| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === As the improvement of the standard of living, eating out consumption also increases the proportion of the economic trend of the times, in the face of experience, past consumer demand has been simply “goods (tangible)” turn “service (invisible)” as the part of the overall consumer experience value, but also pay more attention to the value of the sensory perception. In addition, in overall service contact in the transfer process, the customer participation in environmental interaction involvement is more improved than in the past. Therefore, in the chain restaurant industry is a high service contact characteristics, the chain restaurant service delivery interaction is difficult to fully imitate copy, 100% perfect performance in the service delivery system or process is more difficult. Therefore, a high degree of competition in the chain restaurant industry, the increasing importance of customer retention, the industry is concerned only with the performance of the positive customer satisfaction will be able to win? It is worthy of further study.
This study explores the experience economy, the chain restaurant customer complaints, customer satisfaction and organizational performance related, as well as more in-depth discusses the different types of customer complaints for customer satisfaction and organizational performance. Therefore, this study of the “low-priced brands restaurant” and “high-priced brands restaurant” in the well-know group as the research sample. Date from year 2009 to 2012 are divided into monthly for analysis, then classifies the “recipes”, ”service” and “atmosphere” as the three types of customer complaints. Finally, there are 1,042 samples and the hierarchical regression model is used for statistical analysis. The empirical results show：(1) customer complaint negatively affects customer satisfaction；(2) different types of customer complaints have different affects customer satisfaction；(3) customer satisfaction is not entirely a positive affect organizational performance；(4) customer complaint is not necessarily a negative effect to organizational performance ; (5) different types of customer complaints have different affects organizational performance.
Therefore, customer complaints must not a good performance? Chain restaurant industry, is clearly not consistent with the conclusion.
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