Using Kansei Engineering to Design Restaurant Brand

• Main Authors: Chen, Chi-Han, 陳祈涵
• Other Authors: Hsu, Chia-Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/67422609306136992973

碩士 === 中國文化大學 === 國際企業管理學系 === 102 === In the era of globalization, brand management has become more important for companies. Understanding true voice of customers toward brand enables companies to build an ideal brand and increase customers’ perception on brand value, and in turn, create competitive advantages in the keenly competitive market, as well as successfully achieve to attract new customers and keep loyal customers. This study uses restaurant brand to serve as the subject of design elements, and identifies the expected adjectives through questionnaire survey in order to offer designer to design a brand that meets customers’ expectations. Then, this study uses factor analysis to analyze the important Kansei, and finally uses partial least squares method to test the relevant links to purchase intentions. In the PLS models, this study uses the benchmarking brand design process to correspond to the non-benchmarking brand design process to determine the bench-marking brand design process is the most consistent with the customers' needs. Using Kansei engineering and PLS method can effectively help us to design a brand and derive the attributes of an ideal restaurant brand design, and further offer brand designers to design a brand that meets customers’ expectations.