- 學位論文
品牌形象、服務品質、體驗價值與消費回購意願之研究-以連鎖咖啡店為例
Study on Brand Image, Service Quality, Experiential Value, and Consumer Repurchase Intention - Chained Coffee Store as an Example
摘要
本研究旨在探討品牌形象、服務品質、體驗價值對消費回購意願的影響，並以連鎖咖啡店作為具體案例。品牌形象、服務品質和體驗價值是連鎖咖啡店營運中相當重要的因素，它們不僅影響顧客對店鋪的感知，也直接影響了顧客的消費行為。 本研究採用了定量研究方法，透過問卷調查收集相關的實證數據。問卷涵蓋了品牌形象、服務品質、體驗價值和消費回購意願等多個方面的問題。研究樣本涵蓋了來自不同背景和年齡層的連鎖咖啡店顧客，從而確保了研究結果的代表性和可靠性。 分析研究結果顯示，一個具有良好品牌形象的連鎖咖啡店能夠吸引更多的顧客進行消費回購，而在連鎖咖啡店的感官體驗、行動體驗和關聯體驗對品牌形象有顯著影響，而品牌形象又顯著影響顧客的體驗價值。此外，良好的服務品質和令人滿意的消費體驗也被證實對消費回購意願具有積極影響。當顧客感知到連鎖咖啡店提供的服務品質優良且能帶來愉悅的消費體驗時，他們更有可能願意回購。
並列摘要
This study investigated the effects of brand image, service quality, and experiential value on consumer repurchase intention, using chain coffee shops in a case study. Brand image, service quality, and experiential value are key factors in the operation of chain coffee shops; they influence customers’ views on a shop and have a direct effect on their consumption behavior. This study employed a quantitative research method, collecting empirical data through a questionnaire survey. The questionnaire covered multiple dimensions, including brand image, service quality, experiential value, and repurchase intention. The research sample included chain coffee shop customers from various backgrounds and age groups, ensuring the representativeness and reliability of the research results. The research results revealed that chain coffee shops with a strong brand image can attract more customers for repurchase. Sensory, action, and relational experiences in chain coffee shops significantly affect brand image, which in turn affects customer experiential value. Additionally, favorable service quality and outstanding consumer experiences were confirmed to positively affect repurchase intention. When customers perceive excellent service quality and enjoyable consumer experiences provided by chain coffee shops, they are more likely to be willing to repurchase.