臺灣博碩士論文加值系統

服務業佔國民所得的比例日益增加，餐飲業在台灣迅速發展與成長，競爭日趨激烈，提供優質產品與服務服務，重視並建立良好顧客關係與提升顧客知覺價值以獲取更高的顧客忠誠度，是餐飲業者在傳遞服務品質時所應重視之議題。
學者Petrick（2002）針對消費者行為，提出以品質與價格兩構面，來衡量觀光飯店餐飲業的消費知覺價值，本研究根據學者所提出知覺價值研究模式，導入顧客關係管理概念，衡量顧客忠誠度，並探討各變數間的關係。本研究採用問卷調查法與便利抽樣法，以國內25家合法登記觀光飯店為研究對象，以問卷方式蒐集213位台北市觀光飯店中式餐廳消費者之資料，以層級迴歸分析進行分析。
研究發現：(1)知覺價值與顧客關係管理對顧客忠誠度皆產生正向影響；(2)而顧客關係管理部分構面會強化知覺價值與顧客忠誠度間的關係。分析研究結果，對觀光飯店的餐飲經營、服務與行銷策略，本研究建議：(1)觀光飯店應注重品質與具競爭的價格；(2)觀光飯店應重視與加強顧客關係管理；(3)觀光飯店應提升顧客互動與客製化服務。針對上述，本研究提出管理意涵與後續研究建議。

Food and beverage industry develops with the rise of economy in Taiwan. Providing superior products and service, valuing and establishing customer relationship management (CRM) in order for better customer loyalty should be emphasized as the critical issue.
Following the model of perceived value proposed by Patrick（2002）, this current study started to probe into consumers’ behaviors in food and beverage industry. In addition, we derived from the concept of customer relationship management (CRM) to explore the relationships among perceived value, CRM, and customer loyalty. Questionnaire survey and convenience sampling methods were adopted, and data was collected from 213 Chinese restaurant customers of 25 registered international tourists tourist hotels in Taipei and analyzed using hierarchical regression analysis.
The findings revealed that：1.Perceived value and CRM had significant effects on customer loyalty. 2.CRM partially strengthened the relation between perceived value and customer loyalty. This paper suggested that：1.Quality and price should be valued. 2.CRM should be strengthened. 3. Customer interaction and customization should be emphasized. Based on the findings, some managerial implications and suggestions for further research were proposed.

目次
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與限制 6
第四節 研究步驟 8
第五節 名詞釋義 10
第貳章 文獻探討 13
第一節 知覺價值與顧客忠誠度間之關係 13
第二節 顧客關係管理與顧客忠誠度之關係 22
第三節 顧客關係管理對知覺價值與顧客忠誠度間關係之影響 29
第參章 研究設計 33
第一節 研究方法 33
第二節 研究假設與架構 34
第三節 問卷設計與試測 36
第四節 問卷抽樣與調查 39
第五節 信度與校度檢驗 41
第肆章 研究結果與分析 43
第一節 主要變項之描述性統計分析 43
第二節 變項間之相關分析 45
第三節 階層式迴歸分析 48
第四節 階層式迴歸分析 ─ 依據人口統計變項分組 51
第伍章 結論與建議 55
第一節 研究發現 55
第二節 研究建議 58
參考文獻 63

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