探討主題餐廳環境知覺對顧客滿意度及重回意願之相關研究

A Study of Relationship among Restaurants' Environmental Perception on Customer Satisfaction and Customer Revisit Intention in the Theme Restaurant

許順旺(Shun-Wang Hsu) ； 嚴雯聖(Wen-Shen Yen) ； 王靖媛(Ching-Yuan Wang) ； 王渝玟(Yu-Wun Wang) ； 張以珊(Yi-Shan Chang) ； 蔡雅昕(Ya-Hsin Tsai) ； 黃唯倫(Wei-Lun Huang) ； 陳彥銘(Yan-Ming Chen) ； 巫爾秀(Erh-Hsiu Wu)

《輔仁民生學誌》 27卷2期 (2021/12) Pp. 23-48

摘要

隨著台灣社會結構及生活型態的改變，民眾對於外食的需求日漸增加，使餐廳的數量逐年增加。而主題餐廳透過獨特的定位，從同行中脫穎而出。然而，若想更進一步具備競爭力，關鍵在於如何提升顧客滿意度，並增加顧客的重回意願。本研究目的在於探討主題餐廳環境知覺、顧客滿意度與重回意願之關係。透過文獻回顧設計問卷，共發出600份問卷，回收有效問卷472份，有效回收率78.66%，並以SPSS統計軟體進行分析。研究結果顯示：主題餐廳環境知覺（裝潢、衛生及地點便利性）做得越好，則顧客的滿意度及重回意願會越高，其中以裝潢影響最大；顧客對主題餐廳的滿意度越高，則重回意願也會越高；本研究發現餐廳環境知覺（裝潢、衛生及地點便利性）能透過顧客的滿意度，進而增加顧客的重回意願，同時也發現主題餐廳的衛生、顧客滿意以及顧客重回意願的中介效果最強，達完全中介效果。

關鍵字

餐廳環境知覺 ； 顧客滿意度 ； 重回意願 ； 主題餐廳

並列摘要

With the change of social structure and living styles in Taiwan, the demand for eating out is increasing. The number of restaurants, hence, increase year by year. The theme restaurant through the unique positioning stand out from them. However, if the restaurants want to be more competitive, the key is to improve customer satisfaction, and increase their revisit intention. The purpose of this study is to explore the relationships among restaurants' environmental perceptions, customer satisfaction and customer revisit intention. The questionnaire was designed through a series of literature review. A total of 600 surveys were distributed to the restaurants, and 472 valid questionnaires were returned to the research institute, resulting a 78.66% response rate. The data was further analyzed through SPSS. The results of the study showed that: (1) the customers perceived environmental perceptions (i.e. décor, sanitization, location accessibility) of the themed restaurants had significantly positive relationship on customer satisfaction and revisit intention. The décor had the greatest impact among the effects; (2) the higher customer satisfaction of the themed restaurants would result in the greater customers' revisit intention; (3) the indirect effect of customer perceived environmental perceptions (i.e. décor, sanitization, location accessibility) on customers' revisit intention through the mediating role of customer satisfaction. Further, the full mediation was found among the sanitation, customer satisfaction and customer revisit intention.

並列關鍵字

Restaurants' Environmental Perception ； Customer Satisfaction ； Revisit Intention ； Theme Restaurant