Multi-brands Chain Restaurants Customer Satisfaction - A Case Study of Wowprime Group

• Main Authors: Ho, Chia-Ying, 何嘉盈
• Other Authors: Kuo, Te-Ping
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6g88bh

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 104 === Food industry booming over the past decade in Taiwan. But food safety incidents damage consumer confidence in food and beverage industry in 2014. the study found lots of beverage brands have restaurants in Kaohsiung Shinkuchan shopping district under the fierce competition. Wowprime has five different brands in this area, include the "Tasty", "ikki" and "Tokiya".These three restaurants have a lot similarity in price, meals and service. Why dose Wowprime set up similar restaurants in the same district? Do Consumers distinguish between the different brand’s characteristic and taste? How to plan the competitive strategy in the future? Thus, the study use consumers interviewed of three restaurants. And according to the literature review to develop the survey. There, through the survey of three different restaurants satisfaction of customers, this study analysis the brand, environment, food, service and price of "Overall Satisfaction" to know differerent restaurants’ customer satisfaction, and the variance of different customers’ satisfaction from the personality, and also using the matrix of performance and expectation to analysis market segmentation policy and position. The major finding are : 1). The most important effect customers satisfaction to different restaurants in order is “brand”, “price” and “food”. 2). Most customers are 21 to 40 years old not married group. And among the overall performance, the best restaurant is "Tokiya".