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研究生:黃明秋
研究生(外文):Huang, Ming-Chiu
論文名稱:連鎖咖啡之品牌形象、顧客滿意度與再消費意願關係之研究-以台北市某連鎖咖啡為例
論文名稱(外文):Repeat Purchase Intention on Brand Image and Customer Satisfaction of Coffee Shop Chains - A Case Study of One Coffee Shop Chain in Taipei
指導教授:郭彥谷郭彥谷引用關係郭宗賢郭宗賢引用關係
指導教授(外文):Kuo, Yen-KuKuo, Tsung-Hsien
口試委員:郭彥麟田寒光郭宗賢郭彥谷
口試委員(外文):Kuo, Yen-LinTien, Han-KuangKuo, Tsung-HsienKuo, Yen-Ku
口試日期:2020-05-02
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業學系觀光休閒事業碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:98
中文關鍵詞:品牌形象顧客滿意度再消費意願
外文關鍵詞:brand imagecustomer satisfactionrepeat purchase intention
相關次數:
  • 被引用被引用:4
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  • 評分評分:
  • 下載下載:70
  • 收藏至我的研究室書目清單書目收藏:1
  本研究是以台北市某連鎖咖啡館為案例,探討品牌形象、顧客滿意度與再購意願與消費者間之關係。
  本研究是透過Google問卷的方式,自2019年11月至12月的二個月期間,總共發出265份問卷,有效問卷共230份。
  在控制其它變項下,本研究的結果顯示影響品牌形象的關鍵因子,為年齡與月平均消費次數。而顧客滿意度的關鍵因子為年齡。此外,影響消費者再消費意願的關鍵因子是品牌形象及顧客滿意度。透過連鎖咖啡館所獲得的資訊將影響消費者未來消費的外部趨勢。
  因此,如何直接影響消費者對特定店家的認可,增加顧客對產品的滿意度、對服務人員的滿意度、對環境設施的滿意度及整體滿意度,將消費者對連鎖咖啡館的需求提升到一個新的水準,是各自連鎖店展示出重要銷售業績的營運重點。

  The study aimed to explore the relationship between brand image, customer satisfaction and repeat purchase intention of a chain coffee shop in Taipei city. Through Google questionnaires (survey), a total of 265 questionnaires were sent from November to December 2019, and 265questionnaires were collected, resulting 230 valid questionnaires with response rate of 86.8%. The study results revealed the key factors affecting overall brand image and overall satisfaction are age and average monthly consumption. Besides, the key factors affecting consumers' willingness to come again were the brand and customer satisfaction.
  Information obtained through chain cafes will influence the external trends of consumers' future consumption. Therefore, how to directly influence consumers' recognition of specific stores, increase customer satisfaction with products, satisfaction with service personnel, satisfaction with environmental facilities and overall satisfaction, and raise consumer demand for chain cafes to a new level would be the operational focus of each chain coffee shop to perform important sales achievement.

中文摘要 .................... iii
英文摘要 .................... iv
誌謝辭  .................... v
內容目錄 .................... vi
表目錄  .................... viii
圖目錄  .................... x
第一章  緒論.................. 1
  第一節  研究背景與動機........... 1
  第二節  研究目的.............. 8
  第三節  預期貢獻.............. 9
  第四節  名詞解釋.............. 9
第二章  文獻探討................ 15
  第一節  連鎖咖啡館............. 15
  第二節  品牌形象.............. 16
  第三節  顧客滿意度............. 22
  第四節  再消費意願............. 27
第三章  研究方法................ 31
  第一節  研究架構與假說........... 31
  第二節  研究設計.............. 33
  第三節  研究對象與資料來源......... 33
  第四節  研究工具之信度、效度檢測...... 35
  第五節 研究變項與操作型定義........ 36
  第六節 資料處理與統計分析方法....... 39
第四章  資料分析................ 41
  第一節  基本資料分析............ 41
  第二節  人口統計與品牌形象、滿意度與再消費意願. 45
  第三節  品牌形象、顧客滿意度與再消費意願影響 62
  第四節 統計結果討論............ 65
第五章  結論與建議............... 72
  第一節  研究結論.............. 72
  第二節  研究建議.............. 73
  第三節  研究限制.............. 76
參考文獻 .................... 78
附錄  研究問卷................. 95

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