| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 98 === Abstract
With China''s rapid economic growth, the turnover of restaurants also will correspondingly. In 2005, for example, the Chinese restaurant industry retail sales to $RMB 888.68 billion, a net increase of $RMB 133.6 billion over the previous year, the annual operating revenue 48.88 billion yuan, annual sales for 15 years to maintain 10% growth at least. Domestic retaurant sales of catering industry in 2009 was about $RMB 1.8 trillion, representing an increase of 16.8% than year 2008.
In the highly competitive environment, business model of restaurants are going to be more flexible and diversified.Under the large number of impacts of foreign cultures, thelocal consumers of China have more alternatives such Japanese food or Western cusines in addition to the traditional Chinese rice. Foreign entrepreneurs (especially Taiwan''s business) not only positively encounter with local restaurants, but also face the same competitive situation against other outsiders. Based on this, as Taiwan''s restaurant operators, how to how to effectively control the local consumer demand, taste preferences and build up the customer loyalty is coming to be an important subject of running local restaurants.
The study purpose is to understand the service quality and customer satisfaction of Y restaurant which is lacatedin Chengdu City, Sichuan Province, of China. In this study, the questionnaires were delivered by the proportion of meal-time of cluster sampling, and issued from April 25 to May 9.A total of 201 questionnaires are got back, 170 valid samples were gathered at the 95% confidence level with the sampling error of 3.3%.After the questionnaire data of statistically testing analysis, conclusions are followed as below,
1. In aspects of positive customer satisfactory,
A. The objective dimensions of satisfaction, the both of "message" and "convenience" are significantly lower than the overall average value of objective satisfaction. In the construct of "message", the Y restaurant is recommended to reinforce the message sufficiency, such as the way of consumption and prices, website information, external signs and so on. In the construct of "convenience", the study recommends that the Y restaurant be more easily found, such as clearer web map instructions and more obvious signs.
B. the "objective satisfaction,"(X value) "customer loyalty" (Y value) showed in a linear regression model, the significant linear relationship exsists (R square = 23.5%). Similarly, the subjective satisfaction and customer loyalty are also represented as positive linear relationship.
C. satisfaction of all objective dimensions, the "price" construct has the highest correlation (Pearson''s correlation coefficient = 0.562) with subjective satisfaction. And that means higher prices of satisfaction, the subjective satisfaction will be higher accordingly.
2. In aspects of demographics and consumer behavior,
A. in the frequency of consumption, 2nd consumption satisfaction, is significantly better than the "2-5 times" consumption customers.
(B) in the meal-time aspect, customer satisfaction of the weekday hours is better than holiday time satisfaction.
3. Other fators,
A.The holiday dinner customer emphasize significantly higher than "weekday lunch" customers’ in aspects of tastes of food.
(B) Of "The provision of parking spaces", the "income", and "age", there is a significant difference. The degree of emphasis of the consumers with more than $RMB 2000 of monthly income is significantly more than that of less than %RMB 2,000 of monthly income.; The degree of emphasis of consumers at the age of above 35 customers is significantly more than that at the age of below 35 years.
Key words: Consumer Satisfaction, Restaurant Industry, Cheng-du City
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