品牌知名度、知覺價值與顧客忠誠度關係－以花蓮地區觀光旅館的餐廳爲例

Brand Awareness, Perceived Value and Customer Loyalty: Restaurants of Hualien Tourist Hotels

10.6438/TOJT.200801.0037

池文海(Wen-Hai Chih)；楊宗儒(Tsung-Ju Yang)；蘇鈺玲(Yu-Ling Su)

品牌知名度 ； 服務品質 ； 知覺風險 ； 知覺價值 ； 顧客忠誠度 ； Brand Awareness ； Service Quality ； Perceived Risk ； Perceived Value ； Customer Loyalty

真理觀光學報

6期（2008 / 01 / 01）

37 - 54

繁體中文

臺灣地區觀光旅館的餐飲業務日漸成長，而了解消費者的決策過程成爲經理人所關心的議題，本研究提出一個觀念性架構以探討品牌知名度、服務品質、知覺風險、知覺價值與顧客忠誠度間關係，研究者調查花蓮地區觀光旅館所經營餐廳的消費者，研究結果如下：(1)餐廳的品牌知名度對顧客知覺服務品質及知覺風險皆有顯著影響效果；(2)顧客知覺價值受其知覺服務品質與知覺風險所影響，顯示消費者評估用餐價值時將同時將上述兩項因素納入考慮；(3)顧客知覺風險對知覺價值與顧客忠誠度的影響效果均高於服務品質對上述兩項變數的影響效果，顯示餐飲服務業的顧客關心風險的程度更甚於對服務品質的要求。

The restaurant business of Taiwan tourist hotels are growing and knowing the decision making process of consumers are concerned by managers. The paper proposed a conception framework to study the relationship among brand awareness, service quality, perceived risk, perceived value and customer loyalty. This study investigated the restaurant consumers of Hualien tourist hotels, the results are as followings: (1) Brand awareness significantly positive influenced both service quality and perceived risk. (2) Service quality and perceived risk are both influenced perceived value and showed that consumers would take both factors into account when value perceptions are evaluated. (3)The effects of perceived risk on perceived value and customer loyalty are all higher than service quality indicated that risks are concerned more than service quality by the consumers of restaurants.

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