The Study on Customer Behavior of Afternoon Tea Restaurant-The Case of Tien-Mu Area

• Main Authors: Chen, Hsiu-Feng, 陳秀鳳
• Other Authors: Chu, Wen-Tseng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/8zbwx5

碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 103 === This study is to understand the demographic context variables, consumer behavior, importance of product attributes, and the status of product satisfaction of afternoon tea restaurants. It explores different background variables and consumer behavior as well as the importance of product attributes and the status of the influence of product satisfaction. This study focuses on the consumers of afternoon tea restaurants in Tian-mu area as research objectives. The research uses quantitative research methods with the use of questionnaire. The questionnaire is divided into four sections, namely the degree of importance of the attributes of afternoon tea restaurants, dining satisfaction, personal background information, and consumer behavior. Questionnaire were distributed from May 1 to May 31, 2015 and the final sample is comprised of 387 valid questionnaires. Research methods used are project analysis, factor analysis, descriptive analysis, independent sample test, one-way analysis of variance, chi-square test, Pearson product moment correlation analysis and other statistical methods. The result of the research shows that main consumer for afternoon tea restaurant are unmarried women with the purpose of dining together for relaxation and pleasure. The main source of information is through friends and relatives. The chief mode of transportation to the store is mostly by walking with a distance of about 20 minutes walk. The consumers usually consume desserts and teas normally priced between NT$201-NT$400. The consumers, for the most part, spend one to two hours with classmates or their partners. Consumers who frequent the store once or 2-5 times are the highest. Such consumers visit the store twice a month. Overall, they are satisfied with afternoon tea consumption. Most afternoon noon restaurant consumer value [hygiene and freshness] the most and [image and specialty] the least. Consumer satisfaction is based on [design and style] the most and [price and menu] the least. The different variables of consumer behavior are influenced very much by the purpose of dining, sex, age, and average income. In the evaluation of consumer behavior, it was disclosed that there is difference in the consumer valuation of product based on age, educational background, status and average income. There is also much difference in product satisfaction based on sex, age, profession and status. The consumption behavior, frequency of consumption, amount of consumption, the number of companion, and company of consumer very much affect the lingering time of the consumer. Age and educational background are also the main variable in after sales behavior of the consumer. The difference and relationship between the importance of product attributes and product satisfaction influence each other very much. Product attributes, based on importance - performance analysis, mainly falls on the first and third quadrant. High valuation and low satisfaction falls on the price of the product and management of complaint. It is suggested to improve product quality and characteristic, provide appropriate quantity, increase price reasonability and intensify personnel training and complaint management.