客家风味餐馆顾客体验价值影响因素研究

Influential Factors on Customer Experience Value in Hakka-flavor Restaurants

在体验经济背景下,餐饮业迅猛发展,人们的餐饮需求越来越追求体验化,但对餐馆顾客体验的研究却甚少。采用实证分析的方法,对龙岩市客家风味餐馆一条街进行问卷调查与深度访谈,通过SPSS进行因子分析得出影响顾客体验的十大因子。在此基础上运用SPSS进行回归分析,结论表明"材质口感"是客家风味餐馆获取顾客体验满意的关键;"菜品特色"、"就餐氛围"是客家风味餐馆稳步获取顾客体验满意的源泉;"内部环境"、"便利性"、"服务体验"是客家风味餐馆获取顾客体验满意的保障。

Under the background of experience economics, the restaurant industry is developing rapidly. People pursue more and more experiences, but researches on restaurant customers experience are limited. This paper has done a survey on the Hakka-flavor restaurants in Longyan with questionnaires and interviews, and tried to analyze and conclude ten influential factors on customer experience. Based on the regression analysis, the authors found that the ＂food texture＂ is the key to obtain customer experience satisfaction in these restaurants. The ＂food taste＂ and the ＂restaurant furnishings＂ are the sources while the ＂convenience＂ as well as the ＂service＂ are the guarantee to obtain customer experience satisfaction. This study has theoretical importance on imporving the customer experience in the Hakka restaurants.