消費者對複合式餐飲忠誠度之研究-以風尚人文咖啡館為例

The Consumer's to compound expression dining loyalty of investigation : Take 「STYLE HUMANISTIC CAF'E」as an example

黃旭史(Hsu-Shih Huang)

指導教授 ： 陳元陽

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

近年來，外食人口比例增加，咖啡館到處林立蓬勃發展，咖啡館除了販賣餐飲外，更對消費者提供了環境、氣氛、人員服務、便利性等價值，這些與商店相關之屬性即形成了所謂的複合式餐飲。
本研究將消費者對於風尚人文咖啡館之消費型態與忠誠度，進一步探討複合式餐飲的營運，將有助於業者掌握消費者之所好，發展相關行銷之策略。從早期傳統冰果室、咖啡廳一直演變至今，在目前競爭激烈的市場中，複合式餐飲業者如何能利用各種不同的經營策略來求得生存，將是一個值得研究探討的課題。
經現場實地進行問卷發放，研究風尚人文咖啡館連鎖店，為提高樣本代表性，將門市、日期、時段進行隨機抽樣，共收集500份有效問卷。採用SPSS10.0版進行資料分析，包括描述性統計、單因子變異數分析、Scheffe事後比較與信度檢定等。
本研究結果顯示分為五大構面分別為：環境便利、商店服務、附屬設施、餐飲品質、行銷活動;作問卷調查。商店形象量表之五個構面與商店形象皆達到顯著相關，而其中又以商店氣氛是消費者最重視的構面，其次為實體設施、賣場風格、親子休閒，最後則是餐飲娛樂。所收集之資料經統計驗證得知，本研究之假設，部份獲得成立。
在實體設施構面中，最重視的因素為動線清楚，容易尋找及指標顯眼易懂；對賣場風格構面而言最重視的因素為餐飲衛生；對商店氣氛而言最重視的因素為乾淨便利的公共設施；對親子休閒構面來看，最重視的因素為假日會帶孩童出外活動；對餐飲娛樂構面來說，附加的價值為時常舉辦藝文活動。文末對後續研究者提出相關建議，並就環境方面、推廣策略與人力資源方面提出數點之行銷建議，以供風尚人文咖啡館連鎖店經營者之參考。

關鍵字

複合式餐飲,忠誠度,風尚人文咖啡館

並列摘要

The ratio of the people dining out has increased latterly years; as this reason, the coffee restaurants are given birth. Coffee restaurants provide not only tasty meals also quality services, relaxing atmospheres, clear circumstances, conveniences…etc. Those restaurants combined with the above elements have been becoming a new form—compound expression dining .
We, regarding the type of the consumer expenditure and the consumer loyalty to HUMANISTIC CAF’E, probe further into the development of compound expression dining to assist operators in understanding what people like and expanding how to make effect sales. It is a great worth to dissect those compound expression dining operators how to survive the cutthroat-competed market with administration from the earlier conformation (the iceman and the coffee shop) to the present metamorphosis compound expression dining.
We analyses HUMANISTIC CAF’E by survey work. To producing the high quality, we collect five hundred operative questionnaires by spot-checking at several branch stores, data and each time stage. That purpose of this study is to examine the relationship between factors and constructs that are important in consumers’ perception of compound expression dining image. A total of 500 valid questionnaires were collected from shoppers in 「STYLE HUMANISTIC CAF'E」 located in Taichung and Changhua city.All the information is anatomized by SPPS 10.0, including Descriptive Analysis , Factor Analysis, One-way ANOVA , cross analysis , Reliability Analysis , Validity Analysis , Scheffe Post-hoc Test and Rating Test…etc.
The calculation of the consequences is separated into five categories: surrounding convenience, service, sub-accommodation, alimentation quality, marketing activity and questionnaire survey. Those five categories closely correlate with the image of HUMANISTIC CAF’E. Consumers, among the five categories, especially care about the aura in HUMANISTIC CAF’E. In the next, consumers care about the entirety accommodation, the store style and the family leisure. The entertainment is the last.
Most of consumers, in terms of the entirety of installations, care about the clean-cut direction. An unequivocal signal can easily aid people in finding directions. According to the store style, consumers concern about the sanitation. According as the atmosphere, consumers are interested in the undefiled accommodation. In accordance with the family leisure, consumers consider weather it is convenient to take children to dine. In the light of the additional entertainment, people prefer the attracting activities. In the end we suggest those experts who are going into this kind of similar research advancing HUMANISTIC CAF’E some marketing policy about circumstance, propaganda and human source.

並列關鍵字

compound expression dining , Loyalty , HUMANISTIC CAF’E

參考文獻

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