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題名：大臺北地區婚宴產業品牌知名度與消費者行為意圖之相關研究--以顧客滿意度為中介變項
書刊名：民生論叢
作者：許順旺 引用關係／李英慈
作者(外文)：Hsu, Shun-wang／Lee, Ying-tzu
出版日期：2010
卷期：4
頁次：頁107-139
主題關鍵詞：婚宴產業；品牌知名度；顧客滿意度；行為意圖；Wedding banquets industry；Brand awareness；Customer satisfaction；Behavioral intentions
原始連結：連回原系統網址new window
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  • 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)
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  • 共同引用共同引用:131
  • 點閱點閱:156
本研究從消費者的觀點來探討大台北地區婚宴產業之品牌知名度、顧客滿意度與消費者行為意圖之間的關係。研究目的在於：1.瞭解大台北地區婚宴產業的現況與品牌知名度之差異。2.探討不同個人背景變項對婚宴品牌知名度、顧客滿意度及行為意圖之差異。3.探討品牌知名度與顧客滿意度及行為意圖之間的關聯性。4.探討顧客滿意度對品牌知名度與行為意圖的中介效果。以改編式量表做問卷調查，研究對象選擇在台北縣市居住或工作，且近半年有參加婚宴經驗的消費者作為本研究之施測對象，共發放500份問卷，回收433份，有效問卷為379份，有效回收率達75.8％。以SPSS12.0及AMOS7.0統計軟體進行分析。研究結果如下：1.目前大台北地區婚宴產業之品牌知名度仍以國際觀光旅館較高，其次為婚宴會館；2.不同消費者的婚姻對菜色口味，氣氛設備、購買意願及正面口碑有顯著差異；不同消費者的年齡及教育程度對購買意願有顯著差異；3.在直接效果方面：婚宴場地的品牌知名度愈高，則消費者的顧客滿意度及其子購面（服務品質、菜色口味及氣氛設備）的滿意度也會愈高；而消費者的顧客滿意度愈高，則其行為意圖及其子購面（購買意願、正面口碑）也會愈高；4.在中介效果方面：顧客滿意度及其子購面（服務品質、菜色口味及氣氛設備）會對品牌知名度與行為意圖之間產生完全中介效果。
This study contains the relationships between brand awareness, customer satisfaction, and behavioral intentions from the customers’ aspect. The purpose of this survey was: 1. Find out the market status of the wedding banquets in Taipei and its variety in brand awareness. 2. Analysis different variety in demographic factors to the difference in brand awareness, customer satisfaction, and behavior intention. 3. Study the linkage between brand awareness, customer satisfaction, and behavior intention.4. Discuss customer satisfaction’s indirect effect to brand awareness and behavioral intention. The methodology was mainly based on questionnaire survey. The research targeted people who live in Taipei City and Taipei County, and have had the experience in attending wedding banquets in the past six months. Five hundred questionnaires were issued and 433 replies with 379 completed. The completed reply rate was 75.8%.The SEM structure formula was analyzed by SPSS12.0 and AMOS7.0. The result suggested that 1. The brand awareness of the wedding banquets industry is highest in international tourist hotels, and followed by the local wedding banquets halls. 2. Different background factors, such as merry has significant difference in the food quality, equipment and atmospheres, purchase intention and word of mouth. Different background factors, such as age and education level have significant difference in the purchase intention. 3. In the direct effect, the higher brand awareness of the wedding banquets, the higher customer satisfaction including service quality, food quality, and equipment and atmospheres, will would occurred. Customer satisfaction has positive relation on the behavior including purchase intention and positive word-of-mouth. 4. In the indirect effect, customer satisfaction including service quality, food quality, and equipment and atmospheres are completed media on the brand awareness and behavior intention.
