服務業顧客維繫因素研究－以餐飲業為例

Customer Retention in Restaurant Industry

10.6267/JTLS.1996.2(1)5

鄭紹成(Shao-Cheng Cheng)；陳嘉隆(Shia-Lung Chen)

顧客維持 ； Customer Retention

觀光研究學報

2卷1期（1996 / 03 / 01）

63 - 77

繁體中文

本研究之研究主題為顧客維繫因素之探索研究，研究對象為台灣地區餐飲業顧客，調查採取便利抽樣調查並經由重要事件技術(Critical Incident Technique)法，針對332份問卷所陳述之事件分類，顧客維繫因素共有三組十二項：產品相關組（主要產品、衛生與安全、環境氣氛、地點便利、服務速度、價格、免費贈品、促銷活動）；服務相關組（其他服務、服務態度、服務挽回）；及關係組（關係）。 本研究僅研究單一產業，研究限制上其一般化能力較弱，後續研究可調查其他服務業別，以與本研究結果比較；而各維繫因素是否存在重要順序及顧客維繫因素改變後之顧客可能反應／行動，亦是未來可供研究課題。

This research, which uses convenient sampling and collects 332 samples from restaurant customers, intends to detect customer retention in restaurant industry in Taiwan. According to CIT (Critical Incident Technique), we classify these samples into three groups, equal to 12 factors, as customer retention. 1. Product-related group: core service, hygiene and safety, environment atmosphere, location convenience, service speed, price, extra giveaway, promotion activity. 2. Service-related group: other service, service attitude, service recovery. 3. Relationship group: relationship. This research merely focuses on restaurant service industry, so it is difficult to conclude generalization. We recommended that subsequent researches can study other kinds of service industries and make comparison with this research result. Furthermore, the prior order of customer retention and how does retention factor changing influence customer's reaction/behavior can be further research directions.