連鎖餐廳品牌個性對顧客滿意度之影響──以消費者生活型態為干擾變數

A Study on Exploring Relationship between Brand Personality and Customer Satisfaction – Lifestyle as the Moderator

品牌個性與生活型態在衡量消費者行為是很重要的議題，特別是重視顧客需求以及習性的餐飲服務業。在餐飲服務業研究方面，關係知覺價值、口碑、再購意願及滿意度等變數的探討逐漸受到重視，而這些變數又對餐飲服務業有很重要的影響，故本研究試圖加入顧客滿意度，並以消費者生活形態作為干擾變數，來探討不同生活型態消費者對品牌個性與顧客滿意度間關係之影響。在研究設計方面主要以台灣北部地區連鎖餐飲業為研究樣本，並以北部地區之消費者為調查對象。本研究使用立意抽樣，回收有效問卷381份，並利用結構方程模式（SEM）進行研究模式之驗證。研究結果顯示，品牌個性對顧客滿意度有顯著的差異，且生活型態對顧客滿意度有部分顯著差異。生活型態確實會干擾品牌個性與顧客滿意度間之關係。本研究期望，此研究結果可以作為餐飲連鎖業者在擬定經營策略之參考。

Brand personality and lifestyle was the critical factors on consumer behavior in food and beverage industry. This study aims to explore relationship between brand personality, lifestyle and customer satisfaction. This study selected the customers of 5 restaurants in Taipei as the research object, and using structural equation modeling (SEM) to verify the relationship of each path in research model. The study found that brand personality had significant impact on customer satisfaction, and lifestyle had partial moderator impact between brand personality and customer satisfaction. Finally, this study will expect that the findings can be used to develop the business strategy of the reference under the competitive environment.