期刊論文
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14.劉元安、浦心蕙、游靜宜、陳宏斌(200712)。顧客價值與品牌權益相關性之研究--以汽車旅館產業為例。管理實務與理論研究，1(4)，1-25。new window  延伸查詢new window
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19.林素吟(20070300)。影響消費者購買意願的外部線索策略之研究。行銷評論，4(1)，103-126。new window  延伸查詢new window
20.林素吟(20050400)。服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用。管理評論，24(2)，1-17。new window  延伸查詢new window
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23.Bon-Llusar, J. C.、Camisón-Zornoza, C.、Escrig-Tena, A. B.(2001)。Measuring the Relationship Between Firm Perceived Quality and Customer Satisfaction and Its Influence on Purchase Intentions。Total Quality Management，12(6)，719-734。  new window
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28.張淑青(20060100)。顧客忠誠驅動因子之研究--顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論，13(1)，107-132。new window  延伸查詢new window
29.李元恕(20070500)。定價組合策略對消費者認知與購買意願之影響。輔仁管理評論，14(2)，93-111。new window  延伸查詢new window
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33.林陽助、林秀貞、李宜致(2007)。體驗行銷，顧客滿意度與顧客忠誠度關係之硏究--以大台北地區連鎮咖啡店爲例。顧客滿意學刊，3(2)，57-94。  延伸查詢new window
34.許順旺、楊麗穎、蘇紅文、蘇靜蕙(2010)。國際觀光旅館宴會廳之新郎、新娘對婚宴滿意度與忠誠度之研究--以客製化為中介效果。運動休閒餐旅研究，5(1)，103-130。new window  延伸查詢new window
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會議論文
1.王又鵬、簡志成(2002)。產品來源國品質形象對消費者產品評價影響之研究--以獎項知名度及品牌知名度為干擾變數。國立台灣科技大學2002年管理新思維學術研討會，1-27。  延伸查詢new window
2.黃韶顏、許順旺、曾柏嘉(2008)。婚宴新人對婚宴消費滿意度與顧客忠誠度之相關研究--以行銷企劃為干擾變項。輔仁大學餐旅管理學術與實務研討會，449-460。  延伸查詢new window
3.蘇哲仁、蔡孟翰(2006)。知覺行銷組合與品牌權益對顧客價值之研究--以咖啡連鎖店為例。輔仁大學餐旅管理學術與實務研討會，21-34。  延伸查詢new window
學位論文
1.施錦村(2005)。公平知覺與顧客忠誠之關聯--以連鎖餐飲業為例(博士論文)。國立臺北大學。new window  延伸查詢new window
2.林素蘭(2005)。顧客滿意度、品牌忠誠度對再購意願之影響--以汽車銷售業為例(碩士論文)。中原大學。  延伸查詢new window
圖書
1.吳肇展(2007)。休閒農場體驗行銷與重遊意願關係之研究--以顧客滿意為中介變項。管理學域學術研討會論文集。new window  延伸查詢new window
2.邱皓政(2008)。量化研究與統計分析。台北巿：五南出版社。  延伸查詢new window
3.許順旺(2005)。宴會管理--理論與實務。台北：揚智文化事業。  延伸查詢new window
4.陳順宇(2007)。結構方程式AMOS操作。台北：心理。  延伸查詢new window
5.Aaker, D. A.(1991)。Managing Brand Equity-- Capitalizing on the Value of a Brand Name。New York：The Free Press。  new window
6.Aaker, D. A.。Brand Portfolio Strategy：Creating Relevance, Differentiation, Energy, Leverage, Clarity。New York：Free Press。  new window
7.Hu, W.、McCrea, P. D.、McCrea, P. D.、Deavers, M.、Kavanagh, J. J.、Kudelka, A. P.、Verschraegen, C. F.(2000)。Increased Expression of Fascin, Motility Associated Protein, in Cell Cultures Derived from Ovarian Cancer and in Borderline and Carcinomatous Ovarian Tumors。Clin. Exp. Metastasis。  new window
8.鍾聖校(1993)。認知心理學。認知心理學。臺北。  延伸查詢new window
9.陳順宇(1988)。多變量分析。台北：華泰書局。  延伸查詢new window
10.Kotler, P.、Armstrong, G.(2004)。Principles of Marketing。Prentice-Hall。  new window
11.徐達光(2003)。消費心理學--消費者行為的科學研究。臺北市：東華。  延伸查詢new window
12.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
其他
1.(2008)。內政部戶政司全球資訊網--戶籍人口統計年報，http://www.ris.gov.tw/ch4/static/y0sg09600.xls， 20080920。  延伸查詢new window
2.(2008)。內政部統計處全球資訊網--內政統計年報，http://www.moi.gov.tw/stat/year.aspx， 20080920。  延伸查詢new window
 
 
 
 
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