A Study on the Relationship Business Strategy and Consumer Experience Satisfaction of Combinative Restaurant

• Main Authors: Yu-Wen Lu, 盧裕文
• Other Authors: 陳瑞貴
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/26261200977320012572

碩士 === 淡江大學 === 未來學研究所碩士班 === 100 === The industries in Taiwan have been transformed rapidly in recent years and triggered a vigorous growth in food and drinks industry. Then, a new business model “Combinative Restaurant” has emerged. Besides, in the competitive market, there has been a combinative coffee shop appeared that is not cooperative chain but provide rent service and other designing products. This research aimed at exploring the correlation between combinative coffee shop business strategy, consumer needs, and experience satisfaction. Furthermore, the research is to exploring the factors on consumer satisfaction. Survey samples were choosing from Taipei City and New Taipei City combinative coffee shop consumer and use convenience sampling to collect sampling. This research also adopted factor analysis, Pearson correlation analysis and multiple regression analysis to analyze the data that included combinative restaurant business strategy, consumer needs and experience satisfaction. The results of the research included: 1. To combinative restaurant business strategy and experience satisfaction showed the significant positive effect. 2. To combinative restaurant business strategy and consumer need showed the significant positive effect. 3. To consumer need and experience satisfaction showed the significant positive effect. 4. All of combinative restaurant business strategy and consumer needs can effectively predict the consumer experience satisfaction. 5. To consumer needs, consumer focused on the abundant meals. 6. To experience satisfaction, consumer focused on the warm of home feeling.