依類型 族群 主題   
 
 
2003.06.01 ~ 2005.06.01
北部地區原住民主題餐廳情境對顧客滿意度之影響(The Situational Effect on Consumer Satisfaction : A Case Study with Aboriginal Theme Restaurants in Taipei)
主題: 產業經濟、學術研究、飲食烹飪  
作者 林家伸(Chia-Shen Lin )
學校系所 大葉大學休閒事業管理學系碩士班
地點 全臺 全部  
研究內容

[ 摘要 ]
體驗經濟時代的來臨,民眾至餐廳用餐的觀念已不再像過去只求溫飽,而是日益重視其所提供的主題性用餐情境。所以,顧客若在情境體驗上能夠滿意,其日後再購意願的機會必會提升。過去研究顯示商店情境的確與顧客滿意和再購意願息息相關(Kotler, 1973;Donovan & Rossiter, 1982),因此了解顧客對於情境的認知及感受,此乃業者所應著重之焦點。
本研究以北部地區三家原住民主題餐廳之顧客為研究對象,透過問卷調查方式進行便利抽樣,共回收有效樣本數287份,並以SPSS10.0為統計分析工具,以期探討現今至原住民主題餐廳消費的顧客特性為何,並檢驗不同背景特性者對於情境(經因素分析後共得實體情境、社交情境及非預期情境等三構面)的重視度與滿意度之差異情形。另外,本研究再輔以重要表現程度分析法(IPA),以探討原住民主題餐廳目前在情境方面的經營狀況。
本研究結果發現前往北部地區原住民主題餐廳者,在用餐動機方面多以體驗原住民文化為主,且不同「婚姻狀況」、「得知餐廳之媒介」及「同行對象」之受訪者分別在實體情境、社交情境及非預期情境之重視度及滿意度上有顯著差異。發掘問題並予以解決乃企業經營成功之道,因此本研究透過IPA法分析後建議業者應加強非預期情境的表現,如推出促銷、打折優惠等,以提升顧客滿意度及再購意願。
[ 英文摘要 ]
The experience economical era has approached, people do not go to restaurants only for eating anymore; on the contrary, they are putting more emphasis on the situational theme in the restaurants. Obviously, if the customers are satisfied with the experience in the situational theme restaurant, the willingness of repurchase will be elevated. Kotler (1973) stated that situational theme in the restaurants are related to the intention of repurchase. Therefore, it is essential to focus on customers’ cognition on the issue of situational theme.
This study is focused on the consumers of three aboriginal theme restaurants in Taipei. The data are obtained from 287 effective convenience samples and use the suit software SPSS for windows 10.0 to carry on analysis. The research is to explore what kind of the characteristics of consumer will go there and examined the difference situations (By factors analysis, there were three situational factors including physical, social, un-expected) of importance and satisfaction on consumer of characteristics. Importance-Performance Analysis(IPA) method is used to probe into the situational quality of aboriginal theme restaurants.
The major findings of this reach are as follows:
The major motivation to incite the consumers is to experience aboriginal culture in the aboriginal theme restaurants. The result shows that interviewers’ differences on “marital status”, “media” and “partners” have much to do with three situational factors(physical, social, un-expected) of importance and satisfaction level. Problem finding and solving is one of success factors for Business. Therefore, we offer suggestions to operators of theme restaurants through IPA:Activities, like promotion and discount activities, need to be improved to approach high consumer satisfaction and repurchase intention.