顧客在認同的品牌餐廳消費時，因為服務的不可分割性，整段服務是否完整，顧客也需要分攤責任，在社會交換理論下，顧客想要得到好的服務和快樂的心情，前提是需要相對同理的心情去換得愉悅的用餐服務，進而產生忠誠度。本研究以189位在王品集團用餐的消費者為研究對象，以問卷調查法來蒐集資料，研究結果顯示：品牌任同與分攤責任呈正相關；分攤責任與顧客忠誠度呈正相關；品牌認同與顧客忠誠度呈正相關。分攤責任對品牌認同與顧客忠誠度之關係具有部分中介效果。
When customers consume in brand identity restaurant, due to the service is inseparability, means that customers and service providers rely on each for successful exchange. In the social exchange theory, the customers want to get the better service and good mood, they need to have the empathy with service provider to exchange the successful service , to have customer loyalty.
The objects were 189 people consume in the famous food and beverage industry as-sociation. The instrument adopted to collect data for this study was questionnaire investigation. Results revealed the following five points
There was significant positive correlation between brand identity and shared respon-sibility. There was significant positive correlation between shared responsibility and customer loyalty. A significant positive correlation was also found between brand identity and customer loyalty. There was partial mediating effect of shared responsibility on brand identity and customer loyalty.
