花蓮市海鮮餐廳顧客滿意與競爭策略之研究

本研究探討花蓮市六家海鮮餐廳的顧客滿意度，將影響海鮮餐廳「顧客滿意」的主要因素，歸納為「用餐環境」、「餐食品質」、「服務態度」與「餐點價格」四個構面，四者對於「顧客滿意」均有顯著的影響效果，其中以「服務態度」及「用餐環境」影響效果最大。因此，建議業者應該加強餐廳服務態度以及環境的營造，才能吸引消費者入內消費。於顧客滿意項目中，「餐廳的員工服務態度很親切」、「餐廳能提供物超所值的菜單」及「餐廳提供的餐點價格很合理」是影響顧客對餐廳滿意度的主要因素。消費者對海鮮餐廳重視程度排序前三名為：1.餐廳提供的餐食很新鮮衛生、餐廳提供的餐食很美味可口；2.餐廳的員工服務態度很親切；3.餐廳的洗手間整潔又乾淨。滿意程度排序前三名為：1.餐廳提供的餐食很新鮮衛生；2.餐廳提供的餐食很美味可口；3.餐廳提供的餐食分量很足夠、餐廳的餐食出菜速度很迅速、餐廳的擺盤與盤飾精緻美觀、餐廳的燈光照明明亮舒適、餐廳的用餐環境寬敞舒服。此外，透過重要性—滿意度策略分析，建議餐廳業者針對特定客群擬定行銷策略，凸顯店家自有競爭優勢與特色，提升顧客滿意度。

關鍵字

海鮮餐廳；顧客滿意；重要性-滿意度策略分析

並列摘要

In this study, discussing “Customer Satisfaction” from 6 seafood restaurants in Hualien City; the key factors affect the seafood restaurant "Customer Satisfaction", summed up as "dining", "meal quality," "service attitude" and "meal price” four dimensions, these four dimensions have a significant impact on results, especially to "service attitude" and "dining" factors. Therefore, it is recommended that industry should strengthen the restaurant service attitude, as well as creating the environment, in order to attract consumers into the consumer. Customer satisfaction project, "the restaurant staff attitude is very friendly, the restaurant can provide the menu is valuable for money and the restaurant offers a very reasonable price will affect the customer ‘satisfaction to the restaurant. Consumers' seafood restaurant customer satisfaction degree of attention sort the top three are: restaurant meals are fresh health, restaurant meals are delicious; restaurant staff have friendly attitude; restaurant toilets is tidy and clean. Sort the top three of the customer satisfaction level of satisfaction as follows: Restaurant offers meals fresh health; very delicious. Restaurant meals; component is very adequate. Restaurant meals, restaurant meals out the dish is very rapid speed, the wobble plate and the plate of the restaurant decorated with exquisite beauty, the lighting of the restaurant is bright and comfortable, spacious is comfortable in the restaurant. Through the IPA strategy analysis, it is recommended that restaurant owners to develop marketing strategies for a specific customer groups, and to maintain and highlight the restaurant's own competitive advantages and characteristics, in order to market segmentation, to enhance the visitor rate.