A Study of the Relationships Among Brand Image, Cognitive quality, Customer Satisfaction, and Customer Loyalty to Tourism Factory -A case study of Chanchauku Baking Factory in YunLin County

• Main Authors: PAN, MEI-CHUAN, 潘美娟
• Other Authors: LIN, CHENG-TE
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u9e5bm

碩士 === 康寧大學 === 企業管理研究所 === 106 === The purpose of this study was to investigate the relationships among brand image, cognitive quality, customer satisfaction, and customer loyalty to tourism factory. As a reference for tourism industry or tourism factory to improve business strategy. The method adopted in this study was questionnaire survey. The tourists, consumers, product tasters in Chanchauku Baking Factory in YunLin County were the main subjects, and using convenient sampling. Total 450 copies of questionnaire are distributed, including 441 valid copies of questionnaire, and the recovery rate of valid questionnaires was 98%. After the questionnaires are collected, SPSS21.0 and SmartPLS 3 statistical software will be used as a data analysis tool. The Reliability testing, Factors of analysis, Descriptive statistical analysis, Correlation Analysis, Independent Samples t-Test, Analysis of Variance, Partial Least Squares was used to analyze the brand image, cognitive quality, customer satisfaction and customer loyalty of the Chanchauku Baking Factory in YunLin County. Based on the statistical analysis, the results were shown as follows: 1. The brand image has an impact on cognitive quality, customer satisfaction, and customer loyalty. 2. The cognitive quality has an impact on customer satisfaction and customer loyalty. 3. The customer satisfaction has an impact on customer loyalty. 4. There are significant differences in the changes in the background of tourists and the behaviors and perceptions of tourists in brand image, cognitive quality, customer satisfaction and customer loyalty.