| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 102 === ABSTRACT
According to the year 2011 survey from China Credit Information Service in the restaurant industry in Taiwan, 80% of the top twenty restaurant businesses are chain restaurants. In this Case study, The Wang Steak, a brand restaurant of the high-end consumption of the Wowprime corp., is used to study the effects of direct marketing as a tool of brand management on consumers'' choice. Whether direct marketing will create customers''enthusiasm about attempting brand restaurant, or it will motivate customers'' actuation in consuming in a brand restaurant is investigated. Moreover, this study explores the impact of direct marketing on consumers'' satisfaction and repurchase behavior.
A total of 337 valid surveys were collected and analyzed by using SPSS12.0 software. Regression analysis was used in studying relationships among the direct marketing, the brand experience and the customer satisfaction and repurchase intention, also in studying the relationships among consumers brand information sources and brand experience as well. Through hierarchical regression analysis to further explore whether the brand experience has a mediating effect on the relationship between direct marketing and customer satisfaction or repurchase intention.
The results of this study are as follows. (1)Direct marketing has a positive effect on brand experience. (2)Brand experience has a positive effect on customer satisfaction and repurchase intention. (3)Direct marketing has a positive effect on customer satisfaction and repurchase intention. (4)Through brand experience, directing marketing has positive and significant impacts on customer satisfaction and repurchases intention. (5)Different brand information resources have different effects on direct marketing, brand experience, and customer satisfaction and repurchase intention.
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