A Study on the Relationship among Old House Restaurant Image,Customer Perceived Value and Customer Loyalty-Evidence from Tainan City
| Autor: | Chih-Tsung Chen, 陳智聰 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 This research aims to study the five points: firstly, how old house restaurant (OHR hereafter) image affects customer loyalty; secondly, how OHR image affects customer perceived values; thirdly, how OHR customer perceived values affect customer loyalty; fourthly, whether OHR image affects customer loyalty through customer perceived values; lastly, the proposition of management strategies and suggestions for OHR as references for the industry, the government and the academy. The research acquired 205 effective samples of questionnaires distributed to OHR customers in Tainan. Using regression analysis, the study investigates the relations of OHR image, customer perceived value and customer loyalty. The findings are as follows. 1.OHR image has a positive effect on customer loyalty. 2.OHR image has a positive effect on customer perceived values. 3.Customer perceived values has a positive effect on customer loyalty. 4.Customer perceived values has a partial mediation effect on the relations of OHR image and customer loyalty. Finally, with the findings of this study, suggestions and future research directions are brought up for OHR owners and the governments. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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