| Summary: | 碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === The objective of this study is to find out the relation between the attraction, service quality, satisfaction and loyalty of the customers in the deluxe Chinese restaurant. General consumers who have consumed at and experienced the shin yeh restaurant are adopted in this study as the objects of the investigation. The survey yielded 288 valid respondents, and the process data have been analyzed by descriptive statistics analysis, Factor analysis, reliability analysis, one-way ANOVA analysis and LISREL. The empirical study indicated that:1.The expense customer is engaged in the industry and commerce, the age level is situated between 31-40 year old of majority, the average month receives 40,000 to 80,000, expends the goal majority is the peaceful reunification, mainly considers the dining the delicacy and the decoration atmosphere. 2. The restaurant attraction aspect, by “the food material quality and the freshness” and “the restaurant place moderate, the transportation is convenient” the attraction is strongest to the customer. The service quality aspect, by “Orders food the waiting time to be short” and “Pays up correctly also is fast” to customer''s importance is highest.3. Attraction by using factor analysis, six factors were extracted and named as “Dines the environment”,” Food material part”,” Dining type”,” Outward appearance internal installation”, “Cooking part”, and” Transportation part”.
Service quality by using factor analysis, two factors were extracted and named as “Service personnel quality”, and” Service project”.4. By using LISREL, the results showed that attraction positively affect willingness to satisfaction and loyalty; service quality, positively affect willingness to attraction; satisfaction, positively affect willingness to loyalty; service quality aren’t positively affect willingness to satisfaction and loyalty.
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