樂齡梅餐研發與品評之研究

Research on the R&D and Tasting of Plum Dishes for Senior Students

2025年是我國成為超高齡國家元年，健康老化成為熱點議題，健康餐食蔚為風潮。本研究綜覽經典研究有關體驗行銷（感官、情感、思考、行動、關聯）、顧客幸福感（餐點品質、美食感官、整體認同）與顧客忠誠度（口碑、推薦、再購意願、價格容忍度、交叉購買意願），研擬問卷量表，以梅入菜，藉由實物品評體驗，讓樂齡學員能深切感受梅餐內涵。研究發現：體驗行銷、顧客幸福感與顧客忠誠度任兩者間呈現中低度正相關，說明體驗行銷、顧客幸福感與顧客忠誠度彼此間有著正向交迭影響。「行動」為驅動顧客幸福感最關鍵要素；「關聯」對顧客忠誠度具有最大影響性；「整體認同」可有效增益顧客忠誠度。建議事項：（1）循序漸進式梅餐創意研發。（2）積極研訂梅餐推廣方案。（3）優化進餐環境氛圍體驗。以回應超高齡社會挑戰。

2025 is the first year that my country will become a super-aged country. Healthy aging has become a hot topic, and healthy meals have become a trend. This study reviews classic studies on experiential marketing (sensory, emotion, thinking, action, association), customer happiness (meal quality, food sensory, overall identification) and customer loyalty (word of mouth, recommendation, repurchase intention, price tolerance, cross-purchase intention), and develops a questionnaire scale, using plums in dishes, and through the actual product evaluation experience, allowing elderly students to deeply feel the connotation of plum dishes. The study found that there is a moderate and low positive correlation between experiential marketing, customer happiness and customer loyalty, indicating that experiential marketing, customer happiness and customer loyalty have a positive overlapping impact on each other. ''Action'' is the most critical factor in increasing customer happiness; ''association'' has the greatest impact on customer loyalty; ''overall identification'' can effectively drive customer loyalty. Suggestions: (1) Progressively develop creative ideas for plum dishes. (2) Actively develop plum dishes promotion plans. (3) Optimize the dining environment and atmosphere experience. Respond to the challenges of a super-aged society.