Journal of Marketing Management June 2015, Vol. 3, No. 1, pp. 53-63 ISSN: 2333-6080(Print), 2333-6099(Online) Copyright © The Author(s). All Rights Reserved. Published by American Research Institute for Policy Development DOI: 10.15640/jmm.v3n1a5 URL: http://dx.doi.org/10.15640/jmm.v3n1a5 An Investigation of the Relationship between Customer Satisfaction and Loyalty on the Brand Image of Taiyen’s Products－A Case Study of the Customer in Pingtung Area Yeong-Shenn Lin 1 , Yi-Jia Li 2 & Chung-Yuan Tsay 3 Abstract The research had revealed the correlation of the image of brand, quality of products, customer’s satisfaction and loyalty through Pearson’s analysis. Image of brand, quality of products, customer’s satisfaction and loyalty had revealed the correlation also. Appraised the image of brand, quality of products, customer’s satisfaction whether it had associated relationship or not. The result is obvious and noticeable for four aspects. It influenced and related manifestly and completely. The purpose of this study was to investigate Taiyen’s image of brand of products which may influence customer’s satisfaction and loyalty. Besides, the interrelated relationship between customer’s satisfaction and loyalty is also studied in this paper. The final analysis provides some suggestions to businessman for reference. Keywords: image of brand, quality of products, customer’s satisfaction, customer’s loyalty 1. Preface 1.1 Research Background and Motivation Taiyen company since launched Green Miel collagen series products in Sep, 2002, remarkable growth in sales volume. While after two years in hot, because of no coming out of new products and innovative marketing methods caused the product recession. According to 2005 "World Magazine" published in Taiwan 1000 manufacture, Taiyen's sales ranked 422, the growth rate ranked 759, the profit rate ranked 36, an alarming rate of profit and growth. While the 2008 "World Magazine" published data showed that, Taiyen's sales ranked 801, the growth rate ranked 925, the profit rate ranked 677, an alarming recession rates too. So this article used scientific methods to discuss reason of Taiyen's downturn performance, also one motivation of this research. "Taiyen" century old image, in liberalization and internationalization policy, also faced pressure of privatization and corporatization, the phenomena of large-scale organizational reform is difficult to avoid. This research will deeply discuss the effect of Taiyen brand image marketing and product quality on customer satisfaction and loyalty, while loyal customers are not just only once purchased consumption, whether continuously consumption, introduce friends to buy, and establish good reputation is indicator of customer satisfaction. So discuss products of Taiyen company in brand image building whether will affect customer satisfaction and loyalty or not? Whether customer satisfaction has direct or indirect impact on loyalty? Which is the second motivation of this study. On the other hand, through Yaiyen company's distribution system research we can find, system dealers' purchase price from Tayen company is far lower than price Taiyen gave to franchisee, making franchisee radial purchase indirect from system dealers, which lead to Taiyen termination and stop supplying to dealers because of getting out of line; franchisee directly purchase from Taiyen arise operating difficulties because of high cost, so discussing Pingtung area consumers' purchase access of Taiyen products is the third motivation of this study. 1 Associate Professor; Department of Agribusiness Management, National Pingtung University of Science and Technology. 2 Master; Department of Agribusiness Management, National Pingtung University of Science and Technology. 3 Assistant Professor, Department of Agribusiness Management, National Pingtung University of Science and Technology. E -mail: cytsay@ mail.npust.edu.tw