Customer Satisfaction and Loyalty:The Case of Wang Steak

• Main Authors: HUANG HSUAN JUNG, 黃萱容
• Other Authors: 李文傳
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/97fsem

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 103 === Due to recent changes in social structure, there has been a steady increase in the number of people who eat out at restaurants. In turn, the restaurant business has flourished and became a mainstream industry, providing consumers with a wide variety of food and beverage options. In response to the current increase of customer demands and fierce market competition, a restaurant chain needs to gradually become more refined and diversified. It is our understanding that a high-class restaurant not only needs to place a heavy emphasis on its décor, but also its service quality, food quality, and ambiance. Therefore, knowing how to track and satisfy customer demands, as well as how to increase customer loyalty and number of return visits have become important subjects for today’s restaurant management. Many studies have been conducted on customer satisfaction and loyalty, but few have dealt with large chains that have existed for over 20 years. For this reason, we have selected Wang Steak as the case study for understanding the relationship between customer loyalty and customer satisfaction. Wang Steak is a subsidiary of Wowprime, a company listed on the Taiwan Stock Exchange. On May 10, 2015, 1,102 surveys designed by Wang Steak were conducted at their restaurants throughout Taiwan. Aside from personal data, the remaining data were divided into three main categories for measuring customer satisfaction: ”food quality”, “service provided”, and “the dining environment”. For customer loyalty, we used “will you recommend our restaurant to others?” as the indicator. With a maximum score of 5 points, the data showed that the average scores for “food quality”, “service provided” and “the dining environment” were 4.47, 4.74 and 4.7, respectively. As for customer loyalty, 90% of the customers said they would recommend the restaurant to others. Lastly, our nonparametric chi-squared test showed that there was a significant positive relationship between customer loyalty and customer satisfaction. Key Word: Customer Satisfaction, Customer Loyalty, Reliability and Validity Analysis, Chi-Square Test, Wang Steak