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博碩士論文 etd-0418115-105503 詳細資訊
Title page for etd-0418115-105503
論文名稱
Title
餐飲業服務品質、顧客滿意與再購意願關係之研究 - 以餐飲類型為干擾變數
A Study on the Relationship among Service Quality, Customer Satisfaction and Repurchase Intention in Catering Industry - The Moderating Effect of Catering Type
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
138
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-05-21
繳交日期
Date of Submission
2015-05-18
關鍵字
Keywords
餐飲服務、餐飲類型、顧客滿意、服務品質、再購意願、SERVQUAL
Customer Satisfaction, Catering Types, Catering Service, Servuce Quality, Repurchase Intention, SERVQUAL
統計
Statistics
本論文已被瀏覽 5826 次,被下載 3987
The thesis/dissertation has been browsed 5826 times, has been downloaded 3987 times.
中文摘要
本研究以「服務品質概念模式」為基礎,探討餐飲業中服務品質對顧客滿意與再購意願關係之影響。問卷設計採用DINESERV量表,試驗消費者認知的服務品質與顧客滿意程度之間是否存在正向關係,以及以三種餐飲類型分類方式(經營型態、供應菜式、服務類型)作為干擾因素分別試驗是否具有干擾效果、顧客滿意度在服務品質與再購意願間是否具有中介效果。本研究共505份有效樣本,蒐集受試者最近一次在實體店面用餐的經驗並加以量化分析。研究結果顯示服務品質與顧客滿意呈現顯著的正向關係,其子構面中以保證性、同理心與可靠性的影響較為顯著,顯示消費者較重視服務提供者的專業能力與心理層面的滿足感動。餐飲類型做為干擾因素時,可以發現飲料業的特殊經營型態帶來最高的再購意願;供應菜式的差別中可以發現日式餐廳的再購意願顯著低於西式餐廳;服務類型則對顧客滿意度有顯著影響,便利型餐飲業其高價位但低度的服務得到最低的顧客滿意度。而顧客滿意做為服務品質與再購意願的中介變數時,具有完全中介的效果。
Abstract
This study is based on the ‘‘concept of service quality model’’, to probe into the impact on the relationship in catering industry among service quality, customer satisfaction and repurchase intention.The study uses DINESERV as a measuring scale, to test if there is a positive relationship between service quality and customer satisfaction. And further to verify the moderation of catering types (operating patterns, supplied dishes, service style) and the mediation of customer satisfaction between service quality and repurchase intention. A total of 505 valid samples in this study, gathered from participants the last dining experience in physical stores and proceeded it to quantify analysis. The results show that service quality and customer satisfaction have a significant positive relationship. And the sub-dimensions of service quality, Assurance, Empathy and Reliability have the most significant influence, indicates that consumers attach more importance to the service provider's professional ability and meet their psychological demands. When catering types as the moderator, it can be found that beverage service has the special operating patterns which bring the highest repurchase intention; the difference between supplied dishes can be found in Japanese restaurants’ repurchase intention is significantly lower than Western-style restaurant’s; the service style has a significant impact on customer satisfaction. Convenient-service provides low degree of service but high price gets the lowest customer satisfaction. The customer satisfaction to be the mediator of relationship between service quality and repurchase intention, has the complete mediation.
目次 Table of Contents
目 錄
論文審定書………………………………………………………………………………i
誌謝……………………………………………………………………………………...ii
中文摘要………………………………………………………………………………...iii
Abstract..………………………………………………………………………………..iv
目錄……………………………………………………………………………………...v
表次……………………………………………………………………………………...vii
圖次……………………………………………………………………………………...xi
第 一 章 緒 論……………………………………………………………………….....1
第一節 研究動機…………………………………………………………………........1
第二節 研究目的…………………………………………………………………........3
第 二 章 文 獻 探 討………………………………………………………………......4
第一節 服務品質…………………………………………………………………........4
第二節 餐飲類型………………………………………………………………...........13
第三節 顧客滿意………………………………………………………………...........21
第四節 再購意願………………………………………………………........………...24
第 三 章 研 究 設 計 與 方 法……………………………………………….......…...27
第一節 研究架構與假設………………………………………………………...........27
第二節 研究變數之定義…………………........……………………………………...30
第三節 研究設計………………………………........………………………………...31
第 四 章 實 證 結 果………………………………….....…………………………….37
第一節 有效樣本結構、敘述統計與信、效度分析……........……………………...37
第二節 服務品質對顧客滿意之影響…………………………........………………...58
第三節 餐飲類型干擾效果之驗證…………………………………........…………...67
第四節 顧客滿意中介效果之驗證………………………………………........……...89
第五節 人口統計變項之影響…………………………………………………...........92
第 五 章 結 論 與 建 議…………………….......…………………………………….101
第一節 研究摘述…………………………………..........…………………………….101
第二節 結論與管理意涵…………………………………..........…………………….102
第三節 研究限制與建議…………………………………………..........…………….110

參考文獻……………………………………………………..………………………...112
附錄A、餐飲業服務品質研究問卷…………………………...……………………...120
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