高雄市燒烤吃到飽餐廳顧客滿意之研究

The Study Of Customer Service Satisfaction With barbecue「All You Can Eat」Restaurant in Kaohsiung City

陳祈睿(Chi-Rui Chen)

指導教授 ： 郭德賓

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2013年)

摘要

燒烤吃到飽餐廳在餐飲業已是一種相當普遍的餐廳型態，隨著國人飲食習慣的改變，與市場業界越來越激烈的競爭，經營模式也不斷地在創新與改變。
本研究主要目的在於探討高雄市三家燒烤吃到飽餐廳為範圍的顧客滿意度，使用結構式問卷對用餐完畢後的顧客進行調查，研究發現：（1）影響「顧客滿意」的主要因素，歸納為「餐食品質」、「服務態度」、「餐廳環境」與「消費價格」四大構面，四者對於「顧客滿意」均有顯著的影響效果（2）對「顧客滿意」影響效果最大的為「餐食品質」及「服務態度」（3）不同個人特質的消費者在顧客滿意上有部分顯著的差異（4）不同品牌的燒烤吃到飽餐廳，對於影響顧客滿意的因素構面有所差異。文章最後提出研究結論與建議，提供餐廳業者作為品牌策略參考的依據，以提升顧客滿意度。

關鍵字

吃到飽餐廳 ； 顧客滿意

並列摘要

Barbecue「All You Can Eat」restaurant it became a common mode in Taiwan, with the change in people's eating habits and increasingly fierce industry competition, business model can continue to innovation and change.

The main purpose of this research focuses on the discussion of the customers’ satisfaction of three barbecue all-you-can-eat restaurants in Koahsiung. Structure questionnaire for customers after the meal is used to conduct the research. The research shows that 1.the main elements affecting the customers’ satisfaction can be concluded into four aspects; the quality of the meal, service attitude, restaurant environment, and price. These four aspects all have obvious influence on customers’ satisfaction. 2. The quality of meal and service attitude hold the greatest influence on customers’ satisfaction. 3.Consumers with different personalities respond diversely on customers satisfaction. 4.All-you-can-eat barbecue restaurants of different brands have different elements on affecting the customers’ satisfaction. The research in the end presents the conclusion and suggestion, providing restaurant owners with the reference of brand strategy to raise customers’ satisfaction.

並列關鍵字

all you can eat restaurant ； customer satisfaction

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