With the high competition of prosperous catering industry motivated by the mammoth population of dining out, the business model is on the way to diversity. How to meet customer¡¦s need and build up customer loyalty has been playing an essential role to manage catering industry in the near future. According to the literature, customer loyalty is vitally associated with service quality, brand image, service value and customer satisfaction as opposed to the connection between relationship quality and customer loyalty. Consequently, the study attempts to explore whehter service quality, brand image and relationship quality have a certain impact on customer loyalty, and whether mediating effect occurs among them.
The study utilizes linear structure relationship model along with service perceived value by Petrick (2002) to build up the relationship model among service quality, brand image, relationship quality and customer loyalty with a view to comprehending the effects existing among them. Based on SERVQUAL brought up by Parsuraman (1988) as well as overall evaluation of product effectiveness referring to SERV-PERVAL, it comes to the result- twelve observed variables. Data analysis is particularly divided into two parts ¡V Fundamental Analysis and Mode Analysis, which respectively undergoes the analyses with SPSS12.0 and AMOS. The subjects of this study are aimed at the customers from well-known chain hot pot restaurants in Kaohsiung. Six hundred questionnaires are given out and three hundred sixty five collected; the overall response rate is 60.8% in which there are eleven questionnaires are invalid and three hundred fifty four instead.
The finding of empirical analysis indicates that service quality has an obvious impact on relationship quality and so does relationship quality to customer loyalty. Only the value in brand image can¡¦t make a remarkable impact on customer loyalty. The part of result seems fairly differs from empirical analysis. According to the accounts of some experts¡¦ interviews, the researcher points out certain impact truly exists in brand image and customer loyalty, which is taken as an evidence to modify the data of the questionnaires. Ultimately, to improve service quality, brand image, relationship quality and customer loyalty, we provide the suggestions.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0611112-054520 |
| Date | 11 June 2012 |
| Creators | Wu, Ming-Han |
| Contributors | Hsien-Tang Tsai, Iuan-yuan Lu, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0611112-054520 |
| Rights | user_define, Copyright information available at source archive |
Page generated in 0.002 seconds