顧客對寵物餐廳忠誠度之影響因素

近年來，多數國人選擇飼養寵物代替結婚生子。根據行政院農業委員會動物保護資訊網統計，於2017年全國家犬以及家貓的總估計數相較2015年皆是大幅度地成長，而其中家貓的總估計數成長了16萬多。於2019年，家貓的總估計數更是再增加3萬左右。由此可見，台灣的寵物市場規模相當龐大，寵物產業業者對於該產業間的競爭力更是格外重視。因此，本研究欲探討寵物商機當中飼主能夠與寵物一起在外用餐的寵物餐廳，並從過去研究中蒐集影響餐廳忠誠度之因素作為自變數。探究寵物餐廳的服務品質和善因行銷對於顧客忠誠度之影響，以及消費者的慈善經驗是否對於善因行銷與顧客忠誠度之間有所影響，並透過網路問卷抽樣調查以及統計分析探討變數之間的影響。本研究實證結果顯示，寵物餐廳服務品質對顧客忠誠度有顯著的正向影響；寵物餐廳善因行銷對顧客忠誠度無顯著的正向影響；而消費者的慈善經驗對善因行銷與顧客忠誠度無顯著的正向影響。此外，本研究實證結果亦顯示出無慈善經驗的消費者對善因行銷與顧客忠誠度有顯著的正向影響。藉此提供給寵物餐廳業主參考。

關鍵字

寵物餐廳；服務品質；善因行銷；顧客忠誠度

並列摘要

In recent years, due to the sub-replacement fertility and the aging population in Taiwan, most people nowadays choose to raise pets for companionship instead of raising children. According to the statistics from the Animal Protection of the Council of Agriculture Executive Yuan, the total estimated number of domestic dogs and cats across the country in 2017 had grown significantly compared to the number in 2015, in which the number of the domestic cats had grown more than 160 thousand. By 2019, the total estimated number of domestic cats had increased even more than 30 thousand. Thus, we can see the development of pet market in Taiwan has increased rapidly, and with huge growth potential. In order to explore the factors influencing customer loyalty towards pet restaurants, this research collected some factors influencing customer loyalty towards restaurants from the previous research. Then, I chose factors including service quality and cause-related marketing as the independent variables in this research. To explore the service quality and cause-related marketing and their impact on customer loyalty towards pet restaurants, and whether consumers' charity experience as moderating variables has an impact on the relationship between cause-related marketing and customer loyalty through sample survey and the statistical analysis. The empirical results of this research showed that the service quality of pet restaurants has a significant positive impact on customer loyalty; the use of cause-related marketing in pet restaurants has no significant positive impact on customer loyalty; and the consumer's charity experience has no significant positive impact on customer loyalty. In addition, this study found that consumers without charity experience have a significant positive impact on cause-related marketing and customer loyalty. This research provides owners of the pet restaurant with some suggestions. By improving service quality and using cause-related marketing appropriately, consumers will have a long-term and stable loyalty towards pet restaurants.