蔬食餐廳消費者消費動機、滿意度對忠誠度之研究

A Study of the Relationship among the Consumer Motivation of Expense, Satisfaction and Loyalty

10.6995/JCTU.200910.0089

邱聯榮(Lang-Roy Chiou)

消費者 ； 消費動機 ； 滿意度 ； 忠誠度 ； 蔬食餐廳 ； consumer ； motivation of expense ； satisfaction ； loyalty ； vegetarian restaurant

建國科大學報

29卷1期（2009 / 10 / 01）

89 - 108

繁體中文

本研究之目的在分析台中蔬食餐廳消費者對消費動機、滿意度與忠誠度之反應情形，此外要瞭解不同人口統計變項之消費者在消費動機、滿意度與忠誠度間之差異，以及消費動機與滿意度各因素對忠誠度之預測力。研究採便利之抽樣方式，以台中蔬食餐廳消費者為研究對象，得有效問卷303份。經統計分析後，本研究有以下的發現：1.消費動機方面，消費者對「吃蔬食可預防疾病」之反應平均數為最高。滿意度方面，對「服務人員主動帶位」之反應平均數為最高。消費者對忠誠度之「我會推薦這間餐廳給我的親朋好友」之反應平均數為最高。2.在人口統計變項方面，不同年齡、教育程度與收入之變項會影響「消費動機」、「滿意度」與「忠誠度」。3.「消費動機」、「滿意度」與「忠誠度」三者間有顯著正相關存在。4.「消費動機」、「滿意度」之「人員服務」、「資訊提供」與「健康需求」三個變項，對「忠誠度」最具有影響力。根據分析結果對業者提出經營上之建議。

The purpose of this research was to analyze the consumer's motivation of expense, satisfaction and loyalty. Besides, this study was design to compare different demographic consumers, difference on motivation of expense, satisfaction and loyalty. And motivation of expense, satisfaction what powerful variable could predict consumers, loyalty. The questionnaires were given to consumers in Hecto restaurant in Taichung, and non-random sampling method was used. 303 effective questionnaires were collected. After statistics tested fore results were shown: 1.The most consumers perceived higher motivation of expense, was ”it could prevent disease”. The most consumers perceived higher in satisfaction was ”the waiter will take a seat”. The most consumers perceived higher in loyalty was ”to recommend for my friend”. 2. There has significance difference on different age, education and income in motivation of expense, satisfaction and loyalty. 3. The relationship among the motivation of expense, satisfaction and loyalty, the result shows that there was significant positive relationship with difference degree consumers. 4. The motivation of expense and satisfaction variables such as ”service”, ”information” and ”health need” has powerful predicted on loyalty. Based on these findings, the study gives some suggestions for restaurant managers.

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