由於吃到飽式自助式餐廳在臺灣的餐飲市場已經是種極普遍的經營模式,不論是高價位或是平價的吃到飽(Buffet)早已深植民心。但是究竟消費者對於Buffet整體服務的滿意度為何?至今仍尚未被探討。所以本研究目的之一為瞭解不同背景的消費者對餐廳整體品質滿意程度的差異。而另一個研究目的為探討不同背景的顧客在餐飲需求的偏好程度,希望能給相關業者做為食材調整之依據。 本研究選用專爲衡量餐飲業服務品質的DINESERV量表之五大構面設計問卷題項,並針對4間連鎖吃到飽涮涮鍋餐廳消費價位在399-499元之品牌消費者為研究對象。共計發放400份問卷,經回收整理後,有效問卷共有357份。後續並以敘述性統計分析、獨立樣本t檢定和變異數分析進行假設之驗證。 研究發現,不同人口背景資料分析對有形性、確實性、反應性及保證性滿意為部份顯著差異;而對於關懷性滿意有顯著差異。整體來說未婚之女性對於有形性、反應性、保證性及關懷性滿意較高,而月收入在20001-35000元之族群對於有形性、確實性、反應性、保證性及關懷性重視程度最高,藉此研究結果提供業者了解消費者所重視的餐廳品質,在顧客定位分析時,了解顧客族群屬性來規劃餐廳之軟、硬體設備、環境動線以及服務流程等以提高顧客滿意。而餐飲需求分析結果統計出消費者在吃到飽餐廳所重視的需求項目,供業者評估菜單之設計,以降低成本達永續經營之目的。
Buffet, it became a common business mode in Taiwan whether it’s high-price or cheap. But how about the satisfaction of whole service for buffet still absence. Therefore, one of our purposes in this study is examining different backgrounds consumer for their different satisfaction. And the other one is to explore the different backgrounds customer for their prefer food needs. We hope the result can provide for relevant industry to adjust ingredients. In this study, we use 5 dimensions of DINESERV which measure service quality for hospitality to develop questionnaires. We focus on 4 brands of Shabu-Shabu restaurant chain as our research target and these restaurants’ average price is between 399 to 499 NT. We total surveyed 400 questionnaires and recovery 357 valid. We use descriptive statistical analysis, independent sample T test and ANOVA to examine our data and hypotheses. The study results showed that different backgrounds customer has partial different satisfaction on restaurant’s service such as tangible, assurance, responsiveness and reliability, but has different satisfaction with empathy. This can be referring for restaurant hardware or software planning when they need to reposition. The result of food needs analysis can statistic the consumers’ need valued when they eat buffet. It can assess the design of menu in order to reduce the cost and sustainable management.