連鎖咖啡之品牌形象、顧客滿意度與再消費意願關係之研究－以台北市某連鎖咖啡為例

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題名:	連鎖咖啡之品牌形象、顧客滿意度與再消費意願關係之研究－以台北市某連鎖咖啡為例 Repeat Purchase Intention on Brand Image and Customer Satisfaction of Coffee Shop Chains - A Case Study of One Coffee Shop Chain in Taipei
作者:	黃明秋
貢獻者:	觀光事業學系觀光休閒事業碩士在職專班
關鍵詞:	品牌形象顧客滿意度再消費意願
日期:	2020
上傳時間:	2020-09-09 09:47:11 (UTC+8)
摘要:	本研究是以台北市某連鎖咖啡館為案例，探討品牌形象、顧客滿意度與再購意願與消費者間之關係。　　本研究是透過Google問卷的方式，自2019年11月至12月的二個月期間，總共發出265份問卷，有效問卷共230份。　　在控制其它變項下，本研究的結果顯示影響品牌形象的關鍵因子，為年齡與月平均消費次數。而顧客滿意度的關鍵因子為年齡。此外，影響消費者再消費意願的關鍵因子是品牌形象及顧客滿意度。透過連鎖咖啡館所獲得的資訊將影響消費者未來消費的外部趨勢。　　因此，如何直接影響消費者對特定店家的認可，增加顧客對產品的滿意度、對服務人員的滿意度、對環境設施的滿意度及整體滿意度，將消費者對連鎖咖啡館的需求提升到一個新的水準，是各自連鎖店展示出重要銷售業績的營運重點。 The study aimed to explore the relationship between brand image, customer satisfaction and repeat purchase intention of a chain coffee shop in Taipei city. Through Google questionnaires (survey), a total of 265 questionnaires were sent from November to December 2019, and 265questionnaires were collected, resulting 230 valid questionnaires with response rate of 86.8%. The study results revealed the key factors affecting overall brand image and overall satisfaction are age and average monthly consumption. Besides, the key factors affecting consumers' willingness to come again were the brand and customer satisfaction. 　　Information obtained through chain cafes will influence the external trends of consumers' future consumption. Therefore, how to directly influence consumers' recognition of specific stores, increase customer satisfaction with products, satisfaction with service personnel, satisfaction with environmental facilities and overall satisfaction, and raise consumer demand for chain cafes to a new level would be the operational focus of each chain coffee shop to perform important sales achievement.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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