本研究針對必勝客的品牌形象、行銷組合、服務品質對顧客滿意度的影響進行調查研究。本研究以台北縣市之必勝客用餐的顧客進行隨機抽樣調查,有效問卷為414份,問卷內容分為「品牌形象調查」、「行銷組合調查」、「服務品質調查」與「滿意度調查」三部份,並以迴歸方法驗證之。 研究結果顯示,品牌形象、行銷組合與服務品質對顧客滿意度具有顯著影響;最後,提出研究限制與建議。
We choose Pizzahut that has come in Taiwan for many years as the object of this study. The valid samples consisting of 414 are chosen by random sampling method from the customers in Taipei City and Taipei County. This study finds that the brand image, marketing mix and service quality have a significant effect on the customer satisfaction respectively.