With the industrial restructuring in recent years, the catering sector has become the second largest type of the services sectors in Taiwan. The development of this sector is closely associated with major social trends including the changing patterns of life style and consumption preferences. While two elements are key to the operation in this sector, i.e., service value improvement and customer value consideration, complex restaurants have emerged as the places that combine various businesses, products, sensual pleasures, purposes, and services approaches.
This paper attempts to discuss, from the customer’s perspective, the degrees of importance and satisfaction (and their relations) of the complex restaurants in the Eastern District of Taipei City. The convenience sampling is used on the target population who have visited complex restaurants in the Eastern District of Taipei City, and a total of 223 valid questionnaires are produced as results.According to the findings:
1.Among the five dimensions of “DINESERV” ordinal scale,
“reliability”, “tangibles”, and “assurance” are most
relevant to customers; “overall atmosphere of the
restaurant” is the most relevant store atmosphere.
2.Customers are most satisfied with “reliability”,
“tangibles”, and “responsiveness”; “lighting of the
restaurant” is the most satisfactory store atmosphere.
3.There exits an obvious correlation between the recipients’
“gender” and “responsiveness”. The “occupation” of
recipients and the dimensions of PZB model appear to be
unrelated and mutually independent. “Average monthly
income” and “store atmosphere” are obviously correlated
and not mutually independent.