| Summary: | 碩士 === 淡江大學 === 統計學系碩士班 === 98 === As living quality improves, the environment of running business has become more freely and internationalized. The domestic commerce has great differences in the recent years. In one of them, the best symbol of the living standard in a country is the dining industry.
There are many kinds of restaurants in Taiwan. The western food has been in Taiwan for a while. It is hard for western dining to compete with other kind of dining styles, because it is neither a traditional dining habit nor the new type of fashion dining style. Therefore, to find out and to provide the key factors for running western restaurants is the main thesis of this study.
By using analytic hierarchy process to collect experts’ point of view and structural equation modeling to understand consumers’ opinions. We compared two different methods and interpret results to provide the key factors for managing western restaurants.
According to results of analytic hierarchy process, we know the order of these key factors by experts’ opinions. Diet(food & drink > ingredients) is the first factor, and service(service personnel > service measures) is the second factor. Moreover, price, locations(conveniences > additions), environment(sanitation > atmosphere) and promotion(advertisement > premium) are the third, forth, fifth and sixth factor. These experts include managers of restaurants, chefs and so on. They are all policymakers of restaurants. Hence, the order of these key factors represents the order of operations in restaurants in Taiwan.
In terms of consumers’ opinions, top three factors are sanitation, service personnel, food & drink and the last is additions. Besides, we found out that all of key factors in the study are interrelated.
Based on the research, there are several differences between two opinions, like sanitation is one of the important factors for consumers to choose western restaurants. Otherwise, experts and consumers agree that the diet and service personnel are both important factors. The results of this study could be a reference for the western restaurant managers to manage their restaurants.
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