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研究生:林絜雯
研究生(外文):LIN, JIE-WEN
論文名稱:連鎖咖啡品牌形象、服務品質對品牌忠誠度之影響-以路易莎咖啡為例
論文名稱(外文):The Influence of Chain Coffee's Brand Image and Service Quality on Brand Loyalty - A Case Study of Louisa Coffee
指導教授:賴志超賴志超引用關係
指導教授(外文):LAI, CHIH-CHAO
口試委員:賴志超鄭家捷吳光名
口試委員(外文):LAI, CHIH-CHAOZHENG, JIA-JIEWU, GUANG-MING
口試日期:2022-06-22
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:應用外語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:73
中文關鍵詞:連鎖咖啡廳品牌形象服務品質品牌忠誠度
外文關鍵詞:chain coffee shopbrand imageserviice qualitybrand loyalty
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當今社會,咖啡已經與我們的日常生活緊緊相連。每天早上,買杯咖啡已經是上班族的例行公事。在台灣,咖啡產業迅速在這十年蓬勃發展,無論是特色咖啡廳,或是連鎖咖啡廳如雨後春筍般出現在街道上。然而,為了留住顧客,品牌忠誠度是市場領域中的一個重要因素。
因此,研究者探討路易莎如何在這15年迅速拓展版圖成為連鎖咖啡的龍頭,以及品牌形象、服務品質、品牌忠誠度之間的關聯。該研究以發放網路問卷為主,總共收集305份有效問卷。此外,採用SPSS統計軟體作為統計分析工具,針對樣本資料使用之研究方法如:描述性統計、因素分析、信度分析、回歸分析、與Amos結構方程模型等,探討品牌形象、服務品質、品牌忠誠度之研究。
本研究發現品牌形象、服務品質對品牌忠誠度有顯著的正向影響,數據也支持品牌形象、服務品質與品牌忠誠度有顯著相關的假設,並發現品牌形象對於服務品質有較顯著的影響。

Nowadays, coffee has closely connected with our daily life. Every morning, walking into a coffee shop to grap a cup of coffee is a routine for office workers. While the growth of coffee industry in Taiwan at least for a decade, there are more and more coffee shops set up on streets. However, to keep the customers, brand loyalty is one of important elements which has been conducted in marketing field.
Therefore, to investigate the Louisa’s success, and the interrelationships among the brand image, service quality and brand loyalty, the researcher collected 305 questionnaires by online survey. Moreover, the collected data was analyzed by SPSS to explore Louisa, such as descriptive statistic analysis, regression analysis, factor analysis, reliability test, and SPSS Amos SEM.
In this study, it shows that the results supported the hypothesis that brand image and brand loyalty are positively correlated; service quality and brand loyalty are positively correlated. In addition, it also indicated the potential importance of brand image and service quality as a model for evaluation of brand performance. The research found that each of these variables had significant positive impact.

摘要 i
ABSTRACT ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Purpose of the Study 3
1.3 Research Questions 3
1.4 Research Process 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Brand Image 6
2.1.1 Brand Image Dimensions 7
2.2 Service Quality 9
2.2.1 Service Quality Dimensions 10
2.3 Brand Loyalty 13
CHAPTER THREE METHODOLOGY 16
3.1 Research Hypotheses 16
3.2 Sampling 16
3.3 Questionnaire Design 17
3.4 The Construct Measurement 17
3.4.1 Demographic Characteristics 18
3.4.2 Brand Image 19
3.4.3 Service Quality 20
3.4.4 Brand Loyalty 22
3.5 Data Analysis 23
3.5.1 Descriptive Statistic of Analysis 23
3.5.2 Regression Analysis 23
3.5.3 Factor Analysis 24
3.5.4 Reliability Analysis 24
3.5.5 Structural Equation Modeling 25
CHAPTER FOUR RESULTS 26
4.1 Data Collection 26
4.2 Characteristics of Respondents 27
4.3 Descriptive Statistic Analysis 33
4.3.1 Descriptive Analysis of Brand Image 34
4.3.2 Descriptive Analysis of Service Quality 35
4.3.3 Descriptive Analysis of Brand Loyalty 36
4.4 Reliability Test 37
4.5 Factor Analysis 38
4.5.1 Factor Analysis of Brand Image 40
4.5.2 Factor Analysis of Service Quality 41
4.5.3 Factor Analysis of Brand Loyalty 42
4.6 Correlation Analysis 43
4.7 Regression Analysis 44
4.7.1 The Regression Analysis of Brand Image and Service Quality on Brand Loyalty 45
4.7.2 The Regression Analysis of Brand Image on Brand Loyalty 46
4.7.3 The Regression Analysis of Service Quality on Brand Loyalty 47
4.8 Structural Equation Modeling 48
CHAPTER FIVE CONCLUSION 51
5.1 Discussion and Conclusion 51
5.2 Managerial Implication 52
5.3 Limitations and Recommendations for Further Research 53
REFERENCES 54


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