高雄市Talking Bar消費體驗與顧客滿意之研究

A Study of Consumer Experience and Satisfaction in Talking Bar of Kaohsiung City

李瓔(Ying Li)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00045

摘要

台灣的經濟目前正處於衰退的狀態，為因應消費者需求，因而產生了服務高品質、消費平價化之符合大眾需求的特殊飲酒場合－Talking Bar，它有昏暗華麗的雅座及女侍服務，除了基本的桌面服務之外，還可以和顧客聊天、玩遊戲，可令顧客在飲酒時得到額外的享受、放鬆及價值。
　　本研究選擇高雄三家較具知名度的Talking Bar，採用問卷為研究工具，以便利抽樣法抽樣調查在Talking Bar內的顧客滿意度，並以SPSS進行資料分析，以Schmitt（1999）學者所提出的策略體驗模組（SEMs）中的感官體驗、情感體驗、行動體驗、思考體驗與關聯體驗等五個構面來探討顧客至Talking Bar的消費體驗及影響其滿意度的關係，再針對個人特質分析主要至Talking Bar消費的客群，並且將體驗行銷的五個構面與顧客滿意度之間進行相關驗證。
　　本研究發現消費體驗對顧客滿意有顯著的影響效果，部分個人特質不同的顧客在顧客滿意上有顯著的差異性，Talking Bar的主要客群為31至40歲的未婚男性常客，大專學歷且為收入為3至5萬元左右的商業、服務業等較具社交能力的職業，星座血型佔比最多為土象星座O型，最後再針對以上研究結果提供顧客滿意需求之建議給相關業者，以利相關業者在經營管理方面作為參考。

關鍵字

消費體驗 ； 顧客滿意 ； 酒吧 ； Talking Bar

並列摘要

The economy in Taiwan is a state of recession. However, some industries, such as alcohol or hotel industry, still flourish. Based on consumer demand, they develop a place where meet the popular demands of special drinking occasions, with a high quality of service and rational price, called“Talking Bar.”The gloomy light and waitress service is there. Men and women enjoy the open entertainment air to cultivate another style of bar. The public relation hostess not only provides basic table service, but also can chat, play games, and could give customers extra enjoyment from drinking, physical relaxation and value.
This research apply the Strategic Experiential Modules (strategic experience models; the SEMs are) proposed by Schmitt (1999) scholars to explore the customer’s consumption experience and their satisfactions in talking bar. This research will utilize SEMs five dimensions, including the sensory experience, emotional experience, the experience of action, examination of Synopsys and related experience. Furthermore, there are a lot of analyses of major consumer who walk into talking bar and corroborate the relationships between SEMs five dimensions and customer satisfaction.
In this research, questionnaire is as a research tool in three more well-known Talking Bar of Kaohsiung City, with convenience sampling method to survey. The data analysis use SPSS software. This research want to know transformation of a drink and hotel industry and the development process of the hotel industry under enhanced customer service quality request.
There is three research motivations: analyses the socioeconomic background characteristics of the customer in Talking Bar, understand consumer's consume motivation and their satisfaction, corroborate the relationships between SEMs five dimensions and customer satisfaction.

並列關鍵字

Consumer Experience ； Customer satisfaction ； Bar ； Talking Bar

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