自助式餐館顧客滿意之研究

A Study of Customer Satisfaction on Buffet Restaurant

黃純德(Chun-Te Huang) ； 吳婉琪(Wan-Chi Wu)

《觀光研究學報》 5卷1期 (1999/06) Pp. 21-38

https://doi.org/10.6267/JTLS.1999.5(1)2

摘要

本研究旨在探討自助式餐館消費者行為，首先從有關餐飲顧客滿意屬性與消費者行為模式文獻之回顧，再透過問卷調查獲取消費者選擇自助式餐館時所重視之屬性及其滿意程度，引進顧客滿意屬性矩陣概念，以利於經營者行銷策略的建立。進一步，利用多變量分析方法來萃取消費者選擇因素之四個構面為「餐食品質」、「服務品質」、「設施品質」與「設計品質」。在消費者選擇之市場區隔分析中，可分為「重視餐食設計設施品質型」與「重視服務品質型」兩種消費者行為類型。

關鍵字

自助式餐館 ； 消費者行為 ； 餐飲屬性 ； 顧客滿意屬性矩陣 ； 因素分析 ； 集群分析 ； 區別分析

並列摘要

The purpose of this study is to explore the consumer behavior on buffet restaurant. The starting point was a literature review to establish a foundation of food and beverage attributes and consumer behavior. Through the questionnaire survey, consumers perceived the importance and satisfaction of the customer-satisfaction attributes in choosing buffet restaurant would be disclosed. Operators can use the results of the customer-satisfaction attribute matrix in developing a marketing strategy. Furthermore, based on the factor analysis, four extracting factors are food quality, service quality, facility quality and design quality. Two types of consumers are food and facility-oriented and service-oriented by employing cluster analysis.

並列關鍵字

Buffet Restaurant ； Consumer Behavior ； Food & Beverage Attributes ； Customer Satisfaction Attribute Matrix ； Factor Analysis ； Cluster Analysis ； Discriminant Analysis