| URN | etd-0731117-141553 | Statistics | This thesis had been viewed 300 times. Download 6 times. |
| Author | Chongming Li | ||
| Author's Email Address | No Public. | ||
| Department | Institute of industrial management | ||
| Year | 2016 | Semester | 2 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 94 |
| Title | A Study on the Relativity of Demographic Variables for Brand Image Attitude and Customer LoyaltyA Case Study of Wowprime Group | ||
| Keyword | No Any Keyword Information. |
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| Abstract | Abstract Marketing expert Kotler said: "good restaurant food and dining experience the same famous." Consumers go to Starbucks not only to drink a cup of coffee, but also enjoy the coffee culture; to Wang goods not only for a steak, but also for the experience of Wang goods hospitality important VIP service. "Every store will provide services, but the challenge is how to accompany the customer to experience an unforgettable experience." This shows that the needs of the target demographic decision to experience the design, determine the direction of the brand image. Catering industry demographics show a multi-oriented demand, which presents a diverse brand image. So the restaurant industry brand marketing, is to do a good job of customer experience. This is the food industry brand and the general consumer product brand the biggest difference, for example, in order to highlight the feast of the distinguished experience, and have located in the "hospitality important guests" of the king; in order to overcome the traditional pork dining environment dark In order to meet the experience of friends, family and classmates, there are Chiba pots that are located in the "nice feeling of gathering together".Therefore, this study is mainly based on demographic variables for the brand image of the degree of difference between the degree of study - to Wang goods group as the object of study, and to go to Wang goods under the brand consumption of consumers as the questionnaire object, according to the study The purpose of the hypothesis H1: consumer demographic variables different brand image of the degree of significant difference between the degree of H2: brand image on customer satisfaction there is a significant difference H3: brand image of customer loyalty has significant differences H 4: customer loyalty And whether there is significant correlation with customer satisfaction, and the sample data is collated and analyzed for the questionnaire. A total of 147 questionnaires were collected by questionnaire survey and 147 valid questionnaires were collected. SPSS 18.0 statistical software was used to analyze the data. It was found that there was no significant difference in the questionnaire analysis between the brand image, customer satisfaction and customer loyalty based on demographic variables. |
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| Advisor Committee | |||
| Files | indicate access worldwide | ||
| Date of Defense | 2017-06-08 | Date of Submission | 2017-07-31 |