1
Product and Service Strategy of Giguo Restaurant-Hokkaido Kombu Hotpot
Consumer Satisfaction Analysis: Product and Service Strategy of Giguo
Restaurant-Hokkaido Kombu Hotpot
Submitted by
Miki Hsieh (Ching Wen Hsieh)
1098200098
Submitted to
Dr. Aiden Yeh
Wenzao Ursuline College of Languages
April 19, 2013
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TABLE OF CONTENTS
Introdu ction ……………………………………………………………… ..3
Background: ……………………………………………………………… ..4
Theoretical Framework: ………………………………………………… .7
Methodology: ……………………………………………………………… ..9
Ref eren ces: ……………………………………………………………… ..18
Appendix
Consent/Cover Letter ……………………………………………………….19
Questionnaire/Interview Questions …………………………………………20
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Introduction:
Nowadays, customers go to restaurant not just caring the food and also caring the
importance of experiences, which are characterized as satisfying customers’ psychic
or personal needs. Moreover, in this theory, customers care more about the
experiences that are provided by marketers, and they are willing to pay for them (Ting
Yueh Changa and Shun Ching Horng, 2008). Also, the National Restaurant
Association’s list of the top 20 food trends for 2010 suggests that we are making
decisions based on our health and the environment (NRA, 2010). Next, we can know
that in the food service society, consumers start to care about eating healthier food and
enjoying the high quality of service while they are eating meals. Good service as well
as good product, food in the restaurant for customers plays a significant role to decide
how good loyalty to keep visiting Giguo restaurant. In the last several years,
customers’ experiences become more and more important. Today, in fierce
competition environment, it is not enough to just follow the tradition rules of service,
but caring a slightly different way of thinking about customers’ needs. It is recognized
that many restaurant managers or cook work on enhancing customers’ overall
experience during consumption, for example a successful Chinese restaurant in
Taiwan-Giguo Restaurant-Hokkaido Kombu Hotpot. The study of Namkyung and
Jang (2007) explained through their research that healthy ingredients showed a strong
relationship with behavioral intention, however no significant influence on customer
satisfaction. Therefore, restaurants should focus on the effects of attributes of foods
and services that influence both customer satisfaction and as well as behavioral
intention. According to this study, we can know that the factors of food and service
change consumers’ satisfaction. In addition, previous service experiences normally
dictate how customers will act upon their restaurant dining experience. In general,
once a customer has received an excellent and memorable experience, they will
express favorable behavioral intentions in the future. Favorable behavioral intentions
can include recommending the restaurant to others, spreading positive word of mouth,
and becoming a loyal customer (Boulding, Kalra, Staelin, & Zeithaml, 1993;
Reichheld & Sasser, 1990). We can know that the healthier food was traced from
Japan and more importantly the elder were living longer and longer than other
countries. According to this study, we can understand why reasons appeal consumers
to buy its products. Also, this paper would like to investigate what makes it success,
what newly experience managers offering to their customer. Finally, according to this
paper, we can know how food and service strategies attract consumers to meet their
needs. Meanwhile, it is possible and worth others to follow or learn from it.
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The purpose of this research is to study the market situation and consumers’
satisfaction with food and service in Giguo restaurant. According to Pine and Gilmore,
“value added usually comes from product, service and experience. The former adds
less and the latter adds more. Experience can offer higher value because it is personal
and memorable”. The research focuses on what the crucial attractions are to identify
the wants and needs of consumers. Therefore, consumers’ needs make the strategies
developing well in Giguo restaurant. What consumers’ satisfaction in marketing
contained price, and place is so important to Giguo restaurant. In the end, this study
can prove that these factors will affect consumers’ satisfaction indeed. Importantly, in
the future these information will offer the restaurant managers to decide the right
direction precisely.
Background:
In this study, we can know how good service and product can appeal to the consumers
repurchase in the competitive hotpot restaurant market. Furthermore, to be successful,
the focus of this research will be on one key aspect of service experience, namely the
customer service experience provided by Giguo hotpot restaurant. One of the most
important sections of each business is product or service offering in the market. The
concept of “value” has a niche in management issues. Understanding value concept
from customer’s viewpoint & awareness of its forming in administrative management
is important. Value from customer's view is a sum of benefits which comes to him
from a product (goods or service) minus total costs regarding this issue (Huber,
Herrmann and Morgan, 2001).
