传统菜馆和快餐店外文翻译

1、传统餐馆和快餐店消费者购买意愿，消费者的态度，满意度和忠诚度Whitlark，Geurts 和斯文森（ 1993 年）确定购买意向购买的概率相关意向类别的百分比个人，将实际购买的产品。在目前的研究中，我们确定购买意向的消费 者消费 谁作重复购买和将返回他们的首选餐厅。看到购买的意图是一个主题的极 大兴趣决策者和商界从业人员，知道哪变数，购买意愿的影响是最重要的是一个特 定的客户群，并帮助餐馆进行预测消费者选择的餐厅。基于 Ajzen 和菲斯（ 1980）多属性态度模型，我们建议，一个消费者的态度餐 馆食品是由粮食属性影响他们的购买决定。这种态度被描述为心理趋势一人或行为 作出反应，在一个一贯积

2、极或 消极的 方式关于刺激 由于他们的态度是刺 激 （ Verdurme 和 Viaene ，2003 年）。在餐饮业，客户的满意程度强烈相关反复购 买意图和归还乘客（赵和公园， 2001年）。赵朴（ 2001）界定的满意度作为一个简 要的反应强度不同，以具体时间点的决心和有限的时间，针对重点问题产品收购和 消费。费奥利弗（ 1999）断言，使用客户的忠诚度在细分消费集团将增加的可能性之 间的积极关系过去赞助和目前的购买。客户的忠诚度是指在何种程度上客户已 展 出重复购买行为的特定公司的 产品和 服务和 意义的 支出而言，客户的总 支 （Heelier ，Geursan ，卡尔和里卡德， 20

3、03年） 。至于在何种程度上 patronizes 客户的餐厅和希望保持持续的关系特别是与他们选择的餐馆，我们预计，客户忠诚 度将成为一个关键因素购买意向餐饮业。概念模型的研究，如图1 所示。那个假说的研究是 ; 答：消费者的态度，满意度和忠诚度与购买意图在传统餐馆和快餐店的 分别。图 1 显示了假设研究模型独立变数 （相关） 因变量消费者态度消费者忠诚度 购买意图 消费者满意度方法论数据收集和测量消费者调查是在 2005 年 3 月使用拦截的方法选定的传统和快餐店在四个城市 在马来西亚。我们使用方便取样通过自我管理的问卷调查。通过使用拦截方法，研 究人员和统计员外等候选定的餐厅和选择一个用户

4、，每三个谁购买粮食和食品。这 些选定的消费者被要求自愿参加研究。为了鼓励参与这项研究，客户得到了纪念品 时完成了调查。由于这种方法，我们设法搞到 300 个受访者从每个类型的餐厅在总 共 600名受访者。 所有 600 问卷发给受访者中， 575（95.83 ）被退回和 572 （95.33 ） 答复，可用于数据分析。有关文献和调查手段发达国家在过去的研究提供了基础， 为发展我们的问卷调查。消费者的态度比额表改编自佩奇和泸定（ 2003 年），满意 度测量法，回族和赵（ 2004年） ; 消费者忠诚度来自里昂和国（ 2003 年），和购买 意向通过从纽伯里， Klemz ，并 Boshoff

5、（ 2003 年）。所有项目的测量 5 点利克特 量表（1 =强烈反对，以 5 =非常同意）。试验的可靠性估计介于 0.80 至 0.95 。 阿 尔法的可靠性传统的餐厅是 0.82 ，0.88 ，0.90 ，和 0.79 和快餐店是 0.83 ，0.88 ， 0.89 和 0.77 连续被获得消费者的态度，满意度，忠诚度和购买意愿。该信字母显 示了一贯的高结果，上述 0.70 ，这表明他们内部一致性在所有变量（ Sekaran ， 2003 年） 。结果二元分析（ Pearson 相关）进行了审查相关的研究假设。分析的结果是表 1 中 的传统餐馆和表 2 的快餐店。该假说指出，消费者态度，满

