進階搜尋


 
系統識別號 U0026-0812201412111500
論文名稱(中文) 食物品質、認知價值、品牌形象對顧客滿意度與顧客忠誠度之關係研究-以全家Fami霜淇淋為例
論文名稱(英文) Research of the Relationship among Food Quality, Perceived Value, Brand Image , Customer Satisfaction, and Customer Loyalty: An Empirical Study of Fami Ice Cream
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 103
學期 1
出版年 103
研究生(中文) 黃薇芳
研究生(英文) Wei-Fang Huang
學號 R07014380
學位類別 碩士
語文別 中文
論文頁數 108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-耿伯文
口試委員-劉明德
中文關鍵字 食物品質  認知價值  品牌形象  顧客滿意度  顧客忠誠度 
英文關鍵字 food quality  perceived value  brand image  customer satisfaction  customer loyalty 
學科別分類
中文摘要 本研究以食用過台灣之全家便利商店自有品牌Fami 霜淇淋之消費者為研究對象,探討食物品質、認知價值、品牌形象對顧客滿意度與顧客忠誠度間的相關性與影響程度,對業者提出行銷策略之建議。本研究針對曾食用過全家霜淇淋之消費者進行便利抽樣之問卷調查,問券採網路與實體紙本發送併行,問券期間為2014/5/31至2014/6/21,共發出715份問券,扣除作答不完整或明顯無效等93份,共有622份有效問卷,有效問券率為87%,其中網路問券係透過社群軟體FACEBOOK 與通話軟體LINE發送,實體問券係至台北市有販售霜淇淋之全家便利店裡發送。根據研究目的之需要,以SPSS統計軟體以樣本分析、敘述性統計分析、因素分析、信度分析、皮爾森相關分析、迴歸分析、t檢定、變異數分析等方法進行量化實證分析,並依據量化分析結果進行質化訪談,以提出對業者之行銷策略建議。
經由量化之分析結果顯示,食物品質對顧客滿意度具有相關性與正向顯著的影響、食物品質對顧客忠誠度具有相關性與部分正向顯著的影響、而認知價值、品牌形象對顧客滿意度與忠誠度則皆具有相關性與正向顯著的影響、顧客滿意度對顧客忠誠度具有相關性與正向顯著的影響;此外,食物品質、認知價值、品牌形象三者對於顧客滿意度與顧客忠誠度的影響程度,以食物品質之影響大於其他二者。在人口統計變數上,女性、已婚、最高學歷為高中職、25~44歲、月收入30001~40000元者對全家霜淇淋最為認同。
根據量化結果,本研究進行質化訪談了解消費者感受,整合質、量化分析,提出結論與對業者之行銷策略建議,期能提升其顧客滿意度與忠誠度。
英文摘要 This study conducted a research on consumers who had consumed Fami soft serve ice cream, a Taiwan FamilyMart’s private-label product. This study explored how customer satisfaction and customer loyalty were correlated and influenced by food quality, perceived value, and brand image, and would provide suggestions for companies to formulate marketing strategies. A questionnaire survey using convenience sampling was conducted on consumers who had consumed Fami soft serve ice cream. The questionnaires were distributed through online channels and hard copies. The distribution period was May 31, 2014 to June 21, 2014, and a total of 715 copies of questionnaires were distributed. The number of valid questionnaire amounted to 622 copies after eliminating invalid ones, with a valid rate of 87%. SPSS was used to conduct quantitative analyses including sample analysis, descriptive statistics analysis, factor analysis, reliability analysis, Pearson correlation analysis, regression analysis, t-test, and analysis of variance.

