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題 名 | 藥膳餐廳顧客消費動機、滿意度與忠誠度之研究=Customer Motivation, Satisfaction and Loyalty on the Medical Cuisine (Yaoshan) Restaurants |
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作 者 | 駱香妃; 陳玉慧; 蕭靜雅; 陳柏芬; | 書刊名 | 中華家政學刊 |
卷 期 | 37 民94.12 |
頁 次 | 頁75-90 |
分類號 | 483.8 |
關鍵詞 | 藥膳餐廳; 消費動機; 滿意度; 忠誠度; Medical cuisine restaurants; Yaoshan restaurants; Consumer motivation; Satisfaction; Loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 藥膳餐廳所提供的餐食產品,除了標榜菜色口味的獨特性外,店內的裝潢佈置也具有中國古典的設計,因此吸引了許多消費者。然有關藥膳餐廳之相關研究甚少,因此本研究旨在探討藥膳餐廳顧客消費動機、滿意度與忠誠度,期能提供業者行銷擬定之參考。研究採便利抽樣方法,選取全省七家邧膳餐廳顧客為施測對象,共得有效樣本314份。研究結果顯示:1.藥膳餐廳顧客以女性、30-49歲、宗教為佛教、職業為商或服務業、月收入20,001~60,000元為多;消費原因以朋友聚會為主;而季節會影響43.9%顧客的消費意願。2.消費動機主要為養生保健需求。3.滿意度部份以服務品質及餐食產品構面最為滿意,停車及定價等問題最不滿意。4.忠誠度構面之整體滿意度、再購意願及推薦意願皆接近滿意。5.藥膳餐廳顧客的消費動機、滿意度與忠誠度具有顯著的正相關性與影響。 |
英文摘要 | Health and Long-life are two most important issues in the twenty-first century. The restaurants focusing on medical cuisine or so called Yaoshan cuisine are booming. Aside form their unique flavor, the food products offered by Yaoshan restaurants and the restaurant decorations with its ancient Chinese designs attract a lot of customers. However, only few studies have been done on Yaoshan restaurants. This study aims to investigate the consumer motivation, satisfaction and loyalty regarding Yaoshan restaurants and serves as a reference for businesses when setting up marketing plans. The study makes use of convenience sampling method to choose customers form seven Yaoshan restaurants all over the country as respondents; a total of 314 valid responses were collected. Results indicate as follows: 1. Most of the customers were women, 30-49 years old, Buddhist, working in business or the service industry, and monthly income from NT$20,001~60,000. The main reason for consumption is dine together with friends. For 43.9% of the customers, spending tendencies are likewise affected by the seasons. 2. Customers are mainly concerned with keeping their health and thus patronize the restaurants. 3. Customers are very satisfied with service quality and food product while they are unsatisfied with parking and prices. 4. In loyalty, the overall satisfaction, repurchase intentions, and recommendation intentions are nearly well. 5. Consumption motive, satisfaction and loyalty are positive correlation and effect. |
本系統中英文摘要資訊取自各篇刊載內容。