探討品牌形象、服務品質與顧客滿意度對再購意願之影響-以美食外送平台

因應社會型態的改變，養成三餐外食習慣的消費者佔了大多數，搭上日新月異的科技應用，智慧型手機的普及與網路的發達，讓消費者輕鬆且快速的就能在任何時間、任何地點享用美食，讓美食外送平台靠一支手機，就能串起商店家、外送員、消費者之間的關係，興起了美食外送的風潮。前來分食這塊美食外送市場大餅的品牌也不斷湧出，加上受去年初新冠肺炎疫情影響，外送餐飲需求暴增，在這美食外送平台的激烈戰場中，要成為屹立不搖的外送龍頭品牌，如何在服務品質上擄獲消費者的芳心，將是成功的關鍵。本研究目的，探討品牌形象、服務品質與顧客滿意度對再購意願的影響，本研究以目前台灣最大美食外送平台業者「Foodpanda空腹熊貓」為主研究對象。研究結果顯示Foodpanda品牌形象、服務品質與顧客滿意度對再購意願是有影響的，若能落實顧客關係管理並掌握及提昇顧客滿意度與再購意願的關鍵因素，就能夠有效吸引顧客，並增加顧客的使用頻率。

關鍵字

美食外送平台；品牌形象；服務品質；顧客滿意度；再購意願

並列摘要

In response to changing social patterns, consumers develop the habit of eating three meals a day accounted for the majority, coupled with the application of technology to import ever-changing, easy and simple for consumers to be able at any time, any place access to food, the rise of outside food delivery The trend also reverses eating habits. The popularity of smart phones, the development of the Internet, and the integration of the current logistics system have enabled the food delivery platform to rely on a mobile phone to link the relationship between store owners, delivery staff, and consumers. Brands that come to share this piece of gourmet food delivery market pie are constantly emerging. In the fierce battlefield of this food delivery platform, how to become the unshakable delivery leader in terms of service quality to capture the hearts of consumers, Will be the key to success. The purpose of this research is to explore the influence of brand image, service quality and customer satisfaction on repurchase intentions. This research focuses on the current Taiwan’s largest food delivery platform "Foodpanda fasting panda". The research results show that Foodpanda's brand image, service quality and customer satisfaction have an impact on repurchase intentions. If customer relationship management can be implemented and the key factors for customer satisfaction and purchase intentions can be grasped and improved, customers can be effectively attracted, and Increase the frequency of use by customers.