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研究生:梁氏香
研究生(外文):Xiang-liang shi
論文名稱:越南餐廳顧客購買決策影響因素、顧客滿意度及忠誠度之相關研究
論文名稱(外文):A Study of the Relationships among Influential Factors of Buying decision,Satisfaction and Loyalty of Vietnamese Restaurants
指導教授:蔡長清蔡長清引用關係
指導教授(外文):Chang-Ching Tsai
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:170
中文關鍵詞:越南餐廳購買決策影響因素滿意度忠誠度
外文關鍵詞:Vietnamese RestaurantInfluential FactorsSatisfactionLoyalty
相關次數:
  • 被引用被引用:21
  • 點閱點閱:2099
  • 評分評分:
  • 下載下載:465
  • 收藏至我的研究室書目清單書目收藏:1
隨著消費意識的提高,生活品質的提升及消費型態轉變。台灣的外食人口逐年增長,因此異國餐廳的數量也快速的成長,越南料理也是其中之一。在台灣大街小巷到處都很容易看到越南餐廳和各種越南小吃。此外,消費者用餐的目的不再只求溫飽,對於食物口味的特色,餐廳的裝潢擺設,用餐地點的氣氛以及餐廳的服務品質等均日益講究。為了因應多樣化顧客的需求,日益強調飲食多樣化。過去針對越南餐廳的購買影響因素,滿意度及忠程度的相關研究不多,尤其是以顧客的角度深入探討更付闕如、亟待充實。因此本研究擬以顧客的角度,探討越南餐廳之購買決策影響因素,顧客滿意度與顧客忠誠度之關係。本研究主要利用問卷調查法,採便利抽樣方式於台北,台中,高雄等地較著名之越南餐廳,以面對面方式徵求受訪者同意後直接填答,共回收有效問卷350份。所得資料將使用SPSS軟體進行敘述性統計,因素分析,t檢定,單因子變異數分析(one-way ANOVA),皮爾遜相關及迴歸分析等統計方法分析。
研究結果將包含: (1)受訪顧客以女性居多高達58.3%,婚姻狀況以未婚較多,年齡在20-29嵗以下為最高,教育普遍以大學(專)佔多數,職業方面以軍公教佔最高,收入在20,000-40,000元佔最高。(2)在購買行為方面,大多數到越南餐廳的消費者與朋友,同學、同事 或家人,集中在平常晚餐及假日午,晚餐的用餐時段來,同行人數以兩人到三/四人的消費者居多。(3)購買決策影響因素對整體滿意度有顯出影響。(4)顧客對越南餐廳的滿意度之「服務與用餐環境」、「菜餚特色」與「交通與地點」三項因素構面具有顯著影響。(5)購買決策影響因素之「距離近」、「餐食選擇多樣性」、「餐食品質安全衛生」、「消費價格合理性」對顧客忠誠度有的正向影響。
Because of the rising consumers’awareness, higher life quality and transformation of consumption type, population eating out in Taiwan has been growing. Therefore, number of alien restaurants has been growing fast too and Viennese food is one of them. It’s not difficult to find a Viennese restaurant in Taiwan. Nowadays, the customers of restaurants pay more attention to not only tastes but atmosphere, decoration, and service quality. To copy with various demands of customers, the restaurants need to emphasize variety of food. In the past, there are few study relating to influential factors of purchase and customers’ characteristics about a Viennese restaurant so this study will investigate the customers’ characteristics and their effect on perceived influential factors of purchase for Viennese restaurants. This study uses a questionnaire to investigate customers of a Viennese restaurant from Taipei, Taichung and Kaohsiung by convenient sampling and 350 were collected totally. The data was analyzed using descriptive statistics, t test and one-way ANOVA and SPSS software.
The results show that (1)the major subjects are female, single, age 20-29, college graduates, public or military officers with 20,000-40,000NT$ per month; (2) In buying behavior :most of the subjects come with friends, classmates, colleagues, or family members, used to eating during dinner time at weekdays or lunch and dinner at holidays, number of companions was 2-4 people; (3) Purchase decision factor influence on overall satisfaction;(4) Customer satisfaction , ‘service and dining’, ‘cuisine features’ and ‘traffic and location’ of the three factor dimensions have a significant impact; (5) Purchase decision factors, ‘ distance ’, ‘foods choose diversity’ , ‘food quality and safety’ and ‘reasonable price’ impact on customer loyalty.
