臺灣博碩士論文加值系統

近年隨著教育普及與生活水平提高，人們積極追求健康的人生(Tol et al., 2013)，健康的生活方式越來越受到重視，健康輕食業商機看漲，是食品業者覬覦的大餅。了解健康輕食餐廳顧客忠誠度的前因與後果行為能有效提高餐廳競爭力，達到商業成功的目的。本研究整合推拉動機理論、顧客滿意度與忠誠度來建立研究模式，藉以了解顧客忠誠度的前因與後果行為。其中推動動機主要是指個人健康責任與營養需求等健康促進(health promotion)心理因素，拉引動機聚焦在餐廳的產品品質與產品創新等外在吸引力。
本研究對象為到馬來西亞口水粥健康輕食餐廳的顧客，採用問卷調查方式、蒐集到有效問卷150份，並使用SPSS 18.0套裝軟體進行資料分析，首先將對樣本進行敘述統計方法分析樣本的人口統計變數等基本結構，再使用多元迴歸分析進行研究架構的假設檢視。
研究結果顯示：(1) 顧客拉引動機與推動動機對於顧客滿意度具有顯著正向的影響效果，其中顧客健康責任是影響滿意度的最重要因素；(2) 顧客推動動機的自我健康責任因素顯著正向影響拉引動機的產品品質因素；(3) 顧客滿意度能有效激勵顧客忠誠度之再購意願、口碑宣傳與價格容忍度，然而對於搜尋的影響力有限。研究結果並提出實務意涵與建議。

Recently it is important to promote lifestyle in order to maintain and promote health. Thus, healthy light food has a good business opportunity in food industry. This study proposed an integrated approach to understand the relationships between push-pull motivation, customer satisfaction and customer loyalty. The push motivation refers to individual health promotion. The pull motivation includes product quality and product innovation.
A total of 150 valid questionnaires are collected from Kou Shui Porridge healthy light food restaurant customers in Malaysia. Multiple regression analysis is adopted to examine the path effects in the conceptual model.
The results find that: (1) Individual pull motivation and push motivation have significant and positive effects on the customer satisfaction. The “health responsibility”, which is one construct of health promotion, is the strongest affecting factor on the customer satisfaction. (2) Individual “health responsibility” significantly increases customer perception of product quality. (3) Customer satisfaction effectively improve customer loyalty, including repurchasing intention, positive word-of-mouth and willingness to pay more. The practical implications and suggestions are proposed.

摘　要 I
ABSTRACT II
誌　謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 1
1.3 研究流程 3
第二章 文獻探討 4
2.1 馬來西亞口水粥餐廳 4
2.2 推拉動機 5
2.2.1 產品品質與產品創新 5
2.2.2 健康促進 7
2.3 顧客滿意度 10
2.3.1 滿意度定義 10
2.3.2 滿意度的決定因子 11
2.4 顧客忠誠度 12
2.4.1 顧客忠誠度定義 12
2.4.2 顧客忠誠度的概念架構 12
第三章 研究方法 14
3.1 研究架構 14
3.2 研究假設 15
3.3 研究變數、操作型定義與問卷設計 16
3.4 研究對象與資料蒐集方法 19
3.5 分析方法 19
第四章 實證分析結果 20
4.1 資料蒐集與樣本結構分析 20
4.1.1 資料蒐集 20
4.1.2 樣本結構分析 20
4.2 問卷量表信度分析 24
4.3 研究假設檢視 25
4.3.1 研究構面的組成分析 25
4.3.2 檢視研究假設 30
第五章 結論與未來研究方向 34
5.1 結論、討論與建議 34
5.2 未來研究方向 35
第六章 參考文獻 37

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