品牌形象、顧客滿意度與忠誠度關係之研究—以洪瑞珍餅店為例

The Research on the Relationships among Brand Image, Customer Satisfaction and Loyalty： the Case of Hung Jui Chen Bakery

洪雅文(Ya-Wen Hung)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2014年)

摘要

傳統糕餅融合西式的烘焙製作方法並加以提升技術水準，形成台灣各地區都有當地消費者有口皆碑、知名度極高的烘焙業者。因此，如何在消費者心中塑造良好的品牌形象，進而提高消費者的滿意度，成為忠誠的顧客，並使企業品牌在消費者心目中建立起無可取代的地位。經由相關文獻與實證研究後, 探討品牌形象、顧客滿意度與忠誠度三者間彼此之關聯性。
本研究藉由問卷調查，以洪瑞珍餅店之消費者為對象，共計發放400 份問卷，有效回收378 份，有效回收率為94.5％。運用T檢定、單因子變異分析及迴歸分析與等統計方法,實證結果分析如下:
一、 洪瑞珍餅店顧客以女性居多、年齡在30-39 歲、大學、已婚、服務業自由業、中部地區，月收入20,001-40,000者居多；消費頻率每月1-5次，資訊來源為親朋好友等項所佔比例最高。
二、 標準化係數發現，「好印象」與「好吃」是影響顧客忠誠度最大的兩個變數，「有品牌」與「服務態度」則是影響較小的變數。
三、 品牌形象與顧客滿意會正向影響顧客忠誠度。

關鍵字：品牌形象、顧客滿意度、顧客忠誠度

關鍵字

顧客忠誠度 ； 顧客滿意度 ； 品牌形象

並列摘要

The adoption of western-style production methods and improvement in technical standards have created reliable and skillful baking pastry in each region in Taiwan with certain group of loyal consumers. Therefore, it is significant to build an irreplaceable brand image to increase customer satisfactions and form a group of loyal customers. This report will explore the relationship among brand image, customer satisfaction and loyalty through the relevant literature and empirical study.
The investigation of the topic is by four hundred (400)questionnaires and the sample group is taken from the customers of“Hung Jui Chen Bakery”. Three hundred seventy eight (378) questionnaires werereturned effectively and the effective rate is 94.5%.The analysis result is as following with the statistical methods of T-test, single factory analysis of variance, regression analysis etc.
Firstly, The majority of the customer group of is female in the age of 30 to 39, graduated from university, married, worked in service industry, living in central region of Taiwan with income NTD20,000-40,000. Consumption frequency is 1 to 5 times per month, sources of information are mostly from friends and relatives.
Secondly, the standardized coefficient discovers the most effective variances are good image and good taste. Brand and service attitude are less effective.
Thirdly, brand image and customer satisfaction have positive impact on customer loyalty.

Key words: Brand Image, Customer Satisfaction and Customer Loyalty

並列關鍵字

Customer Loyalty ； Customer Satisfaction ； Brand Image

參考文獻

陳美伶（2007）。外燴餐飲服務品質與顧客滿意度之關係─以

陳俊華（2007）。咖啡連鎖店消費者行為、生活型態與顧客滿意

郭世榮（2008）。品牌知識對消費者購買意願之影響---以 3C

吳武忠、鄭秀香(2002)。台北市咖啡連鎖店顧客滿意度之研究。觀光研究學報，8卷2期，71-86頁。

歐聖榮、林奕君、柯嘉鈞（2008）。民宿關係品質模式之研究。戶外遊憩研究，21卷2期，43-65頁。