| Summary: | 碩士 === 稻江科技暨管理學院 === 休閒遊憩與旅運管理學系碩士班 === 98 === The purpose of this study was to investigate with the interreaction between consumers’ satisfaction, experience and loyalty at the theme restaurant (Nordic Restaurant). The research objects were those who consumed at the Nordic Restaurant between May 1st to May 10 in 2010. Sample method was convenient sampling . A questionnaire survey was used as the research method in this study. The total mount of questionnaires were 550, 521 polls were effective while the other 56 were not. The effective questionnaire rate was 89.25%.The questionnaire of this study includes four parts : scales of demographic , satisfaction, experience and loyalty.
The statistical tools descriptive analysis, independent sampled t-test, one-way ANOVA, confirmatory factor analysis, and path analysis were conducted by the study.
The results were found:
1. Most of the consumers of the Nordic Restaurant had the following features : female, aged between 26 to 30, most of their occupation were “other”, the average monthly income was “NT$ 10001- 30000 ”, most part of them were the first-time consumers . They mostly come here with their friends. The most consumers get the Nordic Restaurant information by “relatives’ and friends’ introducing ”
2.In “Consumer`s Satisfaction ”factor ,the Nordic Restaurant consumers were most satisfied in “traffic and location” ,and then “overall image ”,but not satisfied in “sanitation and decoration”.In “Consumer`s Experience”,the consumers were most to show consideration for “realistic refuge” ,showing the consumers want different experiences when they have a meal in the restaurant .Then “improving interpersonal relationship ”was the second part they concerned , “inquisitiveness” was not enough. In “Consumer`s Loyalty ”,the consumers were most concerned with “ repurchase” ,and “joining members ”was the second part they concerned.
3.By relevant analysis and path analysis , we found that if the Nordic Restaurant’s manager wants to imporv “Consumer`s Loyalty”, he must upgrade the “Consumer`s Experience” first. The “Consumer`s Experience” of Nordic Restaurant was the most successful marketing instrument. “Consumer`s Experience” can increase “Consumer`s Loyalty” in Nordic Restaurant’s ,in order to create the largest profits.
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