Exploring the Integrating Mode of “Service Characteristics and Balance System of Consumer Perception” for Restaurant

• Main Authors: Tzu-Li Chuang, 莊子立
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/66818697315909169561

碩士 === 國立屏東商業技術學院 === 休閒遊憩與創意產業管理研究所 === 100 === With the progressive increase in the average consumption of the people in our country, consumers’ demand for quality products and service is on the rise. As far as dining behavior is concerned, consumers are more and more concerned about the food with high quality, better dining requirements, and elaborate essence of service as well as high-level dining environment. In other words, enterprise not only has to offer the service which aptly satisfies consumers but also completely transforms its service features into the value that consumers are questing after in order to establish consumer loyalty. This study mainly adopts the research method of means-end chains and makes in-depth analyses with the combination of Kano two-dimensional quality model, halo effect, and balance theory. The aim of the study is to explore the relationship between the inner sense perception of consumers when they choose high-level restaurants and the essence of their balance system. The conducting and process of this study will be useful in our understanding of the evaluation consumers have of high-level restaurants and in further analyzing the attribute preference and sensible evaluation of consumers when they face different service products. Those relevant marketing persons can thus provide or improve each service item of restaurants with the analysis result of this study and formulate appropriate marketing and advertising strategies in order to strengthen the competitive capacity of restaurant industry.