咖啡連鎖業品牌形象、服務品質對品牌忠誠度影響之研究－以屏東85度C咖啡連鎖店為例

Study on the Impact of Brand Image and Service Quality on Brand Loyalty for Customers-An Example Case of 85°C Coffee Chain Stores in Pingtung Area

林永順(Yeong-Shenn Lin) ； 蔡青園(Ching-Yuan Tsay) ； 陳正平(Marko Chen)

《育達科大學報》 35期 (2013/08) Pp. 1-30

摘要

本研究欲探討屏東85度C咖啡連鎖店之品牌形象、服務品質、品牌忠誠度間的影響程度，以屏東地區的消費者為對象，於消費後實地填寫問卷，本研究問卷共發出420份問卷，回收有效問卷為400份，問卷有效回收比率為95%。利用SPSS18.0版，探討品牌形象、服務品質、品牌忠誠度間的關係。本研究發現服務品質對品牌形象、服務品質對品牌忠誠度、品牌形象對品牌忠誠度皆具有正向的影響關係。基於資料的整理結果，對於咖啡經營者有以下之建議：提升85度C服務品質：利用異於同業行銷方式的創意行銷手法，提高消費者對品牌的認知、突顯品牌知名度。加強85度C品牌形象：由品牌識別設計一套連結商品與消費者情感的識別標誌，加強消費者對產品的品牌聯想與提高品牌形象。

關鍵字

品牌形象 ； 服務品質 ； 品牌忠誠度

並列摘要

This research studied on 85°C to coffee chain stores in three dimension among service quality, brand image, and brand royalty search for their effectiveness. This research has issued 420 questionnaires totally, and collected 400 questionnaires for consumers in Pingtung area, who has finish consumption. Questionnaires effective rate was 95%. Used SPSS V18.0 for statistical analysis, research for the relationship among service quality, brand image and brand royalty.This research discovered that service quality is positively related to perceived quality, brand image is positively related to perceived quality, and perceived quality is positively correlated to brand royalty. Also, the effect of service quality to referred variable to brand royalty is significant; the effect of brand image toward referred variable to brand royalty is also significant.Concluded from the data, the following suggestions are provided to the coffee operators.1. Enhance service quality of 85°C: Increase consumers awareness of the brand and highlight the brand awareness are different from the way the use of creative marketing with the marketing practices.2. Strengthen brand image of 85°C: Design a linkage for the brand identity between consumer goods emotional identification and the product, strength the brand associations and thus increase brand image.

並列關鍵字

Service Quality ； Brand Image ； Brand Loyalty

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