1. About hotpot industryAs the weather chills, diners all over the world will be heading to restaurants where
the meal will start with a huge bubbling pot of hot soup. It is said that the first hotpot
was invented when the Mongol conqueror Genghis Khan reputedly boiled some lamb
in his helmet. Many myths and ages later, the convenience and diversity of hotpot
cooking has made it one of the most popular eating styles in China and Taiwan.
Specially, the Hong Kong-style steamboats are fast becoming this winter's hot
choices.
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2. About hotpot historyMany years ago, a lot of people like to eat hotpot to survive in the colder weather. The
Chinese hot pot history has existed for more than 1000 years and started from
Mongolia where the main ingredients were beef, mutton or horse. In addition,
expansion of hot pot in southern China from the Tang Dynasty to the Mongolian Yuan
Dynasty was increasing quickly. Furthermore, the hot pot became popular all over the
China in the Qing Dynasty (AD 1644 to 1912).
(source: http://en.wikipedia.org/wiki/Hot_pot )
3. About Giguo hotpot restaurantGenerally speaking, the right time of eating hot pot is eaten in the winter. However,
nowadays we can also eat hot pot from spring to winter, especially in summer.
According to this, we can know that eating habits have been changing a lot; that is to
say, consumer satisfaction is different than before and consumers’ needs lead to the
restaurant shaped – Giguo hot pot restaurant. It is established in 2004 from only five
stores to nearly thirty stores in 2012. By this research, researchers who see this paper
about customers’ satisfaction with Giguo restaurant can exactly understand how this
product and service is good to satisfied consumers. Moreover, in this restaurant the
four key cores are sincerity, teamwork, innovation and most important is about
satisfaction to achieve the goals. Nowadays, it is famous for its good brand all over
Taiwan.
(source: http://www.giguo.com.tw/ )
4. About kombuKombu is edible kelp from the family Laminariaceae widely eaten in East Asia. Most
kombu is extensively cultivated on ropes in the seas of Japan and Korea. Over 90% of
Japanese kombu is cultivated, mostly in Hokkaidō. In 1867, the word "kombu" first
appeared in an English-language publication. Since the 1960s, dried kombu has been
exported from Japan to many countries. It was available initially at Asian, and
Japanese in particular, food shops and restaurants, and has later been sold in
supermarkets, health-food stores, and other nonspecialised suppliers.
(source: http://en.wikipedia.org/wiki/Kombu )
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4.1-Nutrition and health effects
Today in modern society, many people no matter male or female care about their
health and want to live longer by eating food. In fact, kombu is a good source of
glutamic acid, an amino acid responsible for umami, the Japanese word used for one
of the five basic tastes in addition to salty, sweet, sour, and bitter, identified in 1908.
Several foodstuffs in addition to kombu provide glutamic acid or glutamates.
Monosodium glutamate (MSG) is often used as a food additive and flavor enhancer.
Moreover, Kombu contains iodine, a mineral that is essential for normal growth and
development. However, its high iodine content has been blamed for thyroid problems
after drinking large amounts of soy milk in which kombu was an additive.
It is also a source of dietary fiber.
(source: http://en.wikipedia.org/wiki/Kombu )
(source: http://en.wikipedia.org/wiki/File:Kombu.jpg )
4.2-Geographical impact
Japan is an island nation located in the Pacific Ocean, East Asia. The country is an
archipelago of about 3600 islands, in which four main islands are Hokkaido, Hon-shu,
Shikoku and Kyushu. Importantly, the kombu in the Giguo hotpot restaurant is from
Hokkaido.
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(source: http://en.wikipedia.org/wiki/Kombu )
Theoretical Framework:
Theory of Customers SatisfactionAs earlier mentioned in the introduction of the study, customer satisfaction is the
ultimate priority of every company especially in hotel management. It is important for
companies to know and understand the theory of customer satisfaction in order to
improve it and exceeds the expectations of customers. Over the last decades customer
satisfaction has become very important for companies which leads to investing
heavily in improving their services that would contribute to a strong customer’s
satisfaction such as service quality and customer service (Hill, 1996: p.1). A basic
tenet of marketing is that consumer satisfaction with a product is likely to lead to
repeat purchases, acceptance of other products in the product line, and favorable
word-of-mouth (Cardozo, 1965).
