| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士班 === 94 === The ratio of the people dining out has increased latterly years; as this reason, the coffee restaurants are given birth. Coffee restaurants provide not only tasty meals also quality services, relaxing atmospheres, clear circumstances, conveniences…etc. Those restaurants combined with the above elements have been becoming a new form—compound expression dining .
We, regarding the type of the consumer expenditure and the consumer loyalty to HUMANISTIC CAF’E, probe further into the development of compound expression dining to assist operators in understanding what people like and expanding how to make effect sales. It is a great worth to dissect those compound expression dining operators how to survive the cutthroat-competed market with administration from the earlier conformation (the iceman and the coffee shop) to the present metamorphosis compound expression dining.
We analyses HUMANISTIC CAF’E by survey work. To producing the high quality, we collect five hundred operative questionnaires by spot-checking at several branch stores, data and each time stage. That purpose of this study is to examine the relationship between factors and constructs that are important in consumers’ perception of compound expression dining image. A total of 500 valid questionnaires were collected from shoppers in 「STYLE HUMANISTIC CAF'E」 located in Taichung and Changhua city.All the information is anatomized by SPPS 10.0, including Descriptive Analysis , Factor Analysis, One-way ANOVA , cross analysis , Reliability Analysis , Validity Analysis , Scheffe Post-hoc Test and Rating Test…etc.
The calculation of the consequences is separated into five categories: surrounding convenience, service, sub-accommodation, alimentation quality, marketing activity and questionnaire survey. Those five categories closely correlate with the image of HUMANISTIC CAF’E. Consumers, among the five categories, especially care about the aura in HUMANISTIC CAF’E. In the next, consumers care about the entirety accommodation, the store style and the family leisure. The entertainment is the last.
Most of consumers, in terms of the entirety of installations, care about the clean-cut direction. An unequivocal signal can easily aid people in finding directions. According to the store style, consumers concern about the sanitation. According as the atmosphere, consumers are interested in the undefiled accommodation. In accordance with the family leisure, consumers consider weather it is convenient to take children to dine. In the light of the additional entertainment, people prefer the attracting activities. In the end we suggest those experts who are going into this kind of similar research advancing HUMANISTIC CAF’E some marketing policy about circumstance, propaganda and human source.
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