| Summary: | 碩士 === 國立高雄海洋科技大學 === 漁業生產與管理研究所 === 97 === The Chichin District of Kaohsiung city is a traditional fishing -village community and also very famous for its seafood area. The purpose of this research is to evaluate service qualities of famous seafood restaurants from customers of Yachiao and Wansan. Based on SERVQUAL model, the survey was conducted via convenient selection and a total of 850 questionnaires were interviewed and retrieved 743 available copies reaching 87% in the valid rate.The data was analyzed by descriptive statistics analysis, one-way ANOVA, factor analysis, Pearson correlation analysis.
1. Majority participants of customer in this restaurant were men and their marital status was unmarried. The age of visitors was between 20-39. A majority of participants came from the southern Taiwan and visited here first time. And the restaurant information was mostly obtained from their relatives or friends.
2. The results are as follows. " Family gathering " is the most important motivation to Yachiao while " friends gathering " to Wansan.
3. "Delicious Food" is the most important motivation to Yachiao while " Variety of Dishes" to Wansan.
4. Motivation of tourism includes 2 factors: Restaurants and Tourist Resources
5. " Fresh seafood " is selected as the most critical factor to service qualities satisfied to Yachiao and Wansan by visitors.
6. According to "SERVQUAL", importance and satisfaction can be sorted into 5 factors: Tangible, Reliability, Responsiveness, Assurance, and Empathy.
7.Based on importance-performance analysis (IPA), SWOT analysis and other results, it is addressed several suggestions for restaurant industry.
|
|---|
