| Summary: | 碩士 === 國立嘉義大學 === 農藝學系研究所 === 101 === The study explored consumer’s quality cognition, perceived value, satisfaction, and loyalty about fresh black wood ear and the interactions among these variables using questionnaire survey with respondents picked up using the convenience sampling method. These respondents were fresh black wood ear consumers in northern, central, southern, and eastern Taiwan. A total of 700 questionnaires were distributed and for responses, 660 were valid and 40 invalid. The valid response rate was 94.28%.
The study has found that depending on the studied demographic variables, consumers demonstrated partial significant differences in quality perception, perceived value, customer satisfaction, and customer loyalty. Firstly, quality perception and perceived value showed a positive impact on customer satisfaction and loyalty. Secondly, customer satisfaction showed a positive impact on customer loyalty. Third, perceived value and customer satisfaction exerted a mediating effect on customer loyalty. Overall, the results suggested that quality perception could affect customer loyalty via perceived value and customer satisfaction. Therefore, a suggestion for manufactures is to educate consumers to learn more about fresh black wood ear quality. Manufacturers can also improve their product quality strategies for fresh black wood ear to enhance customer satisfaction and loyalty.
Keywords：Fresh black wood ear, Quality cognition, Perceived value, Customer satisfaction, Customer loyalty
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