探討影響音樂餐廳顧客滿意度與營運績效之因素
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2017
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臺灣以音樂為主題的民歌西餐廳曾經盛極一時。但在1990年代，臺灣的KTV文化開始盛行後，許多民歌西餐廳陸續停止營業。而近年來，音樂餐廳接連開設，但如果不了解影響音樂餐廳顧客滿意度與營運績效之因素，這些新的音樂餐廳很可能會如過去民歌西餐廳面臨經營不善而倒閉的情況。現今學術中極少有討論音樂餐廳之相關文獻，因此本研究分為兩部分，研究一以駐唱、背景音樂兩種狀況探討駐唱對營運績效之影響；研究二探討影響音樂餐廳顧客滿意度之因素。研究對象為大臺北地區願意提供營運績效的音樂餐廳，並以問卷調查法蒐集顧客滿意度的資料，共回收266份有效問卷，透過結構方程模型進行資料分析。本研究一以t檢定發現駐唱會顯著提高營運績效(消費者人數與RevPASH)，但平均消費金額指標未達顯著，可藉由駐唱時推出加點促銷活動提升駐唱時段之平均消費金額。本研究二找出影響音樂餐廳顧客滿意度之因素，發現音樂對用餐滿意度的影響最小，顯示目前去音樂餐廳之顧客在用餐後，對音樂餐廳的滿意度之評估還是著重在一般餐廳經營的本質例如：食物、服務品質、氣氛等要素。由此推論，駐唱對於目前大多數的音樂餐廳而言，較屬於顧客於餐廳用餐時的附加價值，對於提升顧客滿意度的影響有限，也造就目前音樂餐廳仍不普遍的現況。建議可針對音樂餐廳之食物、服務品質、氣氛等要素做的改變如下：建議管理者可以推出更多含有蔬食的餐點、擺盤方面也可使用與音樂相關的符號展現音樂餐廳的特色，服務方面可檢視服務人員是否遵循(First Come First Serve [FCFS]) 的原則，氣氛的部分建議燈光與氣味方面可以依照各店之狀況做調整，以提供顧客最高品質的享受。
In Taiwan, folk music restaurants were prosperous for a short period of time. However, many of them began to disappear after the arrival of Karaoke culture in the 1990’s. Recently, music restaurants have started to thrive again. If the managers of the restaurants don’t understand the influential factors of their customer satisfaction and operating performance, they may close like the folk music restaurants of the past. There is a paucity of researchers to address on the music restaurants. Therefore, this study aims to investigate the influential factors of music restaurants’ customer satisfaction and operating performance in different music condition. This study takes music restaurants in Taipei city as the subject, and collect customer satisfaction by questionnaires. 266 questionnaires are collected, and analyzed by Structural Equation Model(SEM). The t test result of the first survey shows that live performance can enhance the operating performance(number of constomers and RevPASH), but the average consumer spending does not show significant differences. Thus, we can enhance average consumer spending by launching promotion activities. The second survey finds that the influential factors of music restaurants’ customer satisfaction are the same as general restaurants. Therefore, we can infer that music performance has an additional value to customers, but the influence on customer satisfaction and operating performance are not significant. Consequently, music restaurants are not common. We advise the managers to introduce more dishes with sufficient vegetables, decorate the dishes with music symbol, inspect whether the waiters follow (First Come First Serve [FCFS]) principle, and adjust the lighting and odor to fit restaurnants customers.
In Taiwan, folk music restaurants were prosperous for a short period of time. However, many of them began to disappear after the arrival of Karaoke culture in the 1990’s. Recently, music restaurants have started to thrive again. If the managers of the restaurants don’t understand the influential factors of their customer satisfaction and operating performance, they may close like the folk music restaurants of the past. There is a paucity of researchers to address on the music restaurants. Therefore, this study aims to investigate the influential factors of music restaurants’ customer satisfaction and operating performance in different music condition. This study takes music restaurants in Taipei city as the subject, and collect customer satisfaction by questionnaires. 266 questionnaires are collected, and analyzed by Structural Equation Model(SEM). The t test result of the first survey shows that live performance can enhance the operating performance(number of constomers and RevPASH), but the average consumer spending does not show significant differences. Thus, we can enhance average consumer spending by launching promotion activities. The second survey finds that the influential factors of music restaurants’ customer satisfaction are the same as general restaurants. Therefore, we can infer that music performance has an additional value to customers, but the influence on customer satisfaction and operating performance are not significant. Consequently, music restaurants are not common. We advise the managers to introduce more dishes with sufficient vegetables, decorate the dishes with music symbol, inspect whether the waiters follow (First Come First Serve [FCFS]) principle, and adjust the lighting and odor to fit restaurnants customers.
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音樂餐廳, 顧客滿意度, 營運績效, 結構方程模型, music restaurant, customer satisfaction, operating performance, SEM