| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 103 === Social changes and the requirements of the people to enhance the quality of life, as well as consumers of food hygiene and quality of service requirements, competitive restaurant industry in Taiwan has become increasingly fierce. This study investigated the food and beverage industry customers perceived value and purchase intention, loyalty cognitive differences, and explore the perceived value and purchase intention will affect the customer loyalty. In this study, an A restaurant customers for the survey questionnaire, the main statistical analysis of reliability analysis, t test, one-way analysis of variance and correlation analysis. On statistics, reliability analysis showed confidence values facets are well on reliability standards.
Hypothesis testing found that: (1) Male acceptance of perceived value is significantly higher than women, and in the following countries or high degree of recognition for consumer perceived value is higher. (2) Male acceptance of purchase intention is significantly higher than the female, junior high school or vocational education or less and consumers, whose purchase intention higher than other consumers. (3) Consumer high school or vocational, specialist in customer loyalty is greater than or university, as well as master's degree consumers. (4) The perceived value of customer loyalty, and purchase intention to customer loyalty, two assumptions have received positive support.
In fact, the restaurant industry increasingly fierce competition in Taiwan, changing customer loyalty is very fast, so the restaurant is not simply improve the quality of meals, one should take into account the service side, the fierce competition in this way can Taiwan Restaurant market will emerge and increase the competitiveness of enterprises.
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