2013年9月25日民視新聞報導了鼎泰豐的鳳梨酥發霉事件。鼎泰豐憑藉多年建立了良好的信譽，向消費者致歉並予補償，迅速彌平相關事件，未使商譽受損。這樣的事件勾勒起進一步對其做出行銷策略上的研究。本研究著重鼎泰豐餐廳之行銷策略，並且從「食物品質」、「服務品質」、「認知價值」、「顧客滿意度」以及「顧客忠誠度」作研究變數，檢視個案「鼎泰豐餐廳」之行銷營運策略。研究目的有五點：（一）探討食物品質、服務品質、認知價值對顧客滿意度及顧客忠誠度構面之意涵。（二）檢定食物品質、服務品質、認知價值對顧客滿意度及顧客忠誠度構面之關係。（三）探究人口統計項與食物品質、服務品質、認知價值對顧客滿意度及顧客忠誠度構面是否具有顯著差異性。（四）檢定顧客滿意度對顧客忠誠度是否具有顯著差異性。（五）依據量化與質化的研究，對鼎泰豐餐廳提出行銷策略建議。
本研究主要調查對象為鼎泰豐餐廳之消費者，採用網路及紙本問卷，有效問卷共計458份。根據研究結果發現：鼎泰豐餐廳之顧客最為重視的是「認知價值」，其中又以認知價值中的「價格與情感性」最為重視；「顧客滿意度」則同樣可透過「價格與情感性」做出最有效提升；而「顧客忠誠度」又與「顧客滿意度」中的「專業滿意度」呈現高度相關影響。
最後，本研究針對鼎泰豐餐廳提出四點建議，期望研究能夠與實務作出結合；在未來的研究建議上，期盼能後進研究者能夠納入不同人口變項且針對各不同地區的鼎泰豐餐廳作出更全觀性研究。

This study focuses on Din Tai Fung restaurant's marketing strategy, with "Food quality", " Service Quality ", "Perceived Value", "Customer satisfaction" and "Customer loyalty" as research variables. Including four research purposes：(A) Investigating the meaning of Food quality, Service quality, Perceived value, Customer satisfaction and Customer loyalty. (B) Examing the relationship among Food quality, Service quality, Perceived value, Customer satisfaction and Customer loyalty. (C) Exploring demographic variables whether there are significant differences with Food quality, Service quality, Perceived value, Customer satisfaction and Customer loyalty or not. (D) Test Customer satisfaction and customer loyalty whether significant differences (E) Based on quantitative and qualitative research, give the case ' Din Tai Fung restaurant marketing suggestions.
This study use paper and on-line questionnaires to survey the consumers of Din Tai Fung. A total of 458 valid samples were collected. The results showed that, in Din Tai Fung restaurant, customers value " Perceived value", among which "Price and emotional" the most. "Customer satisfaction" can be also upgraded through " Price and emotional " most. "Customer loyalty" and the " Professional competence satisfaction" were highly related effects.
Summing up finally, this study presents four recommendations for Din Tai Fung restaurant, Hope and practical research can be linked. For future, researchers can use different demographic variables on different Din Tai Fung brand regions to do more comprehensive research.

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