餐飲意象、滿意度與忠誠度關係之研究－以高雄市國際觀光旅館中式餐飲爲例

國際觀光旅館提供旅客住宿、餐飲、社交與娛樂，爲休閒產業之重要核心產業，近年來，旅館的餐飲收入已超過客房收入，餐飲部門日益受到國際觀光旅館之重視。本研究以高雄地區國際觀光旅館爲研究對象，欲探討影響消費者之餐飲意象因素、及所選擇的國際觀光旅館餐飲滿意度及忠誠度分別爲何？利用因素分析、卡方檢定、單因子變異數分析及迴歸分析等統計方法，以SPSS10.0進行檢測，研究結果發現：一、國際觀光旅館的不同消費者人口統計變數中，年齡、收入及職業等變數對意象構面有顯著差異之影響。二、因素分析萃取之結果，高雄市國際觀光旅館中式餐飲意象可分爲五大構面，依序分別命名爲「形象與環境」、「硬體與設計」、「經營的技能」、「餐點體驗」、「知覺感受」。三、餐點體驗對餐飲意象滿意度及忠誠度的影響力最大。四、迴歸分析顯示，金典、福華、漢來之餐點體驗及寒軒之形象與環境影響總滿意度因子；金典、寒軒、福華之餐點體驗及漢來之經營的技能則影響總忠誠度。

關鍵字

忠誠度；國際觀光旅館；滿意度；餐飲意象

並列摘要

A closed-ended questionnaire was taken in every on-site interview, then the data were analyzed using factor analysis, Chi-square test, t-test, one-way ANOVA, and multiple regression. The research findings showed that the age, monthly income, and occupation were three variables significantly related with restaurant image. The five restaurant image attribute factors identified were the brand image and environment, hardware and design, management skill, the experience of dining, and perception. The customer satisfaction and loyalty was mainly influenced by the experience of dining. Multiple regression analysis showed that the experience of dining with Splendor Kaohsing, Howard Hotel and Grand Hi-Lai Hotel, and the brand image and environment of the Han-Hsien International Hotel were the main factors influencing customer satisfaction. On the other hand, the experience of dining with Splendor Kaohsing, Han-Hsien International Hotel and Howard Hotel and the management skill of the Grand Hi-Lai Hotel also were the main factors influencing customer satisfaction.