臺灣博碩士論文加值系統

在現今行銷過程中，餐飲企業體已逐漸重視並關切長期顧客的重要性，其主因是開發新顧客將比舊顧客的成本高，且長期顧客對企業利潤的貢獻度將高於短期顧客；換言之，企業如果能降低顧客的背離率，其利潤更會快速成長，因為忠誠的消費者可同時帶來更多利潤。尤其是餐飲業。一般而言，餐飲企業的營收需求來自新顧客和重覆購買的舊顧客，所以餐飲企業除了應積極爭取新的顧客之外，更應確保目前的顧客群，把服務品質、關係行銷提高。並同時與其建立長久的顧客關係。
本研究經由相關文獻探討，整合過去的學者著作及相關研究，分析餐飲業中，促銷策略、服務品質、關係行銷與顧客滿意度之關連性研究。因此將台北地區餐飲業消費者與行銷人員作為研究對象，通過問卷調查法，並依線性結構模式，探討該產業之促銷策略、服務品質、關係行銷、顧客滿意度等概念，互相連結不同概念的因果關係。
本研究以餐飲業，促銷策略、服務品質、關係行銷、顧客滿意度做整體面向的探討，企圖提出較具整體的研究架構，以探討人員人格特質是否對所傳達之服務品質、企業形象、關係品質對消費者滿意度與忠誠度產生影響，研究結果並提供企業對內作為人員適才適所選任，對外作為了解顧客需求與改善顧客關係參考。

In these years, as the society changes rapidly and the economy shifts hastily, consumers no longer focus on the needs or the function of the products. Instead, they rely heavily on the Service Quality as well, such as the stylish ID and Satisfaction.
This research, hinged on the literature review and relevant studies, explores how to radically raise the business performance by brand management, as well as how to build up the advantage among the tough competition, in order to run the business as long as possible. Food and Beverage Industry market is analyzed by various inter-connected factors, such as: Promotion strategy, Service Quality, Relation Marketing and Customer’s Satisfaction. The consumers in Taipei are chosen as the subject of the research, through the methodology of questionnaire linear structure model, to examine the interrelated concepts of: Promotion Strategy, Service Quality, Relation Marketing, Customer’s Satisfaction, which in the long run result to substantial benefit in sales.
This research takes the industry of, Food and Beverage Industry as the experimental subject. The data collected from questionnaire investigation method in Taipei, probe into Food and Beverage Industry this: Promotion Strategy, Service Quality, Relation Marketing, Customer’s Satisfaction by way of T test and Amos linear structure.
1. There is a significant, positive correlation between Promotion Strategy and Service Quality.
2. There is a significant, positive correlation between Relation Marketing and Service Quality
3. There is a significant, positive correlation between Service Quality and Customer’s Satisfaction.
4. There is a significant, positive correlation between Promotion Strategy and Customer’s Satisfaction.
5. There is a significant, positive correlation between Relation Marketing and Customer’s Satisfaction.
The survey takes consumer of a Food and Beverage Industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

摘　要 I
目 錄 V
表目錄 IX
圖目錄 XI
誌　謝 XIII
第一章　緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍 3
1.4研究流程 4
第二章　文獻探討 6
2.1. 餐飲業 6
2.1.1餐飲服務業 6
2.1.2小結 9
2.2促銷策略 10
2.2.1促銷策略的定義 10
2.2.2促銷策略衡量分類 11
2.2.3小結 13
2.3關係行銷之相關研究 13
2.3.1關係行銷的定義與內涵 14
2.3.2關係行銷的流程與架構 16
2.3.3小結 19
2.4服務品質 19
2.4.1品牌績效的定義 20
2.4.2服務品質的定義 20
2.4.3服務品質之衡量 24
2.5顧客滿意度 26
第三章　研究方法 32
3.1研究架構 32
3.2研究假說 33
3.3 研究變數的定義與衡量 36
3.4問卷設計 39
3.5研究對象與抽樣設計 42
3.5.1研究對象與抽樣架構 42
3.5.2抽樣方法 42
3.5.3樣本大小 42
3.6問卷蒐集與回收分析 43
3.7資料分析方法 44
3.8效度與信度分析 45
3.8.1效度 45
3.8.2信度 47
第四章資料分析與結果 49
4.1. 樣本資料之分析 49
4.2. AMOS模式之建立與分析 57
4.2.1. AMOS架構分析 58
4.2.2. AMOS模式配適度評鑑 58
4.3. 模式之假說檢定 64
4.3.1. 促銷策略對服務品質之影響 64
4.3.2. 關係行銷對服務品質之影響 65
4.3.3. 服務品質對顧客滿意度之影響 66
4.3.4. 促銷策略對顧客滿意度之影響 67
4.3.5. 關係行銷對顧客滿意度之影響 69
4.3.6. 變數間影響效果分析 70
第五章結論與建議 72
5.1研究結論 72
5.1.1研究結果 73
5.1.2 研究討論 75
5.2行銷涵義 75
5.3研究貢獻 76
5.4研究限制 76
5.5未來研究建議 77
參考文獻 78
一、 中文部分 78
二、 英文部分 79
附錄A研究問卷 82
附錄B產業分析 88
餐飲業的發展方向 91



