服務創新、品牌形象及顧客滿意度對品牌忠誠度之研究-提克斯國際社為例

西式外燴是新世代商業模式及會議與展覽活動中經常使用之餐飲供應方式，其範圍包括含有正餐之歐式外燴，及以茶點為主之雞尾酒會。現代商業經營模式側重於服務創新策略及整體品牌形象之經營，餐飲業之最終目標則著重於顧客滿意及建立顧客對品牌之忠誠度，如何將現代商業經營模式套入餐飲外燴產業乃是一值得探討之課題。循此，本研究以高雄知名西式外燴提克斯國際社之外燴餐飲服務為探討個案，探究其服務創新、品牌形象、顧客滿意度與品牌忠誠度之關係。透過網路問卷調查方式，針對曾經參與或購買過該品牌西式外燴餐飲服務之顧客進行調查。研究結果顯示：服務創新對品牌形象及顧客滿意皆具有正向影響；品牌形象對顧客滿意度及品牌忠誠皆具有正向影響；服務創新及顧客滿意度對於品牌忠誠度在本個案研究中的影響並不顯著，而服務創新在本研究中更是需透過品牌形象才能對品牌忠誠度發揮顯著影響。希冀本研究結果可提供給西式外燴及餐飲相關經營管理、品牌公關行銷管理之單位作為參考依據。

關鍵字

服務創新；品牌形象；顧客滿意度；品牌忠誠度；西式外燴

並列摘要

Western style Catering is a common food and beverage supply mode in the new generation business model, conference, exhibition activities. It’s scope includes European style stew with dinner and cocktail party with tea as the main part. Modern business model focuses on service innovation strategy and overall brand image management, while the ultimate goal of catering industry focuses on customer satisfaction and building customer loyalty to the brand How to integrate the modern business model into the catering industry is a topic worthy of discussion. Based on this, this study takes the catering service of the famous western style catering tix international society in Kaohsiung as a case study to explore the relationship between service innovation, brand image, customer satisfaction and brand loyalty. Through the online questionnaire survey, this paper aims to explore the relationship between service innovation, brand image, customer satisfaction and brand loyalty The results show that: service innovation has a positive impact on brand image and customer satisfaction; brand image has a positive impact on customer satisfaction and brand loyalty; the impact of service innovation and customer satisfaction on brand loyalty is not significant in this case study, and service innovation in this study needs to be through Brand image can play a significant role in brand loyalty. I hope that the results of this study can provide a reference for Western-style stew and catering related business management, brand PR marketing management units.