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系統識別號 U0026-0802201400493200
論文名稱(中文) 食物品質、品牌形象與認知價值對顧客滿意度與顧客忠誠度之關係研究 -以佳德鳳梨酥為例
論文名稱(英文) The Relationship among Food Quality、Brand Image and Perceived Value to Customer Satisfaction and Customer Loyalty– Take Chia-Te Pineapple Shortcake for Example
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 102
學期 1
出版年 103
研究生(中文) 陳重安
研究生(英文) Chung-An Chen
學號 R07004165
學位類別 碩士
語文別 中文
論文頁數 114頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
口試委員-季延平
中文關鍵字 食物品質  品牌形象  認知價值  顧客滿意度  顧客忠誠度 
英文關鍵字 Food Quality  Brand Image  Perceptions Value  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 本研究主要是以鳳梨酥專賣店「佳德鳳梨酥」的顧客為研究對象,探討消用者對於佳德鳳梨酥之食物品質、品牌形象、認知價值、顧客滿意度與顧客忠誠度間的關連性。研究針對佳德鳳梨酥之顧客作為問卷抽樣進行調查,採用網路問卷方式發放,共計回收402份問卷,扣除部份明顯亂填、內容不完整的37份問卷,回收的有效問卷共有365份,問卷回收率達90.8%。根據研究目的之需要,將利用敘述性統計分析,因素分析、信度檢定、皮爾森相關、迴歸分析、變異數分析等方法進行實證分析。實證結果發現如下:
經由分析結果顯示,顯示食物品質、品牌形象、認知價值對顧客滿意度與顧客忠誠度具有顯著正向的影響,其中認知價值對顧客滿意度與服務品質對顧客滿意度的影響效果顯著。
研究結果顯示,其中佳德鳳梨酥的消費者最重視的是認知價值。因此佳德鳳梨酥若能持續維持或提高顧客的認知價值,便可提高顧客滿意度與忠誠度。此點可做為佳德鳳梨酥規劃行銷策略的參考。
英文摘要 This study was mainly based on the customers of CHIA TE BAKERY CO’s “Chia Te Pineapple Pie”, researching into the relationships among Food Quality, Brand Image, Perceptions Value, Customer Satisfaction, and Customer Loyalty. The research was conducted with a sampling questionnaire survey by the clients of Chia Te Pineapple Pie, and delivered the questionnaires through computer networks. A total of 402 questionnaires ware collected, and there were 365 valid questionnaires with 90.8% return rate, after deducting 37 invalid questionnaires because of apparently mistaken and incomplete. According to the needs of the study, we has proceeded the empirical analysis by the methods of descriptive statistical analysis, factor analysis, reliability test, Pearson correlation, regression analysis, and analysis of variance. The empirical results show that Food Quality, Brand Image, Perceptions Value have significantly positive effects to Customer Satisfaction and Customer Loyalty, within the results, Perceptions Value and Service Quality have tremendous effects to Customer Satisfaction.
The study demonstrated that the customers of Chia Te Pineapple Pie pay the most attention to the Perceptions Value. Therefore, if the company keeps to maintain or to enhance the customers’ perceived value, they can increase their Customer Satisfaction and Customer Loyalty. Implications of the findings can be used as a reference for CHIA TE BAKERY CO to map out better plans on marketing strategies.
