現今的經濟價值發展已進入體驗經濟階段，顧客消費體驗經常是追求幻想、感覺和樂趣，進而激勵其消費行為。懷舊體驗行銷是馬來西亞華人餐廳發展的重要趨勢，然而相關研究並不多，本研究將探討馬來西亞華人餐廳顧客懷舊體驗對於餐廳的知覺品牌形象與顧客忠誠度行為的影響力。本研究對象為到馬來西亞老招牌餐廳的顧客，採用問卷調查方式、蒐集到有效問卷359份，並使用SPSS 18.0與LISREL 8.54套裝軟體進行資料分析，首先將對樣本進行敘述統計方法分析樣本的人口統計變數等基本結構，再使用多元迴歸分析進行研究架構的假設檢視。研究結果顯示：(1) 顧客在懷舊餐廳的體驗感受顯著提升對於該餐廳的知覺品牌形象，其中關聯體驗是影響知覺品牌形象的最重要因子；(2) 懷舊餐廳的情感體驗與餐廳的品牌形象顯著提升顧客滿意度，其中功能性品牌形象的影響力最強；(3)知覺體驗、品牌形象與顧客滿意度能有效激勵顧客忠誠度之再購意願、口碑宣傳與價格容忍度，然而對於搜尋的影響力有限。預期本研究成果能提供馬來西亞懷舊餐廳業者研擬策略激勵顧客消費行為時的有效參考資訊，以創造更多商務機會。

Today's economic value development has entered the stage of experience economy. Consumption experiences are often toward the pursuit of fantasies, feelings, and fun (Holbrook & Hirschman, 1982). Nowadays the progression of casual restaurant’s economic value has advanced to the stage of experience marketing. However, the understanding of nostalgia experience effect on individual perceived brand images and customer loyalty in casual restaurants in Malaysia remains scant. This article attempts to fill in this gap. A total of 359 valid questionnaires are collected from Canton Kitchen customers in Malaysia. Multiple regression analysis is adopted to examine the path effects in the conceptual model. The results find that: (1) customers’ perceived nostalgia experiences have significant and positive effects on the perceived brand images of restaurant. The “social-identity experience” is the strongest affecting factor on the perceived brand image. (2) Nostalgia “affective experiences” and perceived brand images significantly improve customer satisfaction. The “functional needs”, one aspect of perceived brand images, has the strongest effect on customer satisfaction. (3) Both brand image and satisfaction have positive and direct effects on customer loyalty, including repurchasing intention, positive word-of-mouth and willing to pay more. Perceived experiences have positive and indirect effects on customer loyalty by brand image and satisfaction. The research results propose practical implications for casual restaurants in Malaysia to frame marketing strategy, and to create more business opportunities.