顧客體驗地方飲食菜單滿意度之研究

本研究主要目的是探討顧客體驗地方飲食菜單滿意度，並應用「重要－表現程度分析法」來瞭解顧客對地方飲食菜單消費體驗與滿意度間之關係。於具有臺灣文化美食特色之中式主題餐廳內，針對體驗地方飲食菜單的顧客進行調查，獲得380份有效樣本，發現顧客對地方飲食菜單的消費體驗與滿意度間具有部分顯著差異。在消費體驗地方飲食菜單的五個構面中，「產品品質」落在第一象限，是需繼續保持；「服務品質」、「菜單特色」、「價格價值」則落在第三象限，為優先順序較低；而「環境氛圍」落在第四象限，表示供給過度，本文根據此結果提出適合調查個案餐廳之經營管理建言。

關鍵字

地方飲食；菜單；滿意度；重要－表現程度分析法；中式餐廳

並列摘要

The purpose of this study was to explore the customers experience on satisfaction of the local food menu and applied the ”important-performance analysis” to understand the relationship between the consumption experience and satisfaction of customers to the local food menu. The study surveyed from the customers who experienced in the local Taiwan-food-oriented Chinese restaurants and obtained 380 valid questionnaires. The result found that partial significant differences existed between the consumption experience and satisfaction of customers to the local food menu. When reviewed the five dimensions of consumption experience to the local food menu, ”product quality ” was fallen on the first quadrant, it meant to keep up the good work; as for ” service quality”, ”menu specialty”, and ”price/value”” were fallen on the third quadrant, represented a low priority; however, ” environment ”,” was on the fourth quadrant which meant possible overkill. Based upon the results, some concrete recommendations would provide for restaurant operation and managerial advices.