The Research on the Relationships among Brand Image, Customer Satisfaction and Loyalty： the Case of Hung Jui Chen Bakery

• Main Authors: Ya-Wen Hung, 洪雅文
• Other Authors: Tzong-Shyuan Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/w67y3q

碩士 === 朝陽科技大學 === 休閒事業管理系 === 102 === The adoption of western-style production methods and improvement in technical standards have created reliable and skillful baking pastry in each region in Taiwan with certain group of loyal consumers. Therefore, it is significant to build an irreplaceable brand image to increase customer satisfactions and form a group of loyal customers. This report will explore the relationship among brand image, customer satisfaction and loyalty through the relevant literature and empirical study. The investigation of the topic is by four hundred (400)questionnaires and the sample group is taken from the customers of“Hung Jui Chen Bakery”. Three hundred seventy eight (378) questionnaires werereturned effectively and the effective rate is 94.5%.The analysis result is as following with the statistical methods of T-test, single factory analysis of variance, regression analysis etc. Firstly, The majority of the customer group of is female in the age of 30 to 39, graduated from university, married, worked in service industry, living in central region of Taiwan with income NTD20,000-40,000. Consumption frequency is 1 to 5 times per month, sources of information are mostly from friends and relatives. Secondly, the standardized coefficient discovers the most effective variances are good image and good taste. Brand and service attitude are less effective. Thirdly, brand image and customer satisfaction have positive impact on customer loyalty. Key words: Brand Image, Customer Satisfaction and Customer Loyalty