餐廳顧客服務滿意度分析之研究-應用灰關聯分析法於北海岸餐廳為例

Chaoyang University of Technology Institutional Repository > 管理學院 > 企業管理系 > 博碩士論文 > Item 310901800/28917

Please use this identifier to cite or link to this item: http://ir.lib.cyut.edu.tw:8080/handle/310901800/28917

Title:	餐廳顧客服務滿意度分析之研究-應用灰關聯分析法於北海岸餐廳為例 A study on the satisfaction of customer service in restaurant—The case study of applying grey relational method to North coast Restauran
Authors:	巫賜發 Wu, Szu-Fa
Contributors:	企業管理系碩士班龔昶元;嚴宗銘 Chaang-Yung Kung;Tzung-Ming Yan
Keywords:	顧客服務滿意度;灰色系統理論;灰色關聯分析;北海岸餐廳 North Coast Restaurant;Customer Satisfaction;Grey Relational Analysis;Grey System Theory
Date:	2008-12-31
Issue Date:	2016-01-23 16:27:01 (UTC+8)
Abstract:	近年隨著產業結構改變，服務業佔台灣經濟活動的比例逐年成長，而在國人生活形態的改變下，外食人口越來越多，台灣的餐廳亦逐年增加。在激烈的競爭環境下，消費者對於餐廳有更多的選擇，也越來越重視餐廳所提供的服務品質。各餐廳為求吸引顧客上門，必須在瞭解顧客消費偏好及服務品質的提升上作更多的努力，重視顧客聲音，掌握顧客的服務品質要求，才能永續經營。本研究以台中市著名北海岸海鮮餐廳為研究對象，針對其餐廳特性，建立顧客服務滿意度指標，並應用灰色系統理論之灰關聯分析法進行各項滿意度指標評估，具以瞭解顧客對餐廳所提供的各項服務的滿意情形。希望能給予餐廳業者瞭解其各項服務品質對顧客所帶來的效益，並據以作為改進之實質建議。研究結果顯示：北海岸餐廳行銷組合滿意度最佳為：新產品滿意度(0.7179)、產品口味(0.6538)及產品供應份量(0.6538); 餐店面風格中滿意度最高的要素為：播放音樂的選擇(0.5043)及店面外觀是否吸引人（0.4957）; 服務品質中滿意最高為：員工能解答顧客的問題(0.6923 )、菜餚內容符合要求(0.6838)、餐廳附近停車的便利性(0.6410)，另外尚有滿意度較差之項目，本研究的分析結果不僅可提供該餐廳經營團隊改善之參考，所建構的各項指標及分析建議亦可作為餐廳相關業者作為改善服務品質的參考。 Due to the change of industrial structure in recent years, the service industry has evolved into the economical activities in Taiwan year by year. In the formation of changing quality on living in Taiwan, out-diners and restaurants are also increasing more and more. Under tough competition environment, the consumers have more options to choose and the restaurants put emphasis on customer service. Owing to the restaurants attempt to draw customers’ attention to consume, they have to hear what the customers’ voice, to maintain the better service quality, and to conduct the restaurants permanently. This study takes North Coast Restaurant in Taichung City for an example, we focused on its features, targeted on their customer satisfaction, and applied grey relational methods to analyze the results. We hope through understanding what kind of strategies does this restaurant provide, and what are the effects of using these strategies to affect customers’ satisfaction. The results showed that the best marketing mix in North Coast Restaurant as follows: new product satisfaction (0.7179), flavor (0.6538), and product supply amount (0.6538); The factors of the style in the North Coast Restaurant are: music (0.5043) and the storefront (0.4957); the highest satisfaction of service quality are: the options of music (0.5043); the staff can solve problems promptly (0.6923); dishes can meet customers’ need (0.6838); the convenience of finding parking lots (0.6410). In addition, we also found some less satisfied items. According to the results in this study, we can provide North Coast Restaurant to run their business smoothly, and every item in the survey can be analyzed for references and to improve their service quality.
Appears in Collections:	[企業管理系] 博碩士論文

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