四川旅游学院学报
四川旅遊學院學報
사천여유학원학보
Journal of Sichuan Higher Institute of Cuisine
2015年
5期
21-24
,共4页
感知因素%满意度%忠诚度%开封市%老字号
感知因素%滿意度%忠誠度%開封市%老字號
감지인소%만의도%충성도%개봉시%로자호
perceptive elements%satisfaction%loyalty%Kaifeng%time-honored brands
文章选取开封市老字号为研究对象，研究了顾客对老字号的感知、满意度及忠诚度的关系。通过因子分析法萃取顾客对老字号的评价因子为4项（服务感知、品牌形象感知、环境设施感知、消费便利程度感知）；多重回归分析验证了服务因子、品牌形象因子2项指标对老字号顾客满意度有显著的正向影响，属于效用最大的2个感知项目；顾客满意度对顾客推荐意识、持续购买程度均有显著的正相关关系。
文章選取開封市老字號為研究對象，研究瞭顧客對老字號的感知、滿意度及忠誠度的關繫。通過因子分析法萃取顧客對老字號的評價因子為4項（服務感知、品牌形象感知、環境設施感知、消費便利程度感知）；多重迴歸分析驗證瞭服務因子、品牌形象因子2項指標對老字號顧客滿意度有顯著的正嚮影響，屬于效用最大的2箇感知項目；顧客滿意度對顧客推薦意識、持續購買程度均有顯著的正相關關繫。
문장선취개봉시로자호위연구대상，연구료고객대로자호적감지、만의도급충성도적관계。통과인자분석법췌취고객대로자호적평개인자위4항（복무감지、품패형상감지、배경설시감지、소비편리정도감지）；다중회귀분석험증료복무인자、품패형상인자2항지표대로자호고객만의도유현저적정향영향，속우효용최대적2개감지항목；고객만의도대고객추천의식、지속구매정도균유현저적정상관관계。
The paper,choosing time-honored brands in Kaifeng as its subject ,analyzes the correlations between customer perception,satisfactions and loyalty.Four evaluation factors (service,brand image,environmental and facilities,and convenience ) are extracted through factor analysis .Multi-regression analyses show that service and brand image exert a profound positive influence on customer satisfaction .The findings also suggest that there is also a positive relationship between their satisfactions and recommendation awareness and continuous purchasing .
