臺灣博碩士論文加值系統

由於過去絕大部分的研究視服務品質屬性與顧客滿意度間為一線性直線關係，然而從常理推論兩者的關係應並非如此單純，因此本研究以高級餐廳作為實證的對象，試圖以二維品質模式的觀點探討兩者非線性與不對稱關係的可能性，經由文獻回顧、人員訪談與預試分析建構問卷之信效度，以27題項衡量高級餐廳之服務品質屬性，並經由非線性迴歸模型之對數迴歸式，進行各項品質屬性與顧客滿意度之間是否存在不對稱與非線性關係的判定，驗證二維品質模式的五種品質要素類型。本研究發現單一服務品質屬性可能具有多維度的現象，並依據相關文獻建立該屬性之品質要素，其中有三項品質屬於「魅力/無差異品質要素」，而反向品質屬性則被細分為「必要型反向品質要素」、「魅力型反向品質要素」與「一維型反向品質要素」。其次，本研究彙整對數與線性迴歸之未標準化係數分析，發現各品質要素於顧客的起始評價上具有明顯的不同，其中以一維與反向品質要素之差異分析效果最為顯著。除此之外，本研究依據分析結果推論餐飲業之二維品質模式，並且針對非線性與不對稱的關係，建議相關議題之後續研究須慎選適切的研究主體，並且於設計問卷時，應對於期望獲得不對稱關係的屬性或題項，賦予明確的獨特性、創新性與不可或缺的特性。最後依據各品質要素之屬性，提出實務上的管理意涵，以供相關業者參考。

The majority of the past researches have been mainly focused on the linear relationship between service quality and customer satisfaction. As a result, the study would take “high-class restaurant” as a case, and attempt to understand the possibility of non-linear and asymmetrical connection between quality and satisfaction based on the two-dimensional quality model theory. By the ways of literature review, researcher interview, and pretest analysis to set up questionnaire’s reliability and validity, total of twenty seven quality variables would measure the service in high-class restaurant, then proved five quality factors of two-dimensional quality model. Consequently, this study discovered the complex connection in a quality variable. There are three questions belonged to “attractive-indifferent quality factor”, and the reverse quality attributes are subdivided into “must-be of reverse quality factor”, “attraction of reverse quality factor”, and “one-dimension of reverse quality factor” reverse quality factors. This study also found that there are different levels of customer’s evaluation of un-standardization data analysis, the most distinction between one-dimensional factor and reverse factor. Finally, the study brings conclusion that two-dimensional quality model of food and beverage industry, and suggestion to consult.

書名頁……………………………………………………………………………………………………………………………………… i
授權書……………………………………………………………………………………………………………………………………… ii
論文口試委員審核頁………………………………………………………………………………………………………………………iii
中文摘要…………………………………………………………………………………………………………………………………… iv
英文摘要…………………………………………………………………………………………………………………………………… v
誌謝辭……………………………………………………………………………………………………………………………………… vi
目錄…………………………………………………………………………………………………………………………………………vii
表目錄……………………………………………………………………………………………………………………………………… ix
圖目錄……………………………………………………………………………………………………………………………………… xi
第一章　緒論……………………………………………………………………………………………………………………………… 1
第一節　研究背景與問題………………………………………………………………………………………………………………… 1
第二節　研究動機與目的………………………………………………………………………………………………………………… 4
第三節　研究流程………………………………………………………………………………………………………………………… 6
第二章　文獻回顧………………………………………………………………………………………………………………………… 7
第一節　服務品質與顧客滿意之概述…………………………………………………………………………………………………… 7
第二節　二維品質模式理論與相關研究回顧…………………………………………………………………………………………… 16
第三節　餐飲業服務品質屬性…………………………………………………………………………………………………………… 25
第四節　文獻回顧評述…………………………………………………………………………………………………………………… 33
第三章　研究方法………………………………………………………………………………………………………………………… 37
第一節　研究架構與假設推論…………………………………………………………………………………………………………… 37
第二節　問卷設計………………………………………………………………………………………………………………………… 42
第三節　抽樣設計………………………………………………………………………………………………………………………… 47
第四節　資料分析方法…………………………………………………………………………………………………………………… 49
第四章　資料分析………………………………………………………………………………………………………………………… 51
第一節　樣本結構分析…………………………………………………………………………………………………………………… 51
第二節　非線性迴歸模型分析…………………………………………………………………………………………………………… 55
第三節　迴歸分析………………………………………………………………………………………………………………………… 59
第五章　研究結論與建議………………………………………………………………………………………………………………… 62
第一節　研究結論與後續研究建議……………………………………………………………………………………………………… 62
第二節　管理意涵………………………………………………………………………………………………………………………… 66
參考文獻…………………………………………………………………………………………………………………………………… 68
附錄：正式問卷

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