碩士 / 遠東科技大學 / 創新設計與創業管理研究所 / 104 / With the increase in living standards and improvement of consumption patterns, Today's consumers do not just want to meet the physiological needs; they would rather compare and choose the characteristics of products in the catering market. Therefore, firms in catering industry need to have a clear product positioning and unique marketing strategy in sales in accord with the demands of consumers. With the increase in chain restaurants and then more fierce competition in catering market, firms must pay more attention to their brand image and product quality to enhance customer loyalty and then attain sustainable operation of the business. Compared to western-style chain restaurants, Yuloong is chosen as the research object in this study; because Yuloong fried dumplings are main products in the minds of consumers and become a civilian aristocracy cuisine. Yuloong has been a successful example of a chain of Chinese restaurants in Taiwan. The main purpose of this study investigate the effect of overall customer value model on customer loyalty through five dimensions of customer value in brand image, product quality, customer expectations, perceived value and loyalty. These findings provide useful suggestions to Chinese chain restaurants as a reference. In this study, customers in Yuloongin Chiayi and Tainan areas are selected as our sample objects in this study. This study verify each relationship variables among the brand image, product quality, customer expectations and loyalty through the application of descriptive statistical analysis, reliability analysis, validity analysis, multiple regression analysis, SPSS and AMOS software for statistical analysis. The study found IV that the brand image, product quality and customer expectations have positive and significant impacts on the perceived value, separately. The three dimensions, such as brand image, product quality and customer expectations, to degree of influence of the perceived value are different; the highest is customer expectations, followed by product quality, brand image at the end. The contribution of this study may provide managers in Chinese chain restaurants to enhance the perceived value of customers and customer loyalty for their reference.
| Identifer | oai:union.ndltd.org:TW/104FEC00780012 |
| Date | January 2016 |
| Creators | Bao, Hua-Ling, 包驊凌 |
| Contributors | Chang, Yong-Fu, 張永富 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 48 |
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