The Influence of Integrated Marketing Communication on Perceived Service Quality and Satisfaction – A Case of Lao-Dong Beef Noodle Attending the Taipei Beef Noodle Festival

• Main Authors: LU, WEN-CHANG, 呂文彰
• Other Authors: CHIU, KUANG-HUI
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/38439229729767130683

碩士 === 國立臺北大學 === 企業管理學系 === 96 === Since 2005, Taipei international beef noodles festival was get a good response by the public, and promoted beef noodle to be a popular food. At that time, the Lao-Dong Beef Noodle won the third of A-list beef noodle shop at network on-line votes, and won the champion in the Traditional Beef Noodle Cooking Contest next year. Lao-Dong Beef Noodle initiated integrated marketing communication by those activities to promote its meal flavor so that its reputation increases rapidly. The purpose of this study is to discuss whether the effects of integration marketing communication of the Lao-Dong Beef Noodle win the champion of the Taipei Beef Noodle Festival Influence the consumer perceived service quality and satisfaction by a case study of Lao-Dong Beef Noodle at Taipei Beef Noodle Festival, and the result as follows: 1. There is positive influence by integrated marketing communication on consumer’s expected service quality. 2. There is positive influence at consumer’s perceived service quality, expected service quality, and perceived service quality gap on the consumer satisfaction. 3. The raising consumer’s expect service quality will be produce the gap to influence the consumer satisfaction resulted from consumer’s perceived service quality and their expected service quality.