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Definition of SatisfactionThe different aspects of satisfaction make definition difficult, mainly because it is
related to the complete consumption experience (Oliver, 1997) said that “satisfaction
with events that happen during consumption; satisfaction with final outcome;
satisfaction with level of satisfaction received”. In this context, satisfaction is viewed
in terms of singular events leading up to a consumption outcome (collective
impression of these events), and finally to the entire experience judgment.
Behavioral IntentionIn the same vein, Malhotra and McCort (2001) argued,“eliciting a greater
understanding of consumers’ behavioural intentions continues to be a primary concern
for marketing researchers. This is reflected in the frequency and rigor with which
researchers have explored and modelled the antecedents of the behavioural intentions
of consumers”. It has been noted that perceived value has significant influence on
customer behavioural intention just like dimensions of price and service quality
(Cronin, 2000).
Repurchase IntentionRepurchase intention defined as“the individual’s judgment about buying a service
again, the decision to engage in future activity with a service provider, and what form
this activity will take” (Hellier, 2003). It is been argued that“RI, taking into account
the individual’s current situation and likely circumstances, is the most appropriate
dependent variable in any system of relationships designed to develop management
insight and improved strategic planning and service delivery (Zeithaml et al., 1996).
Previous research has suggested that factors of service quality and customer
satisfaction all have positive influence on RI (Hume, 2008; Mittal & Kamakura,
2004).
Perceived PriceAside from food, service and physical environment, perceived price is another factor
that influences customer satisfaction and behavioral intentions. Price is considered to
be a major indicator of customer satisfaction and behavior. Perceived price can be
defined as the customer’s acceptable, reasonable, and fair judgment about a service’s
average price in comparison to its competitors (Chen, Gupta, & Rom, 1994).
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Structure of CSE model-
Moreover, based on the above discussion, the conceptualization of Customer Service
Experience model and our initial purposes of study, the following three research
hypotheses are established:
H1: Customer Service Experience is positively related to Satisfaction.
H2: Customer Service Experience is positively related to Behaviour Intention.
H3: Satisfaction is positively related to Behaviour Intention.
Methodology:
Research questions:
The purpose of this research is to study the market situation and consumers’
satisfaction with food and service in Giguo restaurant. Thus this paper would like to
investigate what makes it successful, what inspiration the Giguo hotpot restaurant
offer to their customers. To this end, I have posed the following two research
questions:
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1. What are the crucial attractions to identify the wants and needs of consumers?
2. What attribution is consumers’ satisfaction in marketing contained atmosphere,
price, and place so important to Giguo restaurant?
Subjects/Participants:
The number of the participants was unlimited and hoping that at least fifty people to
answer the questionnaires. Moreover, the participants of this study were random but
they must have the experiences of eating in Giguo restaurant to answer the online
survey.
Materials/Instruments:
In this study, there were total twenty three questions, including six demographic
questions, thirteen closed-ended questions, four yes-no questions, two multiple
questions and only one open-ended question (Appendix 2) for participants to answer.
There were main five sections to analyze consumers’ satisfaction and behavior about
the Giguo hotpot restaurant as following:
1. To understand the participants’ basic background
2. To understand the participants satisfaction with customers’ service experience
3. To understand the participants satisfaction and behavior intention
4. To understand the participants behavior intention
5. To understand the participants’ further comments and then make Giguo more better
in the future
Procedure /Data Collection:
The questionnaires were collected by online survey called mySurvey
( http://www.mysurvey.tw/s/37FGZGzY ) before April 10th and the questionnaires
took participants at least three minutes. Also, this website link would send to friends’
email and facebook to friends’ friends. In the end, choosing online survey tools were
more efficiency and easy to collect these data. There are many advantages associated
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with the use of information technology to support approaches to evaluation
(Dommeyer, 2004; Salmon, 2004; Watt, 2002). As examples, using web-based
evaluation questionnaires can bypass many of the bottlenecks in the evaluation system
(e.g. data entry and administration) and move to a more “just in time” evaluation
model’ (327). Another advantage is avoiding the need to administer surveys in class
(Dommeyer, 2004).
