主題式餐廳消費滿意、消費體驗與忠誠度之研究

The Relationship Among of Consumer`S Satisfaction, Experience And Loyalty At The Theme Restaurant

吳柏叡(Po- Jui Wu) ； 萬捷雄(Chien-Hsiung Wan) ； 陳盛彬(Sheng-Pin Chen) ； 吳柏成(Po-Chen Wu)

《中原體育學報》 8期 (2016/07) Pp. 90-97

https://doi.org/10.6646/CYPEJ.2016.8.90

摘要

本研究探討主題式餐廳消費者之消費滿意、消費體驗與忠誠度之間的相互關係。以北歐工坊用餐之消費者為研究對象。抽樣方法：採便利抽樣方式選取550 人發放問卷, 正式問卷共計發出521 份，其中無效問卷共計有56 份，有效問卷共計有465 份，有效問卷率為89.25%。本研究採自編之問卷進行調查，問卷內容包含基本人口特徵、「消費滿意」、「消費體驗」及「忠誠度」量表。研究結果發現, 只有經由提升消費體驗, 才會使消費者的忠誠度提升。在情緒體驗這個構面, 是北歐工坊塑造出來最成功的行銷利器，應妥善利用此體驗行銷方式來增加該餐廳客戶忠誠度，以創造最大利潤。

關鍵字

主題餐廳 ； 消費滿意 ； 消費體驗 ； 忠誠度

並列摘要

The purpose of this study was to investigate with the interrelation between consumer`s satisfaction, experience and loyalty at the theme restaurant (Nordic Restaurant). The research objects were those who consumed at the Nordic Restaurant. Sample method was convenient sampling. A questionnaire survey was used as the research method in this study. The total amount of questionnaires were 550, 521 polls were effective while the other 56 were not. The effective questionnaire rate was 89.25%.The questionnaire of this study includes four parts: scales of demographic, satisfaction, experience and loyalty. We founded that if the Nordic Restaurant`s manager wants to improve ＂Consumer`s Loyalty＂, he must upgrade the ＂Consumer`s Experience＂ first. The ＂Consumer`s Experience＂ of Nordic Restaurant was the most successful marketing instrument. ＂Consumer`s Experience＂ can increase ＂Consumer`s Loyalty＂ in Nordic Restaurant's , in order to create the largest profits.

並列關鍵字

Themed Restaurant ； Satisfaction ； Experience ； Loyalty

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