| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 104 === In recent years, the eating habits of Taiwan’s consumers have changed, leading a bread trend across the city. As a bakery owner, standing out from many competitors will be challenging. In this study, we focus on Boulangerie Shakespeare & Co, Asakusa Bakery and Uncle Charlie’s Bakery, since they follow different business styles in Kaohsiung city. We aim to explore the factors that influence customer satisfaction, and analyze the relationships in each factor between customer satisfaction. The results indicate that: (1) Services, Environment, Product, Price and Image are the 5 main factors that affect customer satisfaction, which positively lead to customer satisfaction. (2) There will be significant differences in customer demographics between their satisfaction. (3) There will be significant differences in different brands of followers between their satisfaction. (4) There will be significant connections between different brands and customers’ demographic variables, such as gender, age, occupation, level of education, family status and monthly income.
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