碩士 / 遠東科技大學 / 創新設計與創業管理研究所 / 107 / This study is meant to explore the factors affecting the brand image, experience marketing, satisfaction and loyalty of the Ailihai Buffet Restaurant. Currently, there are few local scholars researching the influence on brand image, experience marketing, satisfaction and loyalty. This study is mainly purposed to understand the situations with the influence on the brand image, experience marketing, satisfaction and loyalty of the Alihai Buffet Restaurant from customers. This study is conducted by means of questionnaire surveys targeting at the customers of the Alihai Buffet Restaurant. There are totally 540 valid replies of sampling surveys received. Descriptive statistical analysis, factor analysis, reliability analysis, independent sample T-tests, single-factor variance analysis and regression analysis are conducted by using the SPSS 20 Statistical Software. Research results show brand image exerts significantly positive influence on satisfaction. Brand image exerts significantly positive influence on loyalty. Experience marketing exerts significantly positive influence on satisfaction. Experience marketing exerts positive influence on loyalty. Satisfaction exerts positive influence on loyalty. The explanation is focused on research results and the suggestions for the customers of the Alihai Buffet Restaurant in view of brand image, experience marketing, satisfaction and loyalty are raised with the reference available for the management of the European buffet restaurants.
Keyword: Brand Image, Experience Marketing, Satisfaction, Loyalty
| Identifer | oai:union.ndltd.org:TW/107FEC00780036 |
| Date | January 2019 |
| Creators | Chan, Tsai-Lien, 蔡武憲 |
| Contributors | Yu, Kuo-Hsun, 余國訓 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 128 |
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