Service marketing and customer satisfaction analysis- A case of a western restaurant using safe ingredients on the ground

• Main Authors: Lin-Chao Hsieh, 謝臨照
• Other Authors: 陳家彬
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jbx4xq

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 106 === In recent years, the catering service market in Taiwan has been booming. Due to the continuous emergence of food safety problems, the consideration of consumers'' dining in restaurants has become an important issue.In this study, the Secret of Sweet, a hand-made kitchen, was chosen as the survey target and the questionnaires, based on the service marketing mix 7P and local safety ingredients, areutilized to survey customers. Questionnaires are used to collect data using the Likert 5-point scale and apply SPSS to analyze. According to the analysis of demographic variables, the following priorities are classified: 1. Marketing 7P facets: There are differences in the number of purchases in the last 6 months, and it is recommended that customers be given preferential treatment. 2. Price preference facets: There are differences between gender and personal monthly income. Women and individuals, with monthly income of 25,001 to 30,000, suggest that lower-priced special meals be supplied. 3. Advertising and Promotion facets: It is recommended to increase exposure in social media and introduce limited seasonal feedback. 4.Local safety ingredients facets: Products cannot be diversified and promoted. It is recommended to introduce the education culture of food and agriculture to allow customers to get on experiential marketing. 5. Overall satisfaction facets: It is recommended to locate restaurant features and unique cooking services.