原住民餐廳消費者體驗價值、滿意度與忠誠度相關之研究

Abstract

本研究目的為瞭解原住民餐廳消費者背景特性，並分析不同消費者特性在體驗價值、滿意度與忠誠度的影響與相關情形。本研究以18歲以上的原住民餐廳消費者為對象，使用量化研究方式進行調查，研究工具包括體驗價值量表、滿意度量表、忠誠度量表與消費特性問卷，於2011年2-4月間，採取便利抽樣方式，共計回收458份有效問卷。以PASW for Windows 18.0中文版統計套裝軟體進行描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後比較、皮爾森積差相關與一般多元迴歸分析，結果如下： 一、原住民餐廳主要為女性消費者，婚姻狀況為已婚，年齡層為41歲以上，而消費者的職業為軍公教人員與服務業，平均月收入是20,000元以下及20,001-30,000元。消費者餐廳停留時間長度為1小時至2小時，每年前往次數最多為每年2至3次，消費者經常同行的夥伴以親人、親戚為主，餐廳資訊來源以親友推薦為主。 二、體驗價值當中，消費者以「美感」構面的體驗程度最高，其次為「服務優越性」。而不同消費者背景變項及消費特性在體驗價值構面上呈顯著差異；滿意度方面，消費者不同消費時間、消費次數與消費資訊在滿意度上呈顯著差異；消費者不同消費次數級餐廳資訊上在忠程度呈顯著差異。 三、體驗價值、滿意度與忠誠度呈現中度至高度的正向相關，體驗價值中的「美感」、「服務優越性」以及滿意度對忠誠度有良好的解釋力。 本研究建議原住民餐廳經營者須瞭解消費者前往餐廳最想獲得的體驗，對於餐廳軟硬體設備上的美感呈現上加點巧思，並可以不定期的更換，增加忠實消費者的新鮮感，方為餐廳長期經營之道。The purpose of this study was to know the demographics and purchasing behavior of indigenous restaurant consumers; moreover, to learn the effect and correlation from different participants on experiential value, consumer satisfaction, and consumer loyalty. This study aimed at indigenous restaurant consumers above 18 year-old as participants, which used questionnaire of experiential value, satisfaction, and loyalty measurement as study tool to collect 458 valid data by using convenience sampling from February to April, 2011. Descriptive statistics, independent t-test, one-way ANOVA, Scheffé post hoc comparison, Pearson’s correlation analysis, and multiple linear regression analysis were used to analyze the data. The results followed: 1. Most of the consumers were female, married, above 41years old , and mainly worked in government system or service industry, earned below 20,000 NT and 20,001-30,000NT. The time they stayed 2-3 hours, had meals 2-3 times per year, with their family and relatives, and got information of the restaurants from word-of mouth of family and friends. 2. Among the four experiential values, scores of “aesthetics” was the highest and “service excellence” was next. The difference on consumers’ demographics and consumer behavior had significant difference on experiential value. The difference on consumers’ consumer behavior had significant difference on satisfaction, and the difference on purchasing time(s), and restaurant information had significant difference on loyalty. 3. Experiential value, consumer satisfaction, and consumer loyalty had highly positive correlation. Suggestions are advised for restaurant owners to focus on design of aesthetics expression, and change the arrangement or themes after a period of time to retain the loyal consumers in order to run on business.