| Summary: | 碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 97 === This study aimed to understand the characteristics, benefit sought, and food-related lifestyle of Yamazaki’s and Mister Donut’s customers, and the relationships between customer loyalty and different segmented groups. This study used accidental sampling to collect the data. A total of 427 participants were interviewed with 344 responses were valid, representing a valid response rate of 81.5%. The results showed that it can be divided into four segments after cluster analyses of Yamasaki bakery. They were “Conscious group”, “Social group”, “Unconcerned group” and “Health group”. Besides, the segments of Mister Donuts were “Enjoyed in shopping group”, “Health conscious group”, “Rational group”, and “Enjoyed in food group.” There were significant differences between different segments of Yamasaki’s and Mister Donut’s customers and customer loyalty. Furthermore, there were significant differences between different segments of Yamasaki’s and Mister Donut’s customers in gender and educational level. Also, there were some significant differences between the demographics and customer loyalty for two bakery chains.
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