輕食區顧客滿意度、知覺價值與再購意願之研究-以奧萬大國家森林遊樂區為例

Customer Satisfaction, Perceived Value and Repurchase Intention in Light Food Area of Aowanda National Forest Recreation Area

黃郁婷(YU-TING HUANG)

指導教授 ： 黃有傑

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

隨著時代變遷，都市人口越來越密集，在生活步調快而精神壓力緊繃的狀態下，使人們更加需要找尋放鬆身心、紓解壓力的管道。隨著戶外旅遊頻率的增加與教育水準的提升，休閒活動越來越多元化，加上交通便利，讓人們更嚮往親近大自然。「吃」一直在人的生活中扮演著重要的角色，即便是山上的風景園區也是如此，奧萬大國家森林遊樂區在2016年7月在園區內新增了「輕食區」，讓顧客了有不同的選擇。本研究以「奧萬大國家森林遊樂區輕食區」作為對象，探討顧客對遊樂區輕食區的滿意度、知覺價值與再購意願之影響關係。

本研究採立意抽樣方式進行問卷調查，一共回收有效問卷262份。結果顯示受訪者背景變項「居住地」在顧客滿意度及再購意願有顯著影響，其他背景變項則無顯著影響；知覺價值對再購意願有顯著影響；顧客滿意度對再購意願有顯著影響；知覺價值對顧客滿意度有顯著影響。

本研究根據研究之結果，建議業者應在餐點選項上做增加及變化，以提升顧客滿意度及再購意願；推出季節性菜單增加顧客新鮮感，來增加顧客對輕食區的期望；增加較經濟實惠的套餐組合，讓顧客下次到園區時將輕食區作為優先選擇的用餐場所。

關鍵字

再購意願 ； 顧客滿意度 ； 知覺價值 ； 輕食 ； 奧萬大

並列摘要

Along with the change in times and technological flourishing, the urban population is becoming more intensive and higher mental pressure to stress people out. So that people try to find a way for relaxing stress. According to increase of travel frequency and the improvement of educational level, leisure activities are becoming diversify. More convenient transportation makes people easier to get close to nature. "Eat" always played an important role in human life, people can have more selection of foods everywhere, even in the mountain parks. In July 2016, the “Aowanda National Forest Recreation Area” has a new choice "light food area" in the park. This research base on “light-food area” in the “Aowanda National Forest Recreation Area” to study the relationship between customer satisfaction, perceived value and repurchase intentions.

This study uses the questionnaire survey procedure, and investigations were conducted by means of sampling. Total of 262 valid results are received. The data showed that the respondent's background variable “residence” had a significant impact on customer satisfaction and repurchase intention, but other background variables had no significant effect; perceived value had a significant impact on repurchase intention; customer satisfaction on repurchase intention There is a significant impact; perceived value has a significant impact on customer satisfaction.

Based on the results of the study, it suggests vendor may need to increase more food options and have some changes to improve customer satisfaction and repurchase intentions; create new seasonal menus to increase customer freshness and increase customer expectations for light food areas. Add a more affordable package to allow customers as their preferred dining venue when they go to the park next time.

並列關鍵字

Repurchase intention ； Customer satisfaction ； Perceived value ； Light food ； Aowanda

參考文獻

中文文獻

1、 王維誠(2009)。風景區觀光吸引力、服務品質與滿意度之研究-以阿里山國家風景區為例。碩士論文，南華大學旅遊事業管理學系，嘉義。

2、 朱永蕙、徐函(2015)。探討觀光意象與吸引力對滿意度與重遊意願之影響–以駁二藝術特區為例。觀光與休閒管理期刊，3(2)，58-69。

3、 吳正雄(1998)。國際來華旅客對中華餐飲消費行為之研究。碩士論文，中國文化大學觀光事業研究所，台北。

4、 吳立敏(2007)。品牌形象、知覺品質、品牌忠誠度與再購買意願關係之研究-以中式加工肉品業為例。碩士論文，崑山科技大學企業管理研究所，台南。