被歸類為民生必需品的三餐，理論上價格越高，需求量應該越低。然而，事實卻是越來越多高級餐廳接連開幕，並且常常一位難求。當競爭者數量越多，消費者有越多選擇，代表高級餐廳越難留住他們，因此，希望透過本研究探討在競爭如此激烈的高級餐廳市場，影響顧客忠誠度的因素有哪些。過去許多針對顧客忠誠度的研究大多討論自變項「感知價值」、中介變項「顧客滿意度」與依變項「顧客忠誠度」三者之間的關係。本研究鎖定高級餐廳的消費者為研究對象，在上述的架構下加入另外兩個變項：中介變項「品牌依戀」與調節變項「虛榮心」。
本研究利用便利抽樣法回收210份有效問卷，並利用SPSS及AMOS統計軟體進行SEM結構方程模型分析。分析結果發現感知價值、顧客滿意度與品牌依戀對顧客忠誠度皆具有正向顯著影響；顧客滿意度與品牌依戀對感知價值與顧客忠誠度的關係皆具有完全中介效果；而虛榮心則對感知價值與顧客忠誠度的關係不具有調節效果。因此，綜合研究結果，本研究的結論是高級餐廳消費者的感知價值會直接影響顧客忠誠度，也會透過顧客滿意度及品牌依戀間接影響顧客忠誠度，而虛榮心水平高低則不會顯著增強或削弱感知價值對顧客忠誠度的影響。

Theoretically, the higher the price of meals classified as essential goods, the lower the quantity of demand should be. However, the reality is that more and more luxury restaurants are opening in decades, often with high demand and long waiting lists. The increasing number of competitors makes it more challenging for luxury restaurants to retain customers. Therefore, this study aims to explore the factors influencing customer loyalty in the highly competitive market of luxury restaurants.
Previous studies on customer loyalty have mostly discussed the relationship between the independent variable "perceived value," the mediating variable "customer satisfaction," and the dependent variable "customer loyalty." This study focuses on customers of luxury restaurants and incorporates two additional variables into the framework: the mediating variable "brand attachment" and the moderating variable "vanity."
Using convenience sampling, this study collected 210 valid questionnaires and conducted structural equation modeling (SEM) analysis by using SPSS and AMOS statistical software. The analysis results show that perceived value, customer satisfaction, and brand attachment all have a significant positive impact on customer loyalty. Both customer satisfaction and brand attachment fully mediate the relationship between perceived value and customer loyalty. However, vanity does not moderate the relationship between perceived value and customer loyalty.
In conclusion, this study finds that the perceived value of luxury restaurant customers directly affects customer loyalty and indirectly influences customer loyalty through customer satisfaction and brand attachment. The customers’ level of vanity does not significantly enhance or weaken the impact of perceived value on customer loyalty.

審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 奢侈餐廳 5
第二節 感知價值 6
第三節 虛榮心 7
第四節 顧客滿意度 8
第五節 品牌依戀 9
第六節 顧客忠誠度 10
第三章 研究假設與研究架構 12
第一節 研究假設 12
第二節 研究架構 16
第四章 研究方法 18
第一節 研究設計 18
第二節 問卷設計 19
第五章 研究結果分析 25
第一節 敘述性統計分析 25
第二節 信效度分析 30
第三節 研究假設檢定 37
第四節 研究結果分析總結 43
第六章 結論與建議 45
第一節 研究結果討論與管理意涵 45
第二節 研究限制與建議 49
參考文獻 52
附錄 57

中文部分
內政部（2024）。取自https://www.ris.gov.tw/app/portal/346

財政部（2024）。取自https://www.mof.gov.tw/singlehtml/285?cntId=57474

經濟部（2024）。取自https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=15997
 
英文部分
Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3, 107-120.

Bahri-Ammari, N., Van Niekerk, M., Ben Khelil, H., & Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559-585.

Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.

Boateng, H., Kosiba, J. P., Adam, D. R., Ofori, K. S., & Okoe, A. F. (2020). Examining brand loyalty from an attachment theory perspective. Marketing Intelligence & Planning, 38(4), 479-494.

Buunk, B.P., Vanyperen, N.W., Taylor, S.E. & Collins, R. (1991). Social comparison and the drive upward revisited: Affiliations as a response to marital tress. European Journal of Social Psychology, 21, 529-546.

