連鎖咖啡廳品牌知名度、顧客涉入程度與滿意度之探討

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/52729

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题名:	連鎖咖啡廳品牌知名度、顧客涉入程度與滿意度之探討 A Discussion on Brand Awareness, Customer Involvement and Satisfaction of Chain Coffee Shops
作者:	鄭淑玲
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	品牌知名度顧客涉入程度滿意度
日期:	2023
上传时间:	2023-07-06 15:16:38 (UTC+8)
摘要:	面對競爭激烈的市場，唯有讓顧客滿意，進而提升其重複購買意願，才會產生再次購買行為。本研究旨在探討連鎖咖啡廳消費者品牌知名度、顧客涉入程度與顧客滿意度之間的關係，採用隨機取樣方式，以針對仿間具知名度連鎖咖啡店消費者進行問卷調查，共計發放問卷400份，回收390份，有效問卷390份，有效問卷回收率為98.7%。問卷回收完成及整理後，採用SPSS22.0進行分析，分析方法包括敘述性統計分析、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析及迴歸分析等。In the face of a fiercely competitive market, re-purchase behavior can only happen if customers are satisfied, and the willingness of purchase increase. The purpose of this study is to explore the relationship between brand awareness, customer involvement and customer satisfaction of chained coffee shop consumers. The random sampling method is used to conduct survey on consumers, about their expectations on chain coffee shops with great reputation. A total of 400 questionnaires are distributed, 390 copies were returned. 390 valid questionnaires were obtained, and the recovery rate of valid questionnaires was 98.7%. After the questionnaires were collected and sorted, SPSS 22.0 was used for analysis. The analysis methods included descriptive statistical analysis, factor analysis, reliability analysis, independent sample t test, one-way analysis of variance and regression analysis.
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