輕食餐廳體驗行銷、品牌信任與品牌價值關聯性之研究

主題餐廳的蓬勃發展也呈現台灣餐飲業競爭激烈，過度的市場競爭，導致許多主題餐廳處於低利潤率甚至負利潤率的狀態。本研究以輕食餐廳為例，探究消費者對輕食餐廳的體驗行銷、品牌信任以及品牌價值，並利用結構方程模式（SEM）進行實證分析。建議餐廳業者應該從顧客的角度去分析消費者的需求，制定目標消費者的產品行銷策略，以提昇消費者心目中的品牌形象（Brand Image）。透過品牌形象的提昇，可間接提昇消費者的品牌關係，即可影響最終的品牌權益以提升企業利益。冀望藉由上述研究結果，檢視輕食餐廳的品牌內涵，以做為國內相關業者於其品牌的建立與品牌形象的經營之參考依據，以利制訂有效的行銷策略，為企業組織創造更大的商機。

關鍵字

主題餐廳；體驗行銷；品牌信任；品牌價值

並列摘要

The vigorous development of theme restaurants shows that catering industry is fiercely competitive and excessive market competition has led to many theme restaurants in a state of low or even negative profit margins in Taiwan. This study takes light food restaurants as an example to explore consumer experience marketing, brand trust, and brand value of light food restaurants, and uses structural equation model (SEM) to conduct empirical analysis. It is suggested that restaurant operators should analyze consumers' needs from the perspective of customers, and formulate product-marketing strategies for target consumers in order to enhance the brand image in the minds of consumers. Through the improvement of brand image, the brand relationship of consumers can be indirectly enhanced, and the final brand equity can be affected to enhance corporate interests. Based on the above research results, we hope to examine the brand connotation of light food restaurants as a reference basis for domestic related companies in the establishment of their brands and brand image management, in order to formulate effective marketing strategies and create a greater Business.