碩士 / 國立臺灣海洋大學 / 航運管理學系 / 98 / The main purpose of this paper is to explore the relationship among store image, customer perceived value and loyalty from landscape restaurant customers’ view. In total of 150 questionnaires were distributed and 120 successful copies returned, that is 80% of return-in rate. The returned questionnaires were analyzed by means of descriptive statistics analysis, reliability analysis, valid analysis, correlation analysis, and hierarchy regression analysis.
The study results show that:
(1) The constructs of store image, service attitude, price, and meal content have significant positive influence to the customer perceived value. It means that improving service attitude, providing reasonable price and developing the new meals can enhance the customer higher perceived value.
(2) The store image has significant positive influence to loyalty. That is, strengthening the store image can obtain higher loyalty.
(3) The customer perceived value has significant positive influence to loyalty. It means that enhancing the customer perceived value can increase loyalty.
(4) In the influence of store image versus loyalty, the intermediary effect of customer perceived value is significant.
| Identifer | oai:union.ndltd.org:TW/098NTOU5301037 |
| Date | January 2010 |
| Creators | Ce-Sin Lin, 林可欣 |
| Contributors | Gin-Shuh Liang, 梁金樹 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 103 |
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