回顧過去展望未來，台灣餐飲產業未來10年將面臨更強大的競爭威脅，包括總人口成長停滯、餐飲業者持續增加、成本不斷提高、兩岸關係和緩等重大改變，面對外在環境變化，唯有強化核心能力與競爭優勢，滿足顧客多元需求，創造顧客價值，才能確保立於不敗的地位。餐飲產業是服務產業，服務品質與顧客滿意度是維持生存的基礎。

本研究主要目的在探討顧客對服務品質內容的感受程度，及其對該餐廳滿意度的影響，回應到顧客滿意度的具體行為。瞭解餐飲業之顧客對服務品質知覺、顧客滿意度感知程度；瞭解餐飲業之顧客滿意度受服務品質影響之關係；瞭解不同人口統計變項對服務品質知覺及顧客滿意度方面的差異。本研究以量化方式收集顧客對服務品質內容的知覺程度及其顧客滿意度，並經由資料分析驗證顧客滿意度受服務品質正向影響。當顧客感知服務品質愈好時，顧客滿意度愈高，而其中決勝關鍵即為「同理心」、「保證性」及「可靠性」服務品質的提供；不同性別之顧客、不同餐廳地點位置、不同用餐人數、不同用餐目的之顧客對顧客滿意度有顯著影響。

提升餐飲競爭力的關鍵因素「服務品質」與訓練與培養可提供保證性、可靠性與同理心服務品質的餐飲從業人員。就服務品質與顧客滿意度層面來看，如何滿足消費者需求，第一線的服務人員所提供的服務往往扮演重要的關鍵角色，而其呈現的服務品質對該餐廳甚至整體公司的績效有重大影響。

Looking back the past and prospecting for the future, Taiwan’s catering industry in the next 10 years will be facing stronger competitive threats including the stagnation of population growth, continuing increase of diverse caterings, rising costs and the moderation of the cross-strait relations. Encountering such outer changes, strengthening the core competencies and competitive advantages for satisfying the various customer demands and creating customer’s value will be the only way to ensure the business stand in the position of not defeated. Restaurant industry is a kind of service industry; the service quality and customers’ satisfaction are always the bases for its subsidence.
This study aims to investigate effects of customers’ perceived service quality, customers’ satisfaction, and specific acts customers towards the restaurants. The statement provides the understanding of comprehensive perspectives of customers’ sense, perception, service satisfaction and differences of demographic analysis. The quantitative method is adopted to realize the demographic influence on the customers’ perceived service quality and satisfaction via the data collection of questionnaires. The analyzed data has proved that the customers’ satisfaction and perceived service quality develops a positive influence of each other. It means that the better service quality perceived the higher customers’ satisfaction received. “Empathy, assurance and reliability” are the crucial elements of service quality. The factors for customers on different gender, at different restaurant location, by different number of diners and for different purposes of dinning can apparently impact on the outcome of customers’ satisfactions.
The key factors for increasing the catering competiveness rely on the “service quality” and providing catering workers with trainings and cultivation on the realization of “assurance, reliability and empathy”. From the viewpoint of service quality and customers’ satisfaction, the first-line service personnel usually play an important role for satisfying customers’ needs, and their performance will significantly lead to the overall satisfaction and influence on the restaurant as well as the company.

論文審定書...................................................................................................................... i
誌謝................................................................................................................................. ii
中文摘要........................................................................................................................ iii
英文摘要........................................................................................................................ iv
目錄................................................................................................................................ vi
圖次.............................................................................................................................. viii
表次................................................................................................................................ x
第一章 緒 論................................................................................................................. 1
第一節 研究背景...................................................................................................... 1
第二節 研究動機...................................................................................................... 2
第三節 研究目的...................................................................................................... 3
第四節 研究流程...................................................................................................... 4
第五節 論文架構...................................................................................................... 5
第二章 文獻探討........................................................................................................... 6
第一節 餐飲服務...................................................................................................... 6
第二節 服務品質...................................................................................................... 8
第三節 顧客滿意度..................................................................................................12
第三章 研究設計..........................................................................................................13
第一節 研究架構與假設..........................................................................................13
第二節 研究變數與操作性定義..............................................................................14
第三節 量表設計與測試..........................................................................................18
第四節 資料分析方法..............................................................................................33
第四章 資料分析與討論..............................................................................................37
第一節 回收樣本特性分析與敘述統計.................................................................39
第二節 信度分析.....................................................................................................56
第三節 效度分析.....................................................................................................59
第四節 因素分析.....................................................................................................67
第五節 顧客滿意度分析.........................................................................................72
第六節 人口統計變項之差異分析.........................................................................79
第五章 結論與建議......................................................................................................95
第一節 研究結論......................................................................................................95
第二節 管理意涵.....................................................................................................98
第三節研限制及建議...............................................................................................99
參考文獻.......................................................................................................................100
附錄...............................................................................................................................105

