食物品質、認知價值、品牌形象對顧客滿意度與顧客忠誠度之關係研究-以全家Fami霜淇淋為例

Abstract

This study conducted a research on consumers who had consumed Fami soft serve ice cream, a Taiwan FamilyMart’s private-label product. This study explored how customer satisfaction and customer loyalty were correlated and influenced by food quality, perceived value, and brand image, and would provide suggestions for companies to formulate marketing strategies. A questionnaire survey using convenience sampling was conducted on consumers who had consumed Fami soft serve ice cream. The questionnaires were distributed through online channels and hard copies. The distribution period was May 31, 2014 to June 21, 2014, and a total of 715 copies of questionnaires were distributed. The number of valid questionnaire amounted to 622 copies after eliminating invalid ones, with a valid rate of 87%. SPSS was used to conduct quantitative analyses including sample analysis, descriptive statistics analysis, factor analysis, reliability analysis, Pearson correlation analysis, regression analysis, t-test, and analysis of variance. The analysis results indicated that food quality was correlated to and had a positively significant influence on customer satisfaction, and food quality was correlated to and had a partially positively significant influence on customer loyalty. Perceived value and brand image were correlated to and had a positively significant influence on customer satisfaction and loyalty. Customer satisfaction was correlated to and had a positively significant influence on customer loyalty. Moreover, food quality had a greater influence on customer satisfaction and customer loyalty than the other two factors. Subjects with demographical variables including female, married, a highest educational qualification of high school and vocational schools, 25–44 years of age, and a monthly salary of income of 30001–40000 dollars showed the highest identification with Fami soft serve ice cream. Additionally, in hope of improving customer satisfaction and loyalty, this study conducted qualitative interviews based on the quantitative analysis results and proposed the conclusion and nine marketing strategic suggestions.