品牌形象、服務品質對顧客滿意度、口碑與再購意願影響之研究－以夏慕尼新香榭鐵板燒為例

Effects of Brand Image and Service Quality toward Customer Satisfaction, Word of Mouth and Repurchase Intention: A Case Study of Chamonix Restaurant

10.6213/JLRIM.2017.10(2)2

朱永蕙(Yung-Hui Chu)；劉嘉麒(Chia-Chi Liu)

品牌形象 ； 服務品質 ； 顧客滿意度 ； 口碑 ； 再購意願 ； brand image ； service quality ； customer satisfaction ； word-of-mouth ； repurchase intention

休閒產業管理學刊

10卷2期（2017 / 09 / 01）

29 - 51

繁體中文

本研究以夏慕尼新香榭鐵板燒為例，探討品牌形象與服務品質對顧客滿意度與口碑的影響，以及顧客滿意度與口碑對再購意願的影響。本研究採立意抽樣，並以網路問卷的調查方式，共蒐集有效問卷258份。在調查的樣本結構中，研究分析顯示對於夏慕尼的消費族群較多數為21-30歲的年輕族群。本研究透過迴歸分析結果發現，品牌形象與服務品質對於滿意度與口碑皆具有正向顯著影響；且口碑對於再購意願亦具有正向顯著影響。然而，顧客滿意度對再購意願卻並未具有顯著影響。因此，本研究建議除了重視年輕的消費族群對於服務品質中有形性的改善之外，創造特有的鐵板燒趣味表演或花式表演，促使顧客的滿意度得以影響再購的意願。

The main purpose of this study is to investigate the influences among brand image, service quality, customer satisfaction, word-of-mouth, and repurchase intention of the case of Chamonix Restaurant. This study applied purposive sampling by web-survey. A total of 258 valid questionnaires were collected. Data has been analyzed by factor analysis and regression analysis. Research found that more than half of the consumers are 21-30 year-old young people in which are exactly the same as target market of Chamonix Restaurant. In addition to that, customer satisfaction has no significantly influence on repurchase intention. Therefore, suggestions of this study are to improve the tangibility of service quality for young customers, as well as to create specified fun show or fancy performance for customer satisfaction and even affect repurchase intention.

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