表目錄


表2.1促銷策略定義之文獻整理 10
表2.2 學者專家對顧客關係管理的定義 15
表2.3服務品質的定義之相關文獻 21
表2.4服務品質衡量 24
表2.5顧客滿意度的定義 28
表3.1研究變數與問卷題目對照表 39
表3.2樣本回收情形 43
表3.3驗證性因素分析(CFA)參數估計表 46
表3.4信度指標分析表 48
表4.1信度指標分析表 49
表4.2受訪者性別統計表 51
表4.3受訪者年齡統計表 51
表4.4受訪者教育程度統計表 52
表4.5受訪者職業統計表 53
表4.6受訪者個人每月平均所得 56
表4.7 AMOS模型圖常用符號定義表 58
表4.8整體模型配適度指標 63
表4.9潛在變數間最大概似法之估計值 65

表4.10潛在變數間最大概似法之估計值 66
表4.11潛在變數間最大概似法之估計值 67
表4.12潛在變數間最大概似法之估計值 68
表4.13潛在變數間最大概似法之估計值 69
表4.14潛在變數效果分析 71
表5.1研究假說檢定結果 73


圖目錄

圖1.1 研究流程 5
圖2. 1餐飲業的類型 7
圖2.2餐廳餐品結構與價格之比較圖 8
圖2. 3酒席、西餐之餐桌服務作業流程 9
圖2.4顧客關係管理的四大循環 17
圖3. 1概念性研究架構 33
圖3.2操作性研究架構 34
圖4. 1顧客性別統計 52
圖4. 2顧客年齡統計 53
圖4. 3顧客職業統計 54
圖4. 4顧客學歷統計 56
圖4. 5顧客平均所得統計 57
圖4. 6促銷策略對服務品質之關係 64
圖4. 7關係行銷對服務品質之關係 65
圖4. 8服務品質對顧客滿意度之關係 67
圖4. 9促銷策略對顧客滿意度之關係 68
圖4. 10關係行銷對顧客滿意度之關係 69

