The Behavioral Intention of Multi-ethnic Restaurant Consumers-Using the Grand Hi-Lai Hotel as an Example

• Main Authors: Hu, Yin-Chin, 胡殷溱
• Other Authors: Ji-Shou Tseng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/a5949r

碩士 === 國立高雄餐旅大學 === 餐旅研究所在職專班 === 105 === Taiwan’s food and beverage service market has gradually reached saturation point. With the rapid increase in the number of restaurants in recent years, increased national income and improved living habits, consumers have begun to pay attention to consumption, while the food in dining, environment and service quality are of great importance to them. There are many types of restaurant quality surveys. In this study, Importance-Performance Analysis (IPA) was adopted, with the Chinese, Western and Japanese restaurants in the Hi-Lai Hotel as cases for analyzing the differences in restaurant quality. The questionnaire survey method was adopted. Through convenience sampling, a total of 300 questionnaire copies were distributed, of which 286 copies were recovered, accounting for a recovery rate of 95.3%. After conducting an IPA analysis on the Multiethnic Restaurant Gap Five, the findings show that “the restaurant has adequate meal options,” “the restaurant’s menu is clear and concise,” “the restaurant’s meal taste is special,” “the restaurant’s meals are well garnished, fragrant, and tasty” and “the restaurant’s meals suit my personal taste” are the gap five quality items that need the Hi Lai Hotel’s prioritized improvement. In the “food quality” dimensions, the one with the largest gap is “the restaurant’s meal taste is special,” followed by “the restaurant has adequate meal options” and “the restaurant’s meals suit my personal taste.” In the “environment quality” dimension,” the one with the largest gap is “the restaurant atmosphere makes me feel comfortable,” followed by “the restaurant is clean” and “the atmosphere created by the restaurant’s background colors.” In the “serving quality dimension”, the largest gap is “sincerely seeking the greatest benefits for customers,” followed by “the restaurant’s services are trustworthy” and “promptly corrects any mistakes.” The food quality, environment quality and service quality dimensions showed significant differences, confirming the existence of the PZB model gap five. For the impact results of the “restaurant quality expectancy disconfirmation gap” on the “behavioral intention,” in the “word-of-mouth dissemination” dimension, the “food quality expectancy disconfirmation gap” reached the significant standard, with a positive impact. In “repurchase intention,” the “food quality expectancy disconfirmation gap” reached significant standards, with a positive impact. The “overall satisfaction” and “food quality expectancy disconfirmation” reached the significant standards, with a positive impact. The results indicate that the smaller the consumer’s “food quality expectancy disconfirmation gap” for the restaurant, the greater the behavioral intention. As for the relationship between the “restaurant category” and the “restaurant quality gap,” in “food quality expectancy disconfirmation gap,” the “Japanese restaurant” and the “Chinese restaurant” both have a greater negative gap compared to the “Western restaurant.” In the “environment quality expectancy disconfirmation gap” dimension, the negative gap of the “Japanese restaurant” is greater than that of the “Western restaurant.”