Marketing Mix Strategy for Customer Satisfaction StudyThe Case of the Garden of Eden Restaurant

• Main Authors: Wu,Tsai-Pin, 吳再斌
• Other Authors: Chi, Tsung -Li
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55394712872698592829

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === Along with the factors, such as the change in the trend of times, the change in family structure and the increase of dining-out population, they consequently accelerate the rapid development in the catering industry. In recent years, Taiwanese people improve their knowledge level and emphasize leisure life, thus modern dining habit is not only for feeding, but also strives for individualization and uniqueness and focuses on the added value beyond enjoying meals. As a result, it urged the catering industry to emphasize the dining style and atmosphere, and such developing trend approved the lifestyle with a high consumer’s autonomy. The catering industry must to actively develop various styles of catering products to cater to consumers so as to know customers’ thought and expectation well. Therefore, how to satisfy consumers’ demand will definitely become a key operating issue for the catering industry in the future. This study is mainly to use the determination of service-marketing mix strategy and customer satisfaction to improve the service quality, and further to increase customers’ loyalty, which will become the primary marketing and operating goals for the catering industry in the future. Service-marketing mix strategy is adopted in this study and Eden restaurant is the main research object. Based on the marketing mix strategy and customer satisfaction, by means of collecting relevant literature and previous data of marketing mix strategy, make these questions for the customer questionnaire. Then, carry out the empirical statistics analysis to draft a proper marketing strategy for Eden restaurant.