餐廳品牌權益、顧客滿意度與行為意圖之研究

The Study of Restaurant Brand Equity, Customer Satisfaction and Behavioral Intentions

宋永坤(Yung-Kun Sung) ； 張國謙(Kuo-Chien Chang) ； 胡維芯(Wei-Hsin Hu)

《餐旅暨觀光》 10卷4期 (2013/12) Pp. 179-201

https://doi.org/10.6572/JHT.10(4).1

摘要

本研究旨在探討餐廳品牌權益（品牌覺察與聯想、品牌形象、硬體設備、員工行為、品牌認同、及生活型態一致性）對顧客滿意度、及顧客滿意度對行為意圖（顧客忠誠度及轉換意願）之影響。問卷調查以前往西堤牛排餐廳消費之顧客為研究對象，共抽得246份的有效問卷。本研究發現品牌覺察與聯想、硬體設備、員工行為、及品牌認同對顧客滿意度有顯著之正向影響；而品牌形象及生活型態一致性對顧客滿意度並無顯著效果。顧客滿意度對顧客忠誠度及轉換意願皆有顯著之正向影響。同時亦提出未來研究建議與討論。

關鍵字

品牌權益 ； 顧客滿意度 ； 行為意圖

並列摘要

The effects of steam heating, addition of sugar and citric acid on banana puree (filling) charcaterics were studied. Regarding to the physicochemical analysis of the steam-heated banana puree, the residual activity of PPO was 2.70% and the residual activity of POD was 4.17% after banana heating for 8 min. The residual activity of PPO was 0.9% and the residual activity of POD was 0% after banana heating for 10 min. Both enzyme activity was inhibited, thus banana b value (yellowness) was higher after steam heating treatment. The banana puree showed more banana aroma and flavor after steam-heated for 8 min, and this processing condition was suitable for banana filling processing. Adding sugar increased the total soluble solids, and decreased water activity. Sugar addition from 0% to 40%, the water activity of banana filling decreased from 0.934 to 0.591, and it was apparently showed bright yellow and full of aroma. In our studies, banana cakes adding 40% sugar and 0.4% citric acid showed highest hedonic sensory overall acceptability.

並列關鍵字

Brand equity ； Customer satisfaction ； Behavioral intention

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