The Characteristic of Households in Restaurant Takeaways Consumption

購買餐廳外帶餐之家庭特質探討

劉世詮(Shih-Chuan Liu) ； 黃素貞(Su-Jen Hung) ； 陳美伶(Mei-Ling Chen)

《真理觀光休閒學報》 9期 (2011/07) Pp. 69-89

https://doi.org/10.6438/TOJT.201107.0069

摘要

一個家庭第一次購買外帶食品是因為方便，但驅使家庭持續購買可能是對外帶經驗的滿意度。本研究引用European Customer Satisfaction Index（ECSI）以調查在台灣競爭的外帶食品市場中，家庭消費單位對品質與價值較高之餐廳外帶食品消費情形。其中影響家庭對餐廳外帶食品經驗總滿意度者有四因素為ECSI之感受到的品質，餐廳形象，期待，及本研究加入的與便利相關之環境因子；由此四因素可將受測家庭分成便利群，平衡群和品牌群，其中注重消費前後所有因素而非只有便利性的平衡群與品牌群共佔67%樣本數；品牌群對餐廳外帶食品的經驗滿意度大於便利群，平衡群則較便利群認同餐廳外帶食品的價值與”外帶餐廳食品比外出至餐廳用餐方便”。因此，餐廳在經營此項外帶食品便利產物時，仍應注重便利以外因素。

關鍵字

外帶食品 ； 餐廳外帶食品 ； 滿意度 ； 外食

並列摘要

Experience satisfaction leads customers keeping up purchases when a first takeaway consuming appears to satisfy the household consumer's need for convenience. This study resorted to the European Customer Satisfaction Index and laddering interview to conduct an analysis for household characteristic in restaurant takeaways consuming. The satisfaction instrument involving perceived quality, image, expectation and environment feature (the convenience factor) contributed the overall satisfaction. The results also yielded hierarchical value map for foodservice, suggested the existence of three consumers types labeled convenience, balanced and brand group, 67% samples were balanced and brand group who showed cautious and informed before and after consuming; that brand group are more satisfied than convenience group in restaurant takeaway, the balanced group indicated higher lever of agree than convenience group in value and ”For my household, restaurant takeaways meals are more convenient than eating out.”

並列關鍵字

Takeaways ； Restaurant takeaways ； Satisfaction ； Food-away-from-home

參考文獻

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