| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 106 === Upon the growth of global green vegetarian population, market competition and rapidly changeable environment, green vegetarian supply industry should cope with difficult operational environment. Thus, how to enhance service innovation competence, product and service quality, and brand image of green vegetarian supply industry in order to create higher customer value and result in sustainable operation of companies and high profits is the research issue worthy of in-depth exploration. This study treats service innovation as antecedent, service quality and brand image as moderators and customer value as dependent variable to explore their relationship and effects. By questionnaire survey, it treats green vegetarian customers as subjects for empirical research. The results of this study find that: (1) there is a significant and positive correlation among service innovation, service quality, brand image, and customer value; (2) there is a significant and positive impact among service innovation, service quality, brand image, and customer value; (3) in terms of demographic variables, customers with different average monthly incomes show significantly different perceptions on service quality, brand image, and customer value. The previous research findings can serve as reference for operational decision-making of green vegetarian supply industry.
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