An Empirical Study on the Effect of Word-of-Mouth and Conformity Behavior Toward Customer Satisfication－ Base on Spicy Hot Pot Chain Restaurant in Tainan City Area

• Main Authors: Hsuan-Hung, TAO, 陶宣宏
• Other Authors: Ping-Feng Chao
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/qzz6vk

碩士 === 康寧大學 === 資訊傳播研究所 === 105 === The focus of this study is originated from the spicy hot pot chain restaurant which operated by the author’s relatives, and most of the branches are located in the historic Tainan City, therefore, leaving apositive and remarkable impression and a good reputation among customers becomes the most important key. Thus, this thesis uses the customers of XM spicy hot pot chain restaurant as the objects of study, and investigate the effect of the networkword-of-mouth and the conformity behavior toward the customer satisfaction, in order to provide a better strategy to promote the restaurant. This study targets the customer responses via paper based questionnaires collected throughout every branch of the XM spicy hot pot chain restaurant in Tainan city. After analyzing the collected questionnaires using several different analytic methods like descriptive statistics, Pearson’s Correlation Analysis, regression analysis, hierarchy regression analysis, to understand the relationships and the effecting degree of each variables, we conclude the results of this study: 1. The customer network word-of-mouth has positive effect on the conformity behavior. 2. The customer network word-of-mouth has positive effect on the degree of customer satisfaction. 3. The customer conformity has positive effect on the degree of customer satisfaction. 4. The customer conformity has moderating effect on the network word-of-mouth and the degree of customer satisfaction.