Exploring the impacts of product quality and service quality in breakfast industry

• Main Authors: Peng, Ying- Jie, 彭穎婕
• Other Authors: Cheng, Cheng-Feng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/44341308027816695809

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 105 === In this research, we try to build the conceptual research framework to study the consumer behavior of buying breakfast. The main dimensions of research contain product quality, service quality, perceived value, and repurchase intention. According to the above, we conclude the research purpose as follows : effect of product quality, effect of service quality, and relation between perceived value and repurchase intention. The main objects of study are those consumers who have had the experience of buying breakfast. We use questionnaire survey method and collect the empirical research data with a paper questionnaire. A total of 321 valid questionnaires were returned, resulting in a return rate of 91.7%. Multivariate analysis focuses on descriptive statistical analysis, factor analysis, reliability analysis, structural equation modeling, and etc. The research data shows that product quality helps improve repurchase intention and perceived value. Also, service quality helps improve repurchase intention and perceived value. In addition, perceived value helps improve repurchase intention.