STUDY OF FACTORS AFFECTING CUSTOMER BEHAVIOR INTENTIONS TOWEARD TAIWAN RESTAURANT INDUSTRY USING ABC MODEL

• Main Authors: Fu-ching Cheng, 鄭富璟
• Other Authors: Wei-shang Fan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/97970140827539828443

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === 　　The gross income of restaurant industry in Taiwan is reaching four hundred thousand million. That results in increase of homogeneity and competition. It has become an important factor to continually operate the business successfully for how to keep adjustable for satisfying consumer demand. Recently, more and more consumers become careful when make a decision for selecting restaurants due to negative news of food quality. According to the ABC model if Lutz (1991) and the reaction model of Lavidge & Steniner (1991)；Kotler (2000) as my research foundation. My research is about the customers in Taichung, and I sent out 300 questionnaires, there were 288 questionnaires available.The results of this study are as follows: food quality is a driving factor behind customer behavioral intentions; therefore, customer interaction must include emotional factors to affect behavioral intentions; thus, consumer consumption behavior is gradually formed through a series of reactions; and brand image possesses a moderating effect. A positive brand image can lower customers’ perceived risk, thereby enhancing their internal positive value and reinforcing customer behavioral intentions. In this study, we adopted three listed and well-known food and beverage brands in Taiwan as the primary research subjects. The study results contribute to management in the food and beverage industry and future development trends, as well as enhance marketing efforts. The results of this study may serve as reference for the food and beverage industry regarding future operation and management directions.