A Study of the Relationships amongBrand Reputation, Customer Satisfaction, Brand Loyalty, and Word-of-Mouth in Chain Restaurant

• Main Author: 魏文地
• Other Authors: 謝清隆
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/08290180637948767937

碩士 === 中州科技大學 === 機械與自動化工程系 === 104 === With the change of social pattern and conducive policies appeared for the hospitality industry, improving the inclination that operators to invest and expand business scale. Spotted the expand of the domestic market, exotic restaurants have also stationed in Taiwan. The study mainly investigates the relationships among the brand reputation, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, in the chain restaurant industry is facing competitive environment. Whether the industry can enhance brand reputation , increase customer satisfaction, and then customers agree to be with a good brand loyalty, and the formation of reputation, which the key issues of this thesis. In this study, a survey of empirical research, and McDonald customers for the study sample, for a total of 400 questionnaires were issued, and recovery for the 296 valid questionnaires. This study uses the structural equation modeling (SEM) to empirically explore the relationships among brand reputation, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand reputation must through customer satisfaction initially, and then through brand loyalty to impact the word-of-mouth. Therefore, the chain restaurant industry who, in addition to the basic core service in the chain restaurant and expertise to continuously improve, in order to make customers can trust them, they have to strengthen after-sales service and personnel training. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of purchase intention and recommend others to purchase are increasing. In order to promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages. KeyWords : brand reputation , customer satisfaction, brand loyalty, word-of-mouth