Consumer Motivation and Satisfaction Of Thai Food Chain Restaurant-A Case study in Taipei CityA Case study in Taipei CityConsumer Motivation and Satisfaction Of Thai Food Chain Restaurant-A Case Study In Taipei City

• Main Authors: Peng Chien Chung, 彭建中
• Other Authors: Huang Shau Yen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/67741121476645267411

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 95 === 　　The main purposes of this study are to understand the different levels of satisfaction and motives and the correlation between satisfaction and motives of the Thai Food chain restaurants’ consumers with diverse backgrounds. 　　The samples are chosen from a random selection that has been to any of the 4 Thai Food chain restaurants in Taipei. Total valid samples are 377. The results show that the majority consumers of the Thai Food chain restaurants are females, age between 21 to 30, single, student status, and monthly income between 20,001 to 30,000. 　　The frequency to attain the restaurants is once every 6 months. The most important consumer motives are convenience and advertisement. Male consumers pay more attention to advertisement, convenience and price than female consumers. Unmarried consumers have higher motives to attain the restaurants than married ones. 　　　　Female consumers pay more attention to food quality, hygiene, and customer service than male consumers. Age between 21 to 30’s consumers have the highest satisfaction from hygiene and customer service. Consumers who have graduated school education level or above are more satisfactory about hygiene and food quality. 　　Consumer motives and satisfaction are positively correlated in this study and the main factors are marital status and age. Consumer motives are the main factor affecting Thai Food Chain Restaurants’ satisfaction level.