| Summary: | 碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 104 === Competition in today’s food & beverage industry has become intense. Customers look for more unexpected values during their experiences. Therefore, customer delight has become a critical concept. In order to survive in competitive market, restaurants need to provide unexpected and unique service which lead to long term customer loyalty. Differential competition has become an important issue. Nevertheless, there is little research into customer delight strategy in high-end hospitality industry. This research aims to utilize customer delight strategy to segment market. Fine dining restaurant customers were divided into different segments according to their delight needs. Customer loyalty of these segments was investigated. This research adopted convenience sampling and utilized fine dining restaurant customers as its survey targets. In total there were 317 valid questionnaires collected. Cluster analysis method was then utilized to conduct sample clustering, and Analysis of Variance and Chi-Square Test were employed to explore characteristics of different segments. The results indicate five groups of: (1). physical environment and perceived food delight; (2). physical environment and prestigious treatment delight; (3). positive, prestigious and caring delight; (4). Beyond expectation delight; (5). positive delight. This research finds that there are distinctive differences on attitude loyalty and behavior loyalty among different segments. Finally, this research also provides management implications to practitioners, and academic implications as well as recommendations for future research.
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