臺灣博碩士論文加值系統

近年來餐飲業產值快速成長，使餐飲業為主要的經濟成長來源。隨著人們消費傾向改變，現代人的生活型態漸漸地更重視生活品質，使得餐廳已經成為國人生活中不可或缺的部分。對顧客而言，在進入一家餐廳用餐時，受到餐點、服務、環境等等的影響，在感受方面也會有所不同。大多數的消費者到餐廳用餐除了飢餓所產生的需求外，都有其特殊的需求與目的，可能為了與親友聚會、公司餐敘、或是為了體驗頂級的服務環境等等。回顧過去忠誠度的研究，多偏向遊憩體驗、體驗行銷、體驗價值、實體環境、品牌形象對顧客滿意度及忠誠度的探討，但是針對餐廳顧客體驗深度對顧客滿意度及忠誠度卻尚未有詳細的文獻。
本研究認為新、老顧客在餐廳的用餐體驗會有深度的區別，因此，以一間台北市的義大利平價餐廳的老顧客與新顧客作為研究對象，透過顧客在餐廳的體驗，深入了解他們對於餐廳的體驗深度在概念上的不同之處，進而探討其滿意度與忠誠度的關係。研究結果顯示：(1)在體驗深度方面，老顧客在情感體驗、行為體驗深度顯著高於新顧客。(2)餐廳體驗深度與顧客滿意度及顧客忠誠度呈現顯著的正相關。(3)顧客滿意度與顧客忠誠度呈現顯著的正相關。(4)在滿意度方面，老顧客在整體滿意度、人員滿意、產品滿意顯著高於新顧客。(5)在忠誠度方面，老顧客在整體忠誠度、再次光臨意願、願意向他人推薦宣傳、行為面、態度面顯著高於新顧客。

In recent years, the value within the restaurant industry has grown rapidly to the extent that the restaurant industry itself has been seen as a major source of economic growth. As people change their consumerism habits, the modern lifestyle has gradually put more focus on life quality, so the restaurant has become an integral of part Taiwanese people’s lives. From the perspective of the customer, when entering a restaurant he or she will be influenced in terms of the different experiences offered by the meals available, the service, and the environment. In addition to the demands of hunger, many of the consumers enter restaurant for their own special requirements and motivations, such as meeting with friends and family, business dinners, or to experience the best service environments.
After reviewing past research on loyalty, it is more biased on recreational leisure experiences, marketing experiences, value experiences, physical environments, the effect of brands on customer satisfaction, and customer loyalty. However, there was no detailed literature available related to the experiential depth of restaurant customers in terms of customer satisfaction and loyalty. This study suggests that there is a difference in the experiential depth between the new and old customers in the restaurant dining experience, therefore the research subjects were new and old customers at an affordable Italian restaurant in Taipei. Customers’ experiences in the restaurant were used to gain an in-depth understanding of the conceptual difference related to the experiential depth of the restaurant, and then to further explore the relationship between satisfaction and loyalty.
The results of the research showed that: (1) there was significantly higher experiential depth for old customers over new customers in in terms of emotional and behavioral experience. (2) The experiential depth of restaurant customers showed a significantly positive correlation to customer satisfaction and loyalty. (3) The customer satisfaction showed a significantly positive correlation to loyalty. (4) In terms of satisfaction, old customers had significantly higher results than new customers for overall satisfaction, staff satisfaction, and product satisfaction. (5) In terms of loyalty, for old customers the overall loyalty, the willingness to come eat at the restaurant again, the willingness to recommend the restaurant to others, behavior, and attitude were all significantly higher than the results from new customers.

誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
表次 VI
圖次 VII
第一章 1
第一節 研究動機與目的 1
第二章 理論背景 3
第一節 體驗 3
第二節 顧客忠誠度 10
第三章 研究設計 14
第一節 研究架構 14
第二節 研究假說 14
第三節 研究對象與實施方法 15
第四節 研究過程 16
第五節 問卷設計 16
第六節 資料蒐集與分析 18
第四章、研究結果分析 19
第一節 樣本結構分析 19
第二節 新、老顧客描述性統計及差異分析 21
第三節 相關分析 36
第五章、結論與建議 38
第一節 研究結論 38
第二節 實務上的建議 43
第三節 研究限制與未來研究方向 43
參考文獻 45
附錄:問卷 56

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