黃雅慧，2007，以服務利潤鏈觀點提升連鎖通路經營績效之研究，東吳大學商學院企業管理學系碩士班碩士論文。

周泰華、黃俊英、郭德賓，1989，服務品質與顧客滿意評量模式之比較研究，輔仁管理評論，第六卷，第一期，頁37-68。

郭德賓、周泰華、黃俊英，2000，服務業顧客滿意評量之重新檢測與驗證，中山管理評論。

闕山晴，2002，顧客滿意度與忠誠度之研究-以西式速食業為例，國立台灣科技大學管理研究所碩士論文。

張火燦、余月美，2008，服務品質、顧客滿意度與顧客忠誠度關係之研究，明新學報，第34卷，第一期，頁127-14。

陳杰瑞，2007，連鎖餐飲業顧客滿意度之研究-以王品集團原燒餐廳為例。國立中山大學企業管理學系碩士班碩士論文。

陳智中，2008，餐廳服務品質需求之研究，國立高雄餐旅學院餐旅管理研究所碩士論文。

楊茂林，2001，航空站餐飲服務品質滿意度之研究-以高雄國際航空站為例，國立中山大學企業管理學系碩士班碩士論文。

邱皓政，2006，量化研究與統計分析：SPSS中文視窗版資料分析範例解析，台北五南。

鄧維兆、吳欣芳、蔡志弘、蔡世傑(2007)提升餐廳服務品質之實證研究, 品質月刊p67-74(2007,12)員為例，大葉大學國際企業管理學系碩士論文。

翁崇雄，2000，服務品質評量模式之比較研究，中山管理評論，8(1)頁105-122

Anderson, E.W., Fornell, C. & Lehmann, D. R. (1994). Customer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58, pp. 53-66

Cardozo, R. N. (1965). An experimental study of customer effort, expectation and satisfaction.Journal of Marketing Research, 24, pp. 244-249

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the
SERVQUAL dimensions. Journal of Retailing, 66(1), pp. 33-55

Czepiel, P. & Rosenberg, J. E. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(23), pp. 26-34

Czepiel, J. A., Rosenberg, L. J. & Akerele, A. (1974). Perspectives on Consumer Satisfaction. AMA Educators' Proceedings, Chicago: American Marketing Association, pp.119-123

Domingo Ribeiro Soriano (2001) Customer’s expectations factors in restaurants The situation in Spain, International Journal of Quality & Reliability Management, pp 1055-1067

Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty:Cross-industry differences. Total Quality Management,
11(4-6), pp. 509-514

Kolter, P. (1999). Marketing management analysis, planning, implementation and control 9th ed., Englewood Cliffs, New Jersey,NJ:Prentice.Hall inc.

Lovelock, C. H., Wright L. (2002). Principles of Service Marketing and Management/2E,
60 Prentice-Hall Inc.

Muller, W. (1991). Gaining competitive advantage through customer atisfaction. European Management Journal, 7, pp. 201-221.

Oliver, R. L. (1993). Cognitive, Affective, and attribute base of the satisfaction response.
Journal of Consumer Research, 20, pp. 418-430.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1),
pp. 12-40.

Singh, J. (1991). Understanding the structure of consumers’ satisfaction evaluations of service delivery. Journal of the Academy of Marketing Science, 19(3), pp. 223-244

Woodside, A. G., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Care Marketing, pp. 5-7.

Woo Gon Kim, Christy Yen Nee Ng, Yen-soon Kim (2009) Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth, International Journal of Hospitality Management 28, p10-17