早餐,是一天當中最重要的一餐,然而台灣早餐店家數是餐飲業之冠。 然而在這競爭的環境下,每家早餐店因為自己的特色而有自己的客源。究竟是何種因素,讓早餐店可以擁有自己的忠實顧客?然而消費者在早餐店消費價值為何?本研究將對這兩個議題做更深入探討。本研究將利用方法目的鏈三階層要素找出消費者內心最終價值,再導入Kano模式,以軟式階梯法訪談120位曾經在早餐店有消費經驗之民眾,透過兩個方法更精準的找出消費者價值階層,也找出早餐店對於消費者的吸引力為何。研究結果發現:(1) 本研究萃取12項屬性元素、12項結果元素、15項價值元素。當中,屬性層級以「專業的服務」出現次數最高;結果層級以「轉換心情」出現次數最高;價值層級以「愉悅」出現次數最高。 (2)12項結果要素中分為七項魅力要素、四項一維要素、一項當然要素,當中魅力要素包含感覺舒服、享受熱鬧的用餐氣氛、減少選擇煩惱等因素;追求價值過程中,以減少選擇煩惱、省時、感覺舒服等對於增加滿意度影響較大;整潔乾淨、省時、等待時間不長等要素最能消除不滿意度。(3)最後本文建構三項以需求為基礎之價值階層,包括愉悅且感到滿足之魅力價值階層、愉悅之當然價值階層、安心且健康的一維價值階層。透過研究結果建議業者可以利用餐點多變化組合來吸引消費者,藉此也降低消費者對於價格的敏感程度以及提高產品價值;專業化的服務與訓練也能吸引與維持消費者;最後是在環境衛生維持、食材新鮮對於現今消費者而言已是基本條件,業者在未來應多多注重店內之安全與衛生。
Breakfast is one of the most important meals of the day. The breakfast shops in Taiwan have the highest number in the restaurant industry. However, in this highly competitive environment, the breakfast shops need their own characteristics to have their own guest source. After all, what are the factors that lead the breakfast shop to have their own loyal customers and what is the consumption value of the consumer in the breakfast shop? This study will have an in-depth discussion with these two issues. To tap the ultimate value of the consumer, and to understand the attraction of the breakfast shop to the consumer, this study combined the third-level elements of Means End Chain and KANO model, furthermore interviewed 120 people who had consumption experience in breakfast shop through the soft ladder method. The findings of this study were as follow: (1) this study extract 12 attribute elements, 12 result elements, and 15 value elements. “Pleasure” elements were the highest number of the value hierarchy. (2) 12 elements of the results are divided into 7 items of attractive elements, 4 items of one-dimensional element and 1 must-be element; Attractive elements include “feel comfortable”, “enjoy the lively dining atmosphere”, and “reduce annoyance”; In the process of pursuing value, “reduce annoyance”, “time-saving”, and “feel comfortable” has a greater impact on increasing satisfaction; “Clean and tidy”, “time-saving”, “waiting time is not long” can eliminate the dissatisfaction. (3) At last, this paper constructs three demand-based value classes, including “a pleasant and satisfying charm of the value class”, “the delightful value class” and “the peace of mind and health of the one-dimensional value class”.
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