Customer Satisfaction, Perceived Value and Repurchase Intention in Light Food Area of Aowanda National Forest Recreation Area

• Main Authors: HUANG,YU-TING, 黃郁婷
• Other Authors: HUANG,YOU–JIE
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xg5u99

碩士 === 朝陽科技大學 === 休閒事業管理系 === 107 === Along with the change in times and technological flourishing, the urban population is becoming more intensive and higher mental pressure to stress people out. So that people try to find a way for relaxing stress. According to increase of travel frequency and the improvement of educational level, leisure activities are becoming diversify. More convenient transportation makes people easier to get close to nature. "Eat" always played an important role in human life, people can have more selection of foods everywhere, even in the mountain parks. In July 2016, the “Aowanda National Forest Recreation Area” has a new choice "light food area" in the park. This research base on “light-food area” in the “Aowanda National Forest Recreation Area” to study the relationship between customer satisfaction, perceived value and repurchase intentions. This study uses the questionnaire survey procedure, and investigations were conducted by means of sampling. Total of 262 valid results are received. The data showed that the respondent's background variable “residence” had a significant impact on customer satisfaction and repurchase intention, but other background variables had no significant effect; perceived value had a significant impact on repurchase intention; customer satisfaction on repurchase intention There is a significant impact; perceived value has a significant impact on customer satisfaction. Based on the results of the study, it suggests vendor may need to increase more food options and have some changes to improve customer satisfaction and repurchase intentions; create new seasonal menus to increase customer freshness and increase customer expectations for light food areas. Add a more affordable package to allow customers as their preferred dining venue when they go to the park next time.