餐飲業競爭分析之研究－以火鍋市場為例

本研究探討顧客滿意度、顧客忠誠度及品牌競爭，採用問卷調查方式，並以馬辣與海底撈兩家火鍋業者作為本研究調查對象。研究架構是根據台灣顧客滿意度模型加以修改，其主要探討品牌形象、顧客期望、服務品質影響顧客認知感受後，是否對顧客滿意度產生正面價值進而影響顧客的忠誠度。本研究此次共發放300份問卷，得到253份有效問卷，有效回收率為84%。根據研究結果，馬辣與海底撈相比分為兩種競爭模式，分別為假優勢及競爭優勢，就假優勢而言說明了海底撈表現較好，但該品質屬性重要程度較低，意謂著可能對顧客而言不具任何影響力投入過多的資源與浪費。而在競爭優勢中，該品質屬性重要程度高，且海底撈表現優於對手，說明海底撈在市場上的差異。根據上述結果，對火鍋業提出了相關建議及經營策略以供參考。

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並列摘要

This study explores customer satisfaction, customer loyalty and brand competition, using a questionnaire survey method, and taking two hot pot as the research object. The research structure was modified according to the Taiwan customer satisfaction model. It mainly discusses whether brand image, customer expectation, and service quality affect customer perception, and whether it has positive value to customer satisfaction and affect customer loyalty. In this study, 300 questionnaires were distributed and 253 valid questionnaires were obtained. The effective recovery rate was 84%. According to the research results, which are false advantage and competitive advantage. In terms of false advantage, Haidilao has better performance, but the quality attribute is less important, which means it may not have any influence on the customer to invest too much resources and waste. In the competitive advantage, the quality attribute is of high importance, and the performance of sea fishing is better than that of the opponent, indicating the difference in the market of sea fishing. Based on the above results, relevant recommendations and business strategies for the hot pot industry was provided.