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題名：餐飲集團品牌形象對顧客滿意度之影響：服務品質的角色
書刊名：觀光與休閒管理期刊
作者：劉嘉雯／李彥輝／徐其力／許碧心
作者(外文)：Liou, Jia-wen／Li, Yan-huei／Shyu, Chi-lih／Hsu, Pi-hsin
出版日期：2017
卷期：5:特刊2
頁次：頁149-159
主題關鍵詞：服務品質；品牌形象；顧客滿意度；連鎖餐飲集團；Service quality；Brand image；Customer satisfaction；Chain restaurant groups
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:13
  • 點閱點閱:25
餐飲是生活中不可或缺的一部分，曾是餐飲集團龍頭的品牌排名也出現下滑的現象。在餐飲集團服務品質扮演重要的角色，本研究旨在瞭解哪一間連鎖餐飲集團具有較高的競爭潛力，本研究欲探討連鎖餐飲集團之品牌形象、服務品質及顧客滿意度間的關係。本研究共計發放250 份問卷，在回收並刪除無效問卷後獲得有效問卷達207 份，有效問卷回收率為82.8%。本研究結果顯示，連鎖餐飲集團之品牌形象會正向影響顧客滿意度、服務品質會正向影響顧客滿意度以及品牌形象與服務品質的交互作用會正向增強其對顧客滿意度的影響。本研究針對研究結果提出管理意涵與建議，並希冀透過本研究讓連鎖餐飲集團更重視與瞭解顧客的需求資訊。
The dining is an indispensable part in our daily life. The performance in the main chain restaurant groups also appears to be slipping. Service quality plays an important role in the chain restaurant groups. The purpose of this research aims to understand which the chain restaurant groups does have the high competition potential and investigate the moderating effect and role of service quality in the relationship between brand image and customer satisfaction. This study examined chain restaurant groups to investigate whether brand image and service quality positively influences customer satisfaction. A total of 250 questionnaires were administered and 207 valid questionnaires were returned, for a valid response rate of 82.8%. The findings were as follows: (1) brand image would positively influence customer satisfaction; (2) service quality would positively influence customer satisfaction; (3) the interaction of brand image and service quality would positively influence customer satisfaction. According to these results, managerial implications and suggestions for future studies were proposed. The chain restaurant groups need to get to know customers’ demand information through this research.
期刊論文
1.陳孟修(20140100)。品牌形象、價格促銷、廣告效果與顧客價值對顧客滿意度之影響性研究。興國學報，15，31-49。new window  延伸查詢new window
2.Machleit, Karen A.、Mantel, Susan Powell(2001)。Emotional response and shopping satisfaction: Moderating effects of shopper attributions。Journal of Business Research，54(2)，97-106。  new window
3.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research，17(1)，110-119。  new window
4.Giese, J. L.、Cote, J. A.(2000)。Defining Consumer Satisfaction。Academy of Marketing Science Review，2000(1)，1-27。  new window
5.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
6.Roth, Martin S.(1995)。The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies。Journal of Marketing Research，32(2)，163-175。  new window
7.羅伊婷、何黎明、邱靖文、黃怡嘉(2013)。便利商店咖啡之品牌形象、產品屬性對購買意願之影響：以產品認知為中介效果分析。休閒研究，5(2)，1-22。new window  延伸查詢new window
8.天下編輯部(2016)。2016年天下兩千大調查30周年。天下雜誌，597，175-202。  延伸查詢new window
9.Carpenter, J. M.(2008)。Consumer shopping value satisfaction and loyalty in discount retailing。Journal of Retailing and Consumer Services，15(5)，358-363。  new window
10.Taylor, S. A.、Baker, T. L.(1994)。An assessment of the relationship between service quality and consumer satisfaction in the formation of consumers purchase intension。Journal of Retailing，70(2)，163-178。  new window
11.Cadotte, Ernest R.、Woodruff, Robert B.、Jenkins, Roger L.(1987)。Expectations and Norms in Models of Consumer Satisfaction。Journal of Marketing Research，24(3)，305-314。  new window
12.Tse, David K.、Wilton, Peter C.(1988)。Models of Consumer Satisfaction Formation: An Extension。Journal of Marketing Research，25(2)，204-212。  new window
13.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
14.Martin, Stephen、Lunn, John(1986)。Market structure, firm structure and research and development。Quarterly Review of Economics and Business，26(1)，31-44。  new window
15.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
16.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
