品牌形象、顧客滿意度與再購意願之研究-以中部地區弘爺漢堡連鎖早餐店為例

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Title:	品牌形象、顧客滿意度與再購意願之研究-以中部地區弘爺漢堡連鎖早餐店為例
Other Titles:	Research on Brand Image, Customer Satisfaction and Repurchase Intention: A Case Study of Hongye Chain Breakfast Shop in Central Taiwan
Authors:	江怡君 CHIANG, YI-CHUN
Contributors:	張嵐蘭 CHAN, LAN-LAN 休閒與遊憩管理學系碩士在職專班
Keywords:	再購意願;顧客滿意度;品牌形象;連鎖早餐店 Repurchase intention;Customer satisfaction degree;Brand image;The chain breakfast shop
Date:	2023
Issue Date:	2023-11-22 01:57:35 (UTC+0)
Abstract:	近年來國人生活型態與消費習慣轉變，現代人生活忙碌，飲食上追求美味、快速及便利，早餐多以外食為主，早餐店業者需將品牌優化朝向多元獨特性，推出多樣化產品，透過各種的行銷方式來吸引消費者，並掌握消費者的內在需求，滿足消費者味蕾，才能達到顧客滿意度進而再次購買產品。本研究以中部地區弘爺早餐店之消費者為研究對象，探索品牌形象、顧客滿意度和再購買意願之間的關聯性，同時了解不同個人資料背景的消費者是否會在顧客滿意度和再購買意願方面呈現差異，透過統計分析和比較不同變項的消費者群體，我們可以瞭解到底哪些因素會對顧客滿意度和再購買意願產生影響，進一步探究品牌形象對顧客滿意的程度之影響、顧客滿意程度對再購意願的影響，以及品牌形象對再購意願的影響。並透過便利抽樣的方式，共發放了361位份問卷，其中有效問卷計356份，有效回收率為98.61%，後續利用SPSS 26.0統計軟體，採用描述性統計分析、信度分析、差異分析及迴歸分析等統計分析，進行數據分析與驗證研究假設。研究結果顯示出，「品牌形象」對「顧客滿意度」呈現正向顯著影響；而「顧客滿意度」對「再購意願」也呈現正向顯著影響；另，「品牌形象」對「再購意願」亦呈現正向顯著影響。最後依據研究結果，提出相關建議，後續做為企業經營管理未來產品行銷策略之參考。 The lifestyle and consumption habits of compatriots have changed in recent years. Modern people are busy in life, tend to pursue delicious, fast and convenient foods, and they often eat their breakfast outside. The breakfast shop operators need to optimize their brands towards diversity and uniqueness, introduce diversified products and attract consumers through various marketing methods, and grasp the internal needs of consumers, satisfy consumers' taste buds, in order to achieve customers’ satisfaction and then they will buy the products again.This study takes the consumers of Hongye breakfast shop in the central area as the research object, and explores the correlation between brand image, customer satisfaction and repurchase intention. At the same time, to understand whether consumers with different personal backgrounds will show differences in customer satisfaction and repurchase intentions or not, the study is statistically analyzing and comparing consumer groups with different variables. By doing so, we can understand which factors have an impact on customer satisfaction and repurchase intentions. The study also wants to further explore the influence of brand image on customer satisfaction, the influence of customer satisfaction on repurchase intention, and the influence of brand image on repurchase intention. Through convenience sampling, a total of 361 questionnaires were distributed. Among them, there are 356 valid questionnaires, and the effective recovery rate is 98.61%. The SPSS 26.0 statistical software was used and the descriptive statistical analysis, reliability analysis, difference analysis and regression analysis and other statistical analysis were also conducted to do data analysis and test research hypotheses.The research findings show that "brand image" has a significant positive impact on "customer satisfaction," and that "customer satisfaction" has a significant positive impact on "repurchase intention." Besides, "brand image" also has a significant positive impact on "repurchase intention". Finally, according to the research results, relevant recommendations can be provided as a reference for the business to manage the marketing strategies for their products in the future.
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