Results:
The results in Table 1 show that of the 80 people having experiences eating before to
participate in the study, 25 were male (68.75 %) and 55 female (31.25 %). Table 2
shows that 35 people were aged from 15 to 24 ( ), 15 people were aged from 45 to
54 (18.75 %), 10 people were aged above 65 (12.50 %), 7 people were aged below 14
(8.75%), 7 people were aged from 35 to 44 (8.75 %), 4 people were aged from 55 to
64 (5.00 %) and 2 people were aged from 25 to 34 (2.5 %) (The results in table format
are presented in Appendix 2).
Table 1
1.
性別 (gender)
女 (female)
55 68.75%
男 (male)
25 31.25%
Table 2
2.
年齡 (aged)
15-24 歲
35 43.75%
45-54 歲
15 18.75%
65 歲以上 (above 65)
10 12.50%
14 歲以下 (below 14)
7
8.75%
35-44 歲
7
8.75%
55-64 歲
4
5.00%
25-34 歲
2
2.50%
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From Table 3, it can be seen that 61 people (76.25 %) have earned less 20,000 NT
dollars every month, 13 people (16.25 %) have earned 20,001-50,000 every month
and 6 people (7.50 %) have earned 50,001-80,000 every month. Moreover, as shown
in Table 4, 40 people (50.00 %) spent less 4,000 NT dollars their meals in month, 16
people (20.00 %) spent 4,001-6,000 their meals in month, 13 people (16.25 %) spent
less 4,000 their meals in month, 7 people (8.75 %) spent less 4,000 their meals in
month and 4 people (5.00 %) spent less 4,000 their meals in month. According to
Table 5, 58 people (72.50 %) think that the price is acceptable, 13 people (16.25 %)
think that the price is cheap, 5 people (6.25 %) think that the price is cheap and 4
people (5.00 %) think that the price is expensive, there are related to their money
relationship.
Table 3
3.
月收入 (How much money do you earn every month?)
20,000 元以下 (less 20,000 NT
61 76.25%
dollars)
20,001~50,000 元
13 16.25%
50,001~80,000 元
6
7.50%
80,001~100,000 元
0
0.00%
100,001 元以上 (more than 100,001 0
NT dollars)
0.00%
Table 4
4.
月餐飲費 (How much money do you spend your meals
every month?)
4,000 元以下 (less 4,000 NT
40 50.00%
dollars)
4,001~6,000 元
16 20.00%
6,001~8,000 元
13 16.25%
8,001~10,000 元
7
8.75%
10,001 元以上 (more than 10,001
4
5.00%
NT dollars)
Table 5
7.
請問您覺得價格合理嗎? (How do you feel the price of
hotpot in Giguo?)
13
合理 (acceptable)
58 72.50%
有點不合理 (cheap)
13 16.25%
有點合理 (expensive)
5
6.25%
很合理 (too expensive)
4
5.00%
不合理 (too cheap)
0
0.00%
From Table 6, 55 people (49.11 %) said that their purpose is eating with their friends,
40 people ( 35.71 %) said that their purpose is eating with their family, 10 people
(8.93 %) said that their purpose is eating with their business colleagues, 5 people
(4.46 %) said that their purpose is to have dating, 2 people (1.79 %) said that their
purpose is to celebrate. According to Table 7, 35 people (35.35 %) know the Giguo
brand name from their friends, 31 people (31.31 %) know the Giguo brand name
from their past experiences, 15 people (15.15 %) know the Giguo brand name from
media, 12 people (12.12 %) know the Giguo brand name from Internet, 6 people
( 6.06 %) know the Giguo brand name from others. It’s about participants’ eating
purposes and how they know the Giguo hotpot restaurant.
Table 6
5.
請問您通常到"聚" 的用餐目的? (Who is coming with
you to the Giguo hotpot restaurant?) (multiple answers)
朋友聚餐 (friends)
55 49.11%
家庭聚餐 (family)
40 35.71%
商務聚餐 (business colleagues)
10 8.93%
約會 (dating)
5
4.46%
慶生 (celebration)
2
1.79%
結婚紀念 (anniversary)
0
0.00%
others
0
0.00%
Table 7
6.
