探討連鎖文創餐廳用餐經驗對顧客忠誠度之影響

Abstract

消費者對於主題式環境的需求日漸增加，打造主題式環境成為餐廳吸引顧客上門消費與創造獨特體驗的主要因素之一，同時建立餐廳獨特鮮明的形象。本研究探討近年興起以文化創意作為主題的餐廳，檢視文創餐廳的哪些用餐經驗能夠影響顧客忠誠度。本研究以連鎖文創餐廳－G餐廳作為研究對象，透過網路問卷回收407份問卷，以驗證性因素分析法與結構方程模型分析問卷內容。研究結果顯示，連鎖文創餐廳的創意與吸引力是影響顧客忠誠度的第一關鍵因素，本研究建議文創餐廳業者未來在餐點、人員與環境方面，不僅需具備功能性，也要注重美觀、創意與設計感，以吸引顧客目光；實體環境則是影響顧客忠誠度的是第二關鍵因素，本研究建議連鎖文創餐廳可由裝潢、擺飾、燈光、動線設計的四個方面，打造充滿文化與創作的元素的餐廳環境與氣氛。Due to the increasing needs of themed environment for consumers, creating themed environment has become a main reason for customers to patronize and gain a unique restaurant experience. Meanwhile, it is also a good way for restaurateurs to create a clear brand image. During recent years, cultural and creative industry has become a popular trend; however, there is a lack of researches to address on the topic of cultural and creative industry. Thus, this research examines the effects of restaurant experiences on customer loyalty in cultural and creative restaurant. A total of 407 samples from online surveys were used to assess research hypotheses through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The fingings indicated that creativity& attraction is the most important attribute of customer loyalty, so the result suggested that cultural and creative chain restaurants should put emphasis on not only utilitarian values, but also creativity and outer design to attract customers. Besides, atmosphere also positively influenced customer loyalty; thus, this research suggested that restaurateurs should create an environment filled with cultural and creative components from interior design, ornaments, lighting, and dining area layout.