| Summary: | 碩士 === 康寧大學 === 餐飲管理研究所 === 105 === This study is based on the customer of Kaohsiung City Diet Restaurant, and its customers can analyze the consumption motivations, service quality, satisfaction and loyalty of pharmacy restaurants. The results can be used as reference for the marketing strategy of the restaurant.
In this study, a total of 136 questionnaires were collected, and a total of 128 were collected, 110 valid questionnaires and 85% effective questionnaires. In the analysis method, the number of times, the percentage, the average, the t test, Factor analysis of variance (ANOVA), snow fee test (Scheffe), Pearson performance correlation analysis, regression analysis of statistica methods.l Analyze the demographic variables of the customers The differences between the variables in the diet, service quality, satisfaction and loyalty of the dietary restaurants are related to the consumer's eating motives, service quality, satisfaction and loyalty The correctness of the concept and the distribution of the mean values, and the degree of interaction between the consumption motivations, service quality, satisfaction and loyalty of the restaurant. The findings and recommendations are summarized as follows:
1. Sample structure analysis: In this study, the restaurant customers were "female", "unmarried", "21-30 years old", "college", "service industry", monthly income of "20,001-30,000" The average consumption amount of the consumer group is "less than 250 yuan", and "friends, classmates and co-workers" are the same, and the number of times of consumption is less than one time. The consumer's appetite for restaurants is a total of 8 questions. The average value of the "because of the fame" the highest, the customer on the Medicinal Restaurant service quality of 5 questions, the average of their questions to "new menu" the highest, the customer satisfaction with the restaurant 5 questions, The average of the items is "Environmental Satisfaction" and the customer's loyalty to the Medicinal Restaurant is 5 questions, the average of which is "the highest".
2. The results of the analysis of the t-test results, the differences in the satisfaction of the marriages and the dietary restaurants of the customer's demographic variables; the single-factor variance analysis (ANOVA) results, the consumption of the customer's demographic variables, Quality, satisfaction and loyalty are different.
3. The customer's dependence on the consumption of the dietary restaurants is related to the quality of service. The customer has a correlation with the service quality and satisfaction of the restaurant, and the satisfaction and loyalty of the restaurant are relevant.
4. The compulsive multivariate regression analysis showed that the consumer's eating and eating motive was influential to the service quality of the restaurant, the customer's service quality of the restaurant was influenced by the satisfaction, the satisfaction of the customer to the restaurant was loyalty Influential.
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