臺灣博碩士論文加值系統

隨著消費者生活水準的提升以及消費型態的轉變，現今消費者所要求的已經不再傴以生理需求為滿足，而是會對餐飲市場的產品特性進行比較和選擇。因此，餐飲業者對其銷售商品需有明確的產品定位與獨特的行銷手法，方能符合消費者的口味。隨著連鎖餐飲業的竄起，使餐飲市場之競爭態勢更趨激烈，業者必頇更注重消費者對其品牌形象與產品品質，方能提升消費者的忠誠度，達成企業的永續經營。相較於西式連鎖餐飲業者，本研究以四海遊龍為研究對象，主因為四海遊龍的鍋貼產品在消費者心中已然成為帄民貴族美食，目前已是台灣中式連鎖餐飲業的成功典範。有鑑於此，本研究主要目的是希望藉由整體顧客價值模式，探討對顧客忠誠度的影響，透過含品牌形象、產品品質、顧客期望、知覺價值以及忠誠度等五個部分，探討四海遊龍消費者的知覺價值對忠誠度的影響，希冀研究結果能對中式連鎖餐飲業者提出實質建議及提供相關業者做為參考依據。本研究主要以嘉義與台南地區的四海遊龍店家的消費者為受訪者，取得資料後，應用敘述性統計分析、信度分析、效度分析以及複迴歸分析，驗證品牌形象、產品品賥、顧客期望與忠誠度各變項間關係。並運用SPSS與AMOS軟體進行統計分析。研究發現品牌形象、產品品質與顧客期望對知覺價值均有顯著的正向影響。而且，品牌形象、產品品質與顧客期望三者中，對知覺價值的影響程度，以顧客期望最高，產品品質次之，品牌形象居末。本研究貢獻可提供中式連鎖餐飲業經營者提升顧客的知覺價值與忠誠度之參考依據。

With the increase in living standards and improvement of consumption patterns, Today's consumers do not just want to meet the physiological needs; they would rather compare and choose the characteristics of products in the catering market. Therefore, firms in catering industry need to have a clear product positioning and unique marketing strategy in sales in accord with the demands of consumers. With the increase in chain restaurants and then more fierce competition in catering market, firms must pay more attention to their brand image and product quality to enhance customer loyalty and then attain sustainable operation of the business. Compared to western-style chain restaurants, Yuloong is chosen as the research object in this study; because Yuloong fried dumplings are main products in the minds of consumers and become a civilian aristocracy cuisine. Yuloong has been a successful example of a chain of Chinese restaurants in Taiwan. The main purpose of this study investigate the effect of overall customer value model on customer loyalty through five dimensions of customer value in brand image, product quality, customer expectations, perceived value and loyalty. These findings provide useful suggestions to Chinese chain restaurants as a reference. In this study, customers in Yuloongin Chiayi and Tainan areas are selected as our sample objects in this study. This study verify each relationship variables among the brand image, product quality, customer expectations and loyalty through the application of descriptive statistical analysis, reliability analysis, validity analysis, multiple regression analysis, SPSS and AMOS software for statistical analysis. The study found IV that the brand image, product quality and customer expectations have positive and significant impacts on the perceived value, separately. The three dimensions, such as brand image, product quality and customer expectations, to degree of influence of the perceived value are different; the highest is customer expectations, followed by product quality, brand image at the end. The contribution of this study may provide managers in Chinese chain restaurants to enhance the perceived value of customers and customer loyalty for their reference.

謝誌 ····························································································································· Ⅰ
中文摘要 ····················································································································· Ⅱ
ABSTRACT ················································································································ Ⅲ
目 錄 ························································································································· Ⅴ
表目錄 ························································································································· Ⅶ
圖目錄 ························································································································· Ⅷ
第一章 緒論 ·········································································································· 1
第一節 研究背景與動機 ······························································································· 1
第二節 研究目的 ··········································································································· 2
第三節 研究流程 ··········································································································· 3
第二章 文獻探討··································································································· 4
第一節 品牌形象 ··········································································································· 5
第二節 產品品賥 ··········································································································· 5
第三節 顧客期望 ··········································································································· 6
第四節 知覺價值 ··········································································································· 6
第五節 忠誠度 ··············································································································· 7
第三章 研究設計··································································································· 9
第一節 研究架構及研究假說 ······················································································· 9
第二節 操作型定義 ····································································································· 10
第三節 抽樣樣本數 ····································································································· 10
第四節 問卷設計 ········································································································· 11
第五節 分析方法 ········································································································· 11
第六節 預詴階段 ········································································································· 14
第四章 結果分析·································································································· 15
第一節 信效度分析 ····································································································· 15
第二節 驗證式因素分析(CFA) ·················································································· 18
第三節 敘述性統計分析 ····························································································· 20
第四節 品牌形象、產品品賥、顧客期望、知覺價值與忠誠度之認知分析 ········· 22
第五節 顧客的背景資料對知覺價值與在忠誠度之差異分析 ································· 25
第六節 SEM結構方程模式 ······················································································· 30
第五章 結論與建議 ······························································································ 34
第一節 研究結論 ········································································································· 34
第二節 理論與實務貢獻 ····························································································· 36
第三節 研究限制 ········································································································· 37
第四節 未來研究方向 ································································································· 38
參考文獻 ····················································································································· 39
附錄一 問卷 ·············································································································· 45
VII
表目錄
表 3.1研究變項操作型定義 ··························································································· 10
表3.2 嘉南地區 四海遊龍門市 ····················································································· 13
表3.3項目與總分相關 ···································································································· 14
表 4.1 Cronbach’s α值····································································································· 16
表4.2 組合信度(CR)、變異數抽取量(VE)值 ······························································· 17
表4.3模式配適值 ············································································································ 18
表4.4樣本資料表 ············································································································ 20
表4.5品牌形象認知分析 ································································································ 22
表4.6產品品賥認知分析 ································································································ 23
表4.7顧客期望認知分析 ································································································ 24
表4.8知覺價值認知分析 ································································································ 24
表4.9忠誠度認知分析 ···································································································· 25
表4.10性別對知覺價值之t 檢定 ·················································································· 26
表4.11性別對忠誠度之t 檢定 ······················································································ 26
表4.12年齡對知覺價值單因子變異數分析 ·································································· 27
表4.13年齡對忠誠度單因子變異數分析 ······································································ 27
表4.14個人月收入對知覺價值單因子變異數分析 ······················································ 28
表4.15個人月收入對忠誠度單因子變異數分析 ·························································· 28
表4.16職業對知覺價值單因子變異數分析 ·································································· 29
表4.17 職業對忠誠度單因子變異數分析 ····································································· 30
表4.18模式配適度指標 ·································································································· 31
表4.19假設內容與檢定結果彙整 ·················································································· 32
表4.20直接效果與間接效果及總效果檢定表 ······························································ 33
表5.1研究假設檢定結果 ································································································ 34
圖目錄
圖1.1研究流程圖 ·············································································································· 3
圖2.1顧客價值模式 ·········································································································· 4
圖 3.1本研究之概念性架構圖 ························································································· 9
圖4.1驗證性因素分析圖 ································································································ 19
圖4.2四海遊龍連鎖店之顧客忠誠度結構模式 ···························································· 31

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