A Study of Service Quality on Perceptual Value, Brand Image and Customer Satisfaction in Repurchase Intention.－A Case of Japanese Restaurant

• Main Authors: FONG,TIAN-JING, 馮天競
• Other Authors: SUN,YA-CHUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/11234588179842786607

碩士 === 萬能科技大學 === 經營管理研究所 === 105 === With the improvement of people's living standard in Taiwan, the demand for food and beverage becomes more and more important. In the situation of the difference of the service level of the restaurants, Service quality will be affected by many factors and increase customer willingness to repurchase. The aim of this study is to explore the impact of service quality on perceived value, brand image and customer satisfaction in repurchase intention, and hope to provide the basis for marketing strategy reference. This study takes the consumers of Japanese restaurant in Taoyuan area as the research object. There were 310 official questionnaires distributed. After taking away the invalid questionnaires, there were 291 valid questionnaires returned. In this study, data collection, taking personnel questionnaire, followed by the use of SPSS statistical software as a tool for data analysis and verification of the complete encoding of information. The relationship between hypothesis and variability of this study is discussed by means of sample data analysis, descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis and regression analysis. The study finding: (1) service quality on the perceived value, brand image and customer satisfaction with a significant positive impact on the re-purchase intention. (2) perceived value, brand image and customer satisfaction with a significant positive impact on the re- (3) perceived value, brand image and customer satisfaction in the quality of service on the re-purchase intended between the intermediary effect.