連鎖飲料店促銷活動對顧客忠誠度之影響

Discussion on Customer Loyalty of Chained Drink Shop Promotion Activities

裴蕾(Lei Pei) ； 巫哲緯(Jerwei Wu)

《觀光與休閒管理期刊》 6卷2期 (2018/12) Pp. 78-87

https://doi.org/10.6510/JTLM.201812_6(2).0007

摘要

消費者意識高漲，各家產品和服務不斷推陳出新，隨著市場環境的快速變遷，促銷活動逐漸多元化。本研究旨在探討連鎖飲料店的促銷活動對顧客忠誠度與再購意願的相關性，希望能對觀光餐飲產業之研究有所貢獻。本研究以中華大學學生為研究對象，採用問卷調查法，共發放300份問卷，有效回收問卷為296份；所得資料使用SPSS統計分析軟體進行分析與檢定。研究結果顯示：(1)促銷活動對忠誠度有正向影響；(2)促銷活動對再購意願有正向影響；(3)忠誠度對再購意願兩者關係呈現正相關。

關鍵字

促銷活動 ； 顧客忠誠度 ； 再購意願

並列摘要

Consumers are highly motivated and their products and services are constantly being introduced. With the rapid changes in the market environment, promotional activities are gradually diversified. The purpose of this study is to explore the relevance of customer loyalty and repurchase intention for the promotion activities of chained beverage stores and hope to contribute to the research of tourism and catering industry. In this study, students from Chung Hua University were selected as the research subjects. A questionnaire survey was conducted and a total of 300 questionnaires were distributed. 296 questionnaires were effectively recovered. The data obtained were analyzed and verified using SPSS statistical analysis software. The research results show that: (1) promotion activities have a positive impact on loyalty; (2) promotion activities have a positive influence on repurchase intention; (3) loyalty has a positive correlation with repurchase intention.

並列關鍵字

Promotion Campaign ； Customer Loyalty ； Repurchasing Intention