Research for Consumer Experience, Customer Satisfaction and Service Quality of Theme Restaurants

• Main Authors: Cheng Kang Lee, 李承剛
• Other Authors: Lu, Yung-Hsiang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8q3p4n

碩士 === 國立嘉義大學 === 管院碩士在職專班 === 106 === In this study, the theme restaurant of Chienyen Restaurant Group「Sunny QuEEn」is the research subject. Now the catering industry is seeking new changes. In addition to the service quality, the consumer experience is also a very important part. Can it effectively improve cus-tomer satisfaction? The research expects to explore the correlation among consumer experience, service quality and customer satisfaction in the theme restaurant. A total of 450 paper questionnaires and online questionnaires were distributed in this study, and 403 questionnaires are valid with a 89.56% effective response rate. The study base on De-scriptive Statistics Analysis, Reliability Analysis, and Statistical verification (Independent Sample T-test, Analysis of Variance, Confirmatory Factor Analysis, and Discriminant Validity) that veri-fied by Structural equation modeling in this study topic. As internet and social media are popular nowadays, consumers like to try new things, and focus on the atmosphere or the uniques of the meal. They will carefully choose the restaurant to take pictures, and integrate into the atmosphere created by the restaurant. They share photos and discuss with friends. When there is a good restaurant appears including all the conditions above, consumers must be willing to have a gathering in the restaurant. So as long as there’s not much deficiency in the service of the restaurant, consumers must be happy to share it and recommend it to their friends and family. The verification results for the theme restaurant consumption is that the consumer experience, service quality, and customer satisfaction have a positive impact on one another.