平價火鍋店服務品質研究－以斗六大呼過癮為例

近幾年原物料上漲，許多食物原料也上漲，讓產品本身的價格一直調漲，而人們要飽餐一頓的花費逐漸增多，現今需要消費至少要五十元起才能吃一頓，而想要吃飽，都要花百元以上。在這種狀況下，平價又能吃到飽百元小火鍋就變成多數人優先選擇，甚至在炎炎的夏日裡，吃火鍋的人也慢慢增多。本研究將以近年來快速竄升壯大的連鎖火鍋店「大呼過癮」做為研究對象，探討其服務品質重視度與滿意度之關係。並於2016年的10 月7 日至11 月15 日，在雲林縣斗六市的大呼過癮，以便利抽樣的方式進行定點式抽樣，共發放300 份問卷，回收300 份問卷，其中有11 份因填答不完全，列為無效問卷，最後有效問卷為289 份採用問卷調查法，收集變項資料，運用IPA 分析法之結果對企業提出相關改善建議。結果發現顧客對大呼過癮的服務品質有11 項應該繼續保持下去、有1 項應立即改善、及9 項屬於次優先序改善。最後，本研究根據研究結論提出具體之管理意涵與建議，並明確指出未來研究方向。

關鍵字

火鍋餐廳；服務品質； IPA 分析

並列摘要

Because of providing low price and various food, the hot-pot restaurants have been patronized widely by students and youth. The Oh-oh-yes hot pot restaurant emphases low price and provide various hot pots for customers, which is popular hot-pot restaurants in Taiwan. This study uses the Oh-oh-yes hot pot restaurant as an example to assess the importance and performance of service quality. The survey conducted from October to November, 2016 by convenient sampling; and a total of 289 usable questionnaires were collected for this study. The results revealed 11 items were keeping up the good work; nine items were in low priority; and one item needed to be improve immediately. Managerial implications and market strategies are drawn, along with recommendations for future research.

並列關鍵字

Hot-pot restaurant ； Service quality ； IPA analysis

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