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研究生:李學愚
研究生(外文):LEE, SHYUE-YU
論文名稱:餐廳用餐品質對顧客滿意及行為意圖之影響
論文名稱(外文):Effect of Dining Quality on Customer Satisfaction and Behavioral Intention
指導教授:陳信泰陳信泰引用關係
指導教授(外文):CHEN, HSIN-TAI
口試委員:謝安田,方世榮,楊豐華,黃榮鵬,陳信泰
口試委員(外文):HSICH, AN-TIEN FANG, SHYH RONG YANG, FENG-HUA HUANG, LEO CHEN, HSIN-TAI
口試日期:2017-07-25
學位類別:博士
校院名稱:大葉大學
系所名稱:管理學院博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:98
中文關鍵詞:服務品質享樂型價值功利型價值
外文關鍵詞:Service qualityHedonic valueUtilitarian value
相關次數:
  • 被引用被引用:0
  • 點閱點閱:295
  • 評分評分:
  • 下載下載:13
  • 收藏至我的研究室書目清單書目收藏:0
本研究之目的在探討消費者對餐廳用餐品質的評價如何影響顧客滿意,以及在餐廳中正向用餐品質與負向用餐品質的交互作用下,對顧客滿意度可能造成的影響,進而檢測控制價格因素後,顧客滿意度與行為意圖之間的關係。採用 3 × 3 × 2的研究設計,以正向用餐品質描述(衛生好、服務好、口味好)及負向的用餐品質描述(衛生差、服務差、口味差)為操弄變項,以價格(高價位、低價位)為控制變項,檢測在控制價格的情境下,顧客滿意度對顧客行為意圖之影響。結果顯示:「口味」是影響顧客滿意的重要因素,餐廳中正向與負向情境的用餐品質,會互相干擾消費者的顧客滿意。控制價格因素以後,顧客滿意不會影響消費者的再購意願。但是卻能影響消費者的正面口碑。
The purpose of this research is to investigate the evaluation of dining quality and how to affect customer satisfaction, as well as the influence of customer satisfaction under positive and negative interactions in the restaurant, and then detect the relationship between customer satisfaction and behavioral intention after testing the controlling price factors. This study adopts a 3 × 3 × 2 research design to describe the positive dining quality (good sanitation, good service, good taste) and the negative one (poor sanitation, poor service, bad taste) for the manipulation variable, to define the price (high, low) of the control variable, to detect the impact of customer satisfaction on the customer’s behavioral intentions in the context of controlling prices. The result shows that food taste is the most important factor in causing customer satisfaction. The positive and negative dining qualities of customer satisfaction will interfere with each other when the positive and negative meal qualities are discussed together in the restaurant. Customer satisfaction will not affect the customer’s repurchase intention after control the price factor, but customer satisfaction will affect the customer’s positive word-of-mouth reaction.
第一章 緒論
第一節 研究動機 1
第二節 研究問題 5
第三節 研究目的 8
第四節 研究範圍 9
第五節 論文結構 10
第二章  文獻探討與假設推論
第一節 用餐品質 11
第二節 用餐品質與顧客滿意 22
第三節 價格、顧客滿意與行為意圖 28
第四節 研究架構 33
第三章  研究方法
第一節 研究設計 34
第二節 研究工具 36
第三節 研究對象 48
第四節 資料分析 49
第四章  結果與討論
第一節 樣本背景資料 50
第二節 單向情境之用餐品質與顧客滿意 52
第三節 雙向情境之用餐品質與顧客滿意 55
第四節 顧客滿意與行為意圖 57
第五節 綜合討論 59
第五章 結論與建議                   
第一節 研究結論 62
第二節 實務建議 63
第三節 研究限制與後續研究建議 66
參考文獻 68

圖目錄

圖2-1 研究架構        33
圖3-1 高價位菜單圖片   39
圖3-2 低價位菜單圖片   39
圖4-1 不同情境之用餐品質對顧客滿意之剖面圖 56


表目錄

表2-1 2001~2014年餐廳品質屬性相關研究 14
表3-1 3x3x2多因子準實驗設計配置 35
表3-2 正向用餐品質之虛構情境內容 37
表3-3 負向用餐品質之虛構情境內容 37
表3-4 用餐價格之虛構情境內容 38
表3-5 顧客滿意量表之題項 40
表3-6 行為意圖量表之題項 41
表3-7 用餐品質虛構情境操弄檢測結果 43
表3-8 用餐價格虛構情境操弄檢測結果 44
表3-9 顧客滿意及行為意圖量表之信度及因素分析 45
表3-10 正式問卷設計內容 47
表4-1 用餐行為之平均值、標準差 51
表4-2 經常消費餐廳之優點百分比 52
表4-3 單向情境之用餐品質對顧客滿意之單因子變異數分析 53
表4-4 單向情境之用餐品質對顧客滿意之平均值、標準差 54
表4-5 雙向情境之用餐品質對顧客滿意之二因子變異數分析 55
表4-6 雙向情境之用餐品質對顧客滿意之平均值標準差 55
表4-7 顧客滿意與行為意圖之層級迴歸 59


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