17.Grönroos, Christian A.(1984)。A Service Quality Model and its Marketing Implications。European Journal of Marketing，18(4)，36-44。  new window
18.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
19.Parasuraman, Ananthanarayanan、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implications for Future Research。Journal of Marketing，49(4)，41-50。  new window
20.Singh, Jagdip(1991)。Understanding the structure of consumers' satisfaction evaluations of service delivery。Journal of the Academy of Marketing Science，19(3)，223-244。  new window
21.Andrew, Jason D.、Faubion, Clayton W.、Palmer, Charles D.(2002)。The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies。Rehabilitation Counseling Bulletin，45(4)，223-232。  new window
22.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of Advertising Research，32(6)，6-12。  new window
23.Price, L. L.、Arnould, E. J.、Tierney, P.(1995)。Going to extremes: managing service encounters and assessing provider performance。Journal of Marketing，59(2)，83-97。  new window
24.Day, Ralph L.(1977)。Extending the concept of consumer satisfaction。Advances in Consumer Research，4(1)，149-154。  new window
25.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
26.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An investigation into the determinants of consumer satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
27.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
28.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
29.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
30.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
31.林永順、蔡青園、陳正平(20130800)。咖啡連鎖業品牌形象、服務品質對品牌忠誠度影響之研究--以屏東85度C咖啡連鎖店為例。育達科大學報，35，1-30。  延伸查詢new window
32.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
會議論文
1.Czepiel, John A.、Larry, J. Rosenberg、Akerele, Adebayo(1974)。Perspectives on Consumer Satisfaction119-123。  new window
學位論文
1.王瑜慧(2015)。按摩健身器材之滿意度調查--以中部某公司為例(碩士論文)。國立彰化師範大學。  延伸查詢new window
2.蘇慧芸(2015)。連鎖餐廳服務品質、顧客滿意度、與再消費意願之研究--以巴沙諾瓦為例(碩士論文)。國立高雄應用科技大學，高雄市。  延伸查詢new window
3.鐘珮之(2015)。品牌形象、網路商店形象、知覺風險、知覺價值與行為意圖之相關性研究--以廉價航空為例(碩士論文)。國立高雄應用科技大學，高雄市。  延伸查詢new window
4.成敏華(2006)。由品牌體驗觀點探討如何建立品牌關係之研究--以連鎖咖啡店為例(博士論文)。國立交通大學，新竹市。new window  延伸查詢new window
圖書
1.Bateson, John E. G.、Hoffman, K. Douglas(2002)。Essentials of Services Marketing: Concepts, Strategies and Cases。Harcourt, Inc.。  new window
2.Kotler, Philip(2003)。Marketing Management: Analysis, Planning, Implementation, and Control。New Jersey：Irwin Prentice-Hall。  new window
3.Etzel, Michael J.、Walker, Bruce J.、Stanton, William J.(2001)。Marketing Management。McGraw-Hill。  new window
4.Sasser, W. E.、Olsen, R. P.、Wyckoff, D. D.(1978)。Management of Service Operations: Text, Cases and Readings。Boston：Allyn and Bacon, Inc.。  new window
5.Neter, J.、Kutner, M. H.、Nachtsheim, C. J.、Wasserman, W.(1996)。Applied linear statistical models。Chicago：Irwin。  new window
6.Zeithaml, V. A.、Wilson, A.、Bitner, M. J.(2008)。Services marketing。New Delhi：The McGraw-Hill Companies。  new window
7.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
8.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
其他
1.張婉瑤(2015)。餐飲業誰抓住了顧客的胃，http://www.credit.com.tw/creditonline/Epaper/IndustrialSubjectContent.aspx?sn=134&unit=338。  延伸查詢new window
2.黃麗靜(2016)。產業簡訊餐飲業概況，https://www.moea.gov.tw/Mns/DOS/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2442。  new window
3.戴國良，徐彬(20151001)。瓦城泰統集團--讓東方菜成為國際之光，http://www.ettoday.net/news/20151001/572939.htm#ixzz49f9eVoZS。  延伸查詢new window
圖書論文
1.Olshavsky, Richard W.(1985)。Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
2.Herzog, H.(1963)。Behavioral Science Concepts for Analyzing the Consumer。Marketing and the Behavioral Sciences。Boston：Allyn and Bacon, Inc.。  new window
 
 
 
 
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