N/A

This thesis adopts the quantitative approach to examine the Taiwan Michelin Star restaurant’s customer perceived quality and the halo effect’s impact on customer loyalty and satisfaction. The findings suggest a significant difference in how middle-aged customers perceive the quality of Michelin Star restaurants and the halo effect that may
influence their perception and satisfaction with such restaurants compared to younger customers.
Also, there is a significant difference in the impact of customer-perceived quality and the halo effect on customer satisfaction and loyalty between Michelin three-star restaurants and Michelin two-star restaurants. Regarding income, individuals with a monthly income above NT$100,000 may perceive higher levels of quality and experience more substantial halo effects, resulting in higher satisfaction and loyalty
than individuals with a monthly income below NT$100,000.
Regression analysis revealed the halo effect significantly impacts customer satisfaction, and the halo effect and empathy aspect of perceived quality impact customer loyalty.
As a result, the findings of this thesis provide insights into the hospitality industry as a reference for follow-up research and formulation of marketing strategies.

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