複合式餐飲業吸引力、滿意度與忠誠度關係之研究 ─以台南縣市主要複合式餐廳為例

The Attractive of Combinative Restaurants-A Research on Major Combinative Restaurants in Tainan City

黃泰誠(Tai-Cheng Huang)

指導教授 ： 曾信超

共同指導教授 ： 翁耀臨

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00027

摘要

所謂複合式餐廳就是結合不同業種、提供不同屬性餐品與不同服務取向的餐廳，它提供多樣化的餐品與多功能的服務。本研究以消費者的觀點探討複合式餐廳對消費者之吸引力、滿意度與忠誠度之關係，並以台南縣市的複合式餐廳之消費者為問卷調查的標的
分析結果發現，消費者認為複合式餐廳的吸引力，在產品、環境、服務、聚客等四項特性吸引力當中，環境特性為影響複合式餐廳吸引力的主要因素。此外，研究中亦發現，複合式餐廳對消費者的吸引力愈強時，則愈能提升顧客之滿意度與忠誠度；而且消費者所感受的滿意程度愈高時，亦愈能留住消費者，提升顧客忠誠度；最後根據推論，我們也可以驗證吸引力能透過顧客滿意度間接的正向影響顧客忠誠度。因此，複合式餐廳若要藉由顧客忠誠度之提升來增進利潤、維持成長，則需藉由吸引力之提升直接達到提升顧客忠誠度之目標，此外也可藉由顧客滿意度之提升透過間接效果而提高顧客忠誠度，最後達到增進企業利潤、永續生存之最終目標。

關鍵字

複合式餐廳 ； 餐廳 ； 體驗 ； 吸引力

並列摘要

This research will inquire into the relation of combinative restaurants’ attraction to consumers, satisfaction and loyalty from the standpoint of consumers, and take the consumers of the combinative restaurants in Tainan as the object of questionnaire.

The research takes the common consumers once experienced the combinative restaurants as the inquisition object of research. It totally obtained 326 valid questionnaires. When analyzing the data, some statistic methods will be adopted like effect analysis, LISERL and reliability analysis.

The result shows that the consumers of combinative restaurant are mostly single and female aged 20-29; Level of education regard university degree as principle; The occupation mostly be students and salary men. The research displays that the main members of the combinative restaurants are modern college students and salary men.

In addition, the consumers think the most important attraction of combinative restaurant such as products, environment, service, and gathering is the environment. Found through the LISERL ,the attraction can directly effect the satisfaction and loyalty of the customers, namely the higher attraction can promote customer satisfaction and loyalty more; And customer’s satisfaction can also directly influence customer’s loyalty, namely the higher customer satisfaction's can promote a customer loyalty more; And according to the conclusion, we can also identify an attraction can indirectly influence customers’ loyalty through the satisfaction.

Therefore, the combinative restaurant want to advance it’s profits, abidingly growth, through customer’s loyalty, then need by the attraction it promote to reach a target of promoting the customer loyalty directly. In addition higher customers’ satisfaction can indirectly promote customers’ loyalty, reach a final target of promoting the enterprise profits, everlasting existence finally.

並列關鍵字

Combinative restaurant ； Restaurant ； Experience ； Attractiveness

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