一、中文部分
1.孫路弘(1996)，餐飲服務品質管理，觀光研究學報，2(1)，79-91。
2.榮泰生 (2001)，行銷學，台北市：五南。
3.鄺君儀(2002)，零售業促銷管理系統之研究，磨出版碩士論文，淡江大學，台北縣。
4.黃俊英(2003) 行銷研究: 管理與技術，五版，華泰書局。
5.吳慈榕 (2008)，以情緒決策觀點探討：在價格促銷下對預期情緒與購買意願執行動影響評估，磨出版碩士論文，國立嘉義大學，嘉義市。
6.林坤源(2002) 促銷策略對消費者行為影響之研究－，碩士論文，國立高雄第一科技大學行銷與流通管理研究所。
7.楊錦洲(2002) ，服務業品質管理，台北：品質學會。
8.杉本長夫(1986) ，事業、營業、服務的品質管制，台北市：中興管理顧問公司。
二、英文部分
1.Aaker (1996),building strong brand ,new York : the free press.
2.Anderson ,E.W.,Fornell C. & Lehmann D.R., (1994),customer saticfaction,market share,and profitability:Findings form Sweden,journal of marketing,58(3),53-66.
3.Anton ,J.,(1996) “customer relationship management”,prentice hall.
4.Austin: (2011). , Iss. Ma-Ml; pg. 140002 Hoover''s Company Records.
5.Bagozzi, R.R.(1980), Causal Models in Marketing. NY：Wiley.
6.Blaattberg,R,C.and S.A neslin (1990),“sale Promotion concepts,methods and strategies”,new jersey,prentice hall
7.Blattberg & Neslin(1990) ,sales promotion: concepts,methods and strategies,Englewood cloffs, NJ:prentice Hall
8.Buttle,F.,(1996) “SERVQUAL :review,critique,research agenda” European Journal of Marketing Reseach ,pp.7-27.
9.Bitner,M.J., (1990) Evaluating service encounters: The effect of physical distribution surrounding and employer responses,journal of marketing.54(2),69-82.
10.Berson,Smith and Thearling (1999), “Building data mining applications for CRM.”,McGraw-hill.
11.Boomsma, A. and J. J. Hoogland (2001), Structural Equation Modeling: Present and Future. AFestschrift in Honor of Karl Joreskog, IL: Scientific Software International, 139-164.
12.Conlon,G.,(1999) “No Turning Back”.Sales & Marketing
13.Crosby,P.B.( 2010) Quality is free, new York: new American library. managerment,pp.50-55.
14.Diamond and Cambell(1990) “framing and sales promotion : The characteristics of a good deal”journal of consumer marketing,vol 7 ,pp25-31
15.Davids,M.,(1999) “How to avoid the 10 biggest mistake in CRM” journal of business strategy,pp.22-26.
16.Dabholkar,Thorpe and Rentz (1996),A meansure of service quality for retail stores: Scale development and validation,journal of the academy of marketing science,24(1),3-16.
17.Engel & BlackWell (2001) consumer behavior,floriad ,Harcourt.
18.Gronroos，C.(1990) service managerment and marketing :managing the moment of truth in service competition.Lexington,MA:Lexington books.
19.Goff,L.,(2000) “CRM: The cutting edge of servicing customer,”computer world.
20.Garvin,D.A.,(1983) Quality on the line.Harvard business review,61(3),65-73.
21.Mc Carthy & Perreault (1993),essentials of marketing,7 ed,usa:times mirror higher education group inc.
22.Nord ,W.R.,& Peter,P（1980）.A behavior modification perspective on marketing.Journal of marketing,44,36-47.
23.Jones,N.(1983).The Restauranr,A place for quality control and product maintenance
24.Joreskog, K. G. and D. & Sorbom, (1993), LISREL 8: User’s reference
guide. Chicago, IL: Scientific Software International , Inc.
25.Kotler,P.(2003).Maketing Management,New Jersey:Prentice-Hall.
26.Kotler (2002) marketing managerment:analysis ,planning,implementation and control 8 ,prentice hall,Englewood cliffs,NJ
27.Klalakota ,R and Robinson(1999)“e-Business:Roadmap for success” 1st ed.,U.S.A.:Mary T.O’Brien.
28.Kotler,P.(1991).marketing management:analysis,planning,implementation and control(7nd ed.).New York,NY: prentice –hall.
29.Ott (1999) “developing a successful strategy for customer relationship management ” Mckinsey and company,Inc.
30.Faramak Zandi, Madjid Tavana. Computers & Industrial Engineering. New York: Aug (2011). Vol. 61, Iss. 1; p. 1
31.Firdaus Abdullah, Rosita Suhaimi, Gluma Saban, Jamil Hamali. The International Journal of Quality & Reliability Management. Bradford: (2011).Vol. 28, Iss. 5; pg. 542
32.Parasuraman,A,Zeithaml,V.A&Berry,L.L(1985).A conceptual Model of Service Quality and Its implications for future research.Journal of marketing,49(4),41-50.
33.Parasuraman,Zetihaml and Berry (1985),A conceptual model of service quality and its implications for future research.journal of mathematical psychology,29(1),82-105.
34.Parasuraman,Zetihaml and Berry (1988) SERVQUAL : a multiple-item scale for measuring customer perceptions of service quality,journal of retailing,64(1),12-40.
35.Quelch（2001）“sales Protion management” Englewood Cliffs,N.J :prentice – Hall,Inc.
36.Rothschild,M.L& Gaidis ,W.C.,（1981）Behavior learning theory : Its relevance to marketing and promotion .Journal of maketing,45(1),70-78.
37.Peppers,D.,M.Rogers and R.Dorf ,(1999) “Is your company ready for one to one marketing,” Harvard business review,vol.68 ,pp.105-111.
38.Parasuraman,A.,Zeithaml,V.A & Berry,L.L., (1985),A conceptual model of service quality and its implications for futurereseach.journal of maketing,49(4),41-50.
39.Parasuraman,A.,Zeithaml,V.A & Berry,L.L.,(1988) SERVQUAL:A multiple-item scale for measuring customer perceptions of service quality,.journal of retailing,64(1),12-40.
40.Rosander,A.C.(1980) is the challence being met.quality progress.service industry quality control,sep,34-35
41.Rosander,A.C.,( 1980) “service industry QC-IS the challenge being met,Quality progress,13,pp34-35.
42.Sasser at al (1978), managerment of service operations: text, cases and readings, boston : allyn& bacon.
43.Shimp (1993) promotion management and marketing communications IL : Dryden press,Chicago.
44.Wayland,R.E and P.M .cole, (1997) “customer connections:new strategies Growth” Harvard Business School Press.