6、意度和忠诚度是与购买 意图。 结果这些分析表明，消费者忠诚度是非常积极的（注册商标 = 0.793 ）和 高度显着性（ P = 0.001 水平）。之间的相关性消费者的态度和购买意图是积极的 和性（r = 0.766 ）为P = 0.001的水平。统计分析产量 r = 0.751表明在P = 0.001 水平，表现出积极和显着相关性之间的消费者满意度和购买的意向。表 2 的分析结 果对快餐店。由于这些分析表明，消费者忠诚度的快餐店是非常积极的（注册商标 = 0.789）和高度显着性（ P = 0.001 一级）。鉴于消费者之间的相互关系的态度和 购买图积极性（ r = 0.756 ）为 P =

7、 0.001 的水平。统计分析产量 r = 0.325 表明 在 P = 0.001 水平，表现出积极和重要的关系消费者满意度和购买的意向。表 1：相关矩阵的传统餐厅变量态度满意忠诚意向态度 1满意 0.852 *1忠诚 0.756 *0.810 *1意向 0.766 *0.751 *0.793 * 1* 相关重要的是在0.01 水平（2 尾） 。表 2 ：相关矩阵的快餐店变量态度满意忠诚意向态度 1满意 0.366 *1忠诚 0.771 *0.452 *1意向 0.756 *0.325 *0.789 * 1* 相关重要的是在0.01 水平（2 尾） 。由于列于表 1和第 2款的相关性是积极的

8、，可以视为高的消费者忠诚度和态度， 为这两种类型的餐馆和消费者满意的传统餐厅， 因为它们呈显着正相关更比 r = 0.7 （毛发等， 2003 年）。虽然消费者满意度较低的显示相关调查结果显示，独立的变 量相关购买打算在快餐店。 因此，假设是公认的。Remarkablylittle hasbeenwritten on consumerpurchaseintentionin the contextof Malaysian restauranitndustrymilieu. The objectiveof this studyis to examinecorrelatiobnetweenconsu

9、mer attitude, satisfaction, loyalty, and purchase intention attraditional restaurant and fast food restaurant. Th results indicate that consumer loyalty was highly significantly related to consumer purchase intention at both types ofrestaurants. Acknowledging that consumer loyalty is the most signif

10、icant variable that correlatedwith purchaseintention,thuswe infer that loyal customerswould repurchasemoreand recommend their favorable restaurant to others. It is hope that the findings of this study would add to existingempiricalresearchand knowledgein the local and global contextto academicianasn

11、d practitioners.Keywords:consumerattitude,consumerloyalty,consumersatisfactionp,urchaseintentiotnra, ditional restaurant, fast food restaurantBackgroundMalaysianrestauranitndustryis undergoingmajor changesdueto rapid urbanizationand changinglifestyles, which cause the increase in eating out trend an

12、d sways consumers! choice on which types of restaurant to be visited. This eating out trend also has flourished the coexistent of traditional and fast fo restaurants in Malaysia. Traditional restaurant is defined as non-fast food, processes of differentiation, with full or partially services that ca

13、n be extended to cover many ethnic food operations (Wood, 1994). fast-food restaurant is characterized as a quick services of franchised restaurant chain, which supplied food quickly after ordering and minimal service offering for dining and take-out facilities (Elliot and Reed 1999). Understanding

14、that different people select different types of restaurants for eating out venue will recommend possible strategies for restaurateurs to attract consumers and position their meals by using appropriatemarketing mix strategies. Pertaining to this circumstance, the current research attempts to examinet

15、he correlationbetweenconsumerattitude,satisfactionlo, yalty, and purchaseintentionat traditional restaurant and fast food restaurant, respectively.Consumer purchase intention, consumer attitude, satisfaction and loyaltyWhitlark, Geurts and Swenson (1993) define purchase intention as a purchase proba

16、bility associated w an intention category at the percentage of individuals that will actually buy product. In the current study, we define consumer purchase intention as consumer who make a repetitious purchase and would retur back to their preferred restaurants. Seeing that purchase intention is a

17、subject of great interest to policy makers and business practitioners, knowing which variable that influence purchase intention are the mo importa nt to a particular customer group and help restaurateurs to make predicti ons on_con sumers! choice of restaurant Based on Ajzen and Fishbein (1980) mult