論文目次 目 錄
中文摘要 II
英文延伸摘要 III
英文摘要 X
誌謝 XII
目錄 XIV
表目錄 XVII
圖目錄 XX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍與對象 3
第五節 研究流程 4
第二章 文獻探討 5
第一節 食物品質 5
第二節 品牌形象 9
第三節 認知價值 12
第四節 顧客滿意度 19
第五節 顧客忠誠度 24
第三章 研究方法 30
第一節 研究架構與研究假設 30
第二節 研究變數之操作型定義 31
第三節 問卷設計 37
第四節 研究對象 39
第五節 資料分析方法 39
第四章 資料分析 43
第一節 樣本分析與敘述性統計分析 43
第二節 各研究構面敘述性統計分析 44
第三節 因素分析與信度檢定 49
第四節 PEARSON相關分析 56
第五節 迴歸分析 61
第六節 差異性分析 73
第七節 研究假設驗證 83
第八節 質化訪談 86
第五章 結論與建議 90
第一節 研究結論 90
第二節 研究建議 96
第三節 研究限制 98
參考文獻 99
中文文獻 99
英文文獻 100
附錄一 正式問卷 106
附錄二 質化訪談內容 111

表目錄
表2-1食物品質定義摘要表 6
表2-2顧客滿意度定義彙整表 20
表2-3顧客忠誠五階段 26
表2-4顧客忠誠度定義彙整 28
表3-1操作型定義與問卷問項 32
表3-2品牌形象操作型定義與問卷問項. 33
表3-3認知價值操作型定義與問卷問項 34
表3-4顧客滿意度操作型定義與問卷 .35
表3-5顧客忠誠度操作型定義與問卷 35
表3-6人口統計變項 .36
表3-7問卷題項彙總表 38
表4-1正式問卷有效樣本之人口統計變項分析 43
表4-2食物品質各構面平均數與得分數 45
表4-3品牌形象各構面平均數與得分數 46
表4-4認知價值各構面平均數與得分數 47
表4-5顧客滿意度各構面平均數與得分數 .48
表4-6顧客忠誠度各構面平均數與得分數 .48
表4-7食物品質構面因素分析與信度檢定 .51
表4-8品牌形象構面因素分析與信度檢定 .52
表4-9認知價值構面因素分析與信度檢定 .54
表4-10顧客滿意度構面因素分析與信度檢定 .55
表4-11顧客忠誠度構面因素分析與信度檢定 .56
表4-12 PEARSON相關分析. .57
表4-13各構面因素PEARSON相關分析結果 .58
表4-14認知價值與顧客滿意度與顧客忠誠度相關分析 .59
表4-15顧客滿意度與顧客忠誠度相關分析 .60
表4-16食物品質與品牌形象相關分析 .60
表4-17食物品質之顧客滿意度與顧客忠誠度之相關分析. .61
表4-18迴歸分析相關參數說明 .62
表4-19環境氣氛、食物品質與服務品質對顧客滿意度與顧客忠誠度之迴歸分析 …… …..... ...63
表4-20顧客滿意度對顧客忠誠度之廻歸分析 .64
表4-21食物品質對品牌形象之廻歸分析 .65
表4-22認知價值對品牌形象之廻歸分析 .66
表4-23食物品質、品牌形象、認知價值對顧客滿意度之廻歸分析 .67
表4-24食物品質、品牌形象、認知價值對顧客忠誠度之【再購推薦與交叉】迴歸分析 ...69
表4-25食物品質、品牌形象、認知價值對顧客忠誠度之【價格容忍度】迴歸分析….. .71
表4-26性別在各構面因素的差異性分析 .73
表4-27年齡在各構面因素的差異性分析 .75
表4-28居住地在各構面因素的差異性分析 .76
表4-29教育程度在各構面因素的差異性分析 .78
表4-30職業在各構面因素的差異性分析 .80
表4-31平均個人月收入在各構面因素的差異性分析 .81
表4-32研究假設與驗證結果之彙整 .83
表4-33消費者焦點訪談基本資料 .87
表5-1佳德鳳梨酥消費族群人口統計變數資料 .90

圖目錄
圖1-1 研究流程 4
圖2-1 MONROE AND KRISHNAN(1985)的價格效果概念關係 13
圖2-2交易效用理論 15
圖2-3品質與認知價值的MEANS-END模式 16
圖2-4服務選擇過程中過去經驗價值認知 18
圖2-5「忠誠度三角」模式 25
圖3-1研究架構.. 27
圖4-1修正後之新研究架構.. 85
附件一 正式問卷電子檔.. 106
附件一 質化訪談紀錄表.. 106
參考文獻 參考文獻
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2.何冠清(2003)。消費者對藥膳餐廳食品品質的態度與飲食行為之研究,
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