The Relationship among Consumer Satisfaction and Loyalty at the Theme Restaurants－A Case Study of Pet Restaurant

• Main Authors: TSAI SU YU, 蔡素玉
• Other Authors: 李沛溱
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/repk8n

碩士 === 中華科技大學 === 航空運輸研究所在職專班 === 104 === At present, Taiwan catering market is highly competitive, so how to meet consumers demand, enhance customers satisfaction, and then establish customer loyalty is currently the main focus of the restaurant industry. In order to attract consumers, many different kinds of theme restaurants are rapidly expanded, and pet-themed restaurant is one of the kinds. The pet-themed restaurants let consumers both have pleasant meals with their favorite pets and immerse in the atmosphere of a pet theme. However, relative research on satisfaction and loyalty toward pet-themed restaurant is quite rare. Therefore, this area is worth doing further research. This study was designed to investigate the characteristics of the consumers in the pet-themed restaurants, and analyze the influence and relevance in terms of consumers’ satisfaction and loyalty on the basis of different consumers’ characteristics. This study was conducted by convenience sampling method to survey the had-consumed customers in the pet-themed restaurants, and proceeding statistical analysis with 318 valid questionnaires. The analysis result indicates that most consumers of pet-themed restaurants consist of female, unmarried customers, age 21 to age 30 and college education level customers ; as to the professions, students get the most high rank among the customers. The result data shows the consumers usually go to the pet-themed restaurant with friends, and they get restaurant information generally from internet media. In satisfaction aspect, the consumers are highly satisfied with "the quality of personnel"; in loyalty aspect, the consumers are mainly concerned about "re-visit". With the study result, hope to provide more information for further research and management proposals for the pet-themed restaurants, also attract more consumers to understand, visit and love the pet-theme restaurants.