The Effects Among Brand Image, Perceived Quality, Customer Satisfaction and Repurchase Intention: The Case Study of Quaker Food

• Main Authors: Shu-Chun Huang, 黃群淑
• Other Authors: Chuen-Ping Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/s7vgmv

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 103 === The main purpose of this research is to discuss the life styles of massive customers have changed under the prompt changes and development of society and economy. To adapt to these changes, while people request both speediness and convenience, the health, food safety and the consciousness of health-preserving are gradually noticed. In order to understand the effects between brand image consumer’s perceived quality , customer satisfaction and repurchase intention, this research used SPSS statistics software to analyze the relationships of related variables. This research sent out questionnaires to collect data. A total of 320 copies of questionnaires were issued and 320 copies were returned. After deducting 20 copies of incomplete questionnaires, there were 300 copies of effective questionnaires. The results show that brand image has a significant positive influence on customer satisfaction. The perceived quality has a positive effect on customer satisfaction. Customer satisfaction makes evident on repurchase intention. In addition, there is no significant influence on customer satisfaction for different genders. Different-age customers have significant difference on customer satisfaction. Customers with different marital status have significant difference on customer satisfaction. Customers with different occupations and levels of education also show significant difference on customer satisfaction. Customers with different incomes also have significant difference on customer satisfaction. At the end, this research provides suggestions to practical field for reference.