請問您是如何知道本店"聚"? (How do you know
Giguo?) (multiple answers)
親友介紹 (from friends)
35 35.35%
以前來過 (from past experience)
31 31.31%
媒體報導 (from media, ex: TV or
15 15.15%
magazine)
14
網路資訊 (from Internet)
12 12.12%
others
6
6.06%
廣告文宣 (from ads)
0
0.00%
According to Table 8, it’s about customers’ behavior intention and shows 53 people
(66.25 %) will go to Giguo more than one year, 17 people (21.25 %) will go to Giguo
among six months, 9 people (11.25 %) will go to Giguo among three months, only
one person (1.25 %) will go to Giguo less one month. From Table 9, 40 people (50.00
%) think that brand name is neutral to eat Giguo, 32 people (40.00 %) agree to eat
Giguo because of its brand; however, 8 people (10.00 %) disagree that. From Table 10,
69 people (86.25 %) think adding kombu is better. However, 11 people (13.75 %)
disagree that adding kombu is better.
Table 8
8.
請問您多久到"聚"用餐一次? (How long will you come
to the Giguo hotpot restaurant again?)
1 年以上 (more than one year)
53 66.25%
半年內 (among six months)
17 21.25%
3 個月內 (among three months)
9
11.25%
1 個月內 (less one month)
1
1.25%
Table 9
9.
請問您前來"聚"消費用餐的意願是根據品牌知名度
嗎?(王品集團) (Would you go to the Giguo hotpot
restaurant because of its brand name-Wang Prime?)
普通 (neutral)
40 50.00%
同意 (agree)
32 40.00%
不同意 (disagree)
8
10.00%
Table 10
10.
請問您覺得"昆布"食材有讓火鍋鍋底嘗起來更加分
嗎? (Do you think hotpot added kombu will be more
delicious or healthy?)
是 (yes)
69 86.25%
否 (no)
11 13.75%
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From Table 11, it shows that 70 people ( 87.50 %) would come back to Giguo and
10 people ( 12.50 %) would come back to Giguo, Bbased on Table 12, it presents that
71 people (88.75 %) would recommend their friends come to Giguo and also 9
people ( 11.25 %) would recommend their friends come to Giguo. There are related
to customers’ behavior intention in the future.
Table 11
11.
請問您之後還有意願前往"聚"消費用餐嗎? (Would
you like to come back to the Giguo hotpot restaurant in
the future?)
是 (yes)
70 87.50%
否 (no)
10 12.50%
Table 12
12.
請問您會不會介紹或推薦朋友來"聚"用餐? (Would
you like to recommend your friends coming to the Giguo
hotpot restaurant?)
是 (yes)
71 88.75%
否 (no)
9
11.25%
Based on Table 13, there are totally 11 small items, firstly, about food, 5 people (6.25
%) like it so much, 63 people (78.75 %) like it, 12 people (15.00 %) think it neutral,
about soup, 7 people (8.75 %) like it so much, 59 people (73.75 %) like it, 14 people
(17.50 %) think it neutral, about dessert, 7 people (8.75 %) like it so much, 58 people
(72.50 %) like it, 15 people (18.75 %) think it neutral, about service, 7 people (8.75 %)
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like it so much, 57 people (71.25) like it, 19 people (20.00 %) think it neutral, about
lighting, 7 people (8.75 %) like it so much, 58 people (72.50 %) like it, 15 people
(18.75) think it neutral, about interior design and decoration, 6 people (7.50 %) like it
so much, 60 people (75.00 %) like it, 14 people (17.50 %) think it neutral, about
restaurant temperature, 5 people (6.25 %) like it so much, 59 people (73.75 %) like it,
16 people (20.00 %) think it neutral, about restaurant location, 5 people (6.25 %) like
it so much, 57 people (71.25 %) like it, 18 people (22.50 %) think it neutral, about
restaurant parking lots, 5 people (6.25 %) like it so much, 50 people (61.25 %) like it,
25 people (31.25 %) think it neutral, only one person (1.25 %) dislikes it. about
cleanliness of restaurant, 5 people (6.25 %) like it so much, 60 people (75.00 %) like
it, 15 people ( 18.75 %) think it neutral, finally, about cleanliness of toilets, 4 people
(5.00 %) like it so much, 59 people (73.75 %) like it, 17 people (21.25 %) think it
neutral. There are all related to customers’ satisfaction rankings.
