Research on the International Regular Chain Restaurant Service Quality and Repurchase Intention －A Case of the T.G.I. Friday's Restaurant in Taichung
| Autor: | Geng-Yu Lin, 林耕羽 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 In the age of service industry assuming command position, scholars from both domestic and abroad submitted numerous relevant researches in this area. Nevertheless, an overview of past documentations illuminates the fact that few are focusing on practical verification from combining statistically analytical results with management’s confirmation afterwards. Thus, this research aims to explore further in this regard. Purpose of this research is to explore whether there are any discrepancies between variables of different population statistics in addition to consumption behavior, and service quality plus customer satisfaction. Whereas, interrelationship among service quality, customer satisfaction and customer repeats are also explored, in order to facilitate management locating the key factors causing customer repeats. This study adopts following statistical methods during analysis: number of times distribution charts, T test, ANOVA, Scheffe's method, Pearson Correlation Analysis, Regression Analysis, Importance-Performance Analysis. And the analyzed results, consumer interviews were discussed and verified with store managers. And this research also intends to propose future references to management with managerial decision making scenarios. Research findings are as follow: (1) Subject restaurant should focus on consumers between 21~35 years of age as the prime-target market, and propose customer-oriented plans aiming at office workers and students. From the interview result, this study finds out that reasons of attracting crowds are American style of dining environment and recommendation from friends and family members. Thus, restaurant proprietors should continue to upkeep the honing skills for dining environment, and lock on specific consumer groups to build on customer-oriented consumption experience. And the subject restaurant image will be deep-planted within the sub conscience of consumers, and customer repeats would come naturally. (2) T.G.I. Friday’s consumers stress service quality, which means that subsequent willingness build-up for customer repeats is significantly correlated. This suggests subject restaurant should elevate customer’s focus on service quality, in order to enhance this willingness to come again. (3) T.G.I. Friday’s consumers stress service quality satisfaction, which means that subsequent willingness build-up for customer repeats is significantly correlated. This suggests subject restaurant should elevate satisfactions in tangible and caring compositions for service quality, then it should evidently create consumer’s positive reviews. (4) T.G.I. Friday’s consumers stress overall satisfaction, which means that subsequent willingness build-up for customer repeats is significantly correlated. Thus, it signifies that as long as consumers are offered with wonderful dining experience, which imprints in the minds of consumers with an indelible impression. This should promote and elevate consumer’s willingness to come again. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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