本研究旨在探討消費者對山崎麵包與Mister Donut之利益追尋、及消費者其食品相關生活型態;經市場區隔分析之後,探究不同區隔集群之消費者對兩家麵包連鎖店之顧客忠誠度,以及消費者背景在不同區隔集群上的差異。本研究使用便利抽樣法,總共回收427份問卷,有效問卷數為344份,故有效問卷回收率為81.5%。研究結果顯示山崎麵包的利益追尋及食品相關生活型態集群分析後可分為4群:「理性自覺型」、「購物交際型」、「冷漠消費型」、「健康飲食型」;Mister Donut利益追尋及食品相關生活型態集群分析後可分為4群:「休閒購物型」、「精明保健型」、「理性消費型」、「飲食享受型」。山崎麵包及Mister Donut不同區隔集群之消費者對其顧客忠誠度有顯著差異。山崎麵包及Mister Donut不同區隔集群之消費者,分別在性別與學歷上有顯著差異。此外,不同消費者背景在山崎麵包及Mister Donut的顧客忠誠度上有部分呈現顯著差異。
This study aimed to understand the characteristics, benefit sought, and food-related lifestyle of Yamazaki’s and Mister Donut’s customers, and the relationships between customer loyalty and different segmented groups. This study used accidental sampling to collect the data. A total of 427 participants were interviewed with 344 responses were valid, representing a valid response rate of 81.5%. The results showed that it can be divided into four segments after cluster analyses of Yamasaki bakery. They were “Conscious group”, “Social group”, “Unconcerned group” and “Health group”. Besides, the segments of Mister Donuts were “Enjoyed in shopping group”, “Health conscious group”, “Rational group”, and “Enjoyed in food group.” There were significant differences between different segments of Yamasaki’s and Mister Donut’s customers and customer loyalty. Furthermore, there were significant differences between different segments of Yamasaki’s and Mister Donut’s customers in gender and educational level. Also, there were some significant differences between the demographics and customer loyalty for two bakery chains.