The Influence of Commercial Friendships on Customer Satisfaction and Customer Loyalty: An Empirical Study of Bars in Taichung

• Main Authors: Hsiao Yu-Chun, 蕭宇鈞
• Other Authors: 羅雁紅
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/26977075211584027119

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 94 === Customer satisfaction and customer loyalty are critical factors in the success of a business, more so for the service industry. This report is to discuss whether or not the relationship between service people (waiters and waitresses) and customers’ commercial friendships affects customer satisfaction and customer loyalty. And discuss the process of service encounter in dramaturgical theory This study used questionnaires dispersed to customers that have frequented and spent money at bars and restaurants. The results concluded that in the bar and restaurant environment, the relationship of waiters and waitresses that have commercial friendships with customers have a positive correlation. The results can be used for reference in the restaurant and bar industry. This also means that the waiters need to cultivate more commercial friendships so more interpersonal relationships are formed. Personal interactions are very important in the service industry, therefore, the results can be used in the long term strategy and management of the service industry.