The analysis results indicated that food quality was correlated to and had a positively significant influence on customer satisfaction, and food quality was correlated to and had a partially positively significant influence on customer loyalty. Perceived value and brand image were correlated to and had a positively significant influence on customer satisfaction and loyalty. Customer satisfaction was correlated to and had a positively significant influence on customer loyalty. Moreover, food quality had a greater influence on customer satisfaction and customer loyalty than the other two factors. Subjects with demographical variables including female, married, a highest educational qualification of high school and vocational schools, 25–44 years of age, and a monthly salary of income of 30001–40000 dollars showed the highest identification with Fami soft serve ice cream. Additionally, in hope of improving customer satisfaction and loyalty, this study conducted qualitative interviews based on the quantitative analysis results and proposed the conclusion and nine marketing strategic suggestions.
論文目次 摘要 II
SUMMARY III
INTRODUCTION III
MATERIALS AND METHODS Ⅳ
RESULTS AND DISCUSSION Ⅴ
CONCLUSION Ⅴ
誌謝 VII
目錄 ⅤШ
表目錄 XII
圖目錄 XVI
第壹章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的與範圍2
第四節 研究流程3
第貳章 文獻探討5
第一節 食物品質5
第二節 認知價值7
第三節 品牌形象8
第四節 顧客滿意度10
第五節 顧客忠誠度11
第參章 研究方法13
第一節 研究方法13
第二節 研究架構14
第三節 研究假設14
第四節 操作型定義16
第五節 問卷設計22
第六節 研究對象23
第七節 資料分析方法24
第肆章 資料分析與結果27
第一節 樣本分析27
第二節 敘述性統計分析31
第三節 因素分析及信度分析37
第四節 相關分析45
第五節 迴歸分析56
第六節 人口統計變數對各研究構面之影響-t檢定與變異述分析67
第七節 假設驗證與修正後研究架構77
第伍章 結論與建議83
第一節 研究結論83
第二節 對經營者之建議90
第三節 研究限制與對未來研究之建議92
參考文獻94
一、 中文94
二、 英文94
三、 網路97
附錄一 問卷調查表99
附錄二 質化訪談紀錄彙整104
參考文獻 中文
1.吳萬益(2011),企業研究方法(四版),台北市:華泰文化。

2.吳明隆(2003),SPSS統計應用學習實務:問券分析與應用統計(初版),台北市:知城數位科技。

3.李月華、丁學敏(2006),「以顧客為基礎的品牌權益之探討」,臺北科技大學學報第三十九之一期,頁105-106。

4.陳順宇、鄭碧娥(2002),統計學(四版),台北市:華泰書局。

英文
1.Assael, H.(1992),“Customer Behavior and Marketing Action” , 4th(Ed.), Boston: PWS-KENT.

2.Biel, Alexander L. (1992),“How Brand Image Drives Brand Equity”, Journal of Advertising Research, (Nov). Vol.32,No.6, pp.117~124.

3.Borg, Walter R. and Gall, Meredith D.(1989),Educational research(5th ed.)

4.Churchill, Gilbert and Carol Suprenant (1982), "An Investigation into the Determinants of Customer Satisfaction." Journal of Marketing Research, Vol. 19, pp. 491~504.

5.Churchill, Gilbert and Carol Suprenant (1982), "An Investigation into the Determinants of Customer Satisfaction." Journal of Marketing Research, Vol. 19, pp. 491~504.

6.Edmund Jerome McCarthy.(1960), Basic Marketing.A Managerial Approach, Homewood,IL:Richard D.Irwin.

7.G. Casella, Roger L. Berger( 1990), Statistical Inference,Brooks/Cole Publishing Co.p216.

8.Gronholdt, L., A. Martensen and K. Kristensen. (2000), “The relationship between Customer Satisfaction and Loyalty: Cross-Industry different,” Total Quality Management, Vol. 11, pp. 509~516.

9.Johns, N., and Tyas, P. (1996), “Investigating of the perceived components of the meal experience,using perceptual gap methodology, ”Progress in Tourism and Hospitality Research, 2(1), pp.15~26.

10.Jones, T. O. and W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp. 88~99.

11.Josiam, B. M., and Monteiro, P. A. (2004),“ Tandoori tastes: perceptions of Indian restaurants in America,” International Journal of Contemporary Hospitality Management, 16(1), pp.18~26.

12.Keller, Kevin Lane (1993) ,“ Conceptualizing,Measuring, and Managing Consumer-Based Brand Equity” , Journal of Marketing, Vol.57 (Jan), pp.1~22.

13.Keller, Kevin Lane (2001) ,“Building Customer-Based Brand Equity”, Marketing Management,Vol.10 (Jul/Aug), pp.15~19.