18、i-attribute attitude model, we suggest tha con sumerT s attitude towards restaura nts food are determ ined by food attributes tha in flue nee theirs purchasing decisions. An attitude is described as the psychological tendency of a person to respond or behave, in a consistently positive or negative m

19、anner with respect to a stimulus as a result of their attitu toward that stimulus (Verdurme and Viaene, 2003). In the restaurant industry, crustleovmeel rosf!satisfaction is strongl associated with repeated purchase intention and return patronage (Cho and Park 2001). Cho and Park (2001) defined sati

20、sfaction as a summary response varying intensity, with a time specific point of determination and limited duration, directed towards focal aspects of product acquisitio and consumption. Oliver (1999) asserted that the use of customer loyalty in segmenting the consumer groupswould increasethe likelih

21、oodof a positiverelationshipbetweenpastpatronageand present purchase. Customer loyalty is defined as the degree to which customer has exhibited repeat purchase behavior of a particular company product and service; and the significance of that expenditure in terms the customerr!s total outlay(Heelier

22、,GeursanCarr and Rickard,2003).As the extentto which a customer patronizes the restaurant and desires to maintain an ongoing relationship with their particular choice of restaurant, we expected that customer loyalty would become a key determinant of purchase intentionin the restauranitndustry.The co

23、nceptuaml odelfor the studyis shownin Figure1. The hypothesis of the study is that; HTh:e consumer attitude, satisfaction, and loyalty are correlated with purchase intention at traditional restaurant and fast food restaurant, respectively.Figure 1 shows the hypothesized research model Independent va

24、riables(Correlation)Dependent variab Consumer attitudeConsumer satisfaction Purchase intentionConsumer loyalty Methodology Data collection and measurementConsumer surveys were conducted in March 2005 using the intercept method at the selected traditiona and fast food restaurantsin four cities in Mal

25、aysia.We used the conveniencesamplingvia a self-administereqduestionnaireB.y usingan interceptmethod,the researcherasnd the enumerators waited outside of the selected restaurant and choose one customers out of every three who purchased food and meals.Theseselectedconsumerswere askedto voluntarilypar

26、ticipatein the study.To encourage participation in the study, customers were given a souvenir upon completed the survey. With that method, we managed to get 300 respondents from each types of restaurant with the total of 600 respondents. Of all 600 questionnaires distributed to the respondents, 575

27、(95.83) were returned and 5 (95.33) responses were usable for data analysis. The relevant literature and survey instruments develo in the past studies have provided the basis for developing our questionnaire. The consumer attitudes sc was adapted from Page and Luding (2003), satisfaction measurement

28、 from Law, Hui and Zhao (2004); consumer loyalty from Lyon and Powers (2003), and purchase intention adopted from Newberry, Klemz and Boshoff (2003). All item were measured on 5 point Likert scale (1 = strongly disagree to 5 = strongl agree). Pilot test reliability estimated ranged from .80 to .95.

29、The reliability alpha for traditional restaura were .82, .88, .90, and .79 and for fast food restaurant were .83, .88, .89, and .77 consecutively were obtained for consumer attitude, satisfaction, loyalty and purchase intention, respectively. The Cronbach alpha shows a consistently high result, abov

30、e .70, which indicates their internal consistencies across al variables (Sekaran, 2003).ResultsBivariateanalysis(Pearsoncorrelation)was undertakento examinethe correlationin the research hypotheses. The result of the analysis is presented in table 1 for traditional restaurants and table 2 for f food

31、 restaurant. The hypothesis states that the consumer attitude, satisfaction and loyalty are correlate with purchaseintention.The resultof theseanalysesindicatedthat consumerloyalty was highly positively (r = .793) and highly significant (p = .001 level). The correlation between consumers attitude an

32、d purchase intention was positive and significant (r = .766) at p = .001 level. The statistical analysis yield thatr = .751 indicateat p = .001 level, show the positive and signifi consumer satisfaction and purchase intention. Table 2 present the analysis result for fast food restauraThe result of t

