臺灣在地中西式速食連鎖早餐加盟店之研究

A study on the local Chinese and Western fast food chain breakfast franchise stores in Taiwan

本研究動機針對臺灣在地「中式、西式」速食連鎖早餐加盟業進行研究，主要是探討加盟者為何選擇加盟創業與相互間之合作關係。產業中的品牌形象、顧客忠誠度、再消費意願間是否影響消費者的認同與價值，進而瞭解臺灣在地市場與消費者的相關性。因社會型態與生活習慣改變，「中式、西式」速食連鎖早餐加盟店，日進月增，地點便利、可外帶、快速供餐的特性，企業化的連鎖早餐加盟店，符合消費者們的需求。研究結果提供業者經營行銷策略上之具體建議。
本研究以大臺北地區為範圍，臺北市、新北市地區為主。針對「中式、西式」速食連鎖加盟店顧客為研究對象，發放問卷進行研究樣本收集，並以Google表單連結、藉由Line、FB官方發放問卷、親自前往早餐店請顧客填寫(可立即回收問卷)、部分則委託早餐店業者幫忙發放。樣本共計回收360份，其中無效樣本為10份，有效樣本為350份(97.2%)。採用SPSS 22軟體統計分析，以敘述性分析、信度分析、獨立樣本t檢定、單因子變異數分析、相關分析、迴歸分析等。再以人口變項、品牌形象、顧客忠誠度為自變數；再消費意願為應變數。驗證假說結果；H1:各人口統計變項對研究變數具有顯著差異，部分成立。H1a:人口統計變項對品牌形象具有顯著差異，部分成立。H1b:人口統計變項對顧客忠誠度具有顯著差異，部分成立。H1c:人口統計變項對再消費意願具有顯著差異，部分成立。H2:品牌形象對於顧客忠誠度具有顯著影響，成立。H3:品牌形象對於再消費意願具有顯著影響，成立。H4:顧客忠誠度對於再消費意願具有顯著影響，成立。
實證結果發現，品牌形象對於顧客忠誠度存有顯著正向影響、品牌形象對再消費意願有顯著正向影響、顧客忠誠度對再消費意願有顯著正向影響。實務貢獻方面，在品牌形象關係顧客忠誠度、再消費意願的研究中，企業所得之實質利益，大於銷售與產品的服務，最大的好處是強化顧客的回流穩定性與提高價值，且幫助建立品牌的忠誠度，品牌忠誠度會直接在顧客再次購買行為上表現，與Duncan and Moriarty (1999)的理論觀點一致。

The purpose of this study is to study the local "Chinese and Western" fast food chain breakfast franchise industry in Taiwan, mainly to explore why franchisees choose to join and start a business and the cooperative relationship between them. Whether the brand image, customer loyalty, and re-consumption willingness in the industry affect the recognition and value of consumers, and then understand the correlation between Taiwan's local market and consumers. Due to the change of social style and living habits, the number of "Chinese and Western" fast food chain breakfast franchises is increasing day by day, and the characteristics of convenient locations, take-out and fast meals are becoming enterprise-oriented breakfast chain franchises to meet the needs of consumers. The results of the study provide specific recommendations on the marketing strategies of the operators.
This study focuses on the greater Taipei area, Taipei City, and New Taipei City. For the customers of "Chinese and Western" fast food chain stores, questionnaires were distributed to collect research samples, and the questionnaires were distributed through Google form links, questionnaires were distributed through Line and FB officials, and customers were asked to fill in in person at breakfast restaurants (questionnaires can be collected immediately), and some were entrusted to breakfast restaurant operators to help distribute them. A total of 360 samples were recovered, of which 10 were invalid and 350 (97.2%) were valid. SPSS 22 software was used for statistical analysis, including narrative analysis, reliability analysis, independent sample t verification, single factor variation analysis, correlation analysis, regression analysis, etc. Demographic variables, brand image, and customer loyalty were taken as independent variables. The willingness to re-consume is a variable. Verify the results of the hypothesis; H1: Significant differences between demographic variables for the study variables are partially true. H1a: Demographic variables have significant differences in brand image and are partially true. H1b: Demographic variables have significant differences in customer loyalty, partially true. H1c: Demographic variables have significant differences in re-consumption intentions, partially true. H2: Brand image has a significant impact on customer loyalty, established. H3: Brand image has a significant impact on the willingness to re-consume, established. H4: Customer loyalty has a significant impact on re-consumption intention, which is true.
The empirical results show that brand image has a significant positive impact on customer loyalty, brand image has a significant positive impact on re-consumption intention, and customer loyalty has a significant positive impact on re-consumption intention. In terms of practical contributions, in the research on the relationship between brand image and customer loyalty and re-consumption intention, the substantial benefits obtained by enterprises are greater than those of sales and product services, and the biggest benefit is to strengthen the stability of customer return and improve value, and help build brand loyalty, which will be directly manifested in customer repurchase behavior, which is consistent with the theoretical view of Duncan and Moriarty (1999).