港式飲茶顧客消費動機與滿意度之研究─以華園飯店為例

隨著經濟發展，外食人口數量逐漸成長，促使餐飲市場的商機增加，今日的生活習慣改變、應酬文化的需要，導致在非用餐時間，也有用餐的需求。飲茶除了方便任何時間用餐之外、份量小、選擇性大、價格便宜，因此，本研究指出瞭解消費者的消費動機與滿意度，對於港式飲茶的發展背景有所幫助，以華園飯店消費者為受測對象，總計發出300份問卷，回收有效問卷300份，資料分析方法以描述性統計分析、信度分析、獨立樣本t檢定、單因子變異數分析進行分析。研究結果發現顧客之消費動機在「情感」構面平均值為最高、在「選擇」構面平均值最低，而顧客之滿意度則是在「服務」構面平均值為最高，「價格」構面則相對較低，顯示消費者對港式飲茶用餐考慮的因素主要是喜歡與滿意港式飲茶的口味與服務環境，較少是因為價格便宜才來用餐。藉由消費者觀點來瞭解顧客的消費動機、及滿意度之強度作為調整策略之依據，供經營者參考。

關鍵字

港式飲茶；顧客滿意度；顧客消費動機

並列摘要

Economic boost has led to an increased eating-out population in Taiwan and the prosperous catering industry. Lifestyle changes and more work-related social events have also brought a greater demand for dining even during non-dining hours. Cantonese restaurants feature a number of advantages: serving dishes during dining and non-dining hours, small servings, a wide selection of dishes and lower price. This research aims to examine consumer motivation and satisfaction, which will serve as reference for the development of the Cantonese culinary culture. In this study, the patrons of Holiday Garden Hotel were the research subjects. A total of 300 questionnaires were issued, with 300 valid ones collected. The data were analyzed via descriptive statistics analysis, reliability analysis, independent samples t-test and one-way ANOVA. The research results show that the ＂affection＂ dimension in the consumption motivation of customers scores the highest, while the ＂selection＂ dimension is the lowest. In regard to customer satisfaction, the ＂service＂ dimension scores the highest, with the ＂price＂ dimension garnering the lowest score. The results indicate that Cantonese flavor and dining environments are the main determinants for consumers to patronize Cantonese restaurants, rather than the price. From the consumer perspective, their motivation and the level of their satisfaction could serve as criteria for policy adjustment among restaurant operators.