33、hese analyses indicated that consumer loyalty of fast food restaurant was highly positivel = .789) and highly significant (p = .001 level). Whereas the correlation between consumers attitude and purchase intention was positive and significant (r = .756) at p = .001 level. The statistical analysis yi

34、eld that r = 325 indicate at p = .001 level, show the positive and significant correlation between consumer satisfaction and purchase intention.Table 1: Correlations matrix of traditional restaurantVariablesAttitudeSatisfactionLoyaltyIntentionAttitude1Satisfaction.852*1Loyalty.756*.810*1Intention.76

35、6*.751*.793*1* Correlation is significant at the 0.01 level (2-tailed).Table 2: Correlations matrix of fast food restaurant VariablesAttitudeSatisfactionLoyaltyIntentionAttitude1Satisfaction.366*1Loyalty.771*.452*1Intention.756*.325*.789*1* Correlation is significant at the 0.01 level (2-tailed).As

36、the resultshownin table1 and 2, the correlationsarepositiveand can be consideredhigh for consumerloyalty and attitudefor both typesof restauranatnd consumersatisfactionfor traditional restaurant because they were significantly correlated at more than r = .7 (Hair et al., 2003). Although th consumer

37、satisfaction showed a lower correlation, the finding revealed that the independent variables a correlated with purchase intention at fast food restaurant. Thus, the hypothesis is accepted. DiscussionThe presentstudy is undertakenwith the generalpurposeof contributingto the knowledgebase concerningho

38、w in dividual con sumers! attitude satisfact ioand loyalt correlatedwith purchase intentionsT. he empirical informatiognenerated in thirsesearch offer some new findingswaesll as support and enrich more research in the scope of comparison study. The results of our study confirmed with Bowe n and Chen

39、!s (2001 study in dicated that con sumer loyalty was the most sig nifica ntly and positively variable that explaining the variance in the purchase intention for both types of restaurant. A positive relati on ship betwee n attitude and purchase inten ti on was found, which verifiecTw ith An drew! (19

40、92) study illustrated ranges of factors affecting consumer food choic and indicates that attitudes to food have cha nged in the past decade. The result revealed that CorssuisfeiGtion sig nified high correlation with th purchase intention at traditional restaurant is consistent with Kivela et al (199

41、9) study who concludedthat dining satisfactionappearsto moderatethe relationshipbetweenthe dining experience and post-dining behavioral intentions. It might suggest that the food items offers at traditiona restauranits satisfiedmore due to the closedculturalnormsandgastronomyheritageof Malaysian soc

42、iety. On the other hand consumer show a lower satisfaction at fast food restaurant may be due to th standardisationa,nd indifferentof food menus.Severalimitationsof this studyareincludingsmall number of respondents, which affect the generalisability of the study and only little types of restaurant e

43、stablishments to represent the whole of Malaysian restaurant industry altogether. Future research sho provide accurate definitions of the segmentation and classification of the eating out places as important aspects in order to express and suit with the latest of eating trends.ReferenceAjzen, I., Fi

44、shbein, M. 1980. Understanding attitudes and predicting social behavior. Prentice Hall, New York.Andrew, F., 1992. The great British potato: a study of consumer demand, aattnitdudpesrceptions.British Food Journal 94 (6), 22-29.Bowen, J.T., Chen, S.L., 2001. The relationship between customer loyalty

45、and customer satisfaction.International Journal of Contemporary Hospitality Management 13 (5), 213- 217.Cho, N., Park, S., 2001. Development of electronic commerce user-consumer satisfaction index (ECUS for Internet shopping. Industrial Management and Data Systems 101 (8), 400-405.Elliot, P., Reed,

46、R., 1999. The valuation of fast-food outlets: analysis, methodology, and reliability. The Appraisal Journal 67, 359-369.Heelier, P.K., Geursan, G.M., Carr, R.A., Rickard, J.A., 2003. Customers repurchase intention: a gener structural equation model. European Journal of Marketing. 37 (11), 1762-1800.Kivela, J., Inbakaran, R.,