本研究主旨為發展品牌價值並提升顧客再購決策,而深入探討顧客滿意度、品牌意象、品牌忠誠度,以及服務品質。透過直接管道以了解顧客需求是經營者的重點,與王品牛排的顧客訪談,將有助於了解顧客的態度與餐廳服務品質及產品熟悉度間的關聯性,並直接關係到顧客未來再次登門的意圖。否則,顧客忠誠度轉至其他競爭對手會是巨大的潛在損失。
The aim of this research study was to explore customer satisfaction, brand image, brand loyalty, and service quality in order to develop brand performance and enhance repeat acquisition decisions. It is important to be informed of customer needs and wants by direct means. The interviews conducted of Wang Steak customers will lead to better understanding how diners’ attitudes relate to service quality and product familiarity. The insights of this study directly relate to customers’ future return intention. Otherwise, the potential loss due to customer’s changing loyalty to other competitors can be substantial.