The Study of the Relationships among of Consumers’ Consumer Needs, Consumer Experience and Repurchasing Intention at Theme Paternity Restaurant

• Main Authors: Ching-Hua Liu, 劉慶華
• Other Authors: 林瑩昭
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/40554944433252639294

碩士 === 台南應用科技大學 === 生活服務產業系生活應用科學碩士班 === 104 === In recent years, theme paternity restaurants have sprung paternity establishment, theme restaurants and more diversified, intense competition than in the past, resulting in the rise of consumer awareness and sensory changes in demand in the hardware and software business more delicate considerations paternity demand, paternity reputation even hard to find a restaurant. Furthermore, paternity restaurants create a unique atmosphere and enhance parent-child relationship between the provision of services and meals, in order to allow consumers to enjoy the special service restaurant. To be more attractive, using meals, activities, environment, design, etc. more easier to catch the customer''s heart. This study is to explore the relaitionship among of consumer needs, consumer experience and repurchasing intention at theme paternity restaurant. Based on the aforementioned research background and motivation, review relevant literature, there is little to explore the relevance of these three variables, in this low birth rate era, to understand the value of customer experience paternity restaurant and relevance of consumer needs will help to improve customer and then the consumer will and strong enterprises in the marketing benefit. This study adopted convenient sampling method, in Tainan, Kaohsiung paternity restaurant to restaurant for consumer questionnaire, a total of 380 questionnaires were distributed, after finishing the recovery, 339 valid questionnaires were returned rate of 89%. The results show that: 1. Different number of children there are significant differences in consumer needs; 2. Different number of children have significant differences in consumer perception of the consumer experience; 3. Consumers as a result of different attributes background, parentage restaurant and then the consumer will have a significant difference. 4. Consumer demand has a positive significant impact on repurchasing intention. 5. Consumer experience has a positive significant impact on repurchasing intention. Finally, this study and in-depth discussion of the study findings explained the meaning, providing consumers with choice of paternity restaurant and restaurant industry recommendations on the importance of consumer experience and in practice.