休閒主題餐廳顧客之品牌形象、知覺價值與忠誠度之研究

A Study on Brand Image, Perceived Value and Loyalty of the Leisure Theme Restaurant Customers

張彥為(Yen-Wei Chang) ； 林湰寓(Lung-Yu Lin)

《休閒事業研究》 19卷1期 (2021/03) Pp. 46-64

https://doi.org/10.6746/LIR.202103_19(1).0004

摘要

本研究旨在瞭解休閒主題餐廳品牌形象、知覺價值與忠誠度之關聯性。以中部地區休閒主題餐廳之顧客為研究對象，使用「品牌形象量表」、「知覺價值量表」及「忠誠度量表」為研究工具，透過google表單發放420份問卷，有效問卷400份，回收率是95.2％。其研究結果顯示：一、顧客背景變項最多是「女性」，年齡以「21－30歲」、「未婚」，教育程度以「大學（專科）」，職業以「學生」，平均月收入以10,001～30,000元之顧客最多。二、不同背景變項顧客在品牌形象、知覺價值與忠誠度之間具有部分顯著差異。三、品牌形象各構面與忠誠度各構面間皆達顯著正相關，知覺價值各構面與忠誠度各構面間皆達顯著正相關。四、顧客品牌形象與知覺價值對忠誠度有預測效果。針對研究結果加以解釋，並提出針對休閒主題餐廳顧客對品牌形象、知覺價值及忠誠度等建議，除能提供餐廳管理之參考，亦可提高餐廳經營優勢，以達到長久經營的目的。

關鍵字

休閒餐飲 ； 商店意象 ； 顧客價值

並列摘要

This research is for the purpose of understanding relatedness of the brand image, perceived value and loyalty of the leisure theme restaurant customers. The objects of investigation for catering are 4 leisure theme restaurant customers in central Taiwan area. The data were collected using ＂Questionnaire of brand image , perceived value and loyalty＂. Provides 420 questionnaire with the Google form to the customers and 400 valid copies were retrieved (valid retrieval rate is 95.2%).Results of the research are described as follows：1. Most of the visitors is females, age from 21 to 30, unmarried. They have an education of colleges. Their Occupations are Students, the month may disposable income 10,001 and 30,00 NT.2. The customer with different background variables have partial effects on brand image, perceived value and loyalty .3. brand image and loyalty spread of various dimensions are of significant positive correlation between the various facets, each facet and perceived value and loyalty among all facets of significant positive correlation. 4. Customer brand image and perceived value can effectively predict Loyalty. The explanation is focused on research results and the suggestions for the customers of the leisure theme restaurant in view of brand image, perceived value and loyalty are raised with the reference available for the management of the leisure theme restaurants. will can improve restaurant operating advantage, to reached long term operating of purpose.

並列關鍵字

Casual Dining ； Store Image ； Customer Value