連鎖速食餐廳消費者生活型態區隔與品牌忠誠度關係之研究 －以麥當勞與摩斯漢堡比較分析

The Study of the Relation between Lifestyle Segmentation and Brand Royalty of Franchised Fastfood Restaurant －An Comparative Analysis of McDonald’s and MOS Burger

林怡均(Yi-Chun Lin)

指導教授 ： 林建雄

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2011年)

https://doi.org/10.6825/NKUHT.2011.00033

摘要

在國人消費能力、外食比例逐漸提升、餐飲店數不斷成長的情況之下，要如何讓消費者選擇其品牌，並且成為忠誠的顧客，實為業者的一大挑戰。尤其在競爭激烈的餐飲產業中，更需要和消費者維持良好且長久的關係。故本研究要探討及比較麥當勞與摩斯漢堡消費者的生活型態與品牌忠誠度，並以生活型態作為市場區隔之依據，讓業者可以瞭解及提供能滿足消費者需求的產品，再針對市場區隔集群，進行行銷策略的訂定。
本研究以高雄地區同時設有麥當勞與摩斯漢堡之區域為研究範圍，進而比較麥當勞與摩斯漢堡消費者之差異。研究結果顯示，麥當勞與摩斯漢堡的消費者可以透過生活型態有效的區隔市場；人口統計變數在市場區隔上並無顯著差異；市場區隔在品牌忠誠度上部份具有顯著差異。最後，根據研究結果，建議麥當勞業者節省等待時間、強化顧客關係管理及提供有機環保產品；建議摩斯漢堡業者拓展市場、推出優惠活動及提供套餐組合服務。

關鍵字

連鎖速食餐廳 ； 生活型態 ； 市場區隔 ； 品牌忠誠度

並列摘要

By the increasing of consumed ability, out-dining population, and the number the restaurants, how to make customers choose their brand and become the royal customer is a challenge for enterprises. Especially in competitive restaurant industry, enterprises have to retain good relationship with consumers. The purpose of this study is to explore and compare consumers’ lifestyle and brand loyalty between McDonald’s and MOS Burger, and lifestyle will be the variables to segment the market. The result will help the enterprises to provide the suitable products and make marketing strategies.
To compare the difference between McDonald’s and MOS Burge’s consumer, the scope of this study is the place where established McDonald’s and MOS Burger simultaneously. The results showed that McDonald’s and MOS Burge’s consumer could be effectively segment by lifestyle variables. The demographic variables in market segmentation had no significant difference and market segmentation in brand loyalty partly had significant difference. Therefore, according to the result, this study suggests that the Entrepreneur of McDonald’s should save consumers’ time, strengthen the management of customer relationship, and provide organic products. The suggestion to Entrepreneur of MOS Burger is to develop a new market, launch new promotions, and provide suit meal.

並列關鍵字

franchised fastfood restaurant ； lifestyle ； market segment ； brand loyalty

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