14.Kivela, J., Inbakaran, R., and Reece, J. (1999),“ Consumer research in the restaurant environment,Part 1: A conceptual model of dining satisfaction and return patronage,”International Journal of Contemporary Hospitality Management, 11(5), pp.205~222.

15.Kotler, P. (2003), Marketing management (11th ed.), Upper Saddle River, NJ: Prentice Hall International, Inc.

16.Liu, Y., and Jang, S. (2009),“ Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions? ,” International Journal of Hospitality Management,28(3),pp.338~348.

17.Parasuraman, A. and D. Grewal, “The impact of technology on the quality-value-loyalty chain: A research agenda, ”Academy of Marketing Science Journal, Greenvale, Winter, vol. 28, No. 1, 2000, pp. 168~174.

18.Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988), “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, ”Journal of Retailing, 64, pp.12~40.

19.Park, C. W., B. J. Jaworski, and D. J. MacInnis (1986), ”Strategic Brand Concept-Image Management”, Journal of Marketing, vol.50, no.4, pp.135~145.

20.Péneau, S., Hoehn, E., Roth, H.-R., Escher, F., and Nuessli, J. (2006),“ Importance and consumer perception of freshness of apples,” Food Quality and Preference, 17(1/2), pp.9~19.

21.Petrick, J. F., 2002,“Development of a multi-dimensional scale for measuring the perceived value of a service,”Journal of Leisure Research, 34(2), pp.119-134.

22.Portney, and Watkins,(2000), Foundations of clinical research: Applications to practice(2nd ed.): Upper Saddle River:Prentice-Hall.

23.Raajpoot, N. A. (2002),“ TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry,”Journal of Foodservice Business Research, 5(2), pp.109~127.

24.Sulek, J. M., and Hensley, R. L. (2004), “The relative importance of food, atmosphere,and fairness of wait,” Cornell Hotel and Restaurant Administration Quarterly, 45(3), pp.235~247.

25.Susskind, A. M., and Chan, E. K. (2000), “How restaurant features affect check averages,”Cornell Hotel and Restaurant Administration Quarterly, 41(6), pp.56~63.

26.Verbeke, W., and Lopez, G.P. (2005), “Ethnic food attitudes and behavior among Belgians and Hispanics living in Belgium, ”British Food Journal, 107(11),pp. 823~840.

27.Young Namkung and SooCheong Jang(2007), “Does Food Quality Really Matter in Restaurant? It's Impact on Customer Satisfaction and Behavioral Intentions, ”Journal of Hospitality and Tourism Research, 31 (8), pp.386~406.

網路
1.全家便利商店官網,檢自:
http://event.family.com.tw/food/ice_cream.html

2.辛曉昀(2013),拆解全家Fami霜淇淋暴紅的祕密,今周刊865期,檢自:
http://www.businesstoday.com.tw/article-content-92751-98564?page=1

3.林海(2014),超商霜淇淋熱銷 新口味尬人氣,蘋果日報,檢自:
http://www.appledaily.com.tw/appledaily/article/finance/20140706/35940051/

4.林祝菁(2014) ,超商霜淇淋爭鋒 牛奶糖口味熱戰,工商時報,檢自:
http://www.chinatimes.com/newspapers/20141029000317-260204

5.許瓊文(2013),霜淇淋憑什麼熱賣一整年?,今周刊897期,檢自:
https://www.businesstoday.com.tw/article-content-92751-106023

6.郭家崴(2014),超商冰品大戰1-霜淇淋瘋 療癒商機吃甜頭,中時電子報,檢自:
http://www.chinatimes.com/newspapers/20140511000530-260117

7.郭子苓(2014),霜淇淋大戰 小七為何一路慢半拍,商業周刊,檢自:
http://www.businessweekly.com.tw/KWebArticle.aspx?id=55068

8.蔡孟修(2014),全家草莓霜淇淋 「怎買不到」,蘋果日報,檢自:
http://www.appledaily.com.tw/appledaily/article/headline/20140220/35652711/
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2015-01-15起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2015-01-15起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw