小酒館餐廳顧客滿意度與再購意願之研究－以高雄某小酒館餐廳為例

The Relationship between Customer Satisfaction and Repurchase Intention: the Case of Bistro in Kaohsiung

沈峰誼(Feng-Yi Shen) ； 鄭駿豪(Chun-Hao Cheng) ； 郭德賓(Te-Ping Kuo)

《商業現代化學刊》 8卷1期 (2015/06) Pp. 247-260

https://doi.org/10.6132/JCM.2015.8.1.13

摘要

臺灣餐飲業的蓬勃發展，帶動不同類型餐廳的開設，法式酒館餐廳在近幾年開始發展，本研究以高雄市某酒館餐廳為研究對象，探討影響顧客滿意的相關因素，分析各項影響因素對顧客滿意的影響效果，不同人口統計消費者在顧客滿意度上的差異性。研究結果顯示：在「再購意願」、「推薦意願」及「整體滿意」上，皆以「舒適便利」的影響效果最大，影響因素對顧客滿意有顯著的影響效果，獲得部份支持。在人口統計以不同「婚姻狀況」、「學歷」、「所得」、「行銷通路」在「推薦意願」與「整體滿意」上有顯著差異，在顧客滿意上有顯著的差異性，僅獲得部份支持。本研究根據資料分析結論，提出對小酒館餐廳的建議，作為後續研究者及業者，研究及加強改善的參考方向。

關鍵字

餐飲業 ； 小酒館 ； 顧客滿意度 ； 再購意願

並列摘要

The tourist industry in Taiwan has prompted the prosperous development of the food industry and the phenomenon growth of the French style restaurants and pubs. This study was designed to investigate the factors which affect the customer satisfaction with a French restaurant in Kaohsiung, and the difference of customer satisfaction in terms of different demographic groups. Of questions on ＂willingness of revisit＂, ＂willingness to recommend＂, and ＂overall satisfaction＂, ＂comfort and convenience＂ is the leading factor which has obvious influence on customer satisfaction. Of questions based on ＂marital status＂, ＂education background＂, ＂income＂, and ＂sales channel＂, investigation results on ＂willingness to recommend＂ and ＂overall satisfaction＂ show wide differences. The purpose of this study is to provide recommendations to small-scale pubs and restaurants so that researchers and operators of restaurants and pubs could use the results as reference to improve their operations.

並列關鍵字

restaurant industry ； bistro ； customer satisfaction ； willingness of revisit