臺灣博碩士論文加值系統

近年來，由於消費者不斷上漲的對於更加健康食品的需求，有一種趨勢開始在北美蔓延開來，越來越多的人選擇更加健康方便的快速休閒餐廳去取代那些傳統的快餐連鎖餐廳。其中比較出色的品牌比如本文將要研究的Chipotle。本研究著力在研究品牌知名度與品牌形象之間的關係，以及其對於消費者滿意度的影響程度，并選擇Chipotle作為研究對象。研究者于2015年3月28日至4月28日間于互聯網上分發問卷257份，其中符合要求的問卷有173份，問卷有效率為68.5％。通過整理問卷結果，並使用SPSS處理問卷信息得到結論發現，品牌認知與品牌形象之間有顯著的影響關係，並且品牌認知和品牌形象都對於消費者滿意度起到正向的影響作用。研究最後通過總結資料及經驗分析,給出研究結論和未來發展建議，不僅對于 Chipotle的未來發展有所借鑑，而且對於連鎖輕食餐廳未來在亞洲的發展也會有所幫助。

Recently, due to customers` desire for healthier experience instead of the traditional fast-food restaurants, many fast-casual restaurants become very popular around north American, among which Chipotle have reached much attention. This study endeavors to find out the relationships among brand awareness, brand image, and customer satisfaction of fast-casual restaurants, and to complete better understanding of these fast-casual brands. A total of 257 respondents completed a questionnaire conducted in several states of North America through Internet from March 28th to April 28th, 2015. The collected data were analyzed using disruptive statistics analysis, reliability analysis, regression analysis, pared-simple T test, and path analysis. The results revealed the brand awareness and brand image have a significant effect on customer satisfaction. Results also showed that brand awareness have significant positive effect on the brand image of fast-casual restaurants. Finally, this study offers a number of suggestions in terms of brand strategy, which can enhance the competitive advantage of fast-casual restaurants.

Title Page…………………………………………………………………………i
Abstract (Chinese)………………………………………………………………..1
Abstract…………………………………………………………………………...2
Table of Contents…………………………………………………………………4
List of Tables……………………………………………………………………..6
List of Figures…...………………………………………………………………..7
Chapter 1 Introduction……………………………………………………………8
1.1 Background…………….…………………………………………….…….8
1.2 Research Purpose………………………………………………................10
1.3 Research Procedure…………………………………………………….…11
Chapter 2 Literature Review………………………………………………….…12
2.1 Fast-casual Chain Restaurants……………………………………….....…12
2.1.1 Definition of Fast-casual Chain Restaurants…………………………12
2.1.2 Development of Fast-casual Restaurants in North American………...13
2.1.3 Development of Chipotle……………………………………………..16
2.2 Definition of Brand Awareness…………………………………………...18
2.3 Brand Image………………………………………………………………19
2.4 Customer Satisfaction…………………………………………………….22
Chapter 3 Research Methodology………………………………………………24
3.1 Conceptual Framework…………………………………………………..24
3.2 Hypotheses Development…………………………………………………25
3.3 Questionnaire Development………………………………………………26
3.3.1 Questionnaire Design………………………………………………...26
3.3.2 Sampling ……………………………………………………………..26
Chapter 4 Data Analysis ………………………………………………………..27
4.1 Demographic Characteristics……………………………………………..28
4.2 Reliability and Validity Testing…………………………………………..31
4.3 The Linear Regressions Analysis…………………………………………35
Chapter 5 Conclusion …………………………………………………………..38
5.1 Results of Hypotheses ……………………………………………………39
5.2 Suggestions for Chipotle………………………………………………….40
5.3 Recommendations and Limitations……………………………………….41
Reference ……………………………………………………………………….42
Appendix A: Questionnaire…………………………………………………47

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