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題名：連鎖餐廳品牌個性對顧客滿意度之影響--以消費者生活型態為干擾變數
書刊名：觀光與休閒管理期刊
作者：陳鉦達 引用關係／鄭青展 引用關係／邱誌偉 引用關係／邱宇文
作者(外文)：Chen, Cheng-ta／Cheng, Ching-chan／Chiu, Chih-wei／Chiu, Yu-wen
出版日期：2014
卷期：2:2
頁次：頁64-77
主題關鍵詞：品牌個性；消費者生活型態；顧客滿意度；Brand personality；Lifestyle；Customer satisfaction
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(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:14
  • 點閱點閱:8
品牌個性與生活型態在衡量消費者行為是很重要的議題，特別是重視顧客需求以及習性的餐飲服務業。在餐飲服務業研究方面，關係知覺價值、口碑、再購意願及滿意度等變數的探討逐漸受到重視，而這些變數又對餐飲服務業有很重要的影響，故本研究試圖加入顧客滿意度，並以消費者生活形態作為干擾變數，來探討不同生活型態消費者對品牌個性與顧客滿意度間關係之影響。在研究設計方面主要以台灣北部地區連鎖餐飲業為研究樣本，並以北部地區之消費者為調查對象。本研究使用立意抽樣，回收有效問卷381份，並利用結構方程模式(SEM)進行研究模式之驗證。研究結果顯示，品牌個性對顧客滿意度有顯著的差異，且生活型態對顧客滿意度有部分顯著差異。生活型態確實會干擾品牌個性與顧客滿意度間之關係。本研究期望，此研究結果可以作為餐飲連鎖業者在擬定經營策略之參考。
Brand personality and lifestyle was the critical factors on consumer behavior in food and beverage industry. This study aims to explore relationship between brand personality, lifestyle and customer satisfaction. This study selected the customers of 5 restaurants in Taipei as the research object, and using structural equation modeling (SEM) to verify the relationship of each path in research model. The study found that brand personality had significant impact on customer satisfaction, and lifestyle had partial moderator impact between brand personality and customer satisfaction. Finally, this study will expect that the findings can be used to develop the business strategy of the reference under the competitive environment.
期刊論文
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7.Homburg, C.、Giering, A.(2001)。Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis。Psychology & Marketing，18(1)，43-66。  new window
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10.池文海、唐資文、林怡安(20100500)。消費者購買涉入、品牌權益、知覺風險與顧客忠誠度之關係。中華管理評論，13(2)，(5)0-(5)22。  延伸查詢new window
11.Bearden, W. O.、Teel, J. E.(1983)。Selected determinants of consumer satisfaction and complaint reports。Journal of Marketing Research，20(2)，21-28。  new window
12.Crane, F. G.、Lynch, J. E.(1988)。Consumer selection of physician and dentist: an examination of choice criteria and cue usage。Journal of Health Care Marketing，8(3)，16-19。  new window
13.Jarvis, L. P.、Mayo, E. J.(1986)。Winning the market-share game。Cornell Hotel Restaurant Administration Quarterly，27(11)，73-79。  new window
14.Mengxia, Z.(2007)。Impact of brand personality on PALI: A comparative research between two different brands。International Management Review，3(3)，36-44。  new window
15.Neal, W. D.(1999)。Satisfaction is nice, but value drives loyalty。Marketing Research，11(1)，20-23。  new window
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19.Aaker, David A.(1996)。Measuring brand equity across product and markets。California Management Review，38(3)，102-120。  new window
20.Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing，59(1)，17-28。  new window
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22.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
23.Murray, Keith B.(1991)。A test of services marketing theory: Consumer information acquisition activities。Journal of Marketing，55(1)，10-25。  new window
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25.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
26.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
27.Cardozo, Richard N.(1965)。An Experimental Study of Customer Effort, Expectation, and Satisfaction。Journal of Marketing Research，2(3)，244-249。  new window
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29.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
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學位論文
1.鄒宜真(2004)。運用線性結構模式探討網路商店之服務品質、顧客滿意度、顧客忠誠度與消費者特性關係之研究(碩士論文)。國立東華大學。  延伸查詢new window
2.陳韋如(2013)。體驗行銷、品牌個性、顧客滿意度、態度與顧客忠誠度之關係(碩士論文)。靜宜大學。  延伸查詢new window
3.黃逸甫(2007)。影響行為意向因素之研究--以金融業為例(碩士論文)。國立臺灣大學。  延伸查詢new window
4.游涔琳(2013)。生活型態與個人消費現代性對中藥材消費者顧客滿意度與再購意願之影響--以產品信任為干擾變項(碩士論文)。淡江大學。  延伸查詢new window
圖書
1.Massy, W. F.、Montgomery, D. B.、Morrison, D. G.(1970)。Stochastic models of buyer behavior。Cambridge：MIT Press。  new window
2.Aaker, D. A.、Joachimsthaler, E.(2000)。Brand leadership。New York, NY：The Free Press。  new window
3.Lowenstein, M. W.(1997)。The customer loyalty pyramid。Connecticut：Greenwood Publishing。  new window
4.Mayo, E. J.、Jarvis, L. P.(1981)。The Psychology of Leisure Travel。Boston, MA：CBI。  new window
5.Travis, Daryl(2000)。Emotional Branding: How to Successful Brands Gain the Irrational Edge。Prima：Eco Trend Publications。  new window
6.Arndt, Johan(1967)。Word of mouth advertising: A review of the literature。Advertising Research Foundation。  new window
7.Keller, Kevin L.(1998)。Strategic Brand Management。New Jersey。  new window
8.Batra, R.、Lenmann, D. R.、Singh, D.(1993)。In Brand Equity and Advertising: Advertising's Role in Building Strong Brands。New Jersey：Lawrence Erlbaum Associates Publishers。  new window
9.Engel, J. F.、Kollat, D.、Blackwell, R. D.(1982)。Consumer Behavior。Taipei：Hwa-Tai Co.。  new window
10.Haigood, T. L.(2001)。Deconstructing Brand Personality。American Marketing Association。  new window
11.Hanna, N.、Wozniak, R.(2001)。Consumer Behavior。Prentice-Hall, Inc.。  new window
12.Kotler, P.(2003)。Marketing Managementl。Englewood Cliffs, NJ：Pearson Education。  new window
13.Armstrong, Gary、Kotler, Philip(2008)。Marketing: An Introduction。Prentice Hall。  new window
14.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
15.Barnes, J. G.(2001)。Secrets of Customer Relationship Management: It's All about How You Make Them Feel。New York：McGraw-Hill。  new window
16.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
圖書論文
1.Lazer, W.(1963)。Life style concepts and marketing。Toward Scientific Marketing。Chicago, IL：American Marketing Association。  new window
 
 
 
 
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