Factors Affecting Soldiers’ Dining Satisfaction and its Influence on Behavioral Intension─The Application of Recency Effect

• Main Authors: SU YU-CHENG, 蘇煜程
• Other Authors: 郭振峰
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/bn746e

碩士 === 東海大學 === 餐旅管理學系 === 103 === Since Taiwan had proposed to change its military system from mandatory service to voluntary service at the end of year 2016, recruiting and retaining highly qualified soldiers became a vital task for the military (Want China Times, 2013). According to the Army Regulation (2010), the military’s dining program is one of the criteria for the civilians to consider to join and to stay in the military.Therefore, the purposes of this study are to discuss the situation and Stereotype in military, to examine the determinants (food quality, service quality and atmospherics) of foodservice satisfaction and post-dining behavioral intentions of military personnel, and to verify the assumption that customer satisfaction will be improved by changing the menu in the experient with Rencency effect. The subject of this study are the personnel in military.The judgment sampling is used. 50 participants took pre-tests of the questionnaire and 1174 questionnaire took post-tests. Factor analysis and confirmatory factor analyses were conducted to group the 25 items into five categories: food quality, service quality, atmospherics, customer satisfaction, and behavioral intensions. Results of this study showed that the overall fitness of this model is good. Each dimension is of good reliability, itme analysis, discriminant validity, and convergent validity. At the end of the study, recommendations, programs of the management, and the directions of future research are addressed.