臺灣博碩士論文加值系統

餐廳欲提昇服務品質可優先由廣告著手（Mill，1998），因為廣告可以影響顧客對服務的期望，得到立即性的效果。本研究應用PZB模式為研究架構，以DINESERV量表為基礎進行問卷調查，並採內容分析法分析廣告服務訊息，企圖探討顧客對服務認知與廣告服務訊息之差距。本研究以台中地區某知名國際觀光飯店餐廳顧客與平面廣告做為研究對象。顧客抽樣有效樣本為105份，廣告共計41份。研究結果顯示服務期望達成的程度超出「符合期望」，表示仍有很大的發展空間，而服務各構面的重視程度呈現平均的狀態。內容分析結果發現廣告服務訊息以賞心悅目較為凸顯。顧客認知與廣告服務訊息兩者相較，顯示兩者存在差異。本研究依據顧客期望達成的程度與廣告內容分析之結果，提出提昇服務品質與加強廣告服務訊息之建議，以提昇業者之競爭力。

Providing quality service has become an increasingly important issue in the hopsitality industry. As customer expectation are influenced by advertising, it is important to better unserstand the perceptions of the service in relation to the service quality cues of the sdvertisement. The survey was administered to 105 customers in a hotel restaurant and analyzed41 printer advertisements of the hotel.This study revealed that relatively few service quality cues are contained in the advertisements. Tangible was the most popular advertising cue. A gap exiting between the perceptions of customers and the communication of service quality through advertising was identified. It is point out that more effort should be expended by service providers in determining the perceptions of customers before designing the advertisement. Providing quality service has become an increasingly important issue in the hospitality industry. As customer expectations are influenced by advertising, it is important to better understand the perceptions of the service in relation to the service quality cues of the advertisement. The survey was administered to 105 customers in a hotel restaurant and analyzed 41 printed advertisements of the hotel.This study revealed that relatively few service quality cues are contained in the advertisements. Tangible was the most popular advertising cue. A gap exiting between the perceptions of customers and the communication of service quality through advertising was identified. It is point out that more effort should be expended by service providers in determining the perceptions of customers before designing the advertisement.-1 -aRelatioship between Perceived Service Quality and Communication of Service Quality through Advertising for a Hotel Restaurant