| URN | etd-0823125-160552 | Statistics | This thesis had been viewed 21 times. Download 7 times. |
| Author | PO LIEN PENG | ||
| Author's Email Address | No Public. | ||
| Department | Institute of Industrial Management | ||
| Year | 2024 | Semester | 2 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 59 |
| Title | A Study on Customer Satisfaction and Loyalty in Brunch Restaurants: A Case of a Chain Brand | ||
| Keyword | |||
| Abstract | This study aims to explore the relationship between customer satisfaction and customer loyalty in chain brunch brands in the Taipei and New Taipei areas, and to analyze differences in satisfaction and loyalty among customers with different demographic characteristics. In the context of an increasingly competitive food and beverage market and the diversification of customer needs, how to enhance customer experience and build long-term support through high-quality services and brand management has become a critical issue for brunch brand operations. A quantitative research approach was adopted, with a questionnaire survey conducted among consumers in the Taipei metropolitan area. A total of 393 questionnaires were collected, of which 382 were valid samples. The questionnaire covered three main constructs: customer satisfaction, brand image, and customer loyalty, supplemented by demographic variables for segmentation analysis. All items were measured using a five-point Likert scale. The measurement of customer satisfaction was based on the SERVQUAL model proposed by Parasuraman et al., encompassing five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The collected data were analyzed using exploratory factor analysis (EFA) to extract latent factors, followed by multiple regression and difference analysis for empirical validation. The results indicate that customer satisfaction has a significant positive effect on customer loyalty, and that brand image is also positively correlated with loyalty. Furthermore, significant differences were found in certain dimensions of satisfaction and loyalty among customers of different ages, occupations, and monthly income levels. The findings suggest that brunch brands can enhance customer satisfaction and loyalty by improving tangible facilities and overall environmental quality, ensuring service reliability and consistency, responding promptly to customer needs, building professionalism and trust, and demonstrating care and empathy. Based on the analysis, this study proposes several managerial recommendations, including integrating digital technology and standardizing service processes to improve operational efficiency, leveraging emotional marketing and spatial design to create a unique brand atmosphere, and continuously optimizing products and service quality to meet the needs of different customer groups. The results are expected to serve as a valuable reference for brunch brands in customer relationship management and strategic adjustments, as well as to provide an empirical basis for future research. |
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| Files | indicate access worldwide | ||
| Date of Defense | 2025-06-20 | Date of Submission | 2025-08-23 |