A Study on the Model of Customer Brand Passion for Lifestyle Restaurants
| Autor: | Nien-Chi, Tsai, 蔡念圻 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 This study aims to explore the customer value, customer consume emotionand brand passion for lifestyle restaurants. A total of 363 valid survey responses are collected from two famous restaurants in Taiwan, including the “Very Very Good”and the “Good Days” inTaichung. In order to understand the degree of compatibility between the causal pattern and the actual data, we use LISREL to implement SEM to carry out parameter calibration and hypothesis testing. The result shows that customer value has a positive effect on customer consume emotion, customer consume emotion with “Comfortable Environment” having the strongest influence, followed by “Novelty”, “TableSetting”and “Customization”. Moreover, consumer emotion has a positive effect on brand passion. Finally, marketing managerial implications and suggestions for future researches are also discussed. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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