品牌知名度、知覺價值與顧客忠誠度關係－以花蓮地區觀光旅館的餐廳爲例
摘要
The restaurant business of Taiwan tourist hotels are growing and knowing the decision making process of consumers are concerned by managers. The paper proposed a conception framework to study the relationship among brand awareness, service quality, perceived risk, perceived value and customer loyalty. This study investigated the restaurant consumers of Hualien tourist hotels, the results are as followings: (1) Brand awareness significantly positive influenced both service quality and perceived risk. (2) Service quality and perceived risk are both influenced perceived value and showed that consumers would take both factors into account when value perceptions are evaluated. (3)The effects of perceived risk on perceived value and customer loyalty are all higher than service quality indicated that risks are concerned more than service quality by the consumers of restaurants.