A Study of Taiwanese colloge students' Importance Rating Perception and Satifaction toward Vietnamese Restaurants in Taiwan

• Main Authors: NGUYEN BICH NGOC, 阮碧玉
• Other Authors: YiFong Wang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/47289646155922812807

碩士 === 南台科技大學 === 企業管理系 === 98 === The study investigates Taiwanese college students’ perception and satisfaction of Vietnamese restaurant in Taiwan, the Perception-Satisfaction analysis was modified from the Importance-performance analysis was conducted. The result shows that environmental cleanliness and food quality are two important areas where Vietnamese restaurants can make improvements. In addition, service quality appears to be key attributes for Vietnamese restaurants’ success. One-way Anova result indicates that customers with different gender, age, level of education, and the number of times visit may have different perception and satisfaction when they choose to dine at this type of eatery. Therefore, marketing and promotion should focus upon target market segments.