| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 102 === Abstract
This study examined traditional restaurant customers’ satisfaction regarding dining experiences in “Altai Mongolia Grill”restaurants in the Ulaanbaatar city.Specifically, the effects of restaurant atmophere and restaurant experience factors on customer satisfaction and behavioral intentions were investigated. This study also examined the moderating effect of familiarity with Mongolian grill restaurants on the relationships among restaurant environment factors, interaction with service employee, interaction with other customers, restaurant experience, restaurant atmosphere, customer satisfaction and behavioral intentions. Data were collected from customersof “Altai Mongolian Grill” restaurants in Ulaanbaatar, and factor analysis, ANOVA, correlation and multiple regression analysis were then performed to recognition the relationship between all research variables. The results reveal independent variables to have a significant influence on customer satisfaction and their behavioral intentions, particularly their intentions to return and positive word-of-mouth and their willingness to pay more. The paper concludes with the practical implications of the research.
|
|---|
