影响消费者消费的因素的Marketing assignment

在此章节中，我们将进一步研究影响顾客选择咖啡馆的时候的几点因素，另一方面，过去的学者在相关领域研究发现把餐饮业等作为基础开发和概念性框架研究的变量。客户满意度、感知价值和顾客忠诚度将作为此次研究的变量，这些变量被认为是影响费者在选择他们光顾的咖啡馆石的几点因素。当然也有几点因素是影响着客户的满意度、感知价值和忠诚度，这些因素包括支付能力、服务质量、咖啡馆的环境，品牌识别、口碑、声望。我们将在本章一一阐述这些因素对于消费者的影响。此外,之前的许多研究人员在在研究餐饮业的顾客满意度,品牌忠诚度，这些研究是不足够的。因为他们在选择研究对象的时候，数量是不足够的。因此,当前的研究更加针对消费者在选择咖啡馆和餐厅时是如何抉择的。
  背景介绍--Background
  文献综述--Literature Review
  在本节中，在一些文献中提到的影响消费者的三个变量分别是客户满意度、感知价值和顾客忠诚度。另一方面，在其他一些报刊中，也有提出几点不一样的观点。
  Reasons And Factors Which Affect The Consumers Marketing Essay
  引言--Introduction
  In this chapter, the reasons and factors which affect the consumers’ decision while choosing the café will be further discussed. On the others hand, the previous finding of the scholars in related field such as restaurant industry are taken as the foundation to develop the variables and conceptual framework for the research. Customer satisfaction, perceived value and customer loyalty will be measured in the research as these variables are believe to affect consumers’ choice of cafés that they patronise. There are several factors that affect the customers’ satisfaction, perceived value and loyalty which including affordability, service quality, food offering, physical environment, nostalgia, brand identification, word of mouth, prestige and connectivity. All of the factors will be elaborated in this chapter. Besides, many previous researchers have studied about the restaurant industry about the customer satisfaction, brand loyalty and to name but a few. However, the number of research about café is lesser compare to restaurant. Thus, the current study is about the café selection among the consumers and the study will be more different compare to restaurant as the concept between restaurant and café is yet different.   背景介绍--Background
  文献综述--Literature Review
  In this section, the previous review and literature of three dependent variables which are customer satisfaction, perceived value and customer loyalty will be reviewed. On the other hands, works from related journals, scholars and researcher will also be reviewed in this section. There are several independent variables that may affect the satisfaction, perceived value and loyalty of the café’s customers which including affordability, service quality, food offering, physical environment, nostalgia, brand identification, prestige and connectivity.   Affordability shows how much do the customer afford to pay for the food and beverage offered by the café. Service quality indicates how well the café can differentiate themselves among the competitor by satisfying their customers especially in the competitive industry and at the same time it shows the expectation of the customers toward the performance of the café. Food offering shows how good the quality of the food and beverages are offered by the café. Meanwhile, freshness and choices reflect how café add value to their business. Physical environment describe the atmosphere that customers can found at the café. Besides, it included decoration and layout of a café. Nostalgia describes the café created an experience or atmosphere that allowed customers to remind about the past or feel nostalgic.   Brand identification refers to customers who identify with and associate themselves with the café brand which at the same time reflect their self-identities. Word of mouth describes how likely the customers share about the café with others. Prestige refers to prestigious that customers felt after consuming at the café. Connectivity refers to the availability of Wi-Fi in the café and the connection strength. All of the variables that indirectly affect the customer satisfaction, perceived value and customer loyalty will be investigated and measured in the following chapter of the study.   顾客满意度--Customer Satisfaction