Table 13
13.
請問您通常用餐後的感覺是...? (Customer satisfaction and
behavioral intention ratings)
非常滿
滿意
普通
差
(like)
(neutral)
so
much)
5 6.25
%
(dislike) (dislike
so
much)
6
3
78.75
%
1
2
15.00
%
0 0.00
%
0 0.00
%
7 8.75
%
5
9
73.75
%
1
4
17.50
%
0 0.00
%
0 0.00
%
7 8.75
%
5
8
72.50
%
1
5
18.75
%
0 0.00
%
0 0.00
%
7 8.75
%
5
7
71.25
%
1
6
20.00
%
0 0.00
%
0 0.00
%
意 (like
1)
主餐
非常差
(food)
2)
湯頭
(soup)
3)
甜點
(dessert)
4)
服務
(service)
17
5)
室內燈光
7 8.75
%
5
8
72.50
%
1
5
18.75
%
0 0.00
%
0 0.00
%
6 7.50
%
6
0
75.00
%
1
4
17.50
%
0 0.00
%
0 0.00
%
5 6.25
%
5
9
73.75
%
1
6
20.00
%
0 0.00
%
0 0.00
%
5 6.25
%
5
7
71.25
%
1
8
22.50
%
0 0.00
%
0 0.00
%
5 6.25
%
5
0
61.25
%
2
5
31.25
%
1 1.25
%
0 0.00
%
5 6.25
%
6
0
75.00
%
1
5
18.75
%
0 0.00
%
0 0.00
%
4 5.00
%
5
9
73.75
%
1
7
21.25
%
0 0.00
%
0 0.00
%
(lighting)
6)
室內設計
(interior
design and
decoration
)
7)
室內溫度
(restaurant
temperatur
e)
8)
餐廳地點
(restaurant
location )
9)
餐廳停車
位
(restaurant
Parking
lots)
10)
餐廳整潔
(cleanlines
s of
restaurant)
11)
廁所整潔
(cleanlines
s of toilets)
18
References:
Hoon Lim (2010). Understanding American customer perceptions on Japanese food
and services in the U.S
Javan Okumu (2012). Importance of Customers Satisfaction in Waskia Restaurant
Modi Guo (2012). SERVICE EXPERIENCE FROM CUSTOMERS' POINT OF
VIEW An empirical case study of a Chinese restaurant--‐Haidilao
MS Candidate Ubedullah Amjad Ali SHAIKH, & Naveed Ur Rehman KHAN (2011).
IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION:
EVIDENCES FROM THE RESTAURANT INDUSTRY IN PAKISTAN
Tran Nguyen Nam Phuong, & Zou Qing (2011). The Potential of a Japanese
Restaurant in Vaasa
Duncan D. Nulty (2008). The adequacy of response rates to online and paper surveys:
what can be done?
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Appendix
Appendix 1: Consent/Cover Letter
Date: 2012/12/20
Dear Participant:
My name is Ching Wen Hsieh and I am a college student at Wenzao Ursuline
College of Languages. For my research paper in Research Writing course, I am
examining that more information about the Giguo hotpot restaurant’s consumers
satisfaction. Because you are valuable and important people who you have
experience eating the Giguo hotpot restaurant, I am inviting you to participate in
this research study by completing the attached survey.
The following questionnaire will require approximately 20-30 minutes to complete.
There is no compensation for responding nor is there any known risk. In order to
ensure that all information will remain confidential, please do not include your
name. Copies of the project will be provided to my Research Writing instructor. If
you choose to participate in this study, please answer all questions as honestly as
possible and return the completed questionnaires promptly or you can call me and
we can meet at Wenzao library’s door. Participation is strictly voluntary and you
may refuse to participate at any time.
Thank you for taking the time to assist me in my educational endeavors. The data
collected will provide useful information regarding analysis of collected data and to
write the conclusion for this research writing. If you would like a summary copy of
this study please do not hesitate to contact me. Completion and return of the
questionnaire will indicate your willingness to participate in this study. If you
require additional information or have questions, please contact me at the number
20
listed below.
