整合行銷傳播對認知服務品質及消費者滿意度之影響-以老董牛肉麵參與台北牛肉麵節為例

The Influence of Integrated Marketing Communication on Perceived Service Quality and Satisfaction – A Case of Lao-Dong Beef Noodle Attending the Taipei Beef Noodle Festival

呂文彰(WEN-CHANG LU)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

臺北國際牛肉麵節從2005年舉辦至今均獲得良好的迴響，並帶動一股牛肉麵消費之熱潮，老董牛肉細粉麵店(以下簡稱老董牛肉麵)參加台北牛肉麵節，獲得2005年人氣票選第三名，以及2006年傳統組競賽冠軍。老董牛肉麵藉由參加台北牛肉麵節獲獎此一事件進行整合行銷傳播，使其品牌在短時間內大量曝光，且知名度迅速提升。
本研究主要目的在於探討老董牛肉麵獲得台北牛肉麵節冠軍之整合行銷傳播效果對消費者的認知服務品質及消費者滿意度是否有所影響，研究結果顯示：
一、老董牛肉麵之整合行銷傳播效果對消費者預期服務品質具有正向影響。
二、消費者事前預期服務品質，以及實際消費後之實際知覺服務品質，及認知服務品質缺口對消費者滿意度均有正向影響。
三、因消費者預期品質提升，容易造成消費者事前預期服務品質與實際知覺服務品質落差所形成之缺口，而影響到消費者滿意度。

關鍵字

整合行銷傳播 ； 台北牛肉麵節 ； 服務品質 ； 消費者滿意度

並列摘要

Since 2005, Taipei international beef noodles festival was get a good response by the public, and promoted beef noodle to be a popular food. At that time, the Lao-Dong Beef Noodle won the third of A-list beef noodle shop at network on-line votes, and won the champion in the Traditional Beef Noodle Cooking Contest next year. Lao-Dong Beef Noodle initiated integrated marketing communication by those activities to promote its meal flavor so that its reputation increases rapidly.

The purpose of this study is to discuss whether the effects of integration marketing communication of the Lao-Dong Beef Noodle win the champion of the Taipei Beef Noodle Festival Influence the consumer perceived service quality and satisfaction by a case study of Lao-Dong Beef Noodle at Taipei Beef Noodle Festival, and the result as follows:

1. There is positive influence by integrated marketing communication on consumer’s expected service quality.
2. There is positive influence at consumer’s perceived service quality, expected service quality, and perceived service quality gap on the consumer satisfaction.
3. The raising consumer’s expect service quality will be produce the gap to influence the consumer satisfaction resulted from consumer’s perceived service quality and their expected service quality.

並列關鍵字

integrated marketing communication ； Taipei Beef Noodle Festival ； service quality ； consumer satisfaction

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