A Study of Consumer Motivation, Satisfaction and Loyalty of Maid Cafés

• Main Authors: Yu-Hsiang Hsu, 徐毓鄉
• Other Authors: Hsu Kuan Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/29555583614058006864

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === Maid Café is a type of ACG (Animations, Comics, and Games) theme restaurant. Each kind of theme restaurant attracts its own distinctive customers including Maid Cafés. But most theme restaurants usually become quickly outdated and do not survive long. The study objects of this current research are the leading Maid Cafés which opened for business in 2006. This research attempts to discover the factors which have helped Maid Café stay in business. This research uses a “Purposive sampling” method to conduct/structure its survey. Out of 454 questionnaires which were distributed, 399 were valid. The research examines the relationships between “Demographic variables,” “Consumer motivation,” “Consumer satisfaction,” and “Customer loyalty.” The results of the study confirm that customer satisfaction can be affected significantly by “Number and frequency of visits,” “Education level,” “Attending a Cosplay party,” and “Wearing a Cosplay costume.” Consumer loyalty is influenced by the factors of “Dining purpose,” “Number and frequency of visits,” “Education level,” “Attending a Cosplay party” and “Wearing a Cosplay costume.” Customers who are willing to attend a Cosplay party wearing a Cosplay costume have a greater motivation to visit a Maid Café. “Consumer Motivation” accounts for 23% of the variance of “Customer loyalty,” and “Service Quality” accounts for 53.3% of the variance of “Customer loyalty.” Therefore, good service is a key factor for the success of Maid Café.