目錄
中文摘要 I
ABSTRACT III
致謝 V
目錄 VI
表目錄 IX
圖目錄 XIV
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 6
1.3 研究流程 7
1.4 研究範圍與限制 9
第二章 文獻探討 10
第一節 越南美食文化與料理特色 10
2.1.1 越南美食文化 10
2.1.2越南餐廳在台概況 14
2.1.3 異國餐飲業之相關文獻 16
第二節 購買決策影響因素文獻探討 20
2.2.1 購買決策影響因素的定義 20
2.2.2 購買決策影響因素之構面 30
2.2.3購買決策影響因素之相關研究 30
第三節 顧客滿意度 34
2.3.1顧客滿意度的定義 34
2.3.2顧客滿意度模式及構面 37
2.3.3消費者滿意度相關研究 41
第四節 忠誠度 46
2.4.1顧客忠誠度定義 46
2.4.2忠誠度的衡量方法 47
2.4.3 忠誠度之相關研究 49
第五節人口統計變項、消費者購買決策影響因素、滿意度、忠誠度之相關文獻 52
2.5.1人口統計變項對顧客滿意度與顧客忠誠度之相關文獻 52
2.5.2 消費者購買決策影響因素對顧客滿意度與顧客忠誠度之相關文獻 52
2.5.3 顧客滿意度與忠誠度之間相關的文獻 54
第三章 研究方法 58
3.1 研究架構 58
3.2研究假設 59
3.3 研究對象 59
3.4 施測過程與抽樣方法 61
3.5問卷設計 61
3.6 問卷前測分析 70
3.7正式施測 73
3.8資料分析方法 76
第四章樣 研究結果 79
4.1 樣本敘述統計分析 79
4.2 顧客滿意度因素分析 85
4.3顧客之購買決策影響因素、滿意度與忠誠度之認知分析 89
4.4社經背景與購買決策影響因素整體滿意度、滿意度及忠誠度差異分析 92
4.5人口統計變項及購買行為對忠誠度之單因子變異數分析 123
4.6購買決策影響因素、滿意度與整體滿意度之迴歸分析 131
4.7 購買決策影響因素、整體滿意度及滿意度對忠誠度迴歸分析 133
第五章 結論與建議 136
5.1 結論 136
5.2 建議 142
參考文獻 145
附錄:【問卷】 160
表目錄
表2-1世界三大飲食方法文化圈 10
表 2-2世界三大飲食方法文化圈 15
表2-3 台灣餐館數量表(2012) 18
表2-4 異國餐廳之熟悉與喜好程度表 19
表2-5 購買決策影響因素之相關研究 32
表2-6 國內外學者對滿意度之定義 36
表2-7 顧客滿意度衡量量表 40
表2-8國內外消費者滿意度相關研究 43
表2-9顧客忠誠度的衡量方法 48
表2-10 忠誠度的相關研究表 50
表3-1 研究假設 59
表3-2 越南餐廳之研究對象 60
表3-3 顧客社經背景問卷設計 62
表3-4 餐廳顧客購買行為 65
表3-5購買決策影響因素之衡量量表 66
表3-6顧客對越南餐廳之滿意度構面 67
表3-7 顧客忠誠度操作性定義與衡量 69
表3-8 前測問卷發放數量統計 70
表3-9 量表內部一致性信度分析衡量標準 71
表3-10 購買決策影響因素信度與效度分析 72
表3-11滿意度信效度分析表 74
表3-12 忠誠度預試量表項目信度分析 75
表3-13 問卷發放數量統計 76
表4-1 性別描述分析 80
表4-2 婚姻狀況描述分析 80
表4-3 年齡描述分析 80
表4-4 教育程度描述分析 81
表4-5 職業描述分析 82
表4-6 平均月收入描述分析 82
表4-7用餐人數敘述統計分析 84
表4-8參與同伴敘述統計分析 84
表4-9 用餐次數敘述統計分析 84
表4-10 用餐時間敘述統計分析 85
表4-11受訪者之滿意度因素分析 87
