臺灣博碩士論文加值系統

近年來，民眾紛紛要求服務好、有空調、CP 質(cost–performance
ratio)高的餐廳，且量販店、大賣場紛紛崛起，讓不少來傳統市場消費
或是飲食的民眾有了更多的選擇，即使如此，仍然有許多民眾會習慣
到傳統市場來滿足需求。
本論文是想探討傳統市場餐飲業的服務品質如何影響民眾消費的
滿意度與忠誠度，以及是什麼原因讓傳統市場得以存活，探討有形性、
可靠性、反應性、保證性、關懷性、顧客滿意度、顧客忠誠度的影響
程度。透過 SERVQUAL 量表，分析餐飲業顧客滿意度之前因後果。研
究方法以問卷調查訪問傳統市場餐飲業之顧客，使用迴歸分析進行整
體分析，以了解各構面變數的影響性。
經過問卷調查及統計分析，可以發現民眾普遍對於傳統市場的環
境不滿意，尤其是走道、停車位置、環境衛生，都不到中等的等級，
表示是非常需要改進的地方。而在服務品質的構面，可靠性、反應性、
關懷性皆對顧客滿意度有正向影響，而顧客滿意度對顧客忠誠度也有
著正向影響，希望能提供餐飲業做參考改進。

In recent years, people have demanded restaurants with good service,
air-conditioning, and high cost-performance ratios, and mass
merchandisers and hypermarkets have risen, allowing many people who
come to the traditional market to consume or eat more food. Choice, even
so, there are still many people who are accustomed to traditional markets
to meet their needs.
This paper is to explore how the service quality of the traditional catering
industry in the traditional market influences the satisfaction and loyalty of
the people's consumption, and what causes the traditional market to
survive, and discusses tangibility, reliability, reactivity, assurance, caring,
The degree of customer satisfaction and customer loyalty. Through the
SERVQUAL scale, analyze the consequences of customer satisfaction
before the restaurant industry. The research method used questionnaires
to interview customers in the traditional food and beverage industry and
used regression analysis to analyze the overall situation to understand the
influence of various facet variables.
After the questionnaire survey and statistical analysis, it can be found that
people are generally unsatisfied with the environment of the traditional
market, especially the aisles, parking locations, and environmental
sanitation, are not at a medium level, indicating that they are in need of
improvement. In terms of service quality, reliability, tangibility, and
caring all have a positive impact on customer satisfaction. Customersatisfaction also has a positive effect on customer loyalty. It is hoped that the restaurant industry can provide reference improvements.

誌謝 I
摘要 II
Abstract III
目錄 V
圖目錄 I
表目錄 I
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 5
第三節研究範圍與限制 6
第四節研究流程與論文架構 7
第二章文獻探討 9
第一節傳統市場 9
第二節服務品質相關文獻探討 9
第三節顧客滿意度 16
第四節顧客忠誠度 20
第三章研究方法 23
第一節模型架構與假說 24
第二節操作型定義與衡量 26
第三節資料收集與抽樣方法 29
第四節資料分析方法 29
第四章實證結果與分析 31
第一節樣本結構分析 31
第二節敘述性統計分析 37
第三節信度分析 41
第四節因素分析 42
第五節迴歸分析 48
第六節研究結果與具體建議 51
第五章結論與建議 54
參考文獻 56
附錄 60

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