碩士 / 國立臺北科技大學 / 管理學院EMBA大上海專班 / 107 / The development of the Chinese hot pot market is quite large. Especially after the reform , with the improvement of the national economic development capacity, the food consumption capacity and consumer demand of people have also increased. It leads to the entering of foreign enterprises into China. The market competition become more intense.
This paper takes the well-known foreign restaurant business –“the Pot of Shanghai” as an example. Through questionnaires and participation observation methods, the research explore the main factors of consumer satisfaction and consumer satisfaction for the company.
The study found that the quality of service, dining environment, corporate image, consumption convenience and other aspects are related to consumer satisfaction based on the service quality of staff and the cleanliness of meals and catering equipment.
In the case when the consumer price is acceptable, the higher satisfaction of the facets, the stronger the consumer's willingness to consume, and the higher the possibility of re-consumption.
In addition, this paper also finds that word-of-mouth provides the best marketing performance for the foreign hot pot restaurant. Therefore, it is also recommended that the above-mentioned service quality can be strengthened as the basis of word-of-mouth marketing.
| Identifer | oai:union.ndltd.org:TW/107TIT0045A019 |
| Date | January 2019 |
| Creators | CHEN, YUNG-CHI, 陳詠佶 |
| Contributors | CHIU, CHUI-YU, 邱垂昱 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 55 |
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