商店實體環境與產品多樣性對於消費者忠誠度與滿意度之影響：以複合式餐廳為例

Abstract

本文主旨在探討商店實體環境與產品多樣性是否會對於消費者滿意度與忠誠度有影響，並以兩家不同風格的複合式餐飲「阿Ｑ茶舍」、「Burger Joint 7分so」作為研究標的，研究不同類型之餐飲業是否對於上述影響有不同的干擾效果，預計在過程中主以問卷方式對兩家的主要客群進行實地研究，輔參考歷年文獻做為理論依據，並利用六種不同的統計分析方式研究回收之問卷，預期得到結論，商店實體環境與產品多樣性確實會對於消費者滿意度與忠誠度有影響，而不同類型的店面則會對上述影響產生干擾效果，並預期未來可利用此研究結果，針對不同類型的複合式餐飲，進行明確的商店佈置與產品種類選擇。

Abstract The gist in our article researchs whether store environment and production diversity make influence on the satisfaction and loyality for consumer or not.We also use two type of mulitifaction restaurant for erecting an index as “阿Q TEA SHOP” and “Burger Joint 7 分so” ,researching if different types of catering trade make an interference effect upon fore-mentioned impact or not. In process, we plan to make a field studies on mainly customer group by the questionnaire.Referring to literature which over the years auxiliary as basic of theory. To get the conclusion,we use six ways of research to anylize retrived questionnaire. There is an influence on the store environment and production diversity with regard to the satisfaction and loyality for consumer absolutely.Different types of stores will interference in fore-mentioned impact.We expect that using the conclusion of the research in future. For different types of composite food, making a choice on store decoration and product type.