THE EFFECTS OF PRODUCT QUALITY, SERVICE QUALITY, PERCEIVED VALUE, WORD-OF-MOUTH, AND BRAND TRUST ON REPURCHASE INTENTIONS─A CASE STUDY OF WANG GROUP

• Main Authors: Ching-wen Su, 蘇敬雯
• Other Authors: Kun-huand Yeh
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/6qz6x2

碩士 === 大同大學 === 事業經營學系(所) === 102 === Recently, customers request more in every aspect, not only the quality of the product but quality of the service too. Good service quality could enhance the customer satisfaction of a brand. When good service quality and good product quality met, customers will have much more preference to this particular brand. Further effects are higher rebuy willingness and recommendation to the brand, thus more sales number could be achieved. According to this research, restaurant industry could realize that the quality of the product and service quality provided by dealers will affect the repurchase intention to a brand. According to DGBAS statistics, GDP of the service industry have been increased in recent years, especially in restaurant industry.And how to create a unique image in the minds of consumers and effectively grasp the needs of consumers, to attract consumers to go to patronize, and to allow consumers to repurchase are becoming an important issue for restaurant industry at this stage operation. Customers were always in the most limited economic resources, seeking to maximize the value realized through experience and learning to fix their expected value, thereby affecting consumer repurchase intention. In recent years, Wang Group was competing with other restaurant industry as the impact is not great, and was created 12 restaurant chain brands in Taiwan, most of them also have good performance. Based on the above research background and motivation, the research uses restaurant chain brands consumers under the banner of Wang Group as the research subject to explore the effects of Wang Group product quality, service quality, perceived value, reputation. Expected results can contribute to the restaurant industry for how to improve consumer repurchase intention, and thus on the marketing strategy, quality management. This research was selecting twelve restaurant brands of Wang Group and then who consumption in those twelve restaurants for the research subject. In this study, 330 questionnaires were distributed and 326 questionnaires were returned, 320 were valid questionnaires. The study design research questionnaire based on the research purpose and used SPSS 21 and AMOS 21 software statistical software to do the descriptive statistical analysis, reliability analysis, validity analysis, model fitness and structural supported modeling (SEM). The results of the hypothesis H1, H2, H3, H4, H5, H6, H7, H8, H9, H10 and H11 were all supported. The effect of the product quality on perceived value is positive,the effect of the product quality on word-of-mouth is positive, the effect of the service quality on perceived value is positive, the effect of the service quality on word-of-mouth is positive, the effect of the product quality on brand trust is positive,the effect of the perceived value on brand trust is positive, the effect of the service quality on brand trust is positive, the effect of the perceived value on word-of-mouth is positive, the effect of the word-of-mouth on brand trust is positive, the effect of the word-of-mouth on repurchase intention is positive and the effect of the brand trust on repurchase intention is positive. Therefore, this study focuses on product quality and service quality to give advice. In this research, the two affecting variables are very important when customer evaluating the quality of services. They are reliability, and responsiveness. And the two affecting variables are very important when customer evaluating the quality of product. They are aesthetics, performance, service ability,and features. So, we recommend restaurant industry can start their project by taking all variables into account. And we here recommend restaurant industry should spend more time in doing research of how to meet the customer taste and preference. The effect of the product quality, service quality, perceived value, word-of-mouth, and brand trust to the repurchase intention is significant. As an enterprise, it should not only seek the best product quality, but focusing on providing the comprehensive and close service too. The provided service has great effect in repurchase intention. Therefore, meet customer needs should from product quality and service quality to take forward.