  Atila and Mike (1998) stated that determining customer satisfaction is fundamental to effective delivery of services. Besides, companies that able to gain customer satisfaction may earn an advantage over their competitors by differentiate their product and service which at the same time may lead to high customer retention and earn positive word of mouth.( Atila & Mike, 1998) Furthermore, customer that satisfied with the service provided will probably share with others about their good experiences. (Rahim, Osman and Ramayah, 2010)   Rahim, Osman and Ramayah (2010) defined customer satisfaction is the difference between expectation and performance. If the performance falls below the expectation, the customer is dissatisfied. (Philip and Gary, 2010) However, if the performance exceed the expectation, the customer is highly satisfied and even be delighted. (Philip and Gary, 2010) According to Rahim, Osman and Ramayah (2010), they found out that service quality is critical and have positive meaning with customer satisfaction. In order to gain customer satisfaction, the service provided by the café should be considered.   Research explained that managers and owners of the café should focus on three major elements which are service quality (responsiveness), price and also the food quality (reliability). (Andeleeb and Carolyn, 2006) In addition, Andeleeb and Carolyn (2006) found out that responsiveness or so called service quality is the most important to the customers. Besides, responsiveness which included whether the servers or waitresses are prompt, courteous, knowledgeable, neat in appearance, helpful and understanding what the customer needs may affect the satisfaction of the customers. (Andaleeb and Carolyn, 2006)   Next, price expectation of the customers is also important in affecting customer satisfaction. (Andaleeb and Carolyn, 2006) For examples, price of the food and beverage sold that is not equal to the expectation of customers will directly lower down the satisfaction. (Andaleeb and Carolyn, 2006) According to John and Shiang-Lih (2001), satisfied customers will spread positive word of mouth about the company which increases the reliability of the company and lower down the perceived risk. Besides, John and Shiang-Lih also stated that customer satisfaction may lead to customer loyalty. At the same time, the study also showed that customer satisfaction raise one unit from 6 to 7 can caused customer loyalty increased by over 100%. (John and Shiang-Lih, 2001) This showed that when satisfaction attained a particular level, the loyalty of the customer will increase dramatically.   Besides, customer satisfaction can boost customer loyalty which at the same time saves the managerial cost and marketing effort. (John and Shiang-Lih, 2001) Customer satisfaction stimulated consumer spending. (Claes, Roland and Marnik, 2010) The willingness for next purchases is directly linked to the satisfaction of the previous consumption. (Claes, Roland and Marnik, 2010) Therefore, customer satisfaction may increase the willingness of the individual customers to spend more in purchasing the company product.   感知价值--Perceived Value
  Perceived Value is referred as “has its roots in equity theory”. (Oliver and DeSarbo, 1988) The concept of equity is defined as customers’ evaluation of “what is fair, right, or deserved” for the perceived cost of product or service offered. (Bolton and Lemon, 1999) According to Oliver and Desarbo (1988), customers will feel equitable when their ratio of outcome to input is equal to the ratio of outcome to input offered by company. At the same time, customers make comparison with competitors’ offering to measure the ratio of outcome to inputs. (Zhilin and Robin, 2004) Moreover, perceive value is hard to measure because it needed to “understand how consumer value product and service”. (Holbrook, 1999; Sweeney and Soutar, 2001)   In addition, customer value is critical in all marketing activity as high customer value reflect the “primary motivation” for customer patronage. (Holbrook, 1994) Zhilin and Robin (2004) found out that offering high product or service value is able to generate customer loyalty through improving customer satisfaction. (Zhilin and Robin, 2004) In the discussion, Zhilin and Robin suggested that customer perceived value can be improved through improving company representatives’ skills such as problem solving skill, understand well about customers’ need, handle problems with friendly manner and execute transactions accurately. (Zhilin and Robin, 2004) Meanwhile, customer may perceive the value in term of traditional perspective which is more on service quality attribute “provided based on functional value”. (Po-Tsang and Hsin-Hui, 2010) At the same time, customers also emphasize in perceived symbolic value which reflecting “social, emotional, aesthetic and reputational aspects of service quality attribute during coffee consumption”. (Po-Tsang and Hsin-Hui, 2010)