| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 98 === The purpose of this research was to study the relationship of menu design, dining atmosphere, customer satisfaction and loyalty, and further more, to predict the customer satisfaction and loyalty by the use of menu designs and a suitable dining atmosphere in a hotel buffet restaurant. A total of 500 questionnaires were collected from individuals 18 years old or older at buffet restaurants. We received 385 valid questionnaires, these the recovery rate was 77%. Each two constructs of menu design, dining atmosphere, customer satisfaction and loyalty were analyzed by factor analysis. Data was analyzed by description, t-test, One-way ANOVA, Scheffe’s post-hoc test, Pearson's product-moment correlation and multiple regression analysis.
For the different personal backgrounds, we found significant differences in menu design, dining atmosphere, customer satisfaction and loyalty from the age, occupation, monthly income and the frequency of consumption of the respondents; however, the gender, the educational background, the marital status, the spending purpose, the amount and information sources did not show any differences. We also found a significant correlation among the variables in menus design, dining atmosphere, customer satisfaction and loyalty. Furthermore, the menu design and dining atmosphere showed 66.9% and 41.5% respectively significant predictive power to customer satisfaction and loyalty.
Keywords:Tourism Hotel, Buffet, Menu Design, Dining
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