表4-12 顧客之購買決策影響因素描述性統計 89
表4-13受訪者之滿意度描述性統計 90
表4-14 受訪者對忠誠度描述性統計 91
表4-15 性別對購買決策影響因素之T 檢定 93
表4-16 婚姻對購買決策影響因素之T檢定 94
表4-17性別對整體滿意度之t 檢定 95
表4-18婚姻對整體滿意度之T 檢定 95
表4-19 性別對滿意度T檢定 96
表4-20 婚姻對滿意度T檢定 96
表4-21性別對忠誠度之獨立樣本T檢定 97
表4-22婚姻對忠誠度之獨立樣本t檢定 98
表4-23 年齡對購買決策影響因素之單因數變異數分析 99
表4-24 職業對購買決策影響因素之單因數變異數分析 101
表4-25 教育程度對購買決策影響因素之單因數變異數分析 102
表4-26 個人平均月收入對購買決策影響因素之單因數變異數分析 104
表4-27用餐人數對購買決策影響因素之單因數變異數分析 105
表4-28 參與同伴對購買決策影響因素之單因數變異數分析 106
表4-29 用餐次數對購買決策影響因素之單因數變異數分析 107
表4-30 用餐時間對購買決策影響因素之單因數變異數分析 108
表4-31 年齡對整體滿意度單因數變異數分析 110
表4-32 教育程度對整體滿意度單因數變異數分析 111
表4-33 職業對整體滿意度單因數變異數分析 112
表4-34 個人平均月收入對整體滿意度單因數變異數分析 113
表4-35 用餐人數對整體滿意度單因數變異數分析 113
表4-36 參與同伴對整體滿意度單因數變異數分析 114
表4-37用餐次數對整體滿意度單因數變異數分析 115
表4-38 用餐時間對整體滿意度單因數變異數分析 115
表4-39 年齡對滿意度單因數變異數分析 116
表4-40 教育程度對滿意度單因數變異數分析 117
表4-41 職業對滿意度單因數變異數分析 119
表4-42個人平均月收入對滿意度單因數變異數分析 120
表4-43用餐人數對滿意度單因數變異數分析 120
表4-44 參與同伴對滿意度單因數變異數分析 121
表4-45用餐次數對滿意度單因數變異數分析 122
表4-46 用餐時間對滿意度單因數變異數分析 123
表4-47年齡對忠誠度之單因數變異數分析 124
表4-48教育程度對忠誠度之單因數變異數分析 125
表4-49 職業對忠誠度之單因數變異數分析 126
表4-50 個人平均月收入對忠誠度之單因數變異數分析 127
表4-51 用餐人數對忠誠度之單因數變異數分析 128
表4-52 參與同伴對忠誠度之單因數變異數分析 129
表4-53用餐次數對忠誠度之單因數變異數分析 129
表4-54 用餐時間對忠誠度之單因數變異數分析 130
表4-55 購買決策影響因素與整體滿意度之迴歸分析 132
表4-56 滿意度與整體滿意度之迴歸分析 132
表4-57 購買決策影響因素與忠誠度迴歸分析 134
表4-58 整體滿意度與忠誠度迴歸分析 134
表4-59 滿意度與忠誠度迴歸分析 135
表5-1本研究假設之實證結果 136
圖目錄
圖1-1歷年越南配偶人數 2
圖1-2 研究流程圖 7
圖2-1 NICOSIA MODEL 22
圖2-2 EKB模型 26
圖2-3 消費者購買決策五階段 27
圖2-4評估可行方案與購買決策間精力階段 29
圖2-5 顧客滿意度理論的形成 39
圖2-6 購買決策影響因素,情緒 ,滿意度之關係 54
圖2-7 消費者體驗行銷、企業形象、消費滿意度與消費忠誠度之關係 56
圖2-8 商店形象,顧客滿意度,顧客忠誠度與購買意願之關係 57
圖3-1 研究架構圖 58
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