| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === Recently it is important to promote lifestyle in order to maintain and promote health. Thus, healthy light food has a good business opportunity in food industry. This study proposed an integrated approach to understand the relationships between push-pull motivation, customer satisfaction and customer loyalty. The push motivation refers to individual health promotion. The pull motivation includes product quality and product innovation.
A total of 150 valid questionnaires are collected from Kou Shui Porridge healthy light food restaurant customers in Malaysia. Multiple regression analysis is adopted to examine the path effects in the conceptual model.
The results find that: (1) Individual pull motivation and push motivation have significant and positive effects on the customer satisfaction. The “health responsibility”, which is one construct of health promotion, is the strongest affecting factor on the customer satisfaction. (2) Individual “health responsibility” significantly increases customer perception of product quality. (3) Customer satisfaction effectively improve customer loyalty, including repurchasing intention, positive word-of-mouth and willingness to pay more. The practical implications and suggestions are proposed.
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