Impact of Brand Image, Experiential Marketing on Repurchase Intention: Evidence from the TASTY Steak House

• Main Authors: CHEN, KUAN-TING, 陳冠廷
• Other Authors: TANG, TSENG-CHUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/296a22

碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士在職專班 === 107 === In Taiwan, a large number of innovative brands have been put into the market in recent years. In the restaurant red sea market, how to attract customers , let customers follow the consumption again, customer recognition of the brand image and experiential in the restaurant, has become a brand restaurant A major issue, from the restaurant's business perspective, restaurant brand image and experiential marketing is a very important part of attracting customers to re-consume, and understanding the customer's feeling is a key factor in business success. This study takes Tasty Steak as the research object, discusses the relationship between customers' brand image and experiential marketing on the willingness of customers to re-sell, and studies the number of guests in the afternoon and the number of guests in the evening as a questionnaire survey. A total of 431 questionnaires were actually collected in 500 questionnaires. After deducting the incomplete questionnaires, the total number of valid questionnaires was 431, and the effective questionnaire recovery rate was 86.2%. According to the needs of the research purposes, narrative statistics, reliability analysis, factor analysis, t-test, single factor variance analysis, Pearson product correlation analysis and regression analysis were used moment for empirical analysis. The empirical results are as follows: 1. Consumers of different ages, education levels, occupations, average monthly personal income and the number of consumptions of TASTY steaks in the past 2 years show significant differences in brand image; 2. Different ages, marital status, education level Consumers, occupations and consumption of TASTY steaks in the past 2 years have shown significant differences in experiential marketing; 3. Consumers with different levels of education, occupations and consumption in the past 2 years to TASTY steaks have shown significant differences in repurchase intentions; 4. Brand image and experiential marketing are positively related; 5. Brand image and repurchase intention and be positively correlated; 6. Experiential marketing and repurchase intention and be positively related; 7. Brand image has a positive predictive power toward repurchase intention; 8. Experiential marketing has a positive predictive power toward repurchase intention.