臺灣博碩士論文加值系統

近年來，因社會經濟型態與生活習慣的改變，越來越多人選擇外食，也隨著全球經濟成長，現代人更重視飲食，將飲食成為生活中重要的一部份，而消費者不僅是追求飽足，更重視用餐的環境與餐廳的氣氛和品質，而飲食也成為一種美學。本研究目的是在於瞭解現今台灣消費者，對於餐廳的選擇，是否會因為其品牌名聲及餐廳本身之產品品質而作為其考量的因素，影響顧客再訪獲推薦他人的意願，進而深入瞭解餐廳未來經營之趨勢，以作為後續相關研究之建議。
本研究以台中地區輕井澤旗下餐廳的消費者為研究對象，針對輕井澤集團之品牌形象與產品品質對其顧客忠誠度之影響進行探討。 本研究以便利抽樣之方式，進行網路問卷調查方式蒐集302份問卷，剔除無效問卷後為300份，進一步以敘述性統計分析、信度分析、項目分析、獨立樣本Ｔ檢定、單因數變異數分析、皮爾森積差相關分析等方式進行分析。
研究結果發現，不同背景變項之顧客對輕井澤集團品牌形象、產品品質與顧客忠誠度有部分顯著差異，且品牌形象對產品品質、產品品質對顧客忠誠度與品牌形象對顧客忠誠度皆有正向影響。本研究針對研究結果，提出實務建議給相關業者作為後續經營之參考。

In recent years, due to changes in socio-economy patterns and lifestyle, more and more people choose to eat out. With the global economy growing rapidly and the societies growing more affluent, dinning out has become an important part of life. People pay more attention to the environmental deco and ambience of the restaurant.
The main purpose of this study was to explore the factors affect consumers’
decisions to choose restaurants. Specifically, this study focused on the restaurants’ brand reputation and the quality of the restaurant’s products, and loyalty as whether they will patronize again. The outcome of this research will help to make a deeper understanding of trends of restaurants in Taiwan market to serve as a very important indicator.
This study takes consumers of restaurants under Karuizawa in Taichung as the research object, and discusses the influence of Karuizawa Group’s brand image and product quality on customer loyalty. In this study, 302 questionnaires were collected by means of online questionnaire, and 300 questionnaires were excluded from invalid questionnaires. Data were analyzed via descriptive statistical analysis, reliability analysis, item-analysis, factor analysis, independent sample t-test, one-way ANOVA, and Pearson product correlation analysis.
Study revealed that theme restaurant consumers with different demographic
background variables were significantly different on the brand image, product quality and customer loyalty of the Karuizawa Group. In addition, positive correlations were detected among brand image, product quality, and customer loyalty. Finally, discussions and recommendations were made based on research findings to provide the industry for future improvement.

目 錄
摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表 目 錄 vii
圖 目 錄 viii
一、緒論 1
1.1研究背景與動機 1
1.2研究問題與研究目的 2
1.2.1研究問題 2
1.2.2 研究目的 3
1.3 研究範圍與限制 4
1.3.1 研究範圍 4
1.3.2 研究限制 4
1.4 研究流程 5
二、文獻探討 6
2.1品牌形象的相關研究 6
2.1.1品牌形象的定義 6
2.1.2品牌形象對產品品質及顧客忠誠度的相關研究 8
2.2產品品質的相關研究 9
2.2.1產品品質的定義 9
2.2.2產品品質對品牌形象及顧客忠誠度的相關研究 11
2.3顧客忠誠度的相關研究 12
2.3.1顧客忠誠度的定義 12
三、研究方法與實施 16
3.1研究架構 16
3.2研究假設 17
3.3問卷設計 18
3.3.1品牌形象 18
3.3.2產品品質 19
3.3.3顧客忠誠度 20
3.3.4個人背景變項 21
3.3.5專家效度 21
3.3.6預試問卷與統計分析 25
3.4研究對象與抽樣方法 27
3.4.1輕井澤集團之沿革 27
3.4.2輕井澤集團之經營現況 27
3.4.3輕井澤集團之特色分析 28
3.4.4輕井澤集團經營模式 29
3.4.5研究對象 30
3.4.6抽樣方法 30
3.5資料分析法 30
3.5.1信度分析 (Reliability Analysis) 31
3.5.2敘述性統計分析（Descriptive Statistic Analysis） 31
3.5.3獨立樣本t檢定 (Independent Sample t Test） 31
3.5.4單因子變異數分析（One-way ANOVA） 31
3.5.5皮爾森積差相關分析（Pearson Correlation Analysis） 31
四、資料分析 32
4.1樣本資料分析 32
4.1.1 描述性統計分析 32
4.1.2品牌形象、產品品質與顧客忠誠度之整體構面敘述分析 34
4.2信度分析 35
4.3不同背景變項之消費者與各研究構面之差異分析 37
4.3.1不同性別之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 38
4.3.2不同年齡之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 38
4.3.3不同婚姻狀況之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 40
4.3.4不同教育程度之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 40
4.3.5不同職業之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 42
4.3.6不同月收入之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 43
4.3.7不同最近一次消費金額之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 44
4.3.8不同消費頻率之消費者在品牌形象、產品品質與顧客忠誠度三大構面之差異分析 46
4.4品牌形象、產品品質與顧客忠誠度三大構面之相關分析 48
4.4.1品牌形象與產品品質各構面間之相關分析 48
4.4.2產品品質與顧客忠誠度各構面間之相關分析 49
4.4.3品牌形象與顧客忠誠度各構面間之相關分析 50
4.5研究假設之結果驗證彙整表 51
五、結論與建議 53
5.1研究結論 53
5.1.1輕井澤集團旗下餐廳消費者之特性與現況 53
5.1.2不同人口背景變項對輕井澤集團旗下餐廳的品牌形象認知之差異 53
5.1.3不同人口背景變項對輕井澤集團旗下餐廳的產品品質認知之差異 54
5.1.4不同人口背景變項對輕井澤集團旗下餐廳的忠誠度之差異 54
5.1.5品牌形象與產品品質之相關情形 55
5.1.6產品品質與顧客忠誠度之相關情形 55
5.1.7品牌形象與顧客忠誠度之相關情形 56
5.2研究建議 56
5.2.1實務建議 56
5.2.2對未來後續研究之建議 57
參考文獻 59
中文部分 59
英文部分 61
附錄一 65

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