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.

Introduction……………………………………………………………………………6
1.1 Research Background and Motivation……………………………………….6
1.2 Research Objectives………………………………………………………….7
1.3 Research Questions………………………………………………………......7
Literature Review and Hypothesis…………………………………………………….9
2.1 Perceived Quality……………………………………………………………9
2.2 Halo Effect………………………………………………………………….12
2.3 Relationship Between Customer Satisfaction and Customer Loyalty……...13
2.4 Michelin Guide……………………………………………………………..14
2.5 Taiwan Michelin Two-Star and Three-Star Restaurants……………...……15
2.6 Hypothesis Development …………………………………………………..18
2.7 Research Model…………………………………………………………….20
Methodology…………………………………………………………………………21
3.1 Data Collection……………………………………………………………..21
3.2 Questionnaire Design and Sampling Method……………………..………..21
3.3 Reliability and Validity…………..………………………………………...22
Results………………………………………………………………………………..27
4.1 Description of The Research Sample ...........................................................27
4.2 Analysis of Respondents with Different Background Variables ..................29
4.3 Correlation Analysis......................................................................................38
4.4 Regression Analysis.....................................................................................39
Conclusion and Recommendation ...............................................................................42
5.1 Discussion and Implications..........................................................................42
5.2 Limitations and Future Directions.................................................................46
References....................................................................................................................48

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