消費者的人格特質、人口特性與餐廳服務失誤抱怨行為之研究

Consumer Complaint Behavior for Restaurant Industry: Identifying Sociodemographic Characteristics and Personality Factors

孫瑜華(Yu-Hua Christine Sun) ； 陳毓婷(Yu-Tien Chen)

《觀光研究學報》 9卷2期 (2003/11) Pp. 101-121

https://doi.org/10.6267/JTLS.2003.9(2)7

摘要

本研究探討消費者的人格特質、人口特性與其遇餐廳服務失誤時抱怨行為的相關性。本研究的自變項為人格特質與人口特性，依變項為消費者的抱怨行為。本研究以問卷調查法針對曾於餐廳遇過服務失誤經驗的消費者做調查，抽樣方法為便利抽樣，共發出510份問卷，有效回收問卷為484份，有效回收率為94.9%。本研究首先以CIT法建構消費者的抱怨量表，再將消費者的抱怨行為做因素分析。因素分析的結果再做集群分析，將消費者依其抱怨行為的不同分為三個集群。接下來本研究使用多變量判別分析及卡方檢定來測量不同抱怨集群的消費者，在人格特質及人口特性上是否有所不同。本研究結果顯示，不同人格特質及不同人口特性的消費者會有不同的抱怨行為。

關鍵字

餐廳服務失誤 ； 消費者人格特質 ； 消費者人口特性 ； 消費者抱怨行為

並列摘要

This study examined the roles of customer characteristics in the context of restaurant service failure and customer's complaint behaviors. It investigates how customers' sociodemographic characteristic and personality influence their complaint behaviors. This research is conducted by surveying customers about their complaint behaviors in restaurant service settings. A convenience sample of 510 was surveyed with a response rate of 94.9%. Descriptive statistics, factor analyses, cluster analysis, and multiple discriminant analysis were used to analyze the data. The results suggest that customers' sociodemographic characteristics and personality factors influence their complaint behaviors.

並列關鍵字

restaurant service failure ； personality ； sociodemographic characteristics ； consumer complaint behavior

參考文獻

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