| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === It is low barrier to entry and competitive for restaurant industry in Taiwan. According to estimate from Ministry of Finance, in food service industry, the stores that operate under five years are 49.61% in 2010, operating within 10 years are 80%. As we can see, the proportion of Perpetual Operation in food service industry is low. How to improve customer satisfaction to sustainable management of the food and beverage industry is an important issue.
This research aims to explore the willing if consumers will fill in the customer cards or not. This research shows that customer with higher self-disclosing tendency or higher satisfaction will have higher willing to fill in customer comment cards. Besides, this research also confirms that consumer satisfaction plays an important mediator effect on the willing to fill in comment cards for consumers. It means that the customer withhigh self-disclosing tendencywill fill in the customer cards if he/she feels satisfied with service. It’s called “Love me, love my dog” in Standard Interpretation of Shangshu from Jiang Taigong.Eventually, those results will be applied to the marketing campaign for firms.
Keyword: customer self-disclosing tendency; customer satisfaction; fill-in customer card
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