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| 題 名 | 以顧客價值為基礎之烘焙坊案例分析=An Empirical Study of Customer Value in a Bakery |
|---|---|
| 作 者 | 楊玲惠; | 書刊名 | 大同技術學院學報 |
| 卷 期 | 27 2021.07[民110.07] |
| 頁 次 | 頁46-59 |
| 分類號 | 496.34 |
| 關鍵詞 | 顧客價值; 顧客滿意度; 顧客忠誠度; Customer value; Customer satisfaction; Customer loyalty; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 後疫情時代改變消費者的生活模式,改變了消費者對食品的喜好趨勢,在這股轉變下, 市場趨勢帶動了“宅經濟”的崛起與“美食”市場的龐大機會,在如此競爭充斥的環境下,烘焙業者也要開始找到產品與顧客的關鍵連結。因此,本研究以嘉義市穗悅烘焙坊為例,採用問卷調查法,探討顧客價值、顧客滿意度與顧客忠誠度三者之間的關係。研究結果歸納如下:一、「顧客價值」對於「顧客滿意度」與「顧客忠誠度」具有顯著之正向提昇。二、「顧客滿意度」對於「顧客忠誠度」具有顯著之正向影響。三、顧客價值會經由顧客滿意度的中介效果顯著正向影響顧客忠誠度。 |
| 英文摘要 | In the post pandemic era, people’s way of living have changed and market trend are“Stay-at-Home Economy” and“Gastronomy”. Remaining enjoyment of eating leads to the increasing demand of cooking, baking at home and takeaway. The bakery owners need to find their own specials to provide unique customer value in order to achieve sustainable development. This study chose a bake shop as the example to examine and explain the relationships among customer value, customer satisfaction, and customer loyalty. A questionnaire survey was conducted on customers of Día a Día Bakery. Results indicate that customer value has significant positive effect on both of customer satisfaction and customer loyalty; customer satisfaction has significant positive effect on customer loyalty. Finally, we found that customer satisfaction mediates the influences of customer value actions on customer loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。