感知價值、滿意度與忠誠度之研究－以高雄市打狗英國領事官邸餐廳為例

Both marketing practitioners and academic researchers have recognized that perceived value is the major influence on consumer behavior. Many tourism and hospitality research have shown an interest in value dimensions, especially in quality and satisfaction research. The purpose of this study is to explore the dimensionality of customer value in the British Consulate at Takao restaurant and the significant relationship among consumer value, perceived value, satisfaction and loyalty. By convenient sampling, 298 completed questionnaires were collected. The results indicated the consumer value relax and aesthetics have significant impact on perceived value; consumer value: service quality, employee and property value have significant impact on satisfaction, consumer value: property value have significant impact on loyalty. The study suggest that manager of the British Consulate at Takao restaurant should strengthen to maintain the historic building and improve the service quality, since this can create more satisfied in dining environment.