探討在地企業之品牌經營對消費者滿意度及未來再購意願的影響－－以臺南地區為例

Exploring the Relationship between Brand Recognition, Customers’ Satisfaction, and Repurchase Intention: A Case Study of Tainan Local Corporation

過去數年來，台灣經濟成長迅速，生活水準也隨之提升，消費者的購買行為也較以往大不相同。市場上許多產品也較以前有更多樣性的選擇，面對市場上的激烈競爭，產品的品牌則為產品競爭力的決定因素，品牌的建立攸關產品的形象價值，如果消費者不認識其品牌，購買產品的意願也較為降低。如何將品牌概念應用至餐飲業經營上，是重要的議題。本研究主要目的在於了解在品牌建構下，對顧客而言是否會導致較高的滿意度，並探討對其再購意願之影響。本研究以東東餐飲集團旗下十二間餐廳的消費者為調查樣本。本研究結果發現：一、品牌認知對顧客滿意度呈現顯著正向影響，而在對再購意願方面則只有品牌忠誠度達到正向顯著影響；二、顧客滿意度對再購意願亦有正向顯著。本研究亦針對其實證結果對餐飲業者提出相關建議，以提供餐飲業者作為未來經營管理參考。

Over the past few years, the economy of Taiwan has grown quickly and the standard of living has risen. The buying behaviors of consumers have changed significantly in comparison to previous eras. These changes were prompted by the fiercely competitive market environment with increased product selections, and the focus on brands which is the determining factor of success in today's market. Corporation brand establishment matters product image and product value. If consumers do not know a company brand, it affects their purchasing attitude. Therefore, it is worth to discuss and study the brand recognition subject. How to apply the brand idea to food and beverage industry is an important topic in the future. This paper aims to examine the impacts of brand recognition to a service corporation’s customer satisfaction and repurchase intentions. A purposed-based questionnaire was distributed to Tung Tung Restaurant Corporation which is consisted by 12 different theme restaurants. By using structural equation modeling as the main data analysis tool, the results found that brand recognition only effected on customer satisfaction which was also positively impacted to customer’s future repurchase intentions. Additional suggestions are proposed for the food and beverage industry to improve future business strategies.