A Study of Constructing a Consumer-based Differentiation Buffet Service Model －As an example for great Taipei area

• Main Authors: HUANG, JIA-HONG, 黃嘉宏
• Other Authors: WANG, HER-SHING
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/44222758244474306315

碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 92 === Recently, despite of the fact that food and beverage industry in Taiwan prospers vigorously and competes intensely is not easy for the proprietors to cultivate long-term loyal customers the buffet restaurant as well. Therefore, it is very important to satisfy the needs of target market, to improve customer’s satisfaction, to keep old customers and to increase positive reputation. The scope of this research contains Taipei City and Taipei County. The subjects in this study are the consumers in great Taipei area having their dinner or lunch in buffet restaurant. The study is constructed as follows: 1. Using the decision process of E. K. B. (Engel-Kollat-Blackwell) model as a research framework with questionnaire to confirm consumer behavior. 2. Questionnaire uses store attributes, life-style as a foundation of market segmentation. It investigates main content by the variable of demographics, information source, consuming behavior and consumer motive individually in a different group of consumers. 3. The data of the questionnaire adopts SPSS software to proceed and analyze, then extracts the formation element of the store attributes and life-style to test and verify segmentations in the formation whether it has significant difference or not. The foregoing framework of study can expect to gain following achievement after enforcing completely. First, we need to know the consumer behavior in buffet restaurant. (Include a variable of consumption behavior, consumer motivation, information source, life-style and store attributes). Second, from the important variation item that influences consumer behavior such as store attributes and life-style, we need to find out if there any consumer’s differentiation buffet restaurant. Third, we also need to analyze the difference of existence in the whole consumption policy of the consumers. Fourth, we build a buffet service model for the customer’s differentiation and offer the suggestion for the owner of the store to establish the marketing strategy.