The Relationships Among Brand Identity, Shared Responsibility and Customer Loyalty

• Main Authors: Liu Yu-Ting, 劉俞婷
• Other Authors: Kuo Yen-Ku
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/23916681595637503800

碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 102 === When customers consume in brand identity restaurant, due to the service is inseparability, means that customers and service providers rely on each for successful exchange. In the social exchange theory, the customers want to get the better service and good mood, they need to have the empathy with service provider to exchange the successful service , to have customer loyalty. The objects were 189 people consume in the famous food and beverage industry as-sociation. The instrument adopted to collect data for this study was questionnaire investigation. Results revealed the following five points There was significant positive correlation between brand identity and shared respon-sibility. There was significant positive correlation between shared responsibility and customer loyalty. A significant positive correlation was also found between brand identity and customer loyalty. There was partial mediating effect of shared responsibility on brand identity and customer loyalty.