屋馬燒肉及茶六燒肉堂服務品質及顧客滿意度之研究

Abstract

中文摘要 本組針對台中知名燒肉店，屋馬及茶六進行數據分析。以網路問卷方式收集曾經在這兩家消費過的顧客，問卷內容包含消費者統計變數、消費者經驗、服務品質的五大構面及滿意度。問卷共蒐集了326份，使用單因子分析、卡方分析、兩母體分析和迴歸分析等統計工具加以輔助，分析問卷數據，從研究結果中得出兩家店主要的客群以及其需要改善的服務品質五大構面，最後給出兩家店發展以及解決問題之建議。 研究結果指出：屋馬需改善員工訓練中加強服務人員的溝通能力、專業訓練及提高反應速度，以提高他們應對顧客問題和需求的能力，而茶六同樣建議加強服務人員的溝通能力和訓練，以提高他們對顧客需求的理解和應對能力，接著優化出餐速度等。經過以上對五大構面的五種分析，可以讓屋馬及茶六針對以上幾點進行改善並加強其餘不足的地方，使兩間燒肉店能夠提供更完善的服務品質給消費者。 經由上述分析，屋馬及茶六可以從分析後的數據中進行初步的改善，進一步的提高服務品質五大構面及顧客滿意度。

Abstract Our group conducted data analysis on two well-known barbecue restaurants, Umai and Cha Liu, in Taichung. They collected questionnaires from family and friends using a Google Form, which included five aspects of service quality and an analysis of loyalty. A five-dimensional analysis was conducted on the collected questionnaires using narrative statistical analysis, chi-square test analysis, one-way ANOVA, two-way ANOVA, and regression analysis. A total of 326 questionnaire samples were collected, and the research results ultimately identified the main consumer and service quality aspects of the two barbecue restaurants. Finally, conclusions and suggestions were derived from the results. By analyzing the five major aspects of Umai and Cha Liu, the importance of each of the two stores was explored. Statistical narratives assisted in determining essential consumer analyses of the two stores in the questionnaire, based on factors such as age, occupation, and others. Chi-square test analysis examined the relationship between basic personal information and the purchasing preferences of shop owners, considering variables such as gender and age. Single-factor analysis of variance was conducted to determine if there is a difference in the averages of the five major dimensions between the two stores. Bivalent variation analysis consolidated the previous analyses to calculate the differences in means. Regression analysis was conducted on the five major dimensions of the two stores, Umai and Cha Liu, and the averages were calculated. An explanation was provided for the higher averages, along with suggestions for areas that can be improved if the averages are lower. Uma needs to enhance its employee training by improving the communication skills and professional training of service personnel, as well as increasing their response speed. This will enhance their ability to address customer issues and needs effectively. Similarly, Cha Liu suggests enhancing the communication skills and training of service personnel to improve their comprehension and responsiveness to customer needs, and then optimizing meal delivery speed. Through the above analysis of the five major aspects, we can assist Umai and Cha Liu in enhancing and strengthening their remaining weaknesses. This will enable the two barbecue shops to offer consumers a more comprehensive service quality.