不同層級連鎖餐廳的顧客滿意度與再消費因子之比較

The Compa.rison of Customer Satisfaction and Re-consume Factors between Classic and Casual Restaurants in Taiwan

10.29950/JHKUM.200407.0014

陳昭靜(Zhao-Jing Chen)

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 再消費 ； Custorner Satisfaction ； Customer Loyalty ； Re-Consume

興國學報

3期（2004 / 07 / 01）

169 - 181

繁體中文

現在的消費者除了注重商品的品質之外，更重視的是滿足感，如何維持消費者之滿意並使其再消費，則是餐飲業者成功的不二法門。本文採用個案訪談及問卷調查方式，以不同層級連鎖餐飲型態之消費者為受測對象，總計發出600份問卷，回收有效問卷517份，旨在探討顧客重視程度、顧客滿意程度與再消費意願進而產生顧客忠誠度之關係。本研究經由單因子變異數分析、相關分析、T檢定、交叉分析後，研究結果發現：1.不同層級連鎖餐飲型態的消費者其層級較高者之服務屬性以安全設施為高重視度及高滿意，而平民化之連鎖餐廳則是餐飲衛生，但高重視度低滿意度兩家均無顯著差異都指停車及交通便利性。2.不同層級連鎖餐飲型態的消費者在消費動機變數上有顯著性差異，平民化之連鎖餐廳以年輕族群居多，消費動機在於聚會聊天；而層級較高之顧客群年齡層則普遍偏高，消費動機在於美食品味、家庭聚會。3.不同層級連鎖餐飲型態之消費者在資訊來源變數上有顯著性差異，層級較高之連鎖餐飲店多透過親友口碑介紹；而平民化之連鎖餐廳則是廣告宣傳及過去經驗居多。4.不同層級連鎖餐飲型態之消費者對整體滿意度與再消費及介紹他人均呈現顯著性相關。5.不同層級連鎖餐飲型態之消費者在不同市場區隔下（年齡層、教育程度、職業）對整體滿意度與再消費及介紹他人均呈現顯著他不同。6.對於餐飲之顧客滿意度，本研究自消費者觀點來瞭解，期能為業界找出利基亦即該企業的競爭優勢，並瞭解其顧客重視程度強者作為調整策略之依據。

Besides quality, customers nowadays think that satisfaction is more important than quality. Therefore, the only way for successful in restaurant business is to maintain customer satisfaction and keep them to repurchase.These world be adopted individual interview and questionnaire survey on customers of Wang Steak and 3 Royal 3 House. 600 copies of questionnaire were issued and we got 517 copies qualified questionnaire. In our questionnaire, this research discuss customer importance degree, customer satisfaction, repurchase and its relationship with customer loyalty.Through single factor variation analysis, typical correlation ana1ysis, T-test and cross analysis, our findings are as follows.1. Between different prices restaurants, customers in Wang Steak think high importance and high satisfaction of service property is fire control facility and flee facility; customers in 3 Royal 3 House think high importance and high satisfaction of service property is meal hygiene. However, high importance and low satisfaction of service property in both restaurants is parking lot issue and traffic convenience2. There is significant difference on consume motive variation in different prices restaurants. Consumers in 3 Royal 3 House are more young generation and their motive is for party and chatting; however, consumers in Wang Steak are higher age generation and their motive is for gourmand or family reunion.3. There is significant difference on information resource variation in different prices restaurants. People dining in Wang Steak is through public praise; however, people dining in 3 Royal 3 House is through commercial advertisements or previous experience.4. There is significant correlation on customer overall satisfaction and repurchase and introducing to others in different prices restaurants.5. There is significant difference on overall satisfaction, repurchase and introducing to others for customers in different prices restaurants from different market share (age; education, occupation).6. Through the point of view of customers on satisfaction, this research expect to find business niche, i.e., high importance and high satisfaction are business advantages which can be basis to adjust business strategies.

1. Reichheld, F. E.,Sasser. E.(1990).Zero defections quality comes to services.Harvard Business Review,105-111.
2. Robert, C. M.(1998).Restaurant management customers, operations, and employees.
3. Tseng, L. P. D.,Bruce, L. S.(1996).An empirical study of service-based customer is satisfaction sources and consequences.Sun Yat-Sen Management Review,4(2),51-61.
4. 林正修(1999)。成功銷售人員應具備之特性。流通世界雜誌，104，93-95。
5. 武田哲男(1998)。經營顧客不滿意。中國生產力。
6. 邱皓政(2002)。社會與行為科學的量化研究與統計分析。台北市:五南。
7. 桂世平(1998)。咖啡店連鎖事業步步為營。食品資訊，147，44-46。
8. 陳文聰(1998)。連鎖餐廳成功關鍵性因素之研究。高雄餐飲學報，1，143-150。
9. 陳堯帝(1999)。餐飲管理。揚智出版祉。
10. 衛南陽(1996)。顧客滿意學。牛頓。
11. 衛南陽(1996)。顧客服務系統規劃。牛頓出版社。