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研究生:葉庭妤
研究生(外文):Ye,Ting-Yu
論文名稱:探討連鎖文創餐廳用餐經驗對顧客忠誠度之影響
論文名稱(外文):Explore the influence of restaurant experiences on customer loyalty in cultural and creative chain restaurants
指導教授:方進義方進義引用關係
指導教授(外文):Fang, Chin-Yi
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:運動休閒與餐旅管理研究所
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:90
中文關鍵詞:文創產業主題餐廳顧客忠誠度結構方程模型驗證性因素分析
外文關鍵詞:themed restaurantcultural and creative industrycustomer loyaltySEMCFA
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消費者對於主題式環境的需求日漸增加,打造主題式環境成為餐廳吸引顧客上門消費與創造獨特體驗的主要因素之一,同時建立餐廳獨特鮮明的形象。本研究探討近年興起以文化創意作為主題的餐廳,檢視文創餐廳的哪些用餐經驗能夠影響顧客忠誠度。本研究以連鎖文創餐廳-G餐廳作為研究對象,透過網路問卷回收407份問卷,以驗證性因素分析法與結構方程模型分析問卷內容。研究結果顯示,連鎖文創餐廳的創意與吸引力是影響顧客忠誠度的第一關鍵因素,本研究建議文創餐廳業者未來在餐點、人員與環境方面,不僅需具備功能性,也要注重美觀、創意與設計感,以吸引顧客目光;實體環境則是影響顧客忠誠度的是第二關鍵因素,本研究建議連鎖文創餐廳可由裝潢、擺飾、燈光、動線設計的四個方面,打造充滿文化與創作的元素的餐廳環境與氣氛。
Due to the increasing needs of themed environment for consumers, creating themed environment has become a main reason for customers to patronize and gain a unique restaurant experience. Meanwhile, it is also a good way for restaurateurs to create a clear brand image. During recent years, cultural and creative industry has become a popular trend; however, there is a lack of researches to address on the topic of cultural and creative industry. Thus, this research examines the effects of restaurant experiences on customer loyalty in cultural and creative restaurant. A total of 407 samples from online surveys were used to assess research hypotheses through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The fingings indicated that creativity & attraction is the most important attribute of customer loyalty, so the result suggested that cultural and creative chain restaurants should put emphasis on not only utilitarian values, but also creativity and outer design to attract customers. Besides, atmosphere also positively influenced customer loyalty; thus, this research suggested that restaurateurs should create an environment filled with cultural and creative components from interior design, ornaments, lighting, and dining area layout.
中文摘要 i
英文摘要 ii
目次 iii
表次 iv
圖次 vi
第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究範圍與限制 3
第四節 研究重要性 4
第五節 研究流程 4
第六節 操作型定義 6
第貳章 文獻探討 8
第一節 文創主題餐廳 8
第二節 口碑與網路口碑之相關文獻探討 13
第三節 用餐經驗 16
第四節 顧客忠誠度 20
第五節 感質元素 21
第六節 研究假設 24
第參章 研究方法 27
第一節 問卷編制 27
第二節 專家效度審查 31
第三節 前測結果 32
第四節 探索性因素分析 34
第五節 驗證性因素分析與結構方程模型 37
第肆章 研究結果與討論 39
第一節 樣本描述性統計 39
第二節 驗證性因素分析 42
第三節 結構方程模型分析 53
第四節 結果分析與討論 57
第五節 管理意涵 59
第伍章 研究結論與未來研究建議 62
第一節 研究結論與建議 62
第二節 研究限制與後續研究方向 63



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附錄A 77
附錄B 82
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