If you are not satisfied with the manner in which this study is being conducted, you
may report (anonymously if you so choose) any complaints to The English
Department, Wenzao Ursuline College of Languages, 高雄市三民區民族一路 900
號, TEL：+886-7-342-6031; FAX：+886-7-342-7942.
Sincerely,
Ching Wen Hsieh (Miki Hsieh)
0911362473
Angel791015@hotmail.com
Aiden Yeh, Ph.D.
Instructor
93086@mail.wtuc.edu.tw
Appendix 2: Questionnaire Questions
滿意度問卷表- 聚~北海道昆布鍋(王品集團) Consumer Satisfaction
Analysis: Product and Service Strategy of Giguo
Restaurant-Hokkaido Kombu Hotpot
基本資料
1. 性別 (gender) *

男 (male)

女 (female)
2. 年齡 (aged) *
21
14 歲以下 (below 14)
15-24 歲
25-34 歲
35-44 歲
45-54 歲
55-64 歲
65 歲以上 (above 65)
3. 月收入 (How much money do you earn every month?) *
20,000 元以下 (less 20,000)
20,001~50,000 元
50,001~80,000 元
80,001~100,000 元
100,001 元以上 (more than 100,001)
4. 月餐飲費 (How much money do you spend your meals every month?) *
4,000 元以下 (less 4,000)
4,001~6,000 元
6,001~8,000 元
22
8,001~10,000 元
10,001 元以上 (more than 10,001)
消費滿意度調查 (Customer satisfaction and behavioral intention ratings)
5. 請問您通常到"聚" 的用餐目的? (Who is coming with you to the Giguo hotpot
restaurant?) *
(可複選) (至少選 1 項 最多選 6 項)
家庭聚餐 (family)
朋友聚餐 (friends)
商務聚餐 (business colleagues)
結婚紀念 (anniversary)
約會 (dating)
慶生 (celebration)
其他
6. 請問您是如何知道本店"聚"? (How do you know Giguo?) (multiple choive) *
(可複選) (至少選 1 項 最多選 6 項)
以前來過 (from past experience)
媒體報導 (from media, ex: TV or magazine)
網路資訊 (from Internet)
23
親友介紹 (from friends)
廣告文宣 (from ads)
others
其他
7. 請問您通常用餐後的感覺是...? (Customer satisfaction and behavioral intention ratings)
*
非常
滿意
(like
so
much)
1. 主餐 (food) *
2. 湯頭 (soup) *
3. 甜點 (dessert) *
4. 服務 (service) *
5. 室內燈光 (lighting) *
6. 室內設計 (interior design
and decoration) *
7. 室內溫度 (restaurant
temperature) *
8. 餐廳地點 (restaurant
location ) *
9. 餐廳停車位 (restaurant
Parking lots) *
非常差
滿意
普通
差
(like) (neutral) (dislike)
(dislike
so
much)
24
10. 餐廳整潔 (cleanliness of
restaurant) *
11. 廁所整潔 (cleanliness of
toilets) *
8. 請問您覺得價格合理嗎? (How do you feel the price of hotpot in Giguo?) *
很合理 (too expensive)
有點合理 (expensive)
合理 (acceptable)
有點不合理 (cheap)
不合理 (too cheap)
9. 請問您多久到"聚"用餐一次? (How long will you come to the Giguo hotpot restaurant
again?) *
1 個月內 (less one month)
3 個月內 (among three months)
半年內 (among six months)
1 年以上 (more than one year)
10. 請問您前來"聚"消費用餐的意願是根據品牌知名度嗎?(王品集團) (Would you go to the
Giguo hotpot restaurant because of its brand name-Wang Prime?) *
同意 (agree)
普通 (neutral)
25
不同意 (disagree)
11. 請問您覺得"昆布"食材有讓火鍋鍋底嘗起來更加分嗎? (Do you think hotpot added kombu
will be more delicious or healthy?) *

是 (yes)

否 (no)
12. 請問您之後還有意願前往"聚"消費用餐嗎? (Would you like to come back to the Giguo
hotpot restaurant in the future?) *

是 (yes)

否 (no)
13. 請問您會不會介紹或推薦朋友來"聚"用餐? (Would you like to recommend your friends
coming to the Giguo hotpot restaurant?) *

是 (yes)

否 (no)