty customers by clarifying relations between perceived quality factors, brand image and customer loyalty in terms of a multi-function printer. To accomplish the study purpose, this study carried out a validation analysis, a reliability analysis and a structural equation model analysis by setting up a study model and a hypothesis based on precedent studies and collecting data from purchase decision-makers. The findings of the study are summarized as follows. First, effects of perceived quality components of a multi-function printer on brand image were product quality, sales man's service and service quality in order of majority. Second, brand image of a multi-function printer has a positive impact on customer loyalty. This study is meaningful as it expanded the scope of study related to a multi-function printer up to the administrative field. This study is expected to help industries, who have similar business structure of a multi-function printer, establish a business strategy and support practical work and administrative consulting.


perceived quality;brand image;customer loyalty;consulting of a multi-function printer;service quality


Supported by : 한성대학교