臺北市運動主題餐廳體驗品質、滿意度與行為意向之研究

Abstract

本研究旨在探析運動主題餐廳之消費者背景特性，並瞭解不同背景變項對體驗品質、滿意度與行為意向其各構面之差異情形，再者，以結構方程模式進行體驗品質、滿意度與行為意向之關聯性分析。本研究以臺北市運動主題餐廳之消費者為研究對象，以便利抽樣方式，共取得318份有效樣本，所得結果如下： 一、運動主題餐廳消費者以學生族群為主，其次服務業者，男性多於女性、年齡為21~25歲為主、教育程度為大專校院、月收入以20,000元以下最多之族群。且消費次數為第一次最多，觀賞棒球相關比賽為居多。 二、運動主題餐廳消費者在體驗品質之提供服務要素最為滿意；在顧客本身之子構面樂趣感受程度最高；其在體驗品質之其它構面、滿意度與行為意向呈現中等以上水準。 三、不同性別、教育程度與消費次數在體驗品質、滿意度與行為意向之各構面間達顯著差異。其性別在提供服務與其他顧客負面公眾行為等構面皆達顯著差異；教育程度在提供服務構面、滿意度方面與忠誠構面等達顯著差異；消費次數在提供服務、忠誠、轉移與付出等構面皆達顯著差異。 四、本研究建構之模式適配度達可接受準則，消費者之體驗品質直接影響滿意度；體驗品質直接影響行為意向，又滿意度會直接影響行為意向，此外，體驗品質會透過滿意度之中介效果影響行為意向。 有鑑於此，建議運動主題餐廳隨時轉變環境的佈置、舉辦特色性活動、與企業簽訂特約關係、建立顧客基本資料以及規劃首次消費顧客再次前往消費之行銷策略，促使顧客感有刺激的感官、特有的消費經驗等，進而提升顧客至運動主題餐廳消費，並使消費者成為主顧客且願意推薦其他人至該家運動主題餐廳。The purpose of this study aimed to investigate the customer demographics and consumer behavior at sports bars. Also differences between demographic variables of experience quality, satisfaction, and behavioral intention were discussed. Additionally, Structural Equation Modeling (SEM) was adopted to analyze the correlation among experience quality, satisfaction and behavioral intention. A total of 318 convenience samples were selected at sports bars in Taipei. The results were as follows: 1. The consumers at sports bars mainly consisted of students and then people employed in the service industry, aged from 21-25 in average. Among the consumers, males were more than females. Additionally, most of them were graduated from colleges and earned below 20,000 NT. Moreover, most of them visited the sports bars for the first time and watched sports mainly related with the baseball games. 2. Based on the results, customers were very satisfied with the service providers in the experience quality. In addition, the customers’ companions showed the strongest feelings for the sub-dimension of having fun. Also, customer’s companions reflected on the experience quality, satisfaction and behavioral intention with moderate satisfaction. 3. The significant differences were explored in variables include experience quality, satisfaction and behavioral intention at their gender, education background and amount of purchase. To be specific, in terms of dimensions of three variables, service providers and other customer’s negative public behaviors showed significant differences in gender; service providers, satisfaction as well as loyalty showed significant differences in education background; service providers, loyalty as well as switches and payments showed significant differences in amount of purchase. 4. The model fitting of Structural Equation Modeling (SEM) in this study had reached a standard, the customer’s experience quality directly affected the satisfaction, the experience quality indirectly affected the behavioral intention and the satisfaction directly affected the behavioral intention. Besides, behavioral intention was affected by the satisfaction which was a mediated variable in experience quality. According to the results, it is suggested that sports bars change the decorations related with sports themes irregularly, hold characteristic activities, stay in contrast with enterprises, build up the data bank of customers’ information and prepare appealing marketing strategies for the novice consumers to make customers establish positive attitudes toward consuming. Also,sports bars provid a sensory environment, unique consumption experiences, and special offers could make consumers turn into regular and recommend sports bars to others.