根據經濟部統計處對批發、零售及餐飲業動態調查指出:民國九十五年台灣地區餐飲業營業額為新台幣3,065億元,較九十四年成長4.53%。而百貨公司美食街是一個形態特別的餐飲業,它附屬在百貨公司之中;根據呂湘南(民91)的調查,有高達57%的顧客會到美食街消費。所以美食街具有大部分百貨公司的消費族群,但與百貨公司不同的是,美食街屬於餐飲業,消費者的行為是否會和屬零售業的百貨公司相同?而在過去的研究,都是針對餐飲業或零售業或百貨公司進行研究,但缺乏針對百貨公司美食街這樣特殊形態的業種進行研究,故本研究以大桃園地區的百貨公司美食街為例進行消費者調查。 本研究以Mitchell (1999)提出四個商店印象構面的分析,分別為有形物質構面(physical dimension)、財務構面(financial dimension)、時間與便利構面 (time and convenience dimension)、社會心理構面(psychosocial dimension),去探討消費者對於這些商店印象構面的重視度及滿意度對於顧客忠誠度的影響。並以多元迴歸分析、因素分析、差異分析、IPA分析等方法進行資料分析。 本研究以問卷作為蒐集實證資料的工具,透過便利抽樣的方式,共計回收270份問卷,其中無效問卷35 份,有效問卷235 份,有效回收率87%。研究結果顯示,消費者在消費前的重視度及消費後的滿意度仍有落差,而消費者在消費後對於時間與便利構面及社會心理構面的滿意度對顧客忠誠度有正向關係。
According to the statistical data of The Ministry of Economic Affairs, it could be concluded that dining industry still grows positively in recent years. Food court in the department store is a special dining industry, it has a lot of customer from the department store that belong retail industry, but food court is dining industry. Will the customer behavior the same as department store or not? So this study focuses on customers on food court in department store. Based on a major reference of Mitchell (1999), this paper focuses on the redefinition of store image functional dimensions. The four dimensions include physical, financial, time and convenience, and psychosocial. And analysis results illustrate the correlation between consumer loyalty and customer satisfaction in all four store image functional dimensions. For analyzing statistics we use these methods: Cornbach’s Alpha、Frequency Distribution、T-Test、Regression、Factor Analysis and Important-Performance Analysis to apply to this study. The result of this study, we got 235 valid questionnaires from consumers on food court in department store. The study identifies that customer satisfaction in physical and financial of store image can directly affect customer loyalty.