Chen, A., Peng, N., & Hung, K. P. (2015). The effects of luxury restaurant environments on diners’ emotions and loyalty Incorporating diner expectations into an extended Mehrabian-Russell model. International Journal of Contemporary Hospitality Management, 27(2), 236-260.

Czeplel, J. A., & Rosenberg, L. J. (1977). Consumer satisfaction: concept and measurement. Journal of the Academy of Marketing Science, 5(4), 403-411.

Feiereisen, S., Broderick, A. J., & Douglas, S.P. (2009). The effect and moderation of gender identity congruity: utilizing ‘real women’ advertising image. Psychology and Marketing, 28, 813-843.

Flores, J., & Vasquez-Parraga, A.Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15-25.

Frasquet, M., Mollá Descals, A., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: The role of brand trust and brand attachment. International Journal of Retail & Distribution Management, 45(6), 608-625.

Giese, J. L., & Cote, J. A. (2002). Defining consumer satisfaction. Academy of Marketing Science Review, 2000(1).

Heung, V. C. S., & Ngai, E. W. T. (2008). The mediating effects of perceived value and customer satisfaction on customer loyalty in the chinese restaurant setting. Journal of Hospitality & Tourism Research, 9(2), 85-107.

Hinson, R., Boateng, H., Renner, A., & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on facebook: An attachment theory perspective. Journal of Research in Interactive Marketing, 13(2), 204-226.

Huber, F., Herrmann, A., & Morgan, R.E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18(1), 41-53. DOI: https://doi.org/10.1108/JRIM-04-2018-0059

Kapferer, N., & Bastien, V. (2009). The luxury strategy: Break the rules of marketing to build luxury brands, 2nd ed., Kogan Page, London.

Kim, E., & Tang, L. (2020). The role of customer behavior in forming perceived value at restaurants: A multidimensional approach. International Journal of Hospitality Management, 87.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th Global ed). Pearson.

Lee, J. H., & Hwang, J. (2011). Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants. International Journal of Hospitality Management, 30, 658-669. DOI: 10.1016/j.ijhm.2010.12.001

Liu, Y., Kou, Y., Guan, Z., Hu, J. J., & Pu, B. (2020). Exploring hotel brand attachment: The mediating role of sentimental value. Journal of Retailing and Consumer Services, 55.

Liu, Y., Tao, L., Li, Y., & EI-Ansary, A.I. (2007). The impact of a distributor’s trust in a supplier and use of control mechanisms on relational value creation in marketing channels. Journal of Business & Industrial Marketing, 23(1), 12-22.

Mandel, N., Petrova, P. K., & Cialdini, R.B. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57-69.

Netemeyer, R. G., Burton, S., & Lichtenstein, D. R. (1995). Trait aspects of vanity: Measurement and relevance to consumer behavior. Journal of Consumer Research, 21(4), 612-626. DOI: https://doi.org/10.1086/209422

Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57(3), 25-48.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. URL: http://www.jstor.org/stable/1252099

Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14, 495-508.

Park, C.W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. DOI: https://doi.org/10.1509/jmkg.74.6.1

Peng, N., & Chen, A. (2021). Consumers’ luxury restaurant reservation session abandonment behavior during the COVID-19 pandemic: The influence of luxury restaurant attachment, emotional ambivalence, and luxury consumption goals. International Journal of Hospitality Management, 94. DOI: https://doi.org/10.1016/j.ijhm.2021.102891

Pino, G., Amatulli, C., Nataraajan, A. M., Peluso, A., Nataraajan, R., & Gianluigi, G. (2019). Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets. Journal of Retailing and Consumer Services, 46, 163-172.

Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Market, 18(3), 5-14.

Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.

Shimul, A. S., Phau, I., & Lwin, M. (2019). Conceptualising luxury brand attachment: scale development and validation. Journal of Brand Management, 26, 675-690. DOI: https://doi.org/10.1057/s41262-019-00158-6

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406-418.

Tanford, S., Raab, C., & Kim, Y. S. (2012). Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels. International Journal of Hospitality Management, 31(2), 319-328.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21, 799-822.

Zeithaml, V., A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.