AStudyontheRelationshipbetweenConsumersValueandConsumersloyalty─ExampleTChainRestaurants

[[abstract]]由於全球零售業競爭日趨激烈，全球經濟不景氣影響下，連鎖餐飲業之策略發展十分重要，台灣已加入全球貿易組織（WTO），顧客價值將成為連鎖餐飲業掌握顧客忠誠度的指標，而國內研究相關研究仍限於顧客滿意度與顧客忠誠度的關係，而非以顧客價值觀點來探討之。 本研究之旨趣為探討影響消費者的顧客價值之因素構面與其與顧客忠誠度之關聯性，以實用性價值、享樂性價值、象徵性價值三種顧客價值因素討論之，並採用便利抽樣方式在全台灣省T連鎖餐廳分店方放問卷，得有效問卷319份。重要研究發現：顧客價值是預測消費者忠誠度有效的效標變項，並利用因素分析粹取出實用性價值、享樂性價值、象徵性價值三種顧客價值，以及主要行為、次要行為，再購意願三項顧客忠誠度要素。研究結果發現：1.顧客價值與顧客忠誠度呈顯著正相關。2.主要行為與實用性價值、享樂性價值、象徵性價值三種顧客價值呈顯著正相關。3.次要行為與實用性價值、享樂性價值、象徵性價值三種顧客價值呈顯著正相關。4.再購意願與實用性價值及象徵性價值兩種顧客價值呈顯著正相關。5.顧客忠誠度與教育及職業兩項人口統計變數呈顯著正相關。最後，本研究指出研究限制及提出對未來研究者及企業界之建議。[[abstract]]After Taiwan has entered the WTO, the retail industries are becoming more competitive than ever. Consumer value comes to an important factor that leads to consumer loyalty in the retail industries. Studies related to consumer loyalty in Taiwan are so limited that the topic deserves more attention. The purpose of the study is to examine the relationship between consumer value and consumer loyalty in the research context of chain restaurants. According to literature review, consumer value includes three value components: utility, hedonic, and symbolic value. A sample, 319, is randomly obtained from the customers in T chain restaurants. Data is collected through the method of survey questionnaire. The study uses one-way ANOVA and regression statistical methods for hypothesis test. The findings of this study are: 1. Consumer value has an impact on consumer loyalty. 2. Significant differences exist in the consumer’s major behavior in terms of utility, hedonic, and symbolic value. 3. Significant differences exist in the consumer’s minor behavior in terms of utility, hedonic, and symbolic value. 4. Significant differences exist in the consumer’s repurchase intention in terms of utility, hedonic, and symbolic value. 5. Significant differences exist in the consumer loyalty among education and occupation. According to the research findings, marketing strategies are suggested for the industry of chain restaurants. Finally, the limitations of the study and the recommendation for future research are discussed