Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23171
標題: 越南餐廳之消費者行為研究-商店形象、顧客滿意度、顧客忠誠度與購買意願之應用
The Study of Vietnamese restaurant' consumer behavior - Store image, customer satisfaction, customer loyalty and purchase intention applications
作者: 陳輝山
San, Tran Huy
關鍵字: 越南餐廳
商店形象
滿意度
忠誠度
購買意願
出版社: 行銷學系所
引用: 參考文獻 壹、中文部份 1. 周秀蓉 (2005)不同世代對異國美食選擇偏好,生活型態與消費行為之探討p1-11,第十屆餐飲管理學術研討會。 2. 林勒豐,林育櫻(2005)台灣的外食餐廳服務品質內涵與特色---以異國餐廳為例p27-34,國立勤益技術學院企業管理研究所 3. 丁學勤,陳正男(2002)內容分析建構量販店商店形象決定因素之研究,管理評論,21期,頁85-113。 4. 沈迪銘,1994。商店形象、商店選擇與惠顧行為之關係研究:台北市地區新型連鎖藥局之實證研究(國立中山大學企管所碩士論文) 5. 古永嘉譯,Donald R. Cooper & C.William Emory著(1996)。企業研究方法,台北:華泰書局。 6. 陳順宇 (2000)。多變量分析,第二版。台北:華泰書局。 7. 陳堯帝 (2001),餐飲管理,台北:揚智。 8. 于仁壽 (2010),越南飲食在台灣的異國想像p3-4。 9. 吳武忠 (2003),21世紀餐飲管理新思維,2003年餐飲管理研討會論文集,新竹市:元培科學技術學院。 10. 吳菊、李忠成、陳貴凰 (2001),餐飲業調理食品與調理菜餚發展應用之探討,弘光技術學院學報,第38期,頁83-93。 11. 陳貴凰、呂季炫、石名貴,(2005) 異國餐廳產品資訊傳遞效果之探討 p21 靜宜大學觀光事業學系。 12. 艾明德(2000)台北市國際觀光旅館西式自助餐行銷策略之性質研究,世新大學/觀光學系碩士班/民89/p.7-11 13. 高秋英(1995),度假旅館之餐飲特色,中國飲食文化基金會會訊,第一卷,第一期,頁4-8。 14. 蔣為文,〈語言、階級、與民族主義:越南語言文字演變之探討〉,載於顧長永、蕭新煌編,《新世紀的東南亞》(台北:五南圖書,2002年),頁269-272。 15. 王志弘、沈孟穎(2010),東南亞飲食再現策略:異國時尚、多元文化與己異化認同,台灣東南亞學刊,7卷1期,p14-17。 16. 洪順慶,1999。行銷管理,第二版,台北:華泰。 貳、英文部份 1. Babin, B.J., W.R.Darden, & M.Griffin (1995), “Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20 (March), pp.644-656. 2. Carl Withey, International Cuisine: South-East Asia (London: Hodder & Stoughton, 2004), pp. 213-268. 3. Cardozo, R.N., “An Experimental Study of Customer Effect, Expectation and Satisfaction, “Journal of Marketing Research, Vol.2, 1965, pp.244-249. 4. Carolyn A.Tripp, Kenneth E.Clow, Brooks A.Freeman, (1993) Implications for Store Image and Consumer Purchase Intention, Journal of Marketing Management, Spring/Summer. Vol.3, pp.57-65. 5. Churchill G.A.,Jr and Surprenant (1982), “An Investigation Into the Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, pp.491-504. 6. Cooper, D.R. and C.W. Emory (1995), Business Research Method, Chicago: Richard D. Irwin. 7. Delbert I.Hawkins, David L.Mothersbaugh, Roger J.Best, (2007) Consumer Behavior Building Marketing Strategy, 10th Ed. 8. Dodds,W.B., K.B. Monroe, and D.Grewal, “The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations.” Journal of Marketing Research, 1991, Vol.28, No.3, pp.307-319. 9. Engel, James F., Roger D. Blackwell and Paul W. Miniard, (2006), Consumer Behavior, 10th Edition, Harcourt Broce Joranovich College Publishers, The Dryden Press. 10. Fornell, Claes (1992),”A National Customer Satisfaction Barometer: The Swedish Experience, “Journal of Marketing, Vol. 56, No.1,January, pp.6-21. 11. Fornell, C. and Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol.18, pp.39-50. 12. Heskett, J.L., Thomas O. Jones, Gary W. Lovemen, W. Earl Sasser and Leonard A. Schlesinger, “Putting The Service – Profit Chain To Work”, Harvard Business Review Mar./Apr., 1994, pp. 164-174 13. Irena Vida, 2007, The effects of Background Music on Consumer Responses in a High-end Supermarket, Journal of Retail, Distribution and Consumer Research, Vol. 17, No.5 14. Jones. & Sasser. (1995). Putting the service-profit chain to work. Harvard Business Review,72(2), 164-175. 15. Kandampully, J., (2002), “Innovation as the Core Competency of a Service Organization: The Role of Technology, Knowledge and Networks,” European Journal of Innovation Management. 5(1), pp.18-26. 16. Kuder G. F. & Richardson M. W., The Theory of The Estimation of Test Reliability . Psychometrika, 1937, pp151-160. 17. Kunkel, John H. and Leonard L. Berry, (1968), A Behavioral Conception of Retail Image, Journal of Marketing, Vol. 32, pp.21-27. 18. Lindquist, J.D., (1974), Meaning of image: a survey of empirical and hypothetical evidence, Journal of Retailing, Vol 50, Iss.4, pp. 29-38. 19. Lundberg, D.E (1993), The hotel and restaurant business, NY: Van Nostrand 20. Martineau, Pierre, (1958), The Personality of the Retail Store, Harvard Business Review, Vol. 36, pp.47-55. 21. Mitchell, V.W., (2001), Re-conceptualizing consumer store image processing using perceived risk, Journal of Business Research, Vol. 54, pp. 167-172. 