香港茶餐廳在台創業的先驅研究－異國料理餐館消費動機、商店形象、負面口碑對顧客價值與顧客續留之關係

The Study of Hong Kong Cuisine Restaurant in Taiwan: the Relationships above Consuming Motivation, Store Image, Customer Value, Negative and Customer Retention

馮桂麟(Fung Kwai Lun)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

本研究旨在探討「異國料理餐館」消費者之「消費動機」、「商店形象」、「負面口碑」與「顧客價值」、「顧客續留」間之關係。本研究分二階段進行，第一階段以問卷調查法收集772份有效問卷以瞭解異國料理餐館消費者之「消費動機」、「商店形象」、「負面口碑」與「顧客價值」、「顧客續留」之關係。再依此量化分析結果進行「港式茶餐廳」之方法目的鏈(MEC)質性研究。量化研究結果發現，「消費動機」對「顧客價值」有正向影響；「商店形象」對「顧客價值」有正向影響；「顧客價值」對「顧客續留」有正向影響；「負面口碑」使「商店形象」對「顧客價值」之調節效果未達顯著水準；「負面口碑」使「消費動機」對「顧客價值」之調節效果未達顯著水準。質性研究結果發現，異國料理餐館消費者最重視之價值為「生活享受」、「被尊重」、「與他人溫暖關係」，此三種價值乃來自「休閒減壓」、「深刻印象」、「同好交流」、「認同感」、「人際效益」、「優越感」六種結果，而此六種結果係透過異國料理餐館之「消費動機」、「商店形象」、「負面口碑」與「顧客價值」、「顧客續留」五種屬性所產生。此結果可供「香港茶餐廳」在台創業及發展策略之參考。

關鍵字

商店形象 ； 消費動機 ； 港式茶餐廳 ； 異國料理餐館 ； 顧客價值 ； 顧客續留

並列摘要

This study was designed to investigate the "cuisine restaurants" "consumer motivation" of consumers, "store image", "negative word of mouth", "customer value", "customers retention. The study is divided into two phases, the first phase of a questionnaire survey collected 772 valid questionnaires to learn cuisine restaurants in the consumer's "consumer motivation", "store image", "negative word of mouth", "customer value" and "customer retention". The second phases is study "Hong Kong Cuisine Restaurant" approach of the Means-end chains (MEC) qualitative research. Quantitative research found that "consumer motivation" has a positive effect on the "customer value"; "store image" has a positive effect on the "customer value"; "customer value" to "customer retention" has a positive impact; "negative word of mouth" has no significance with "store image" to forward the "customer value" effect; the "negative word of mouth", has no significance with " consumer motivation "to forward the" customer value "effect. Qualitative research found that consumers value the most important cuisine restaurant of the "enjoyment of life", "to be respected", "warm relationships with others," these three values is from "leisure pressure", "impressive", "Lovers exchange", "identity", "interpersonal effectiveness", "uperiority" of the six results, and the results of this system by the six foreign cuisine restaurants "consumer motivation", "store image", "egative word of mouth" and "customer value" generated "Customers continue to remain" five properties. This result for the "Hong Kong Cuisine Restaurant" Entrepreneurship and Development Strategies in reference desk.

並列關鍵字

Customer Value ； Store Image ； Consumer Motivation ； Hong Kong Cuisine Restaurant ； Cuisine Restaurants ； Customer Retention

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