The Relationship among Consumer motivation, customer satisfaction and customer loyalty - A study case of Qubit Café restaurant

• Main Authors: HSU, YEN-MING, 許燕明
• Other Authors: Yao-Chuan Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9wx7hb

碩士 === 康寧大學 === 休閒管理研究所 === 105 === The purpose of this study is to analyze the reaction between consumer motivation, satisfaction and loyalty in creative vegetable restaurant, and to understand the difference between consumer factors, consumer satisfaction, satisfaction and loyalty to serve as a reference for the development of the restaurant. In this study, the pre-test scale contains a total of 7 questions, 23 motivations for consumer motivation, 12 questions for customer satisfaction, 9 questions for customer loyalty, and 51 questionnaires. The survey area is based on the consumer of the creative vegetable restaurant. The pre-trial questionnaire is issued with 130 copies. The questionnaire is expected to issue 300 questionnaires. The data were analyzed by SPSS 21.0, and the descriptive statistics were presented. The independent samples were tested and the single factor variance analysis was performed. The scheffe's method was used for post hoc comparison. Significant level is p< 0.05 . In our study indicated that overall, the creative vegetable restaurant consumers, sex to men more, and to 30 to 39 years old, well-educated as the main customer base. Consumption capacity, the frequency of consumption to an average of 1 per month, the average monthly total income of 2-4 million consumers in the majority. The factors that are "enough" are the weight of the meal, the consumption motive is the most powerful; then the tastes and flavors, diversifications share the smallest strength of the consumption motive. The environmental characteristics of consumer motivation generated by consumers have important decisive are the factors of "comfortable, clean, artistic sense". On service characteristics consumer motivation, "service staff with a professional knowledge to solve my problem" consumption motive strength of the most, then cordial and respectful attitude, showing the mainstream consumer value of the service sector. On homer characteristics of consumption motives "can enjoy the atmosphere of men and women atmosphere" consumption motive strength. The consumption satisfaction with staff service has the highest degree to creative vegetable industry, the overall satisfaction is about between the general and satisfaction. The loyalty after consumption showed that consumers are willing to patronize has the higher score, recommend to relatives and also willing to make a positive publicity for the restaurant. Our sampling object is limited to the Kaohsiung region to infer to others. Also the consumption motive is to develop for a long time, only to observe the phenomenon of a moment, still need to follow the survey.