22. Mitra, K., M. C. Reiss and L. M. Capella (1999), “An examination of perceived risk, information search and behavioral intentions in search, experience and credence services,” The Journal of Services Marketing, 13 (3), pp.208-228. 23. Oliver, C., 1990, “Determinants of inter-organizational relationships: Integration and future directions”, Academy of Management Review. 24. Pamela G. Kittler and Kathryn P. Sucher, Cultural Foods: Traditions and Trends (Belmont, CA.:Wadsworth, 2000), pp.309-316. 25. Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry, 1985, A Conceptual Model of Service Quality and It’s Implications for Future Research, Journal of Marketing Vol.49 (Fall) pp. 41-50. 26. Philip Kotler (2008),Marketing Management, Chapter 10-11-12. 27. Plymire, J. T. (1993), The concept and Application of Life Style Segmentation, Journal of Marketing, 38,34-3. 28. Reichheld, Frederick F. and W. Earl Sasser, Jr., 1990, Zero Defections : Quality Comes to Services, Harvard Business Review, Vol.68 (September –October) , pp. 105-111. 29. Richard, F.Y. & S.R. Eric (2000), “The Effects of music in a Retail Setting on Real and Perceived Shopping Times”, Journal of Business Research, 49, pp.139-148, Consumer Behavior, Illinois: Scott, Foresman and Company, p.279. 30. Samli, A. Coskun, J. Patrick Kelly and Keith Hunt, (1998), Improving the Retail Performance by Contrasting Management and Customer Perceived Store Images : A Diagnostic Tool for Corrective Action, Journal of Business Research, Vol. 43, pp. 27-38. 31. Schiffman, L.G. and L.L. Kanuk. Consumer Behavior, 2000, 7thEd., Prentice Hall, Inc. 32. Shoemaker, S. & R.C.Lewis “Customer loyalty: the future of hospitality marketing” , Internaional Journal of Hospitality management,pp. 345-370(1999). 33. Turley, L.W. & R.E. Milliman (2000),”Atmosphere Effects on Shopping Behavior: A Review of the Experimental Evidence”, Journal of Business Research, 49, pp. 167-181. 34. Zeithaml, V.A.”Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesize of Evidence”, Journal of Marketing, 1988, Vol.52, pp.2-22. 叁、網站部份 1. 中華民國內政部入出國及移民署移民事務組,《外籍配偶人數與大陸(含港澳)配偶人數》(http://www.immigration.gov.tw/aspcode/info9901.asp),2010/3/19日點選。 2. 中華民國行政院勞工委員會職業訓練局,《外勞業務統計—外勞人數》(http://www.evta.gov.tw/files/57/722044.csv),2010/3/19日點選。 3. 臺北市教育入口網 ~ 餐飲業的特性(http://w3.tpsh.tp.edu.tw/organization/shcool/intro1/workinrto/001/005/a103/21.htm)
摘要: 目前異國料理餐廳在台灣大街小巷林立著,台灣本土擁有獨特的台式料理,又融入各式各樣異國料理,能接受如此多樣外來食物,習慣久了變成生活的一部分。本研究以越南飲食為分析材料,探討越南餐廳的商店形象、顧客滿意度、顧客忠誠度與購買意願等構面。透過問卷資料統計分析獲得研究結果,消費者對於越南餐廳的商店形象有感受高的價值; 其次,顧客滿意度、顧客忠誠度、購買意願皆受到商店形象正向的影響;顧客滿意度對顧客忠誠度與購買意願顯著正向關係; 最後,顧客忠誠度對購買意願亦顯著具有正相影響。此外,在檢定其人口統計之相關變數時,本研究發現消費者的年齡不同、感受滿意程度有所差異的受訪者,該些構面對忠誠度及購買意願具有顯著差異。本研究與文獻探討相同得到驗證,研究範圍是在台中及花蓮地區的越南餐廳,所得到的結果可提供業者創業行銷策略參考。
Currently, exoticism cuisine restaurants in the Taiwan are filled, that indicates the exoticism cuisine has been accepted by the masses. Taiwan society is just like a melter that accepted all kinds of exotic food and become a part of life. In this study, the object research is Vietnamese restaurants, analysis and discussion Vietnamese restaurants' store image, customer satisfaction, customer loyalty, purchase intentions and some other dimensions. Through the results of statistical analysis questionnaire data, that indicated the customers feeling all dimensions with high values. In the secondly, customer satisfaction, customer loyalty and purchase intention are positively affected by the store image ; and customer loyalty, purchase intention are positively affected by the customer satisfaction ; and the finally, customer loyalty and purchase intention is also significant with the phase of positive relationship. In addition, the relevant test some of demographic variables, this study found that customers feeling different of satisfaction, different ages, these dimensions in the loyalty and purchase intentions are significantly different. This study verified the same with the literatures, and research areas in Taichung and Hualien City, the results obtained provide marketing strategy for the Vietnamese restaurants in Taiwan.
URI: http://hdl.handle.net/11455/23171
其他識別: U0005-3005201109513900
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.