休閒餐廳商店形象之調查與分析－以季諾意式休閒餐廳（新竹科學園區分店）為例

A Study on the Store Image of Gino Leisure Restaurant in the Hsin-Chu Science Park

周建張(Chien-Chang Chou) ； 陳世璋(Shu-Chang Chen) ； 葉偉君(Wei-June Yeh) ； 陳宜君(Yi-June Chen) ； 李泓麟(Hong-Lin Li)

《中華管理學報》 7卷3期 (2006/09) Pp. 37-52

https://doi.org/10.30053/CHJM.200609.0002

摘要

本文主要是探討休閒餐廳之商店形象，以季諾意式休閒餐廳位於新竹科學園區分店為研究對象。研究方法是先參考商店形象相關之文獻並據以設計問卷，再採用問卷調查的方式對顧客進行訪問，進一步利用統計方法對問卷調查所獲得的資料進行分析，以獲得相關的研究結論。研究結論包括：(1)消費者對休閒餐廳所重視的商店形象屬性依序為交通便利、服務人員的服務態度、餐廳所提供的餐點、餐廳的環境（整潔、寬敞、明亮、清爽）、餐廳氣氛、餐廳距離住家或辦公室遠近、餐廳主題內容有吸引力、餐點選擇多樣化、停車方便、提供優質服務等。(2)顧客對於餐廳所提供汽車停車位數量不滿意，因為餐廳所提供的汽車停車位數量不足，顧客聞車前往餐廳用餐有時候因車位已滿而無法停車。(3)顧客認為餐廳的餐點價格昂貴。(4)顧客對於餐廳的促銷活動次數不滿意。(5)消費者得知這家餐廳消息來源，主要是親友告知。
最後則是根據上述這些研究結論提出相關的行銷策略與經營建議，以供休閒餐廳業者參考，包括：(1)規劃更多的車位。(2)調降廳餐的物價。(3)加強促銷活動。(4)擴大DM宣傳。

關鍵字

休閒餐廳 ； 商店形象 ； 問卷調查法

並列摘要

The aim of this paper is to analyze the store image of Gino leisure restaurant in the Hsin-Chu Science Park. In this paper, we first studied the references on the store image and then designed the questionnaire. Second, we surveyed the customers in the Gino leisure restaurant by this questionnaire and obtained some data. We further analyzed these data by statistic method and obtained some important information and conclusions including (1) the ranking order of store image preference for customers are transportation convenience, service quality of waiters, dinner quality, restaurant environment, restaurant romantic feeling, the distance between restaurant and offices, special dinner, various dinner, parking convenience and high quality services. (2) the volume of parking for car offered by this restaurant is not enough. (3) high prices of dinner. (4) promotion problem. (5) the key way to find the restaurant is notifications of friends.
Finally, according to these conclusions, we proposed some useful marketing strategies and operation suggestions as references for the Gino leisure restaurant, including: (1) planning the parking area. (2) reducing the prices of dinner. (3) increasing the frequency of promotion. (4) DM promotion.

並列關鍵字

Leisure restaurant ； Store image ； Questionnaire survey method