本研究目的主要探討消費者對於「麥當勞」及「摩斯漢堡」連鎖速食店品牌知名度與品牌形象之認知,進而探討品牌知名度與品牌形象之間的關係,及品牌知名度與品牌形象對顧客滿意度之影響。本研究以16歲以上,曾於「麥當勞」及「摩斯漢堡」速食店消費過的消費者為研究對象。本研究採用便利抽樣法,以台南地區之麥當勞與摩斯漢堡為研究範圍,於2009年4月1日至4月13日進行問卷調查,共計發出500份問卷,有效問卷數為418份,有效回收率為83.6%。研究結果顯示,「麥當勞」及「摩斯漢堡」連鎖速食店之品牌知名度與品牌形象有正相關,且兩家連鎖速食店之品牌知名度與品牌形象對顧客滿意度皆有正向顯著影響。文章最後提出結論及建議,以提供業者作為品牌策略參考的依據。
This study focused mainly on the relationships among brand awareness, brand image and customer satisfaction using fast food restaurants as an example. The participants of this study were individuals who have been to MacDonald and MOS Burger. A total of 500 questionnaires were distributed in Tainan City area by using convenience sampling, and 418 valid questionnaires were returned, with a response rate of 83.6%. The results of study indicated that MacDonald and MOS Burger brand awareness and brand image have significant and positive effects on customer satisfaction. In addition, brand awareness and brand image has significant and positive relationship. Finally, this study offers a number of suggestions in terms of brand strategy which can enhance the competitive advantages of fast food restaurants.
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