台灣連鎖早餐店忠誠度之研究

The Research of Logalty of Breahfast Restaurant Chains in Taiwan

曾威翔(Wei -Hsiang Tseng)

指導教授 ： 王啟秀

健行科技大學/管理學院/企業管理系碩士在職專班/碩士(2016年)

摘要

台灣西式連鎖早餐店蓬勃發展，倚靠的是產品創新與大量行銷廣告，出現了「大者恆大」的重大變化。而自創品牌的西式早餐店，因缺乏各方面支援，已難以與連鎖品牌之西式早餐店競爭，逐漸退出市場。
本研究透過問卷調查，瞭解中壢地區西式早餐店消費者品牌忠誠度之情況，研究結果顯示，首先，受訪者對於服務品質與品牌形象最為重視。其次，在不同受訪者的背景中：性別上，女性消費者較男性消費者忠誠度高；年齡上，以21歲到30歲與31歲到40歲之滿意度最高；學歷上，以專科、大學院校與研究所以上之受訪者較注重「品牌形象」與「服務品質」；職業上，以上班族、與家管之受訪者在各層面之忠誠度最高，而學生族群則在「品牌形象」、「顧客忠誠度」及「再購買意願」等忠誠度最低；月收入上，以2萬元到4萬元、4萬元到6萬元在「品牌形象」、「服務品質」、「顧客滿意度」、「顧客忠誠度」四個層面之忠誠度最高；品牌上，以麥味登與美而美在各個層面之忠誠度最高。
因此提升品牌形象與服務品質，培養顧客的忠誠度，方能促使顧客回購，也只有如此，才能提升競爭力

關鍵字

早餐店 ； 品牌形象 ； 品牌忠誠度

並列摘要

Taiwan Western chain breakfast restaurants flourish rely on a large number of product innovations and marketing campaigns, there have been significant changes in "the bigger" in. And own brand of Western-style breakfast shop, due to lack of support in all aspects, has been difficult to compete with Western-style breakfast shop chain brand, and gradually withdraw from the market.
This study through questionnaires, to understand the situation in the western region of breakfast Chungli consumer brand loyalty, the study showed, first of all, respondents most attention to service quality and brand image. Secondly, respondents in different contexts: gender, female consumers loyal consumers than men; age to 21 years old to 30 years old and satisfaction of 31 years to 40 years maximum; the degree to specialist , more of the colleges and the University Institute of respondents more emphasis on "brand image" and "quality of service"; occupational, office workers, and respondents in family loyalty of the tube at all levels of the highest, and the student population is in the "brand image", "loyalty" and "willingness to buy", etc. loyalty lowest; income last month, to 20,000 yuan to 40,000 yuan, 40,000 yuan to 60,000 yuan in the "brand image", "service quality "," customer satisfaction "," loyalty "the highest of four levels of loyalty; brand to the highest degree Gordon wheat flavor with the United States and the United States at all levels of loyalty.Therefore, to enhance the brand image and service quality, develop customer loyalty, in order to promote customer repurchase, and only in this way can enhance competitiveness

並列關鍵字

Breakfast shop ； Brand image ； Brand loyalty

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