Using the Decision Tree Analysis Method to Explore Important Service Quality toward Segmentation of Customers in the Restaurant Industry

• Main Authors: Hsin-Ta Wu, 吳信達
• Other Authors: Nien-Te Kuo
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/90641953755864716987

碩士 === 銘傳大學 === 觀光事業學系碩士班 === 100 === This study contributes to adopt the Decision Tree Analysis method to understand the comprehensive information of customers’ demographics (gender, age, education level, occupation, monthly personal income and filing status) influencing the intention to repeat patronage to restaurants, as well as explore the important service quality that is considered important by different groups of customers. The customers who have ever dined at the Tai Town Cuisine chain restaurants were elected as the object of this study. The results of study revealed satisfied respondents indicate a high level of intention to repeat patronage to restaurants, in particular customers of female and female in the age group of 18–24, 25–34, 45–54 and 55 or above. In addition, this study found that the service quality that considered most important is assurance and empathy by most customers while different segmentations of customers have different demands of service quality. Finally, according to the research results, this study provides targeting and positioning strategies for the restaurants to attract and satisfy each of customer segmentation.