複合式餐廳經營策略與消費者體驗滿意度之關聯性研究

A Study on the Relationship Business Strategy and Consumer Experience Satisfaction of Combinative Restaurant

10.6846/TKU.2012.01081

盧裕文

複合式餐廳 ； 經營策略 ； 消費者需求 ； 體驗滿意度 ； Combinative Restaurant ； Business Strategy ； Consumer Need ； Experience Satisfaction

淡江大學未來學研究所碩士班學位論文

2012年

碩士

陳瑞貴

繁體中文

近幾年台灣產業快速轉型，連帶著帶動餐飲業的蓬勃發展，並產生一種新的餐飲經營概念─複合式餐廳。此外，在餐飲業競爭激烈下一種有別於一般連鎖加盟並提供包場服務和設計相關產品的複合式咖啡店正在出現，此等複合式咖啡店的經營策略與消費者需求和體驗滿意度之間的關係以及如何滿足消費者需求和達到體驗滿意度是本研究的研究動機。本研究以便利抽樣方式針對大台北地區中複合式咖啡店的消費者為研究對象，並以因素分析、Pearson相關分析和迴歸分析探討複合式餐廳經營策略、消費者需求與體驗滿意度三者之間的相關性與顯著影響和影響消費者的重要變項。經由實證分析後發現： 　（一）複合式餐廳經營策略與體驗滿意度有顯著正相關。 　（二）複合式餐廳經營策略與消費者需求有顯著正相關。 　（三）消費者需求與體驗滿意度有顯著正相關。 　（四）複合式餐廳經營策略和消費者需求對體驗滿意度有預測力。 　（五）消費者在消費者需求中的關鍵影響因素為餐點份量足夠。 　（六）消費者在體驗滿意度上的關鍵影響因素為有如家庭般的溫暖

The industries in Taiwan have been transformed rapidly in recent years and triggered a vigorous growth in food and drinks industry. Then, a new business model “Combinative Restaurant” has emerged. Besides, in the competitive market, there has been a combinative coffee shop appeared that is not cooperative chain but provide rent service and other designing products. This research aimed at exploring the correlation between combinative coffee shop business strategy, consumer needs, and experience satisfaction. Furthermore, the research is to exploring the factors on consumer satisfaction. Survey samples were choosing from Taipei City and New Taipei City combinative coffee shop consumer and use convenience sampling to collect sampling. This research also adopted factor analysis, Pearson correlation analysis and multiple regression analysis to analyze the data that included combinative restaurant business strategy, consumer needs and experience satisfaction. The results of the research included: 1. To combinative restaurant business strategy and experience satisfaction showed the significant positive effect. 2. To combinative restaurant business strategy and consumer need showed the significant positive effect. 3. To consumer need and experience satisfaction showed the significant positive effect. 4. All of combinative restaurant business strategy and consumer needs can effectively predict the consumer experience satisfaction. 5. To consumer needs, consumer focused on the abundant meals. 6. To experience satisfaction, consumer focused on the warm of home feeling.

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