Analysis of Factors Influencing Customer Satisfaction in Dim Sum Restaurants in Taiwan

Jing Yu Xie, Septihani Michella Wijaya (), Jia Shan Yang and Hetty Karunia Tunjungsari
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Jing Yu Xie: University of Nottingham Ningbo China
Septihani Michella Wijaya: University of Nottingham Ningbo China
Jia Shan Yang: University of Nottingham Ningbo China
Hetty Karunia Tunjungsari: Universitas Tarumanagara

A chapter in Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024), 2025, pp 289-299 from Springer

Abstract: Abstract The Taiwan culinary landscape has witnessed a surge in the popularity of Chinese dim sum, reflecting deeper cultural exchanges between Taiwan and China. This study aims to investigate the factors influencing customer satisfaction in four prominent dim sum restaurants located in Taiwan: Ho Wan, Din Tai Fung, Su Heng, and Kao Chi. Employing a quantitative research approach, data were collected from 258 respondents through online questionnaires distributed via social media platforms. The questionnaire assessed variables related to corporate image, customer expectations, dining environment, food quality, service quality, and overall customer satisfaction, utilizing a four-point Likert scale. Statistical analyses, including correlation and multiple linear regression, were conducted using SPSS version 27.0. The results indicated that, across the restaurants, product quality consistently emerged as a critical determinant of customer satisfaction. At Tim Ho Wan, both product quality and corporate image significantly impacted customer satisfaction (R2 = 0.758). For Din Tai Fung, product quality was the sole significant factor (R2 = 0.783). Su Heng’s customer satisfaction was significantly influenced by both product quality and the dining environment (R2 = 0.783). In the case of Kao Chi, corporate image and service quality were significant, with customer expectations negatively affecting satisfaction (R2 = 0.765). These findings highlight the importance of focusing on specific factors to enhance customer satisfaction in the competitive dim sum restaurant market. Recommendations include improving product quality, strengthening corporate image, enhancing service quality, and managing customer expectations effectively. The study contributes to a deeper understanding of customer satisfaction determinants in the Taiwann dim sum sector, offering practical insights for restaurant managers and stakeholders aiming to achieve better business performance and customer loyalty.

Keywords: Customer Satisfaction; Restaurant; Consumer Loyalty (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-809-7_23

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