碩士 / 國立屏東科技大學 / 資訊管理系所 / 105 / This study, based on the customer satisfactory and loyalty, aims to provide suggestions to relevant Thai shrimp restaurants for business assessment and improvement via analyzing current Thai shrimp restaurants, customer satisfactory to Internet marketing and their loyalty.
Results showed：
1.The highest percentage as 47.8% of customer who consume in Tai shrimp restaurant via Internet marketing is the group of female, college-educated, and age from 21-30.
2.As to the factors of customer satisfactory, customer with varied age revealed significant difference between “restaurant service” and “meals presented in the restaurant”; groups in age 21-30 years old shows higher satisfactory than those in the groups of age 31-40 years old and older than 40 years old.
3.Customer with varied average monthly income reflected significant differences toward “the quality of food” and “the meal presented in the restaurant”. Monthly income as 15,000 to 30,000 showed higher satisfactory than those income higher than 50,001 in “the quality of food” and “the meal presented in the restaurant”.
4.Customer with varied age manifested significant difference in loyalty.
Groups in age 21-30 and age 31-40 showed difference in “customer behavior and attitude” while compared with the group of age above 40.
5.Customer with varied educational level showed difference in “customer loyalty”. College-educated customer revealed higher intention to share their dining experience and highly-driven for next consumption.
6.Consumer with varied monthly income showed significant differences toward “consumer loyalty”. The group of monthly income lower that 15,000 is higher in “customer behaviors and attitude” than those in the group with income higher than 50,001.
7.Results of the study of customer satisfactory and loyalty about the Internet marketing of Tai shrimp restaurants revealed: factors as “restaurant service” and “meal presented in the restaurant” has significant positive influences on the variable of age; “the quality of the product” and “ meal presented in the restaurant” showed significant positive difference toward the factor “ average monthly income”; “the quality of the product”, “the staff’s quality”, “restaurant’s service” , “meal presented in the restaurant” and “ customer behaviors and attitude” reflected significant positive impact on “Internet marketing channels”.
| Identifer | oai:union.ndltd.org:TW/105NPUS5396027 |
| Date | January 2017 |
| Creators | Kuo, Wen-Hsiu, 郭玟秀 |
| Contributors | Tsay, Yuh-Jiuan, 蔡玉娟 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 83 |
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